In this day and age, buying insurance leads online has become the norm. One of the challenges of buying leads online, however, is the possibility that the leads may simply be oversold. The best case scenario is to opt for exclusive leads whenever possible.

It is hard enough to work a shared lead, but when you are the seventh person calling an insurance prospect, it’s much harder. Business insurance prospects want the opportunity to choose between several options, but they are unlikely to want their phone to ring off the hook.

Another problem an insurance sales professional runs into when buying leads is inaccurate information. A lead may have been gathered several months prior and may no longer be valid. A good lead is one that has been re-verified before it is sold.

The best way to avoid paying for oversold and inaccurate leads is to look carefully at the lead-generation company. Ask yourself these questions when identifying a lead-generation firm:

  • How long has the company been in business? (Look for 10-plus years.)
  • Have any of your peers or colleagues heard of them?
  • Do they write for industry publications or participate in industry forums?
  • Do they offer a training program to assist you in nurturing and closing leads?

Price is always a factor, but quality is far more important. Cheap insurance leads—especially if they have been sold repeatedly—can prove more costly in long term. Take the time to research how a company sells insurance leads. You will have to invest time in researching the companies, but it is an investment well worth making.

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John Pojeta is the director of business development for PT Marketing, which provides high-quality business-to-business appointment setting for insurance professionals and financial advisors. For more information visit www.ptmarketing.com.