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Broker lead tool pumps up Colorado ACA exchange sales

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Managers of Colorado’s state-based Affordable Care Act exchange say a broker lead-generation tool produced about 18,000 sales leads from November 2015 through September 2015.

The Connect for Health Colorado lead tool gives a broker 30 minutes to accept a lead before the lead cycles to another broker.

Related: Colorado ACA exchange bills may shock 2017 tax credit users

In the real world, the brokers participating in the lead tool program got back to consumers who were interested in exchange plan coverage in an average of just 10 minutes, exchange managers say in a new board meeting document.

About 25 percent of the leads resulted in actual exchange plan sales, managers say.

Managers note that insurance sales leads typically sell for $15 each.

At those rates, the 18,000 program leads were worth about $270,000 to the brokers, managers say.

Even when the consumers decided against signing up for exchange plan coverage, the brokers at least had a chance to try to sell them other products, managers say.

Managers say they have improved the tool for the open enrollment period for 2017 coverage, which is set to run from Nov. 1 through Jan. 31, by giving brokers the ability to set specific days and times when they will be available to handle leads.

Brokers can also view leads by ZIP code and city, and they can use a new performance tracking system that shows how many leads they’ve accepted and how many of the accepted leads resulted in exchange plan sales.

In related news, the Colorado exchange says it’s organizing mixers for brokers and nonprofit exchange assisters, to encourage brokers and assisters to work together to get consumers to live humans who can meet their needs.


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