Buying leads is one of the most important decisions you'll make as a final expense agent. The right leads can build your career. The wrong leads can drain your budget, waste your time, and push you out of the business.
But "best" doesn't mean the same thing for every agent. The best lead source for you depends on your budget, your sales style, and your goals. This guide gives you a framework to evaluate any lead source, then breaks down every lead type so you can make an informed decision.
What Makes a Lead Source "Best"?
Before comparing lead types, you need criteria. Here's what actually matters when evaluating any lead source:
Lead Source Scorecard
Did the prospect know they were responding to a final expense insurance ad? Or were they confused about "free benefits"?
What percentage of leads become policies? This matters more than cost per lead.
Do you know where leads come from? How many hands do they pass through before reaching you?
Are you the only agent working this lead, or is it shared with 5 others?
How many hours do you spend per policy written? Your time has value.
Can you get more volume when you're ready to grow?
The "best" lead source scores high on most of these. Cheap leads often fail on intent clarity and conversion rate. Expensive leads sometimes fail on scalability. Use this framework when evaluating any provider.
The real question isn't "what's the cheapest lead?" It's "what lead source will maximize my policies per week?" That's what determines your income. Run the numbers yourself →
Now let's break down every lead type using these criteria.
What's Covered
Data Leads (Dial Lists)
Data Leads
Names and phone numbers you dial yourself
Data leads are lists of prospects who fit a demographic profile (age, location, income) or expressed some interest online. You receive the list and do all the dialing yourself.
Pros
- Very low cost per lead ($0.50-3)
- High volume available
- You control the calling process
Cons
- Low contact rates (5-15%)
- Time-intensive dialing
- Many wrong numbers/disconnects
- Low intent when you reach them
Aged Leads
Aged Leads
Previously-worked leads sold at discount
Aged leads were generated weeks or months ago and have already been worked by other agents. They're sold at steep discounts because the original buyer already had their chance.
Pros
- Very cheap ($1-5 per lead)
- Some hidden gems remain
- Good for practice dialing
Cons
- Called multiple times already
- Most good prospects already closed
- Prospects often annoyed
- Very low conversion rates
Facebook/Digital Leads
Facebook & Digital Form Fills
Prospects who filled out an online form
These leads come from Facebook ads, Google ads, or other digital campaigns. Prospects click an ad and fill out a form with their contact information.
Pros
- Moderate cost ($10-35 per lead)
- Fresh — recently expressed interest
- Targeted demographics available
- Scalable supply
Cons
- Low barrier to fill form = low intent
- Must call quickly (minutes, not hours)
- Often don't remember the form
- Quality varies by provider/ad
Co-Registration Leads
Co-Registration (Co-Reg) Leads
Checkbox opt-ins from unrelated offers
Co-reg leads come from people who filled out a form for something else (sweepstakes, free samples) and checked a box saying they were also interested in insurance information.
Pros
- Very cheap ($2-10 per lead)
- High volume available
Cons
- Extremely low intent
- Prospect wasn't looking for insurance
- Sold to multiple agents
- Often don't remember opting in
Live Transfers
Live Transfers
Pre-screened calls transferred to you
A call center contacts prospects (or receives their calls), asks screening questions, and transfers "qualified" calls to you live.
Pros
- Live person on the phone
- Someone else did initial screening
- No dialing required
- Immediate conversation
Cons
- Higher cost ($30-75 per transfer)
- Hidden screening layer
- No visibility into qualifying process
- Call center incentives may not align
Pre-Set Appointments
Pre-Set Appointments
Scheduled calls at specific times
A call center contacts prospects, qualifies them, and schedules a specific time for you to call.
Pros
- Prospect agreed to specific time
- Scheduled workflow
- No cold calling
Cons
- High no-show rates (20-50%)
- Time delay kills interest
- Pay for appointments, not conversations
- Higher cost ($50-100+ per appointment)
Inbound Calls (Pay-Per-Call)
Inbound Calls
Prospects call you directly
Prospects see advertising, decide they're interested, and call a phone number. The call routes directly to you — you're the first person they talk to.
Pros
- Demonstrated intent (they called)
- Live conversation immediately
- No intermediary layer
- Higher conversion rates
Cons
- Higher cost per call ($25-60)
- Quality depends on ad source
- Must be available to take calls
TV & Streaming Video Leads
TV & Streaming Video Leads
Inbound calls from television advertising
Inbound calls generated from television commercials and streaming video ads (CTV/OTT). Prospects see a TV ad, understand what's being offered, and call.
Pros
- Very high intent
- Clear advertising = informed callers
- Demographic targeting (seniors watch TV)
- Highest conversion rates
Cons
- Premium pricing ($35-60 per call)
- Less supply than digital sources
- Quality depends on ad creative
Side-by-Side Comparison
| Lead Type | Typical Cost | Intent Level | Time Required | Conversion |
|---|---|---|---|---|
| Data Leads | $0.50-3 | Very Low | Very High | 1-3% |
| Aged Leads | $1-5 | Very Low | Very High | 0.5-2% |
| Co-Reg Leads | $2-10 | Very Low | High | 0.5-1.5% |
| Facebook/Digital | $10-35 | Low-Medium | Medium | 3-8% |
| Live Transfers | $30-75 | Medium | Low | 8-15% |
| Pre-Set Appts | $50-100+ | Medium | Low-Medium | 10-20%* |
| Inbound Calls | $25-60 | High | Low | 12-25% |
| TV/Streaming | $35-60 | Very High | Low | 15-25% |
*Pre-set appointment conversion is of appointments that show, not total purchased.
The pattern: As you move from cheap lead types to more expensive ones, intent increases, your time requirement decreases, and conversion rates improve. You're trading dollars for time and quality.
How to Choose the Right Lead Type
Consider Your Situation
If you're just starting out with limited budget: You might need to start with data leads or aged leads to build skills. Understand that you're paying in time what you're saving in dollars. Plan to graduate to higher-quality leads as your budget allows.
If you have moderate budget and want growth: Facebook leads or live transfers provide a middle ground — better quality than data leads without the premium pricing of TV leads.
If you want maximum efficiency: Inbound calls, especially from TV and streaming video, deliver the highest conversion rates. The higher cost per lead is offset by better conversion and less time wasted.
If you're scaling a business: Dial-intensive lead types don't scale without adding staff. Inbound models scale naturally — more calls, more closings, reinvest in more calls.
The Real Calculation
Don't just compare cost per lead. Compare cost per policy when you factor in your time. Our income calculator can help you run these numbers.
Example: 100 aged leads at $3 each = $300. You spend 15 hours dialing, have 12 conversations, close 1 deal. Cost: $300 + 15 hours.
Alternative: 10 inbound calls at $45 each = $450. You spend 2 hours on calls, close 2 deals. Cost: $225 per deal + 1 hour each.
The "expensive" leads often have the best economics when you value your time.
Questions to Ask Any Provider
- Where do these leads come from? What advertising generates them?
- Are they exclusive or shared?
- What conversion rates do your other agents see?
- What's your return policy or quality guarantee?
- Can I start with a small test before committing to volume?
Further Reading
- Live Transfers vs Inbound Calls: What's the Difference?
- Pre-Set Appointments vs Inbound Calls
- Are Data Leads Still Worth It?
- TV Leads vs Digital Leads: The Real Difference
- The Pay-Per-Call Supply Chain Explained
- 5 Traps That Kill Insurance Agents Buying Inbound Calls
- The Real Math on Insurance Leads
Ready to Try High-Intent TV Leads?
Final Expense TV delivers inbound calls from television and streaming video advertising. Clear advertising, high intent, live conversations.
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