Many insurance companies purchase aged leads only to be disappointed by incomplete or incorrect data and poor conversion rates.
This doesn’t have to happen to you. Aged leads can add to your agency’s profits as long as you plan ahead before you purchase them.
Why Are You Buying Aged Leads?
There are many good reasons to purchase aged leads. One of the most obvious ones is that they cost so much less than new, exclusive leads. Other reasons for buying used leads is to use them to train new sales staff or to help existing sales staff become familiar with a new piece of equipment like a power dialer.
Find a Reputable Company
A reputable company is one that guarantees the accuracy of its information. If you receive leads with incorrect contact information, the company should reimburse you for the bad leads or, at the very least, offer you replacement leads.
You can often vet companies by talking with their previous customers or by checking their reputation with the Better Business Bureau.
Ideas to Consider
If you’re purchasing used auto leads, try to purchase leads that are six to twelve months away from the initial date of inquiry. Most people pay for their auto insurance every six months, and if they’re going to switch companies, they will usually pick the time when their old insurance policy is about to expire.
If you only work with clients in one specific area of your town, ask the lead generation company if they can filter your aged leads so that you don’t end up paying for leads you can’t use.
If the lead generation company doesn’t mention it first, ask about whether you qualify for volume discounts. Volume discounts can make already good prices even less expensive.
Finally, it’s a good idea to check with your lead generation company to see if they’ve scrubbed the aged leads against the do not call registry. If they haven’t done it, that’s probably a task someone on your team should undertake.
Treat Aged Leads Like New Leads
Very few leads buy a product or service after only one contact, and aged leads are no exception. Therefore, it’s important to arrange for lead nurturing and customer relationship management, just as you would if you were working with a brand new lead.
There are several benefits to buying aged leads, but only if you are ready to treat them seriously and assertively try to convert them to loyal customers. Make sure you have a process for each lead in place and watch your sales go up.
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