The Best Lead Sources For Life Insurance Agents (Top 5 Ranking)

What is going on, everyone? In today's video, I'm going to be breaking down the top five types of life insurance leads for final expense and term insurance. So this is going to be unlike any other lead ranking video that you have ever seen before. Because instead of just rating off of the intent of the lead or, you know, the quality of the lead or whatever, my goal is to rank on the profitability of the lead. Because at the end of the day, it doesn't matter if you're paying $80 a lead and writing a ton of business if you're not profitable. So we're going to be looking at the most profitable lead types for life insurance agents. So without any further ado, let's go ahead and jump into it. So I'm going to be grading every single lead type on a scale of 1 to 10 using my car T framework. Okay? So that is cost, answer rate, roi, trust and intent. So cost and roi, or, you know, they kind of tie into each other. Answer rate, trust and intent all kind of come in with the quality of the lead. So there's three aspects to it. The answer rate, the trust and intent. Cost is just the cost of the lead. Answer rate is the pickup rate. If you make a hundred dials, how many people are answering? ROI is the return that you can get on an investment into the lead. Trust is how much the lead trusts you when they're reaching out to you, how much trust you already have established. And then intent is just, what are they opting in for? Is it something about life insurance? How intentful are they to buy life insurance? Right, so let's start with lead type number five, the live transfer. Now, this is everyone's favorite lead in theory, right? Because it is a prospect that is literally calling you on the phone wanting to talk about insurance. Right? It's literally a live hot prospect on the phone ready to talk. They're great if you work them from the right vendor. Right? So let's talk about a couple of the pros of live transfers. Number one, because they are calling you, you don't really have to make that many outbound dials. The lead also has intent because they are literally picking up the phone to call you. Most commonly, you'll see live transfers from like a Google Ad, like a click to call ad, sometimes even a Facebook ad or a TV ad. A lot of times TV ads will run to a live transfer. So these are the most type, most common types of live transfers. You also will get a lot of leads that, you know, maybe a call center is calling the leads, and then once they get someone on the phone, they're transferring them over to you. So those are the typical types of live transfers that you will see. So those are the pros, which are obvious. Let's look at some of the cons. So the first con is they tend to be a lot more expensive than other lead types because you are literally getting someone on the phone who is already talking and ready to talk. They're going to charge more for this lead. The next thing is there is varying quality depending on the source. So even though the lead is very expensive, if you get them from the wrong source, the quality can be off. I've heard of situations where, you know, an agent will get a live transfer and it's literally just somebody that was kind of coerced into staying on the phone. Because the vendors for live transfers, they make money by somebody staying on the phone with you for usually 30 to 60 seconds. That is what classifies as a live transfer. So their goal is not necessarily to get someone that's going to buy insurance. Their goal is to get you someone that will stay on the phone for 30 to 60 seconds so that it'll count as a live transfer. So a lot of times you can get some. Some shitty quality from live transfers. And the last conversation are legal concerns. So you usually see this more so with like offsea overseas call centers or offshore call centers, sometimes still with us, but most commonly with offshore con call centers where the the call center will call people that are on the do not call list, transfer them over to the agent, and then the agent, because the call center is offshore, they're not going to prosecute it. The agent is the one that takes the fault for that lead. So if you're talking to someone who's on the do not call list, they call them, transfer them over to you. A lot of times the agent ends up paying fines and taking fault for that, for that rule being broken. So you do have to be very careful. With live transfers, there are definitely some pros because you are literally only talking to people that already want to talk or are already on the phone. But the cons are that they're more expensive. Sometimes you can get bad quality, and even if you get a bad quality lead, you're still paying that expensive cost. So let's look at the Cardi framework on a scale of 1 to 10. So the cost live transfers are going to come in at a 1 on the cost scale. Oftentimes they're $80 or more for a live transfer. So they can be quite expensive. The answer rate is a 10 because there's no answering. They're already on the phone. Pretty simple. The ROI for this one, I'm going to give it a three again. I think if you're a really, really skilled agent, this can be a good lead for you. But you have to make the most of every single one. Like if you're picking up these live transfers, you can't just expect them to be guaranteed closes. They are still leads. They're not guaranteed closes. You're not just order taking, you are still selling. And if you don't have that selling process down, your cost.

To acquire a customer is going to be through the roof and you're going to rack up a lot of, lot of expenses very quickly. So the ROI is going to be a three here. The trust is an eight. Because they are calling you. They definitely trust you a lot more. Right. You have all of this trust built when the lead is speaking to you. And the intent is also going to be an 8, which brings our overall score to a 6. So still a very, very good quality lead, but by no means is it the best option. So let's look at the next option which is aged leads. Now generally you might be really surprised to see this lead type on this list. Usually you don't see age leads on a list like this. The reason it's on mine is because I freaking love aged leads. They're one of the most profitable lead types that there is. They're a literal gold mine. So when I was selling insurance face to face, 70% of my business came on leads that were two years old older. So there is absolutely a ton of money in your aged leads. I want you to kind of like. I like to walk agents through this exercise because a lot of times people will object when I talk about age leads. So the people that are filling out forms today oftentimes fill out multiple forms. So if I fill out a form today, I may have also filled out a form six months ago and no one contacted me. Think about the agents that you know or maybe even yourself as an agent. How many times do you call your lead and how many of them never answer? Just because I don't answer today or tomorrow or the next day doesn't mean I won't answer my phone three months from now. If someone keeps calling me, eventually I'm gonna answer. Depends on my mood, depends what I'm doing, depends on so many factors. So a lot of these leads like they were, they are genuine, genuinely interested in life insurance. They just haven't answered the phone and haven't spoken with someone yet. So.

Those same people that are filling out the new leads are also the age leads. So you're talking to the exact same crowd. You're just getting them for a lower cost. Again, when I was selling face to face, I sold 15 year old leads, leads that literally sent in a direct mailer. When I was in elementary school, I sold people that were nine year old leads, eight year old leads everywhere from 15 to one year old leads. Right? And you can get age leads for 50 cents apiece that are, I think it's 50 to 500 days old, 85 to 500 days old for 50 cents a pop. So people that have filled in the form within the last year and a half. So those are all very, very quality leads. They're very, very new, like very recent. They're just age because they weren't filled in last week. So tons of money in the age leads. Very, very easy to get a high ROI. And you can literally get them for 50 cents a pop. So you can get 400 leads for 200 bucks. It's nearly impossible not to be profitable with an ROI like that. So I literally have seen an agent write tens of thousands of dollars on an AP of AP on an investment of 200 bucks in age leads. One of our best performing students right now is a 21 year old guy, part time college student who is on pace to write 30k this month, most of it on age leads. So let's look at the pros, the cost, they're cheap.

They'Re great for practice and reps. So you oftentimes have to do more activity on these types of leads in order to make sales, which is a bad thing and a good thing. It's a good thing because it helps you build your skill set and helps you get a ton of reps. The next thing is the roi. So because the costs are so cheap and, and because you can get so many leads, you can write so much business on 400 leads like you, it would take you so long to call through those leads and you get it for 200 bucks. They're also great, great quality. Again, the age leads are the same exact people as the new leads. The only difference is the recency. Now there are a couple of cons. You will oftentimes run into people who don't remember filling the lead out. So that, that definitely happens. There's more activity that's required and there's a slight learning curve. You have to learn how to work Age leads. But the thing is, they're the exact same as new leads. You work them the exact same. The only difference is your mentality. So it's learning to work age leads is really just learning how to set your mind straight in the correct frame to approach them. So let's look at the Cardi framework for age leads. Cost is going to be a 10. They're 50 cents. No. No explanation to you there. The answer rate is going to be a four. You do have to call quite a bit more to get people on the phone. The ROI is going to be a 9. You can make massive ROIs on this type of lead. The trust is going to be a four. They don't really know who you are or which form you're calling them about. So you do have to kind of build the trust yourself. And the intent is a five. Some people will literally just be ready to sign up. There are lay downs in age leads, but sometimes you do have to work a little bit more. It's people that may already have insurance and you have to replace the policy which 60 to 70% of our business came on replacements. Those are the best clients because they, because they already have proven they can make a make a payment. But the intent is going to be about a 5. Bring your overall score for age leads to a 6.4. Great lead. But by no means is it the best lead type. You want to supplement with age leads, but you don't want to exclusively work age leads. The next lead we're going to talk about is the self gen lead. Now this holds a place near and dear to my heart. My entire business was built around teaching people how to self generate leads. We've done this for a while. However, I will tell you there are definitely some downsides. Let's talk about the upsides first. So SelfGen allows you to generate the exact same leads that most Facebook vendors are charging you for, but for 1/10 of the price. The leads are the same or higher quality as generic vendor leads. And the potential ROI is huge. Huge. Right? I've seen people spend 3, 3, $3,000 to write 30,000. I've seen multiple people have like a 10x ROI on this kind of thing. The the ROI is huge on these leads, but there are definitely a couple downsides. Let's talk about those. So I've been doing this for over a year teaching agents to generate their own leads. And the downsides are that it's a massive distraction for agents. So I've seen people that will literally spend weeks delaying starting to Sell just to focus on self generation, all kinds of different things. And ultimately just a lot of times it'll take your focus away from the main primary skill that you need to be learning, which is selling policies. There's a lot of things that can happen. You can get your ads rejected, your ad account banned, your budget can be limited. I have one of our highest performing clients is limited at a $50 a day budget right now. So we can't scale past that level just because Facebook is being annoying. So budget limits can suck. As well as focusing on trying to make the perfect ad, this all takes away from your development of your sales skills. So again, I still definitely like this type of lead. I've seen it help tons of agents. I've seen it change the course of hundreds of agents, businesses. I've taught thousands of agents how to do this.

It still works. There's definitely some downsides though. And in my opinion, after doing it for a year and a half, I don't think that is the best option anymore. So let's look at the score, the cost. We're going to give this an 8. You're usually looking at between 5 to $10 for telesales leads, the answer rate is going to be a six. You definitely do still have to call. But these leads, they do pick up the phone, right? You have to do quite a bit of volume, but it's just like any lead, right? The ROI is an 8. You can make massive ROIs from this type of lead. The trust is a 7 and the intent is also a 7. So you show the lead exactly what you want to show it. So whatever you show the lead is what you're going to get. If you show a gift card, you're going to get people with gift card intent. If you show it life insurance leads, you're going to get people with life insurance intent. So the intent and the trust are seven, bringing our overall score to to a 7.2. All right, now this next type of lead is called a branded lead. So this is a relatively newer lead type. I'm going to explain the concept to you guys in about 30 seconds so that you understand what it is. So I want you to imagine franchising a Chick Fil A, right? Everyone loves Chick Fil A. You don't like Chick Fil A? You have terrible taste. Sorry to break the truth to you, but Chick Fil A is great. So if I'm going to open up a chicken restaurant, I can either a create something entirely from scratch. Let's call it Shooker's chicken, for example, or B, use a name and system that's already proven. So I can open a Chick Fil A or I can create something from scratch. Most people would choose B, especially with how saturated chicken is. I would rather just tap into the brand and the image and the systems that Chick Fil A has already created and the and then scale my business like that. So I'll put up a Chick Fil A restaurant, all of the hungry customers, or in this case leads will come and spend money with me. So I want you to think about branded leads the same way, but instead of chicken sandwiches, we're selling insurance. So think of it like Geico, right? Like everyone knows Geico. Imagine if you could work leads from Geico. You could work Geico's leads. The people that fill out leads for Geico already know what the company does. They already know what it's all about, right? They're calling you, they're filling out the form to save 15 or more on car insurance in 15 minutes. They already trust you, they're already interested in talking to you. All of that is established, right? They already know. They already get it. So branded leads basically allow you to tap into the trust that an established brand already has. So the advantage is you get to combine the transparency of self gen leads with the easy ease of buying leads. So instead of having to, you know, buy leads from a vendor that you have no idea what they're doing, you know what the brand is about, you know what kind of ads they're running, you get all of the transparency but you don't have to deal with Facebook's.

And there's a lot of it. So it's kind of a happy medium between the two, right? There's no bands, no ad rejection, spinning limits, nothing. You can just scale, work leads and close. So this hat that I'm wearing, we're actually opening a branded lead program basically. So this is a company called zushurance. It's something Julian and I, Julian's my business partner, if you don't know yet, founded and basically we're building America's next insurance consumer brand. So right now we're just doing final expense. Eventually we'll expand into term, but we are running super transparent ads. We're going to be doing organic content, all kinds of different stuff to build this brand and, and then we're going to let agents like yourself tap into that brand and work the leads that we generate. So I'm going to show you guys what one of our ads look like just so you Guys could see like the transparency that a branded lead would have. So I'll show that right now, the.

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All right, so you guys saw that ad. You see how transparent it is? It literally says it's about life insurance, it says the price, it says that it costs money. And then it says you have to speak with someone on the phone in order to get protected. So cannot be more transparent than that. And that's basically what the leads would see before you talk to them. So again, combining the transparency, the ease of self generating leads with not the, not the ease of self generic, but the transparency of self gender with the ease of buying leads. So let's look at the cardi score for branded leads. The cost is a six. They are a little bit more expensive because you are having to pay a vendor to generate them. You have to pay, you are having to pay a company for that. So the cost is a six. They're not overpriced by any means, but they're definitely more expensive than an age lead or a self generated Facebook lead. The answer rate's gonna be a little bit higher because again, people already know why you're calling. They know that they have to speak with someone on the phone. So the answer rate is going to be a little bit higher. The ROI is going to be an 8. In this situation, about the same as a self generated lead. ROI is going to be a lot higher than something like a live transfer, for example. The trust is going to be a 9. You're tapping into existing trust that the brand already has built. And the intent is also going to be a nine. Someone's filling out an ad, a form from an ad like the one you guys just saw, they have to be interested in life insurance, otherwise they would not fill that out. Which brings your overall score to an 8. An 8 out of 10. So now for the big reveal. The last and final type of lead. Drumroll, please.

Sure, you guys already saw it right there. All right. The last and final type of lead. The best lead type for insurance agents is the referral. Why? Well, just like the branded lead, where you tap into the existing trust that's already built, with referrals, you're doing the same thing, except instead of tapping into the brand's trust, you're tapping into the trust that they have with their friend or family member, which is ultimately even more powerful. So people will say word of mouth advertising is dead. That is completely false. Word of mouth advertising is still the best form of advertising out there because the closing percentage is so much higher. Someone tells you, someone you trust and love recommends something to you, you're more likely to take their advice. So the cost is literally $0. All you have to do is ask for the referral. But a lot of agents kind of run into this issue of, well, how do I get referrals? How do I ask for them? So I'm going to show you guys our strategy for doing that. We like to get referrals from beneficiaries. So basically, after you sign up your client, you're going to say something like this. Hey, Ms. Jones. So as part of working with me as a broker, one of the services I provide is actually to call your beneficiaries and explain the claims process. That way, if anything happens to you, they'll have my contact so I can help them file a claim. There's no point in having life insurance if your beneficiary doesn't know how to get the money. Wouldn't you agree? Once she agrees, you'll say, perfect. So based off of your decision today, it's pretty obvious to me that your family places a high value on life insurance and protecting, you know, each other's family. So one thing that I like to do is offer a fleet free review to my clients beneficiaries to make sure that not only you, but everyone in your family is in the best position possible. Do you think that would be beneficial? Beneficial to whatever their beneficiary's name? Do you think that would be beneficial to your son, Brian? Once they answer yes, boom. You just got one to two referrals, depending on how many beneficiaries they have. So super simple. Once you get the referral you're just going to throw them in a little group chat, text with your client, and then call up the referral, explain the claims process, explain how everything works, and then just pivot to them, ask them about them, ask them about, you know, what their goals are, and you're going to get a ton of business from that. You can literally, like, you can keep running referrals into infinity. So If I get one referral from Ms. Jones and then that person gives me two or four, like, I can keep going forever. I can literally run on an infinite game of referrals if I play my claim, my cards right. So cost 10. They cost nothing. All you have to do is ask the answer rate 9. It's not a 10 because you do still have to call these people. They know that you're calling, but maybe they're at work, maybe they're busy, Maybe they don't really want to talk to you right now. Whatever it is, answer eight is going to be a nine. So ROI is a ten. Cost nothing. You can make money. Anything divided by zero is infinity. So if you write a thousand dollars, you spent nothing. That's an infinite ROI. So ROI is a 10. The trust is a 10. You're tapping into the existing trust that they have with their friend or family member, which is extremely powerful. Intent is going to be seven. Now, this one's interesting because with referrals, they didn't ask for life insurance. You're kind of coming to them. You, you have the trust, but you don't really have, like, the intent necessarily. So you do have to still kind of sell them and build the need for life insurance. So referrals are still by far the best lead in the insurance industry. The total score, the Cardi score, is going to be a 9.2. So let's look at our final rankings.

First place, we got referrals with a 9.2. Second place, we have branded leads with an 8. Third place, we have self gym with a 7.2. Fourth place, we have age leaves with a 6.4. And in fifth place, we have live transfers with a 6. Thank you guys so much for watching this video. If you got value from this, feel free to hit the like button down below. Hit that subscribe button for more videos like this. If you guys disagree with my ranking or if you agree, let me know in the comments. They can start a little debate there about what the best type of leads are. And maybe if you're asking yourself, hey, why did I leave direct mail out? I'll tell you the Reason why is because direct mail is extremely expensive. Costs are only going up and the ROI is not the best. I've seen people that have worked direct mail literally be stuck in the cash flow cycle, the lead cash flow cycle, for months and months on end. Thousands of dollars in credit card debt. They're writing a ton of ap, but they're not making business, right? Not making any money. And that's why I didn't include it because I don't think it's one of the most profitable leads. You do have to work a ton to make money on them and the costs are so high. So that's why if you disagree with me, just let me know in the comments and we'll debate there. But I do want to extend this offer. I was telling you guys a little bit about zu assurance. I'm telling you guys, in the next year, next few months to a year, you guys are going to be seeing this logo all over the place. I'm inviting you right now to get the opportunity to join us in our mission to save America's middle class, help families and help agents, basically. At the moment, we're currently accepting five agents per week to join our new branded lead program. You guys saw the ad. You understand it transparent. Transparent. This is what we're building, right? We're going to be doing tons of organic content for people buying life insurance and this thing's going to grow like crazy. So if you guys want to get in on America's next insurance brand, it's going to be called insurance. We are looking for five agents per week. Currently accepting five agents per week. And because we're building a brand, we all only want a specific type of agent. We want people that are going to treat their clients like family, right? So if you're the type of person who is just looking for the biggest, biggest commission check, you're not, you don't really care about putting the client in the best spot, then this is not for you, right? This is for a specific type of agent. It's for the type of agent that actually cares about their clients and treats them like family. So if you guys are interested in learning more, click the button below this video and see if you are a good fit to work with us. And without any further ado, thank you guys so much for watching this video. If you got value from it, please leave a like, hit the subscribe button and I will see you guys in the next one. Peace.