4 Things to Know When Buying Leads

If your insurance agency or call center sells Medicare Advantage or ACA plans, buying leads can be one of the fastest ways to grow your sales. But not all leads are created equal.

To maximize ROI and improve conversion rates, here are four critical things you need to know when buying leads.

1. Know the Source of Your Leads

Not every lead is high quality. Always ask:

• Where did the leads come from?

• Are they inbound (actively seeking coverage) or outbound (purchased lists)?

• Are they exclusive to your agency or shared with multiple agents?

Pro tip: Prioritize inbound, high-intent leads—these convert at the highest rates and are worth paying a little more for.

➡️ Learn more about evaluating lead sources in our pillar guide: Ultimate Guide to Insurance Lead Acquisition

2. Verify Lead Quality

Lead quantity alone doesn’t guarantee results. Quality matters:

• Confirm that the leads are licensed-eligible for Medicare or ACA plans.

• Ensure accurate contact information (phone, email).

• Ask vendors about their validation and filtering processes.

Tracking lead quality reduces wasted agent time and increases overall conversion.

3. Understand Pricing Models and ROI

Lead pricing can vary widely depending on exclusivity, demographic targeting, and lead type. Common models include:

• Cost per lead (CPL) — you pay per contact info delivered

• Cost per acquisition (CPA) — you pay per closed enrollment

• Shared leads vs exclusive leads — shared are cheaper, exclusive convert better

Rule of thumb: A higher-cost, high-intent inbound lead often costs less in the long run because it converts at a higher rate.

4. Ask the Right Questions Before Buying

Always clarify these details with your lead provider:

• How are the leads collected?

• What is the expected conversion rate?

• Can you segment leads by zip code, age, or plan type?

• What’s the lead replacement or refund policy for invalid contacts?

Being proactive ensures you get leads that actually result in enrollments.

Final Thoughts

Buying leads can accelerate your Medicare Advantage and ACA sales, but only if you choose the right sources and manage them properly.

Follow these four steps to minimize wasted spend, optimize agent time, and increase your ROI.

Want More High-Intent Insurance Leads?

Premier Media Solutions helps agencies generate exclusive inbound calls from consumers actively seeking coverage.

👉 Contact us today to learn how our leads can increase your enrollments and lower CPA.