Should I Buy Shared or Exclusive Leads?

By Justin Biggs

Filtering purchased leads correctly is key to getting consumer with the appropriate risk profile to match your carrier appetites.  While this sounds simple, the number of filters available is extensive.  In addition, not all sellers will support all filters and/or have different options for certain filters.

In this guide, we will attempt to lay out all the auto insurance lead filters that are available, talk through what each one means and give an example of how it can be used.

Your goal should not be to use all filters available but rather to identify the ones that can prevent you from receiving consumers who you can not write.

Demographic Filters

Consumer Age: Here you can set a minimum or maximum age or both.  Ex. 25-65 years old

Years Licensed: Set the minimum amount of years the person has had their license.  Ex. Minimum 5 years

Credit Rating: Set the minimum credit rating for the consumer.  This is usually a scale similar to: Poor, Average, Good, Excellent.  This is normally a self reported field and not based on any actual credit checks.  For this reason, I don’t recommend using this.

Homeowner Status: Can filter for homeowners versus renters.  Ex. Must be homeowner

Geographic Filters

Location: Can target consumers by state, city, county or zip codes.  Ex. Must live in Ohio.

Vehicle Filters

Vehicle Age: Set the minimum or maximum age of the primary vehicle.  Ex. 3-10 years old

Motorcycles: Specifies whether or not vehicle can be a motorcycle.  Ex.  No motorcycles

Number of vehicles: Sets the minimum number of vehicles on their policy. Ex. Minimum of 2 vehicles

Primary Use: Exclude vehicles used for certain purposes like commuting, business, pleasure, farm/ranch or government.  Ex. Exclude primary use farm/ranch.

Annual Mileage: Sets the maximum amount of miles driven per year.  Ex. Maximum 15,000 miles per year

Driving Record Filters

License Status:  Filter for license suspensions.  Ex. No License Suspensions

Driver Filing Status: This allows you to include or exclude drivers who need an SR-22, SR-1P or have had a DUI/DWI.  Ex. Exclude SR-22 / SR-1P and DUI/DWI.

Major Violations: Sets the minimum or maximum number of major violations.  Ex. No major violations

Minor Violations: Sets the minimum or maximum number of minor violations.

At Fault Accidents: Filter for minimum or maximum number of at fault accidents (usually in past 3 years).  Ex. Max 1 at-fault accident

Current Policy Filters

Current Coverage: Set the minimum amount of time the person has been continuously insured.  Ex. Minimum 6 months.

Current Carrier: Include or exclude certain carriers (Most sellers will allow you to exclude people currently insured by your carrier if you are exclusive.  Some will allow you to filter additional carriers).  Ex. Not currently insured with State Farm.

Number of claims:  Filter for maximum number of claims.  Ex. Max 1 claim

 

As you can see, there are a lot of filter options available.  You may find it a bit overwhelming as you try to begin creating your initial filter set.  Our suggestion is to begin as broadly as possible.  You can do this by using filters to remove risk that your carrier(s) can’t write.  That may be a DUI/SR-22 or someone who has not been continuously covered for 6 months.

Once you’ve defined that initial set, begin buying leads and continue to hone in on what is working and filtering out what is not.  Maybe you can’t compete on price with Geico and Progressive, so you filter out people who are currently insured with them.  Maybe a carrier you work with has a niche for motorcycles, so you want to buy as many of those as you can.

This approach, of beginning with a wider funnel and gradually narrowing it is especially suited for agents who are buying in a small geographic area.  A small geographic area is any target area with less than 100k population.  In an area like this, adding many additional filters is generally going to result in little to no leads.  On the flip side, if you are buying a major metro area like Chicago or Atlanta, you can start with more initial filters because there is going to be plenty of lead flow available.