Final expense is one of the steadiest lines in insurance. The product is simple, the need is real, and most sales still happen in a conversation. That makes the quality of your leads, and how your team works them, the two things that decide your results. This guide covers both.
What a final expense lead is
Final expense insurance is a small whole life policy meant to cover funeral and other end-of-life costs. A final expense lead is a consumer who requested information about that coverage. With opt-in data, the consumer responded with interest and asked to be contacted, which is very different from a cold list.
Fresh or aged
Both have a place in a final expense operation.
- Fresh leads reach you while the request is recent. They suit teams that can call quickly and want the first conversation.
- Aged leads were generated earlier. They suit newer agents, larger call lists and campaigns where volume and budget matter most. Not everyone who asks about coverage decides on the first call.
Most agencies end up running a mix. Our guide to fresh versus aged leads goes deeper on how to split a budget between them.
What comes with each lead
AC&C Media Group final expense leads come with:
- First and last name
- Full address
- Date of birth
- Phone number
- TrustedForm and/or Jornaya
Fields can vary by campaign and source. Date of birth lets you focus on the ages your carriers write, and the address lets you keep to the states where you are licensed.
Working the leads
- Call promptly, and call again. One attempt is rarely enough. Plan several attempts at different times of day.
- Lead with their request. The consumer asked about coverage. Opening with that is honest, and it is the strongest thing you can say.
- Keep it simple. Final expense buyers want to understand what the policy pays, what it costs each month and whether they qualify.
- Use the email too. A short follow-up message after a missed call gives people a second way to respond.
- Follow the rules that apply to you. Calling hours, licensing and disclosure requirements are your responsibility as the seller. Check them with your compliance contact.
What to measure
Track contact rate, appointments or quotes per hundred leads, and cost per policy sold. Looking only at the price of a lead hides the number that matters, which is what a sale costs you.
What to ask a vendor
- Is the data opt-in, and is it TCPA compliant?
- Which proof of consent comes with each lead?
- Can I filter by state and by age?
- Do you offer both fresh and aged data?
- How is it delivered: ping post, API or CSV?
Pricing is based on the vertical, the age of the lead, the volume and the filters you need. Contact us to talk through what fits your team.