How to Get Life Insurance Leads: The Real System
You're trying to get life insurance leads. You've bought shared leads. You've tried cold calling. You've posted on social media. Nothing works consistently. The problem isn't you. The problem is the method. Most agents use tactics that have 8-15% close rates. You need a system with 45-60% close rates. That's the difference between struggling and thriving.
How to get life insurance leads means generating prospects who are pre-educated, high-intent, and ready to buy before you talk to them. Traditional methods (buying shared leads, cold calling, networking) require you to educate prospects during the sales process, which drops close rates to 8-15%. Branded lead generation (video ads that pre-educate prospects) creates prospects who watch your content first, then book appointments already educated. This raises close rates to 45-60% and drops your cost per sale from $500-$1,875 to $50-$133.
The method you choose determines your close rate. Branded leads convert 4-5x higher than shared leads.
Why Buying Leads Fails: The Math That Destroys Your Business
Most articles recommend buying leads. They don't show you the math. Here's what they're hiding:
The Shared Lead Problem
The Process:
- You buy 20 leads at $35-$75 each
- That lead is sold to 3-5 other agents
- 30-40% answer or respond
- 50-60% are qualified
- 8-15% close (if you're good)
The Math:
- Lead cost: $700-$1,500
- Time investment: 30-40 hours
- Contacts made: 6-8
- Appointments booked: 3-4
- Closes: 1-2 sales
- Cost per sale: $500-$1,875
- Hourly rate: $10-$50/hour
Why It Fails: You're paying premium prices for cold prospects. They filled out a form, but they don't know you. They need education and trust-building. You're competing with other agents who bought the same leads. The vendor wins. You lose.
The Cold Calling Problem
The Process:
- You call 100 people from a list
- 30-40% answer or respond
- 50-60% are qualified
- 8-15% close
The Math:
- Time investment: 40-50 hours
- Cost: $0-$500 for the list
- Closes: 1-3 sales
- Cost per sale: $0-$500 (plus 40-50 hours)
- Hourly rate: $0-$30/hour
Why It Fails: Prospects don't know you. They don't trust you. They need education. You're spending 25-30 minutes per prospect explaining why they need life insurance. Most aren't ready to buy.
The Networking Problem
The Process:
- You attend events and meet professionals
- You build relationships over months
- You get occasional referrals
- 5-10% of referrals close
The Math:
- Time investment: 10-20 hours per month
- Cost: $200-$500 per month
- Referrals: 2-5 per month
- Closes: 0.1-0.5 sales per month
- Cost per sale: $400-$5,000 (plus 10-20 hours)
- Hourly rate: $20-$100/hour (if you close)
Why It Fails: It's slow. It's inconsistent. You're dependent on other people's networks. You can't scale it. You're building relationships hoping for referrals that may never come.
The Branded Lead System: How Top Agents Actually Get Leads
Top agents don't buy leads. They don't cold call. They don't network and hope. They create branded video ads that pre-educate prospects. Here's how it works:
The Branded Lead Process
Step 1: Create a Video Ad You record a 60-90 second video explaining life insurance in simple terms. You talk about common mistakes people make. You explain what to look for. You position yourself as the expert.
Step 2: Run Targeted Ads You run the video on Facebook, Instagram, or YouTube. You target people who need life insurance (new parents, homeowners, business owners). You spend $30-$60 per lead.
Step 3: Prospects Watch and Book Prospects watch your video. They learn about life insurance. They see you as the expert. They book appointments through a landing page. They're already educated when you talk to them.
Step 4: Close at 45-60% Because prospects are pre-educated and high-intent, you close 45-60% of appointments. You spend 5-10 minutes per prospect (not 25-30 minutes). You close 4-5x more sales than cold leads.
The Branded Lead Math
The Process:
- You generate 20 branded leads at $30-$60 each
- 90%+ show up for appointments
- 45-60% close
The Math:
- Lead cost: $600-$1,200
- Time investment: 6-10 hours
- Closes: 9-12 sales
- Cost per sale: $50-$133
- Hourly rate: $200-$400/hour
Why It Works: Prospects are pre-educated. They trust you because they watched your video. They have high intent because they booked the appointment. You're not competing with other agents. You're the only option. The system works in your favor.
The Real Comparison: Why Branded Leads Win
Here's the side-by-side comparison that changes everything:
Shared Leads vs Branded Leads
Shared Leads (Buying from Vendors):
- Contact rate: 30-40%
- Education time: 25-30 minutes per prospect
- Close rate: 8-15%
- Cost per sale: $500-$1,875
- Time per sale: 30-40 hours
- Hourly rate: $10-$50/hour
Branded Leads (Video Ads):
- Contact rate: 90%+ (they booked)
- Education time: 5 minutes (pre-educated)
- Close rate: 45-60%
- Cost per sale: $50-$133
- Time per sale: 6-10 hours
- Hourly rate: $200-$400/hour
The Difference: Branded leads cost similar per lead ($30-$60 vs $35-$75) but convert 4-5x higher. Your cost per sale drops from $500-$1,875 to $50-$133. Your time per sale drops from 30-40 hours to 6-10 hours. Your hourly rate jumps from $10-$50 to $200-$400.
That's the difference between struggling and thriving.
How to Build Your Branded Lead System (Step-by-Step)
Most agents think branded leads are complicated. They're not. Here's the system:
Step 1: Create Your Video Script (2-3 Hours)
Write a 60-90 second script that:
- Explains a common life insurance mistake
- Shows the consequences of that mistake
- Positions you as the solution
- Ends with a clear call-to-action
Example Script Structure: "Most people buy life insurance based on price. They shop for the cheapest policy. Here's why that's a mistake: [explain the problem]. The right approach is [explain the solution]. I help people avoid this mistake. Book a free consultation to see if you're making it."
You can get started with our Free Agent Ad Scripts. They're proven. They work. They're free.
Step 2: Record Your Video (1-2 Hours)
Record yourself on your phone or computer. You don't need fancy equipment. You need:
- Good lighting (natural light works)
- Clear audio (quiet room)
- Simple background (wall or office)
- Authentic delivery (be yourself)
Most agents record 3-5 takes and pick the best one. You're not making a movie. You're making a video that educates prospects.
Step 3: Set Up Your Landing Page (2-3 Hours)
Create a simple landing page with:
- Your video (embedded or linked)
- A booking form (name, email, phone)
- A clear value proposition
- Social proof (testimonials if you have them)
You can use tools like Calendly, Acuity, or a simple form builder. The goal is to capture leads who watched your video.
Step 4: Launch Your Ads (1-2 Hours Setup, Then Ongoing)
Set up ads on Facebook, Instagram, or YouTube:
- Target: People 25-55 who need life insurance
- Budget: Start with $20-$50 per day
- Creative: Your video
- Objective: Lead generation or video views
Test different audiences and creatives. Scale what works. Pause what doesn't.
Step 5: Follow Up and Close (Ongoing)
When prospects book appointments:
- Confirm via email and text
- Show up prepared (they're pre-educated)
- Focus on closing (not educating)
- Close at 45-60% (because they're ready)
The system works because prospects are pre-educated. You're not selling. You're confirming they need what you offer.
Why Most Agents Fail at Lead Generation (And How to Avoid It)
Most agents fail at lead generation for the same reasons:
Mistake 1: Buying Leads Without a System
The Problem: You buy leads and call them cold. Prospects don't know you. They don't trust you. You close 8-15% and lose money.
The Solution: Generate your own branded leads. Prospects watch your video first. They know you. They trust you. You close 45-60% and make money.
Mistake 2: Trying to Educate During the Sale
The Problem: You spend 25-30 minutes explaining life insurance to prospects who don't understand it. By the time they understand, they're overwhelmed. They need to "think about it."
The Solution: Pre-educate prospects with video ads. When they book appointments, they already understand. You spend 5-10 minutes confirming they need what you offer. You close faster.
Mistake 3: Competing on Price Instead of Value
The Problem: You position yourself as the cheapest option. Prospects shop around. They find someone cheaper. You lose the sale.
The Solution: Position yourself as the expert who helps people avoid mistakes. Prospects who watch your video trust you. They don't shop around. They book with you.
Mistake 4: Giving Up Too Early
The Problem: You try a method for 2-4 weeks. It doesn't work immediately. You quit and try something else.
The Solution: Branded leads take 30-60 days to optimize. Test different videos, audiences, and landing pages. Scale what works. Most agents see results in 45-60 days.
Mistake 5: Not Tracking the Right Metrics
The Problem: You focus on leads generated, not leads closed. You celebrate getting 20 leads, not closing 2 sales. You ignore the math.
The Solution: Track cost per appointment (CPA), show rate, close rate, and cost per sale (CPS). Make decisions based on numbers, not feelings. Math beats emotion.
The Content Strategy That Actually Converts
Most agents create content that sounds smart but doesn't convert. They write blog posts about market trends. They create videos nobody watches. They produce content for the sake of content.
Here's what actually works:
High-Converting Content Topics:
-
Problem-Solution: "Why Your Term Life Insurance Will Expire When You Need It Most" (addresses a specific pain point)
-
How-To Guides: "How to Calculate Your Life Insurance Needs in 5 Minutes" (actionable, valuable)
-
Case Studies: "How We Helped a 35-Year-Old Save $500K for Their Family" (social proof)
-
Myth-Busting: "Term Life Insurance Isn't Always Cheaper—Here's Why" (counter-intuitive, attention-grabbing)
-
Calculator Tools: "Life Insurance Needs Calculator" (interactive, valuable)
The key is specificity. Don't write about "life insurance." Write about "how to get $500K of coverage for $50/month." Don't write about "planning." Write about "how to protect your family if you die tomorrow."
Specific content attracts specific prospects. Generic content attracts nobody.
The Bottom Line: Stop Using Methods That Don't Work
The SERP is full of generic advice that doesn't include the math. "Buy leads." "Cold call." "Network." None of it shows you the real numbers.
The Real Numbers:
- Buying shared leads: 8-15% close rate, $500-$1,875 cost per sale
- Cold calling: 0-5% close rate, $0-$500 cost per sale
- Networking: 5-10% close rate, $400-$5,000 cost per sale
- Social media: 2-5% close rate, $0-$5,000 cost per sale
- Branded leads: 45-60% close rate, $50-$133 cost per sale
The math is clear. Branded leads win.
Stop using methods that have 8-15% close rates. Start using a system that has 45-60% close rates. The difference is the difference between struggling and thriving.
If you're ready to build your branded lead system, get our free ad scripts to see how it works. They're proven. They work. They're free.
If you want a done-for-you solution, check out our Instant Leads service. We handle everything. You focus on closing deals.
If you want to learn the complete system, explore our Generate Leads courses. We teach you everything. You build the system. You own the asset.
The method you choose determines your close rate. Choose the method that works.