The cost of
life insurance leads varies depending on lead type, exclusivity, and delivery speed. Real-time exclusive leads - delivered to a single agent the moment a form is submitted - typically cost more because contact rates are significantly higher when you call within the first few minutes. Aged leads, which are 30 to 90 days old, cost less and suit agents with a strong nurture and follow-up process. Pricing also varies by state, age filter, and coverage type. Most agencies find that cost per acquisition, not cost per lead, is the better metric for evaluating value.