Elephant85
Expert
I have done a lot of work with Insurance Agents throughout my career, and wanted to post something that is very basic knowledge amongst people who sell leads, but seems to get lost in translation for the end user of the leads, you, the agents.
Over the last 3 years, internet lead quality has drastically dropped. Why is that? Did people stop shopping for insurance on the internet? (No) Did "lead generation" companies stop paying attention to their marketing? (kinda)
What happened was a shift away from lead GENERATION to lead AGGREGATION. Leads that are truly generated on the internet are some of the best money can buy, but the problem is that a lot of the leads that come from the major "lead generators" are not actually generated, but rather aggregated from 3rd parties or affiliates for pennies on the dollar. The problem is that the 3rd party who generated that lead has no responsibility to you, the end user. Quality is certainly a focus of lead aggregators, but until they all start generating their own leads, I am, not entirely sure that claim will ever hold water.
I guess it is important for you, the agents, to understand that there is difference between lead generation and aggregation, and the difference lies in the quality of the leads you end up with.
How many of you were aware of the "aggregation vs. generation" relationship in the industry?
If you are looking for tips on how to spot the differences between the two, I would be happy to talk with you.
Thanks!
Over the last 3 years, internet lead quality has drastically dropped. Why is that? Did people stop shopping for insurance on the internet? (No) Did "lead generation" companies stop paying attention to their marketing? (kinda)
What happened was a shift away from lead GENERATION to lead AGGREGATION. Leads that are truly generated on the internet are some of the best money can buy, but the problem is that a lot of the leads that come from the major "lead generators" are not actually generated, but rather aggregated from 3rd parties or affiliates for pennies on the dollar. The problem is that the 3rd party who generated that lead has no responsibility to you, the end user. Quality is certainly a focus of lead aggregators, but until they all start generating their own leads, I am, not entirely sure that claim will ever hold water.
I guess it is important for you, the agents, to understand that there is difference between lead generation and aggregation, and the difference lies in the quality of the leads you end up with.
How many of you were aware of the "aggregation vs. generation" relationship in the industry?
If you are looking for tips on how to spot the differences between the two, I would be happy to talk with you.
Thanks!