My personal experience is that life leads are hard to make money on. The ROI doesn't seem to be there. Maybe it is for a better sales person, I couldn't get anywhere buying life insurance leads (the bulk of which were term).
I finally gave up, cross sell life. Well, actually, I haven't been selling life much lately, need to get back to it, but when I was selling a good amount, the only successful way I had was as a cross sell.
In my 2009 marketing plan, I have a plan to do some direct mail for life. Most of this will be samples to find out if it's something that works. The trick will be to find a way to target the mailers, rather than just blanket the neighborhood.
Dan
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