I get a dozen e-mails a week offering me “free leads.” Most of these advertisements are bait to get agents to sign on with a particular insurance wholesaler or product provider as they grovel to add value by providing agents tools that will help make sales. But let’s take a closer look at what the industry calls a “lead” as this word is used inconsistently. The agent needs to know what’s being offered.
Cold lead—this is worthless—it’s a name form a mailing list broker. The...
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