How to evaluate a lead vendor in two weeks with numbers instead of vibes

Every vendor has a testimonial. Your own numbers are the only review that counts, and two weeks is enough to get them.

Track per lead source, in your CRM, from day one:

• Contact rate. Leads reached with a real conversation divided by leads worked. Note the days and times you dialed.
• Appointment or presentation rate from contacts.
• Application rate from presentations.
• Cost per application and, later, cost per issued policy. This is the number that decides.
• Lead accuracy. Wrong numbers, disconnected, "never filled anything out". If it's over a reasonable share, say so to the vendor with the list.
• Freshness. Time from the lead's request to your first dial. Old leads contact like old leads.

Two weeks, at least a few hundred leads or every lead you bought, same dial hours every day. Then compare cost per issued policy across sources. A cheap lead with a low contact rate is often the expensive one.

Post your numbers by source type rather than by vendor name if you'd rather not name names. The ratios are what help the next agent.