Home and auto insurance leads: buying bundle leads
Home and auto insurance leads are quote requests from people who want to insure their home and their vehicles together, usually with one carrier. One record carries property details plus driver and vehicle details. Agencies that write both lines buy these bundle leads because a single conversation can end with two policies instead of one.
Summit Leads is now onboarding buyers and suppliers for auto and home insurance leads. Email us with the lines, states and daily volume you want.
This page explains what a bundle lead is, the fields such a lead commonly carries in the industry, which agency types buy auto and home insurance leads, and how to measure a bundle source differently from a single-line source.
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What a home and auto bundle lead is
A bundle lead comes from a quote form that asks for more than one line on the same request. The most common pairing is a homeowners policy and an auto policy for the same household. Some forms ask for both lines from the start. Others ask about the home first and then offer an auto quote, or the other way around.
People ask for both lines together for a few common reasons: they want one carrier and one agent, one bill, or the multi-policy discount many carriers advertise. A bundle request is also common when a household moves, because a new address can change both the home policy and the auto rate at once.
Bundle leads are sold under several names. Auto and home insurance leads, auto home insurance leads and home and auto insurance leads all describe the same lead type.
Which agencies buy auto and home insurance leads
A bundle lead only pays off for a buyer that can quote both halves. These agency types are the usual buyers:
| Agency type | How it uses a bundle lead | Watch for |
|---|---|---|
| Independent personal lines agency | Quotes both lines with several carriers, and can place home and auto with different carriers if one will not write both. | Losing the bundle discount when the lines are split. |
| Captive agent | Quotes both lines with its one carrier. | The carrier must accept both the property and every driver, or the bundle falls apart. |
| Carrier direct sales team | Sells both policies by phone from one record. | Separate underwriting rules for the home and the drivers. |
| Agency that writes auto only | Can use only the auto half. | Paying for property fields it will never use. |
If your agency writes only one of the two lines, a single-line lead is usually the better buy. See auto insurance leads or home insurance leads.
Fields commonly carried in home and auto insurance leads
A bundle form asks more questions than a single-line form, because it needs enough to quote two policies. In the industry, the fields commonly carried look like this:
| Part of the lead | Fields commonly carried |
|---|---|
| Household and contact | Name, phone, email, mailing address, and the consent record (language, time, IP address, page URL) |
| Home | Property address, property type, occupancy, year built, sometimes roof age, current home coverage and its expiration date |
| Auto | Vehicles (year, make, model), number of drivers, driver age ranges, current auto coverage, recent accidents or violations |
| Shopping details | Which lines the person wants quoted, and whether they are moving or buying a home |
These are industry patterns, not a field list from any one seller. Ask each seller for the exact fields before you buy, and check one point in particular: whether the property address and the address where the vehicles are kept are the same. A household that has just moved may list two addresses.
Bundle leads vs buying home and auto leads separately
| Bundle lead | Separate home and auto leads | |
|---|---|---|
| Records | One record for one household | Two records, often from different forms and different days |
| Consent | One consent covering the request for both lines | A consent record on each lead |
| Form length | Longer, so fewer people finish it | Shorter forms for each line |
| First call | One agent quotes both lines in one call | Two calls, or a cross-sell attempt on the second line |
| How to measure | Policies written per lead and the share of leads written as a full bundle | Bind rate per lead for each line |
Price is set by the seller and depends on the line, the fields, the state and whether the lead is sold once or to several buyers. See how much insurance leads cost for the factors.
How to evaluate a bundle lead source
A bundle source can look weak if you measure it like an auto source. Use measures that count both lines:
- Policies per lead. Count every policy written from the source, home and auto, and divide by leads bought.
- Full bundle rate. The share of leads where both lines were written. A low rate with a high auto-only rate suggests the homes do not fit your carriers.
- Completeness of each half. Check a sample for missing property fields or missing driver fields. A lead you can quote on only one side is a single-line lead at a bundle price.
- Speed to a two-line quote. Measure the time from the form to a quote that covers both lines, not just the first call.
- Consent wording. Read the form's consent language and confirm it covers contact about insurance quotes. See express written consent.
Keep bundle leads in their own report column. For general lead quality checks, see lead validation. For the full list of insurance lead types, see insurance leads for agents.
One household, several kinds of lead
The household behind a bundle lead can appear in other lead markets too. A driver hurt in a crash who asks about legal help becomes a lead for a personal injury firm (see car accident leads for buyers). A homeowner who asks for a roof or siding estimate becomes a lead for a contractor (see home improvement leads for buyers).
Each of those leads has its own buyer and its own consent. Consent given on an insurance quote form does not cover a call from a law firm or a contractor, and the reverse is also true. For how the two pairs compare, see MVA leads vs auto insurance leads and home improvement vs home insurance leads.
Common mistakes with home and auto insurance leads
- Buying bundles when you write one line. You pay for the half you cannot quote.
- Quoting the auto first and the home later. The person asked for both. Have both quotes ready on the same call where you can.
- Checking only one carrier's appetite. A captive agent needs the property and every driver to fit the same carrier.
- Splitting one household between two agents. One agent should own the whole household so the person hears one offer.
- Judging the source on full bundles only. Count auto-only and home-only policies too, then decide.
If you generate bundle requests on your own forms, see sell home insurance leads and sell auto insurance leads. For how these leads are produced across the industry, see how insurance lead generation works.
Frequently asked questions
Is a home and auto lead sold as one lead or two?
In the industry it is usually one lead record for one household, priced as one lead. How a seller prices and counts bundle leads is set in the terms you agree with that seller.
Can an agency that writes only auto use a bundle lead?
It can quote the auto half, but it pays for property fields it cannot use. An auto-only agency usually does better buying single-line auto leads.
What if only one policy in the bundle is written?
Count it. Many bundle leads end with one policy, often auto, because the home does not fit the carrier. Track policies per lead as well as full bundles before you judge the source.
Do bundle leads come from a separate kind of form?
Often, yes. Some quote forms ask for both lines from the start. Others start with one line and then ask whether the person also wants the other quoted.
Related
Buying insurance leads?
Email us the insurance lines, states, daily volume or caps, delivery method and the fields you need. Terms are agreed during onboarding.
Or write to team@summitleads.ai. We reply by email.
What happens next
- Step 1: You email us.
- Step 2: We reply by email.
- Step 3: Return terms are agreed on the onboarding call, before you go live.