Home insurance leads for P&C agencies
Home insurance leads are quote requests from homeowners and home buyers who want a homeowners policy and agreed to be contacted. Most start with one of three events: buying a home, a policy coming up for renewal, or wanting home and auto with one carrier. Property and casualty agencies buy them to quote the property before the first call.
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 covers why homeowners ask for quotes, who buys homeowners insurance leads, the fields a home lead commonly carries, and the checks that show whether a source fits the properties your carriers will write.
Generate insurance leads? Sell them through Summit.
What home insurance leads are and who buys them
A home insurance lead starts when a person completes an online quote request for a house, condo or other residence and consents to be contacted about it. Unlike an auto request, the record describes a building: where it is, how old it is and how it is used. Carriers decide whether to write a home largely on those facts, so the property details matter as much as the contact details.
These are the buyers that most often purchase homeowners insurance leads:
| Buyer type | What it needs from a home lead |
|---|---|
| Independent P&C agency | Enough property detail to shop the home with several carriers, including carriers that write older homes or higher-risk areas. |
| Captive agent | Properties inside one carrier's underwriting rules. Often filters by ZIP code, property type and year built. |
| Direct carrier sales team | A steady flow of quote requests in the states where the carrier is writing new home policies. |
| Agency focused on new home buyers | Purchase leads with a closing date, so the policy can be bound before the loan closes. |
Carriers change where and what they write more often in property lines than in auto. A ZIP code an agency could place last year may be closed to new business this year. That is why home lead buyers revisit their filters more often than auto buyers.
Purchase, renewal and bundle: why homeowners ask for quotes
The event behind a homeowner insurance lead tells you when to call and what to prepare. The table describes the three common events as general industry information.
| Event | What is happening | What it means for the buyer |
|---|---|---|
| Home purchase | The person is buying a home. Mortgage lenders commonly require proof of homeowners coverage before closing. | There is a deadline. The closing date sets how fast the quote must be ready. |
| Renewal | The current policy is coming up for renewal. The person may have received a renewal notice with new terms, or a notice that the policy will not be renewed. | The policy expiration date (often called the x-date) sets the window. Calling well before it gives time to quote and bind. |
| Bundle | The person wants home and auto with one carrier, often to have one bill or a multi-policy discount. | The lead is worth most to an agency that writes both lines. See home and auto insurance leads. |
Ask the seller whether the form asks why the person is shopping. A lead that records the event, and the closing or renewal date, lets you put purchase leads and renewal leads into different call queues.
What a homeowners insurance lead commonly includes
Forms differ by seller. Across the industry, a home insurance lead commonly includes:
- Name, phone, email and the address of the property to insure
- Property type: single-family home, condo, townhouse, or manufactured or mobile home
- Occupancy: primary home, second home or rented to others
- Year built and approximate square footage
- Roof age or roof type, on some forms
- Whether the home is currently insured, and sometimes the current carrier and the policy expiration date
- For a purchase, the expected closing date
- Recent property claims, on some forms
- Whether the person also wants an auto quote
- The consent record: the consent language shown, the time, the IP address and the page URL
Treat this list as what the industry commonly collects, not as a promise from any seller. Get the actual field list for each source in writing. A home lead without year built or property type often needs a second call before you can quote it.
How to get leads for insurance companies?
Insurance companies and agencies that write homeowners policies usually combine several sources. Bought leads are one of them.
- Real estate agent and lender referrals. People buying a home need coverage before closing, so agents who work with buyers and mortgage lenders often refer them.
- Your own auto book. Auto clients who own a home are a common source of home quotes, and of bundle sales.
- Real-time web leads. Quote requests bought from a lead seller or broker within seconds of the form.
- Aged leads. Older home quote requests resold at a lower price. See aged insurance leads.
- Your own website and local search. Quote forms on the agency site, and listings for local searches.
For the full list of channels for every line, see how to get insurance leads. For how bought leads are produced, see how insurance lead generation works.
How to evaluate home insurance leads
A home lead is good for you when the property is one your carriers will write and you reach the person before they choose a policy. Check each source against this list:
- Property fit. Compare a sample of leads with your carriers' rules on location, property type, year built and roof. Count how many you could actually quote.
- Address quality. The property address should resolve to a real residence. See lead validation for the checks sellers commonly run.
- Timing. Purchase leads should arrive before the closing date. Renewal leads are most useful when the x-date is still weeks away.
- Contact, quote and bind rates. Track each one by source and by event type, so purchase leads and renewal leads are not averaged together.
- Consent record. Confirm you can retrieve the consent certificate for any lead. See TCPA compliance for insurance leads.
- Distribution. Know whether the lead is sold to you only or to several agencies. See exclusive insurance leads.
- Return terms. Agree in writing which failures, such as a wrong property address, can be returned.
For checks that apply to every line, see insurance leads for agents. If you also generate home quote requests yourself, see sell home insurance leads.
Home insurance leads and home improvement leads
One homeowner can create two different leads. A request for a new roof or new windows is a home improvement lead for a contractor, such as the roofing leads for buyers that roofers purchase. A request for a homeowners policy quote is a home insurance lead for an agency. The buyer, the questions on the form and the consent are different, and consent given to a contractor does not cover a call from an insurance agency.
Read home improvement vs home insurance leads for how the two lead types compare by buyer, consent and fields, and home improvement leads for buyers for the contractor side.
Common mistakes when buying homeowners insurance leads
- Buying ZIP codes your carriers have closed. Update your filters whenever a carrier changes where it writes new home policies.
- Ignoring year built and property type. These two fields decide many home quotes. Leads without them cost agent time.
- Working purchase leads like renewal leads. A buyer with a closing date needs a fast quote. A renewal shopper may need a follow-up near the x-date.
- Calling only once. Homeowners compare policies over days, not minutes. Plan a follow-up sequence that matches the event.
- Not tracking bundle leads separately. A home lead that also asks for auto quotes differently and should be measured on its own.
Frequently asked questions
How to get leads for insurance companies?
Combine referrals from real estate agents and lenders, cross-selling to your own auto clients, your website, and bought leads, either real-time or aged. Track each source on its own so you can compare cost per policy.
What is an x-date in a home insurance lead?
The expiration date of the person's current homeowners policy. Agents use it to time the quote, so the new policy can start when the old one ends.
Do home insurance leads include condo owners?
Many quote forms let the person choose a condo or townhouse as the property type. Whether condo requests are included in your leads is agreed with the seller, and you can filter them out if your carriers do not write them.
Why do home purchase leads need a fast call?
Mortgage lenders commonly require proof of homeowners coverage before closing. A buyer close to the closing date will choose a policy quickly, often from the first agency that has a quote ready.
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.