Lead generation guides for buyers and sellers
Lead generation guides on this site explain how the lead market works for buyers and sellers: how leads are routed by ping/post and valued, what makes a lead worth buying or likely to be returned, and which consent records should travel with each lead. Summit Leads, a ping/post brokerage in MVA and home improvement, publishes them.
Every guide on this site in one place. Summit Leads is a real-time ping/post lead supplier. Summit Leads works in MVA, roofing, bathroom, windows, gutters, siding, flooring, HVAC, solar and insurance (auto, home, life and final expense). These pages explain how the market works: how leads are routed and valued, what separates a lead worth buying from one that gets returned, and what consent records should travel with each lead.
New to the industry? Read the lead generation industry guide.
Working with insurance leads? Read how insurance lead generation works.
Looking for a page outside the guides? See all pages on the site.
For lead buyersHow lead networks workFor lead sellersCompliancePublisher guidesLead generation industry
All guides
For lead buyers
For aggregators, lead-generation companies and buying desks that route, resell or fill client campaigns.
- How to buy home improvement leadsSourcing options, filters, supplier tests and scaling for home improvement buyers.
- Compare lead sourcesHow six types of lead source differ on who they sell to, delivery, pricing, exclusivity and returns.
- Buy leads vs generate them in-houseCost structure, ad spend risk, consent records, control and staffing compared for lead buyers.
- Real-time vs aged leads for buyersContact timing, consent age, filters and which buying operations fit each delivery type.
- Lead cost calculatorEnter your cost per lead, contact, appointment and close rates and returns to see cost per sale or signed case.
- Leads by stateState guides covering auto insurance systems, injury deadlines, fault rules and Census housing data.
- Exclusive MVA leadsHow one-buyer-per-lead delivery works for car, motorcycle, truck and rideshare accident leads.
- Exclusive home improvement leadsHow one-buyer-per-lead delivery works for roofing, flooring, siding, gutter, bath and window leads.
- Exclusive vs shared leadsHow the two distribution models differ and which client campaigns each one suits.
- Ping/post integration for buyersWhat a ping and a post contain, how bids, filters and caps work, and how testing runs.
- Lead quality standardsThe fields, checks and consent records a buyer should expect on every lead.
- How to evaluate lead suppliersQuestions to ask and signals to check before you send a supplier test volume.
How lead networks work
The mechanics behind real-time lead routing, written for both sides of the market.
- Ping post explainedHow a partial-data ping, a buyer bid and a full post move a lead in real time.
- Ping-post, message by messageWhat the ping and post carry, timeouts, fallback and the consent certificate, with a free diagram to embed.
- Lead distribution explainedHow leads are matched to buyers by filters, caps, bids and routing order.
- How lead networks workWho the publishers, brokers and buyers are, and how value moves between them.
- Ping/post vs direct postWhen a live auction fits and when a fixed-price direct post is the simpler choice.
For lead sellers
For publishers and lead generators deciding how to turn their traffic into revenue.
- How to sell leads you generateThe steps from capture and consent to finding buyers and getting paid.
- Sell to a broker or build a buyer networkThe trade-offs in time, risk and control between the two routes to market.
- What makes leads worth buyingThe quality signals buyers pay for and the habits that get leads rejected.
- Lead generation glossaryPlain definitions of the terms buyers and sellers meet, from ping tree to signed retainer.
- Lead generation diagramsFour diagrams of how leads move from a click to a buyer, free to use with a credit link.
- Lead tracking spreadsheetColumns for tracking purchased leads, with a CSV download.
- Lead spec sheetA fill-in sheet that describes the leads you want to buy.
- Lead return requestA printable request for returning a lead under your agreement.
- Lead buyer onboarding checklistThe steps to start buying from any lead seller.
Compliance
Consent, records and the standards behind the content on this site.
Publisher guides
For media buyers and site owners who send MVA or home improvement traffic to Summit landers, with rates discussed on a call and payout terms agreed during onboarding.
- Publisher guidesEvery publisher guide, grouped by traffic source and topic.
- Start a lead generation businessPick a vertical, a traffic source and a way to sell, step by step.
- What is a lead gen affiliateWhat lead gen affiliates do and how they are paid.
- How pay-per-lead affiliate programs workThe path from click to sold lead, and who does what.
- How lead generation works in affiliate marketingClick, form, consent, ping/post, sold lead and payout.
- How to run MVA traffic on MetaAccount setup, structure, copy, review and reading results.
- How to run MVA traffic on Google AdsSearch campaign setup for accident offers.
- TCPA basics for lead gen affiliatesWhat the TCPA covers and what it means for the traffic you send.
- Why leads get returnedCommon return reasons and how to prevent them at the ad level.
Lead generation industry
How the performance lead generation industry works, for buyers, sellers, publishers, networks and brokers.
- The lead generation industryWho buys, who sells, who sits in between, and the lead lifecycle.
- What is lead generationThe main types, and how consumer lead gen works.
- How lead pricing worksWhat sets the price of a lead in a ping/post market.
- Types of leadsExclusive, shared, real-time, aged, warm and hot leads compared.
- What is a ping treeHow tiers and price floors decide which buyer gets a lead.
- What is a lead brokerWhat a broker does, compared with networks and aggregators.
- What is a lead marketplaceOpen, private and curated lead exchanges, and what to ask before joining.
- Lead generation companiesWhich type of lead gen company fits a business, and how each is paid.
- Lead gen agency or bought leadsWhat an agency does, what to put in the contract, and when a broker fits.
- What is a lead vendorHow to vet one seller: sources, consent records and red flags.
- Lead validationPhone, email, identity and consent checks, and when each runs.
- Personal injury law firm marketingMarketing channels for injury firms and how to measure them.
- Home improvement lead generationHow home improvement companies get leads, by project category.
Buying leads? Talk to us
If you buy home improvement or MVA leads, tell us your verticals, the geography you cover, your daily caps and how you take delivery. Terms are set per partner.
Start small, with no long-term commitment
- No long-term contract. Pause or stop at any time.
- No setup fee and no monthly fee. You pay only for leads delivered that match your filters.
- Start with a small test volume and scale when the numbers work.
- MVA and home improvement leads are exclusive by default: each lead is sold to one buyer.
- Return terms are agreed on the onboarding call, before you go live.
Or write to team@summitleads.ai. We reply by email.
Generating leads instead? Sell your leads
Related tools: Free tools, Lead generation diagrams.