How to deliver MVA leads in real time

The delivery method choice for MVA leads isn't primarily a technical decision. It's a revenue decision. Real-time and batch deliveryBatch deliverySending leads to a buyer in scheduled groups, such as a file or a periodic upload, instead of one at a time as they are captured. Glossary produce different pricing and different acceptance rates for the same lead quality, because of how urgently PI attorneys need first-contact access to injured claimants.

Real-time ping/post

When a claimant submits your lead form, your system immediately sends a data summary (ping) to the buyer's API endpointEndpointThe web address in a buyer's system that receives pings and posts. Glossary. The buyer's system evaluates the lead in 1-3 seconds against their quality filters and returns an accept or reject decision. If accepted, you send the full lead details (post) and the buyer's intake team calls the claimant while they're still within minutes of submitting the form. The claimant hasn't yet: spoken with another attorney, started settling with insurance, or decided to "wait and see." This first-contact window is worth 30-50% more than the same lead delivered hours later.

Batch/CSV delivery

You aggregate leads over a period (twice daily, daily, or weekly) and send them as a CSV file or structured email. Buyers receive the batch during business hours and begin intakeIntakeThe process a law firm or its intake team uses to screen a potential client, collect the facts of the accident and injury, and decide whether to take the case. Glossary calls. By the time a buyer calls, the lead may be 4-24 hours old, sometimes older for weekend batches delivered Monday morning. The claimant may have already called another attorney from a second form they submitted, settled with the at-fault driver's insurance for a low amount, or lost urgency about pursuing legal action. Batch delivery works for established supplier relationships where quality is consistent and volume justifies the operational simplicity tradeoff.

The compounding recency effect in PI

PI lead recency has compounding effects. A fresh lead not only converts at higher rates but converts to more engaged clients. Claimants who speak with an attorney within hours of their accident are still in the acute phase: injuries are fresh, events are clear in memory, and medical treatment is ongoing. Claimants reached days later may have started self-treating, downplaying their injuries to family, or second-guessing whether to "get a lawyer involved." The attorney conversion rate difference between same-day and three-day delivery isn't just about competition. It's about claimant mental state.

MVA lead delivery fields differ from home service leads because PI case evaluation requires specific legal and factual information. Buyers who automate acceptance decisions need structured, standardized data to evaluate leads in 1-3 seconds. The following field configuration applies across all four MVA sub-types, with sub-type-specific additions.

Core MVA required fields (all sub-types)

lead_id (unique identifier for reconciliation), timestamp (ISO 8601 format; buyers use this for recency pricing), claimant_first_name, claimant_last_name, phone (10-digit, verified), email, accident_date (YYYY-MM-DD), accident_state, injury_type (enum: fracture, soft_tissue, tbi, internal, other), medical_treatment (boolean or enum: ambulance, er, urgent_care, doctor_visit, none), police_report_status (filed, pending, not_filed), exclusivity (exclusive, shared_2, shared_3plus), source_url (your form URL; helps buyers audit lead source quality).

Car accident additional fields

fault_summary (free text or enum: rear_end, dui_involved, red_light, disputed, other), at_fault_insurance_carrier, police_citation_issued (boolean).

Motorcycle accident additional fields

helmet_status (worn, not_worn, unknown), rider_experience_years (integer or enum: beginner, experienced, advanced), motorcycle_type (street, cruiser, sportbike, dirt, other).

Commercial vehicle additional fields

vehicle_type (semi_truck, box_truck, delivery_van, bus, tanker, other), carrier_name, dot_number (if captured), driver_cdl_confirmed (boolean).

Rideshare accident additional fields

platform (uber, lyft, other), app_status_at_accident (on_trip, en_route, waiting, off, unknown), trip_documentation_available (boolean), claimant_role (passenger, pedestrian, cyclist, other_driver).