Free tools

Lead spec sheet

A lead spec sheet is a one-page description of the leads you want to buy: verticals and sub-types, states or ZIP codes, daily caps, delivery method, required fields and consent requirements. Fill in this free lead spec sheet before you talk to a lead seller, so both sides start from the same written specification.

By Russell Brown, founder of Summit LeadsUpdated How we write and check guides3 min read
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How to fill in the lead spec sheet

  1. Verticals and sub-types. Tick each type of lead you buy. Add any filterFilterA rule that decides which leads a buyer is offered, based on fields such as vertical, sub-type, state, ZIP code, homeownership or accident details. Glossary that narrows it, for example a property type or an accident date range.
  2. Area. List the states you buy in. If you only work part of a state, list ZIP codes or a radius, and note any areas to leave out.
  3. Volume and caps. Set a daily cap and, if you need one, a weekly or monthly cap. Add the days and hours your team can take leads, with the time zone. Tick exclusive or shared.
  4. Delivery method. Tick how leads should reach you (ping/postPing/postA real-time selling method in which a lead is pinged to buyers with partial data, buyers bid, and the winning bidder receives the full lead by post. Glossary, direct post, batch, webhook or other) and name the system that receives them.
  5. Required fields. Tick the fields a lead must have before you accept it, and add any fields specific to the verticalVerticalThe industry or product category a lead belongs to, such as roofing or car accident. Glossary.
  6. Consent requirements. Tick what you need to see about consent, such as a consent certificateConsent certificateA record, often produced by a third-party consent certificate provider, that shows how and when a consumer gave consent on a web form. Glossary with each lead or a copy of the consent language.
  7. ReturnReturnA buyer's request for credit on a lead that fails agreed standards, such as a disconnected number, a duplicate or a lead outside the filters. Glossary terms. Leave this blank. Return terms are agreed during onboarding, and you write them in once they are agreed.

Print it, or save it as a PDF and attach it to your first email. Keep a copy: it is the reference you check test leads against.

Lead spec sheet template

Lead spec sheetTemplate from summitleads.ai/tools/templates/lead-spec-sheet

1. Buyer

Company:
Contact name:
Email:
Date:

2. Verticals and sub-types

Summit Leads works in MVA and home improvement. Insurance leads (auto, home, life and final expense) are now onboarding.

MVA / personal injury

  • Not checked: Car accident
  • Not checked: Truck accident
  • Not checked: Motorcycle accident
  • Not checked: Rideshare accident
  • Not checked: Commercial vehicle accident

Home improvement

  • Not checked: Roofing
  • Not checked: Bathroom remodeling
  • Not checked: Window replacement
  • Not checked: Flooring
  • Not checked: Siding and gutters

Insurance

  • Not checked: Auto insuranceNow onboarding
  • Not checked: Home insuranceNow onboarding
  • Not checked: Life insuranceNow onboarding
  • Not checked: Final expenseNow onboarding
  • Not checked: IULNow onboarding
  • Not checked: Mortgage protectionNow onboarding
Other sub-types or filters:

3. Area

States:
ZIP codes or radius:
Areas to exclude:

4. Volume and caps

Daily cap:
Weekly or monthly cap:
Days to receive leads:
Hours to receive leads (time zone):
  • Not checked: Exclusive
  • Not checked: Shared

5. Delivery method

  • Not checked: Ping/post
  • Not checked: Direct post
  • Not checked: Batch
  • Not checked: Webhook
  • Not checked: Other:
Endpoint, CRM or system:
Technical contact:

6. Required fields

  • Not checked: First name
  • Not checked: Last name
  • Not checked: Phone
  • Not checked: Email
  • Not checked: Street address
  • Not checked: ZIP code
  • Not checked: State
  • Not checked: Lead ID
  • Not checked: Time stamp
Vertical-specific fields:

7. Consent requirements

  • Not checked: Consent language on the form where the lead was captured
  • Not checked: Consent certificate or record sent with each lead
  • Not checked: Copy of the consent language before going live
  • Not checked: Our company name in the consent language
  • Not checked: Other:

8. Return terms

Return terms:Agreed during onboarding

9. Notes

Why a written lead specification helps

Most disagreements between buyers and sellers come from specs that were never written down: a state that was assumed, a field that was expected, a cap that was set per week instead of per day. A written lead specification gives the seller something exact to build filters from, and gives you something exact to check each lead against.

It also makes returns simpler. If a lead falls outside the agreed area or filters, the spec sheet shows what was agreed. The lead return request template has a reason for exactly that case.

If you are still choosing a seller, read how to evaluate lead suppliers and exclusive vs shared leads first. For delivery, ping/post integration explains what your system needs to accept leads in real time.

Frequently asked questions

What is a lead specification?

It is the written list of what a buyer will accept: the lead types, the area, the volume, the delivery method, the fields each lead must carry and the consent requirements. Sellers use it to set their filters.

Why are return terms left blank?

Return terms are part of the agreement between buyer and seller, so they are agreed during onboarding rather than filled in on day one. Write them on the sheet once they are agreed.

Can I send this to more than one lead seller?

Yes. The sheet names no seller. Fill it in once and send the same copy to each seller you talk to.

Related tools

Send us your lead spec sheet

Attach the sheet or tell us your verticals, states or ZIP codes, daily caps and delivery method. Return terms and payment terms are agreed during onboarding. Publishers with MVA or home improvement traffic can apply too.

Become a buyerApply as a publisher

Or write to team@summitleads.ai. We reply by email.

What happens next

  1. Step 1: You email us.
  2. Step 2: We reply by email.
  3. Step 3: Return terms are agreed on the onboarding call, before you go live.

Buying or selling leads? Talk to us.

Email team@summitleads.ai. We reply by email. You can also message Summit Leads or Russell Brown on LinkedIn. Contact details.