David Duford

David Duford owns DavidDuford.com, a virtual insurance agency helping new and experienced agents nationally become top producers in final expense, Medicare, and annuity sales. He is the author of 3 best-selling insurance sales and marketing books, including “The Official Guide To Selling Insurance For New Agents, “The Official Guide To Selling Final Expense Insurance,” and “Interviews With Top Producing Insurance Agents.” David is also a YouTube Influencer in insurance sales with nearly 14,000 subscribers and more than 1.5 million total views.

Final Expense Leads That Get Results

Are you looking for a final expense lead program that actually works?

If so, you’ve found the right article!

Today, I describe 5 of my favorite final expense leads agents across the country are seeing positive results with.

You’ll learn the advantages of each type of lead, and why or why not you may want to consider utilizing them.

1. Direct Mail Leads

How does direct mail work selling final expense insurance?

It’s simple. Agents utilize business reply card mailers to generate leads.

These are postcards sent out from a mail house to your prospects for their review. If they like what they read, they return the card filled out with their contact information.

Out of all available final expense leads, direct mail is hands-down the best source of consistent, high-quality leads.

Highly engaging

Why? First, let’s consider the engagement factor. 

When filling out a direct mail card, it is a more involved action relative to other final expense leads. For example, your prospect must physically fill out the card and likely discusses doing so with her spouse. Then, the prospect must make the effort to walk the reply card back to the mailbox.

All the while, your client could have thrown out the postcard. She’s likely done that dozens of times before with other final expense solicitations. Further, no salesperson encouraged her to return it. Requesting the information was completely her decision.

This level of involvement and action that was taken to request information on final expense should excite you! Compared to other lead pieces available, the direct mail response quality is measurably higher.

Scalable, too

If your goal is to scale your final expense business, direct mail offers a simple avenue to do so.

For example, my top agent last year worked 80 direct mail leads weekly. Most full-time agents work 30 direct mail leads weekly. He wrote nearly $500,000AP in final expense business, which is a lot

What to avoid

What should you avoid when it comes to direct mail? 

Don't overpay for your mailers, and ideally do a fixed price per lead mailer program. A fixed-price lead program allows you to drop direct mail without risking a higher average lead price on a low response rate.

While fixed priced leads aren’t available in all states, it’s something you want to consider as a first choice when possible. Leads represent 90%+ of your total costs of doing business, and controlling costs down to the penny is great, if available.

2. Facebook Leads

Facebook-generated final expense leads are a newer form of paid lead generation and have become extremely popular in the last couple of years.

The way Facebook leads work is very simple. First, you don't need to have a Facebook account. All you need to do is to find a reputable vendor, then place an order. Within three to five business days, you begin receiving your leads.

Orders fill quickly

Why do agents love Facebook leads? 

Turnaround time is incredibly fast compared to other lead options. For example, Facebook lead vendors only take a few days to generate leads, whereas direct mail takes three to four weeks.

You can place an order for Facebook leads on a Wednesday and, by Monday, have your entire order filled with the best vendors.

Lower quality 

What are some downsides about Facebook leads? One issue is Facebook leads pick up the phone less often relative to other leads like direct mail. Also, the shelf life of these leads is shorter, as the engagement level is lower. Compared to direct mail, requesting final expense info on Facebook requires less time and involvement from the prospect, resulting in a lower quality lead.

Nevertheless, the price point is lower to compensate for the lower quality. And Facebook lead quality is good with quality vendors. So, expect to purchase a higher volume of Facebook leads to match the same level of production on a smaller amount of direct mail leads.

Learn more about Facebook final expense leads.

3. Seminar Marketing Leads

Seminar marketing is simple for final expense lead generation. 

You present to groups of seniors, discuss options for final expense coverage, then harvest leads from interested attendees.

Why it works

I love this form of marketing for a number of reasons. First, it's almost cost-free to conduct. Your only expenses are beverages and snack foods. 

Second, lead quality is incredible despite the low cost. Many agents conduct seminars when their marketing budget isn’t high enough to purchase direct mail or Facebook leads consistently.  

What to avoid

Avoid drawn-out seminars. Instead, do a matter-of-fact 10 to 15-minute presentation. 

A numbers game

Like all forms of marketing, the magic comes in large doses of activity. Aim for 10 to 15 seminars monthly if you’re full-time. 

4. Live Transfer Leads

Live transfer leads are a telesales-only lead where the lead calls you. Live transfer leads originate from either telemarketing or an online ad; then, they are qualified for interest when they call in prior to being transferred to you.

Good, yet expensive

Live transfer leads are great with the right vendor, but expect to pay a high price. My vendor charges $50 a lead—more expensive than any other final expense marketing I’ve seen. 

Despite the price, the close ratio is high. Good agents close one out of three. And when you speak with the lead, you know they're already interested in final expense insurance.

5. Organic Leads From Google Search

Last but not least, you have leads generated from websites organically, without purchase. These are one of my personal favorites as they cost you nothing in direct dollars.

A little about these leads: these are leads that come to your website (usually from a Google search), read your content, and decide to request a quote based on what they’ve read.

It works great as you have the opportunity to brand yourself, unlike other purchased lead sources. And the cost per lead is nothing. Can’t beat that!


There is a price you pay to generate organic leads, and that originates from creating high-quality blog posts that help the reader. This is tough work that takes a lot of time and effort to get right.

In fact, many organic lead-generating websites don't generate leads until 6 to 12 months after a steady effort of consistent website and blog post development.

My Final Recommendation

My last recommendation is to “pick your poison,” and find the lead strategy that best suits you.

The good news is that all of these leads have produced great results for other agents and have the opportunity to produce similar results for hard-working people.

Explore More Industry Resources

Check out more blogs, guides, on-demand webinars, and downloadable tools created specifically for life, health, senior market, and benefits agencies.

See More Resources

Posted by David Duford on Tuesday, June 23, 2020 in Automated Lead Routing & Assignment

  1. prospecting
  2. selling