Lead Age
Definition
The number of days since a consumer originally submitted their information. Common ranges are 30-60, 60-90, 90-180, and 180+ days.
Understanding Lead Age
Lead age refers to the number of days since a prospect originally submitted their information — the time between their initial inquiry and when you purchase the lead. A 30-day-old lead was generated one month ago. A 180-day-old lead is six months old. Lead age directly impacts both the price you pay and the conversion rate you can expect. Generally, older leads cost less but convert at lower rates, though the relationship is not always linear.
How It Works in Practice
Sweet spots vary by vertical. For insurance leads (final expense, Medicare, life), the ideal age range is 30-90 days — old enough to be affordable but recent enough that the prospect's need is likely unchanged. For mortgage leads, 60-120 days works well because mortgage shopping is a longer process and prospects often have not found a lender after their initial search. Solar leads perform best at 30-90 days since homeowner interest in solar tends to persist. SSDI leads have the longest useful life — 90-360 days — because disability claims take months or years to resolve and claimants remain in need of legal help throughout.
Pricing follows lead age predictably. A 30-day insurance lead might cost $3-5, a 90-day lead $1-2, and a 180-day lead $0.50-1. The conversion rate decline is typically 30-50% between each tier. A 30-day lead converting at 4% and a 90-day lead converting at 2% may produce similar ROI because the 90-day lead costs 60% less.
Why It Matters for Aged Leads
Understanding lead age economics lets you optimize your budget. New agents should start with 60-90 day leads — fresh enough to convert well, affordable enough to buy volume. Experienced agents can profitably work 120-180 day leads because their refined scripts and multi-channel outreach compensate for the lower baseline conversion rate. Never assume older means worse. A 120-day lead from someone who genuinely needs insurance is more valuable than a 7-day lead from someone who was just comparison shopping. The prospect's underlying need matters more than the calendar date.
Related Terms
Aged Lead
A consumer data record from someone who previously expressed interest in a product or service, typically 30-180+ days ago. Aged leads cost significantly less than real-time leads and are worked through personal outreach.
Real-Time Lead
A lead delivered to buyers within seconds or minutes of the consumer filling out a form. Real-time leads cost $15-$60+ and are often sold to multiple buyers simultaneously.
Exclusive Lead
A lead sold to only one buyer. Exclusive leads cost more but eliminate competition. Most aged leads are non-exclusive, meaning multiple agents may have the same record.
Shared Lead
A lead sold to multiple buyers simultaneously. Most real-time leads are shared among 3-8 buyers, creating a speed-to-call competition.
Lead Source
The website, advertisement, or channel where a consumer originally submitted their information. Quality lead sources use clear opt-in forms and transparent disclosures.
Lead Vendor
A company that generates or aggregates consumer leads and sells them to sales professionals. Vendors may sell real-time leads, aged leads, or both.
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