How Much Do Final Expense Leads Cost?
Published by Agent First Contracts
The price per lead is only part of what a lead costs you. For a field agent, driving to appointments and other campaign expenses are part of the real cost of each policy you place.
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Lead price vs total acquisition cost
Lead price is what you pay per lead. Total acquisition cost adds everything else it takes to turn leads into placed policies: mileage, fuel, overnight stays, phone and software, printing and your own time. Dividing that total by the number of policies actually placed gives you cost per placed policy: what it cost to acquire each placed policy.
Cost per placed policy is an acquisition cost, not profit. To judge a campaign, compare it separately with the commission you actually earn and keep on those policies, your remaining overhead, possible chargebacks and taxes.
Current posted prices on our order page
These figures come from the same catalog our order page uses, so they change when the order page changes. Prices, packages and inventory can change, and the secure checkout shows the final price, so confirm there before you pay.
Units differ: a mail drop is priced per mail piece sent, not per returned lead. Mail pieces are not responses, and no number of responses is guaranteed. Digital and aged leads are priced per lead, subject to current county inventory.
- Survey Mail 500: $400 per drop of 500 mail pieces, recurring subscription offered weekly or every 2 weeks
- Survey Mail 1000: $690 per drop of 1,000 mail pieces, recurring subscription offered weekly or every 2 weeks
- Regular Direct Mail Card 1000: $675 per drop of 1,000 mail pieces, recurring subscription offered weekly
- Beneficiary Info (digital): $14 per lead
- Life Questionnaire (digital): $10 per lead
- Legacy Life (digital): $7.50 per lead
- Target Final Expense (digital): $6 per lead
- Direct Checkbox (digital): $16 per lead
- Aged leads, 31–90 days: $5 per lead
- Aged leads, 91–190 days: $3 per lead
- Aged leads, 191–365 days: $2 per lead
Minimum order, checkout and fulfillment
- Aged-lead minimum: at least 20 aged leads per order, counting all aged age bands together. Fresh digital leads don't count toward it, and an order of fresh leads only has no aged minimum.
- Fulfillment: Orders are fulfilled in the order received on the following business day, starting at 5:00 a.m. Central Time. Lead delivery is not immediate.
- County check: Confirm this state and county again on the checkout form before paying. A saved address may show a previous county.
- The secure checkout page shows the final price. Inventory isn't reserved until the order is processed.
Worked example: cost per mail response
Response counts here are illustrative, not forecasts. Results vary by area, mail piece, timing and many other factors.
- A $675 drop of 1,000 mail pieces that produces 15 hypothetical responses: $675 ÷ 15 = $45 per response
- The same $675 drop with 30 hypothetical responses: $675 ÷ 30 = $22.50 per response
- A response is a chance to contact someone, not a sale. Track your real responses, appointments and placed policies.
What affects a lead quote
- Format: direct mail responses, digital form leads and aged leads are priced differently
- Age: how long ago the person responded
- Exclusivity: whether the lead is sold to one agent or several
- Territory: availability and density in the counties you want
- Volume and timing: how many you order and how soon you need them
Field-cost calculator
Enter your campaign cost and your own percentages. The calculator works from total leads: the percent that become appointments set, the percent of those kept, and the percent of kept appointments written, times your average AP per policy and commission rate. It shows cost per lead, cost per kept appointment, cost per policy, total AP, commission earned and profit after campaign cost.
The starting values are illustrative assumptions only: $1,000 for 40 leads plus 120 miles at $0.50 ($1,060 total), 90% set, 90% kept, 50% written, $700 AP per policy and a 100% commission rate. These are not forecasts, advertised prices, IRS mileage rates, typical results or earnings, and profit shown is before chargebacks, other overhead and taxes.
Avoid double counting: if your cost per mile already includes fuel, don't add fuel again under other expenses.
That $265 is acquisition cost, not profit. Compare it separately with the commission you earn and keep on those 4 policies, your remaining overhead, possible chargebacks and taxes.
| Number of leads | 40 |
|---|---|
| Cost per lead | $25.00 |
| Total miles | 120 |
| Cost per mile | $0.50 |
| Other expenses | $0.00 |
| Placed policies | 4 |
| Total campaign cost | $1,060.00 |
| Cost per placed policy | $265.00 |
Comparing scenarios without guessing averages
Instead of relying on industry averages, run the calculator twice with your own assumptions. For example, compare a cheaper lead type that needs more driving with a pricier one in a denser county. Change one input at a time so you can see which one drives your cost per placed policy.
After each campaign, replace your assumptions with what actually happened: leads worked, miles driven and policies placed.
Check current lead options
Our lead inventory shows current digital lead availability by county, and the order page shows current posted prices. For direct mail programs, see our direct mail programs page or contact us. Prices in this guide's calculator are your inputs, not our offer.
Frequently asked questions
How much do Final Expense leads cost?
It depends on format, age, exclusivity, territory and volume. Check current posted prices and, more importantly, estimate your total cost per placed policy.
Why does the calculator show 'not available' for cost per placed policy?
Cost per placed policy can't be calculated with zero placed policies. Enter at least one.
Are the default numbers typical?
No. They are illustrative starting values for the calculator only.
Related guides
Check current lead options
See availability by county and current posted prices, or talk with us about contracts and training.