Guide · Updated 23 October 2026
Lead distribution software for insurance leads
Short answer
Insurance leads sell by line (auto, home, life, health), by state and by how fresh they are. Route on line and state first, cap each buyer, and filter bad contacts before any buyer sees the lead, because carriers and agencies return leads with the wrong state or a dead phone number.
What insurance buyers look at
- Line of insurance: a buyer who writes auto will not take a life lead.
- State: agents are licensed by state, so a lead from the wrong state is worthless to them.
- Completeness: auto buyers want driver and vehicle details; others want age or coverage dates.
- Speed: a lead delivered within seconds is worth more than the same lead an hour later.
Rules worth setting
| Rule | Example |
|---|---|
| State match | Send Texas leads only to buyers licensed in Texas |
| Line match | Auto leads to auto buyers; keep life and health separate |
| Completeness | Reject leads missing a phone number or ZIP |
| Duplicate window | Block a second lead from the same phone within a set number of days |
| Cap | No agency takes more than its daily limit |
In a cascade a lead goes to the first buyer who accepts it, so it is not sold twice. If you sell some leads to several buyers, treat those as a separate route with its own caps.
Where insurance leads go wrong
The usual losses are wrong-state leads, numbers that do not connect, and the same person arriving from two publishers. A phone and email check before the ping removes most of the first two, and a duplicate rule removes the third. Watch returns by publisher: one weak source can erase the margin on several good ones.
Set it up in pingtype
- Add each carrier or agency as a buyer and send a test lead.
- Put a state rule on each buyer, and a line rule if they buy one product.
- Order the cascade by price, with a daily cap on every agency.
- Turn on phone and email checks in watch-only mode, then enforce them.
- Review returns by publisher each week and block the weak sources.
Insurance is regulated and rules differ by state. This is general information about how lead distribution works, not legal advice.
Questions
How do I route insurance leads by state?
Set a state rule on each buyer so they only receive leads from states where they are licensed. pingtype applies the rule before the lead is offered.
How do I stop returns on insurance leads?
Check phone and email before the ping, block duplicates, and watch returns by publisher so you can drop weak sources.
Can one lead go to several insurance buyers?
In a cascade it goes to the first buyer who accepts it. Leads you sell to several buyers need their own route and caps.