Best Places for Insurance Agents to Get Life Insurance Leads

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Finding clients is often harder than selling life insurance itself. For most agents, the question isn’t “Can I close business?” — it’s “How do I get enough qualified people to talk to?”

Here’s a look at the most common ways to generate leads, with the pros and cons of each.

1. Traditional Lead Sources

Referrals and Networking

Still one of the most effective methods. A satisfied client who introduces you to a friend is far more likely to result in a sale. The drawback? It grows slowly and depends on your existing book.

Purchased Lead Lists

Plenty of companies will sell “life insurance leads.” They can be inexpensive and fast — but the reality is, many are old, over-sold, or not very motivated. Conversion rates tend to be low.

Cold Outreach

Some agents still swear by door-knocking, cold calling, or local events. It can work, but it takes a lot of time and energy.

💡 For more perspective on how underwriters actually evaluate applicants — the same process your prospects are worried about — check out the Ultimate Guide to Life Insurance Approval.

2. Online Lead Generation

Paid Ads (Google, Facebook, YouTube)

If you have the budget, running paid ads can generate steady inbound leads. The challenge is learning the platforms, creating good funnels, and managing costs.

Online Lead Vendors

Sites like EverQuote, NetQuote, and SmartFinancial specialize in selling insurance leads. These can scale quickly, but be cautious — most are shared leads, which means multiple agents get the same name.

Social Media & Content Marketing

Building a presence on LinkedIn, Instagram, or Facebook can generate warm leads over time. The tradeoff is patience — it’s not instant.

👉 Cost is always top of mind for clients. Many ask “Can I afford life insurance?” You can see how these affordability concerns drive search behavior here.

3. Best Lead Generation Sites for Insurance Agents

If you’re looking at online vendors, here are a few commonly used ones:

• EverQuote – Large volume, shared leads.
• SmartFinancial – Mix of shared and exclusive options.
• QuoteWizard – Popular for multiple insurance lines.
• NetQuote – One of the oldest marketplaces.

These platforms can provide a pipeline, but remember: the more agents who receive the same lead, the harder you’ll need to work to win the business.

4. The Case for Content-Driven Leads

The highest quality leads don’t come from a list — they come from real consumers actively searching for answers.

Think of someone Googling:

• “Can I get life insurance with diabetes?”
• What happens if I don’t have life insurance?
• Can I rely on my employer’s life insurance?

When consumers land on content that answers those questions, they’re already in the buying mindset. That’s the difference between chasing leads and having leads come to you.

That’s the type of traffic my site attracts — people actively researching how to qualify for coverage. These are not cold names. They’re high-intent applicants looking for help.

5. Final Thoughts

As an agent, you should test multiple strategies — some referrals, some purchased leads, some digital marketing. But remember: quality beats quantity.

👉 If you’re interested in connecting with consumers who are already researching life insurance approval, reach out to explore potential partnerships.

📩 Reach out to me (Ryan), I’d love to hear from you.