Medicare leads are not one product — the 65+ Medicare market operates on a regulated calendar that divides prospects into different eligibility windows, each with different buying behaviors, compliance rules, and lead economics. Turning 65 (T65) leads come from consumers aging into their Initial Enrollment Period (IEP), a 7-month window that spans 3 months before their 65th birthday to 3 months after. T65 is year-round flow; new 65-year-olds age in every day. The Open Enrollment Period (OEP) leads — more precisely the Medicare Advantage Open Enrollment Period, which runs January 1 to March 31 — come from consumers who already have MA coverage and want to switch to a different MA plan or back to Original Medicare. OEP is a three-month window. The Annual Election Period (AEP, October 15 to December 7) is a separate third season with its own dynamics. This page compares T65 and OEP specifically — the two non-AEP flows where most non-AEP-month Medicare production happens.
At a Glance
| Factor | Medicare T65 Leads | Medicare OEP Leads |
|---|
| Availability window | Year-round (7-mo IEP per prospect) | Jan 1 to Mar 31 only |
| Typical lead cost | $25–$45 web; $45+ transfer | $20–$40 web; $40+ transfer |
| Close rate | 12–20% | 8–14% |
| First-year commission | $300–$400 MA / $25–$100 mo MedSupp | $300–$400 MA (retaining) |
| Compliance highlights | Enrollment must be in IEP window | MA-to-MA and MA-to-Original only — no Part D standalone changes for stand-alones |
| Competition density | Moderate — year-round flow | Lower — many agents focus only on AEP |
| Persistency | High — first-ever MA enrollment | Lower — plan-switchers may switch again |
| Best for | Year-round base book-building | Q1 commission boost |
Deep-Dive Analysis
The Medicare calendar agents must internalize
Every Medicare agent should have the enrollment calendar memorized: IEP is the 7-month window around the consumer's 65th birthday — 3 months before, the birthday month, and 3 months after. AEP runs October 15 through December 7 for plan changes effective January 1 — this is the single largest enrollment period. MA-OEP (what most agents call "OEP") runs January 1 through March 31 for MA members to switch plans, switch back to Original Medicare, or add a standalone Part D if returning to Original Medicare. SEPs are triggered by qualifying life events (moving, losing coverage, new eligibility). The marketing and lead economics attached to each window are different. AEP generates 60–70% of annual enrollments but also the fiercest competition and highest lead costs (CPL often rises 30–60% during AEP). T65 runs at steady baseline pricing year-round. OEP has the lowest competitive density of the three enrollment windows because many agents do not actively market to it.
T65 lead economics and why agents love them
T65 leads are first-time Medicare enrollees — they have no prior plan, no prior agent, and they are actively shopping for the first time. Close rates are 12–20% on exclusive web leads, higher than both OEP and AEP on a like-for-like basis because the decision-making process is green-field rather than comparative. Persistency is also higher: a T65 MA enrollee is less likely to switch plans in year two than an OEP-enrolled plan-switcher because the T65 client was never a habitual switcher to begin with. The commission math is identical to AEP on the first-year payment but superior on renewals because of the persistency differential. For any Medicare agency building a long-term book, T65 is the most valuable year-round lead stream. See T65 leads for current pricing.
OEP lead economics and the underutilized Q1 window
OEP leads come from MA members who enrolled during AEP (or earlier) and want to change plans — often because their preferred doctor is not in-network, their prescription is not covered, or they misunderstood the plan. Close rates are 8–14% (lower than T65 because these consumers have already been through Medicare shopping at least once and are more comparative). However, OEP has two structural advantages for the alert agent: first, competition is lower because most Medicare-focused agencies wind down marketing aggressively after AEP and do not ramp back up until September; second, Q1 is typically a dead commission quarter if you are not selling OEP — having a live pipeline in January–March smooths annual revenue. CPL during OEP is typically 10–20% below AEP-period CPL, another structural advantage. OEP enrollments are also easier to close because the prospect has a specific complaint ("my doctor isn't covered") that you can solve. See Medicare OEP leads.
OEP compliance — narrower than most agents realize
During OEP, an MA member can: (1) switch from one MA plan to another MA plan, (2) drop MA and return to Original Medicare (optionally adding a standalone Part D and a Medicare Supplement), (3) change Part D plans if they are returning to Original Medicare. OEP does NOT allow: enrolling in MA for the first time from Original Medicare (that requires AEP or a SEP), changing from one standalone Part D plan to another for members already on Original Medicare (that requires AEP or SEP). Marketing compliance during OEP is also narrower than AEP — CMS rules prohibit some promotional language during OEP. Make sure your marketing materials and scripts specifically follow OEP rules; using AEP-period ad copy during OEP is a violation that carriers will flag. T65 compliance is generally cleaner because the IEP window is personal to each prospect and CMS marketing restrictions are less onerous for new eligibles.
Marketing strategy for a year-round Medicare book
A Medicare agency should run three distinct marketing streams: T65 year-round (steady spend, steady enrollments), AEP Oct–Dec (peak spend, peak volume), OEP Jan–Mar (moderate spend, moderate volume on plan-switchers). Lead vendor mix should reflect the calendar: buy T65 and general Medicare leads 365 days a year; ramp MA/AEP-specific leads starting in late September through December; ramp OEP leads starting in late December through March. Agencies that only buy during AEP have lumpy revenue and no book to retain. Agencies that skip OEP leave 10–15% of potential annual commission on the table. Agencies that ignore T65 let their book erode because they rely on AEP plan-switchers who, by definition, will switch again in a future AEP. Full breakdown at Medicare leads.
Cross-sell and retention dynamics
T65 and OEP clients both represent cross-sell opportunities beyond the initial enrollment. T65 enrollees are prime candidates for standalone dental/vision/hearing plans, hospital indemnity, and eventually Final Expense (the same demographic typically becomes FE-eligible by age 67–70). OEP enrollees are harder to cross-sell because the relationship is newer and the switch itself signaled dissatisfaction. Retention (keeping the client through the next AEP) is where Medicare books compound: a T65 client who stays 5 years is worth $1,500–$2,500 in total commission; an OEP plan-switcher who stays 1 year is worth $300–$400. Retention effort must be disproportionately directed at T65 enrollees for that reason. See Final Expense leads for the natural next cross-sell.
Which to Choose
Prioritize T65 Leads if…
- You are building a long-term Medicare book
- You operate year-round, not just AEP
- You want the highest persistency and renewal income
- You have cross-sell infrastructure (DVH, FE, HI)
- You are a newer Medicare agent growing a client base
Prioritize OEP Leads if…
- You need Q1 commission income
- You want lower competitive density
- You already have an AEP book to retain
- You are comfortable with plan-comparison selling
- You can move fast in a 3-month window
Case Studies
Composite profiles based on agent interviews. Names and identifiers omitted; numbers reflect realistic ranges drawn from agent-reported performance data.
Agent Profile 01Medicare-focused agency with 3 agents, Pennsylvania, 5 years in market
Scenario
Agency produced 85% of annual revenue during AEP (Oct 15–Dec 7) with a large plan-switcher book. Non-AEP months (Jan–Sep) generated minimal new enrollments and the agency relied on renewal income of $160K/year. Owner wanted to smooth cash flow and grow total production.
Decision
Added T65 lead spend year-round ($3,000/month fresh web and transfer mix) and added OEP-targeted lead spend Jan–Mar ($4,500/month).
Outcome
T65 year-round effort produced 85 new enrollments over 12 months at $320 avg upfront + $150/year renewal = $40,800 in year-one commission plus $12,750/year recurring starting year 2. OEP Jan–Mar produced 42 enrollments at $310 upfront = $13,020. AEP book held steady at 280 enrollments. Total new enrollments rose from 280 to 407 (+45%), annual commission from $220K to $337K. Critically, cash flow in Jan–Sep went from essentially $0 new enrollments to averaging 10–12 new enrollments per month, eliminating the cash-flow trough between AEP cycles.
TakeawayT65 and OEP together close the non-AEP revenue gap and raise total production by 40%+ without expanding AEP season.
Agent Profile 02Solo Medicare agent, Georgia, 2 years licensed
Scenario
New Medicare agent started in March, missed first AEP entirely due to contracting delays. Had modest T65 pipeline from $1,500/month in lead spend but was struggling to hit 5 enrollments per month. Assumed OEP (Jan–Mar) would be minor and focused all marketing on building T65 base and preparing for upcoming AEP.
Decision
Added $1,200/month in OEP-specific lead spend starting mid-December, running through end of March.
Outcome
OEP leads delivered at 22% below his regular T65 CPL because competition was lighter. Closed 18 OEP plan-switchers across the three months at 11% close rate — added $5,580 in upfront commission during what would otherwise have been a slow quarter. OEP also produced 3 MA-to-Original-Medicare conversions with MedSupp and Part D add-ons, generating additional $150/year MedSupp commissions. Q1 total commission went from projected $4,200 to actual $11,800, putting the agency on track to meet year-one income goals despite missing the first AEP.
TakeawayOEP is especially valuable for newer Medicare agencies that missed AEP because it is the only other period with concentrated enrollment activity.
Objection Handling
Common objections agents raise when evaluating this comparison — and honest responses with the underlying math.
"OEP is only 3 months — not worth the infrastructure setup."
OEP runs January 1 through March 31 — that is 13 weeks of concentrated plan-switching activity during what is otherwise a dead commission quarter for Medicare agencies. Most agencies generate 10–15% of annual new enrollments during OEP if they participate. For an agency doing 300 AEP enrollments at $300/each = $90K, OEP participation adds $9K–$13.5K in Q1 commission — meaningful cash flow during a quarter when competitors are idle. The infrastructure lift is minimal: same lead vendors, same CRM, same carrier appointments. Marketing copy needs to comply with OEP-specific CMS rules (narrower than AEP), which is a one-time adjustment. Skipping OEP is leaving money on the table for no good reason.
"T65 leads close lower than AEP leads so they're not as good."
Wrong direction. T65 leads close higher than AEP leads on a like-for-like basis — typically 12–20% vs 8–15% on exclusive web. AEP produces more absolute volume because concentrated shopping behavior doubles the total lead pool, but per-lead efficiency favors T65. T65 also produces higher persistency (first-time MA enrollees are less likely to switch plans in year 2 than AEP plan-switchers), which means renewal income is structurally higher. For long-term book building, T65 is the superior product. AEP is necessary for scale; T65 is the better quality-per-lead-dollar year-round engine.
"I don't understand all the CMS rules for OEP marketing."
OEP marketing rules are narrower than AEP. During OEP you can market to MA members about plan-switching options but cannot: use AEP-specific creative without CMS-required disclaimers, promote first-time MA enrollment from Original Medicare (that requires AEP or SEP), or use "annual enrollment" language. Compliant OEP messaging focuses on plan-comparison value, doctor-network coverage, and drug-formulary checks for members who want to switch. Work with your carrier or a CMS-aware compliance advisor to review your OEP creative in December before the window opens. Standard OEP creative templates are readily available from carriers and compliance services.
"Aren't T65 leads just AEP leads for people who happen to be turning 65 now?"
No — T65 is a separate, distinct lead type that exists year-round. Anyone turning 65 enters their Initial Enrollment Period (IEP), a 7-month window from 3 months before the 65th birthday through 3 months after. IEP enrollments happen continuously throughout the year as consumers age in, regardless of AEP timing. A person turning 65 in March has their IEP from December through June — they are a T65 prospect independent of any AEP cycle. T65 leads capture these aging-in prospects. AEP leads capture existing MA members or Original Medicare beneficiaries wanting to change plans for the next year. Different consumers, different windows, different marketing.
"I can cover non-AEP months with AEP renewals alone."
Only if you have an established book. New Medicare agencies in year 1–2 have little or no renewal base to fund non-AEP months. Even established agencies relying solely on renewals hit a growth ceiling because every year's book must replace churn (typically 12–18% annually through deaths, moves, and plan changes). Without T65 and OEP new enrollments to replace churn and grow the book, the agency's renewal base erodes. Agencies that run T65 year-round plus OEP in Q1 grow their renewal base by 15–25% annually; AEP-only agencies often see renewal income plateau or decline.
"My setter gets bored working T65 leads in July."
T65 volume is constant, but lead mix should vary seasonally to keep the team engaged and maximize total production. Summer months (May–August) typically pair T65 with Final Expense cross-sell campaigns because the FE demographic overlaps heavily with new Medicare enrollees. September–October shifts to AEP ramp. January–March adds OEP. This rotating focus keeps the setter engaged with different scripts and prevents script-fatigue on pure T65 all year. Pay setters on booked appointments or closed policies (not dials) to align incentives regardless of lead mix.
Vendor Evaluation Checklist
Medicare lead vendors vary significantly in their handling of the distinct enrollment windows (T65/IEP, AEP, OEP, SEP). A good vendor segments inventory by window and adjusts pricing and compliance language accordingly; a poor vendor lumps everything into "Medicare leads" and leaves window-appropriate targeting to the buyer. Use this checklist to verify window-specific expertise.
Key Metrics to Track
| Metric | Formula | Target |
|---|
| T65 Close Rate | (T65 enrollments issued) ÷ (T65 leads delivered) | 12–20% on exclusive web; higher on transfers |
| OEP Close Rate | (OEP enrollments issued) ÷ (OEP leads delivered) | 8–14%; below 8% indicates compliance or speed issues |
| Cross-Window Retention | (T65 enrollees retained through next AEP) ÷ (Original T65 enrollees) | 85%+ for 12-month persistency |
| Non-AEP Commission Share | (Non-AEP new-enrollment commission) ÷ (Total annual new-enrollment commission) | 35%+; below 20% indicates AEP over-reliance |
| Chargeback Rate by Window | (Chargeback dollars) ÷ (First-year commissions) segmented by T65/AEP/OEP | T65: under 8%; AEP: under 15%; OEP: under 12% |
| Cost Per Enrollment by Window | (Window-specific lead spend) ÷ (Window enrollments) | T65: under $200; AEP: under $180; OEP: under $220 |
Frequently Asked Questions
Can I enroll an OEP lead in a new MA plan?
Yes — OEP permits MA-to-MA switches and MA-to-Original Medicare exits (with Part D and MedSupp additions). OEP does not allow first-time MA enrollment from Original Medicare.
Do T65 leads close better than AEP leads?
Per-lead yes — T65 close rates are typically 12–20% vs AEP web leads at 8–15%. AEP wins on absolute volume because concentrated shopping behavior doubles conversion density.
Is OEP worth buying if I already have an AEP book?
Yes — OEP leads are plan-switchers from other agents' books, a new-client opportunity you cannot access any other time of year.
What about SEP leads?
SEP (Special Enrollment Period) leads exist for qualifying events but volume is low and inconsistent. Most agents treat SEP as opportunistic rather than programmatic.
Can I market during OEP?
Yes, but CMS rules restrict certain messaging during OEP. Compliant OEP marketing focuses on plan-comparison value, doctor-network coverage, and drug formulary checks.
What is the best lead format for T65?
Live transfers close highest, but T65 web leads at 12–20% close rates also perform well and scale better. Most T65-focused agencies run a mix.
Do T65 leads require special compliance?
Standard CMS Medicare marketing rules apply. The main advantage is that first-time eligibles are not subject to some of the AEP/OEP-specific restrictions.
How many T65 leads does a full-time Medicare agent need?
A solo agent closing 10–15 T65 enrollments per month typically needs 80–120 T65 leads per month at a 12–15% close rate.
The Verdict
T65 leads should be the year-round foundation of any Medicare agency's lead strategy — steady flow, strong close rates, high persistency, best renewal economics. OEP leads are a high-value Q1 supplement that most Medicare agencies underutilize because they wind down marketing after AEP. The optimal Medicare lead calendar runs T65 year-round at a steady spend, ramps AEP-specific leads aggressively Oct–Dec, and adds OEP leads Jan–Mar to fill the Q1 revenue gap. Neither T65 nor OEP replaces AEP; both complement it. Agencies that run this three-season cadence typically produce 30–50% more annual commission per agent than agencies running AEP-only. **To build a Medicare lead calendar for the next 12 months, book at /contact** or review full pricing at /pricing.
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