API Posting
Real-time lead delivery from vendor to buyer over HTTPS — typically POST requests to the buyer's receiving endpoint.
Full Definition
API posting is the industry standard mechanism for real-time lead delivery. When a consumer submits a form, the vendor's system sends an HTTPS POST request (containing the lead data in JSON or form-encoded payload) to the buyer's receiving endpoint. The buyer's endpoint validates the payload (schema match, duplicate check, filter match, DNC scrub) and returns an HTTP 200 with an "accept" or "reject" response. Rejected posts typically route to the next buyer in a bid sequence (see Ping/Post). API posting is how CRMs, dialers, and appointment platforms receive leads within 1–5 seconds of form submission. Field schemas vary by vendor but commonly include: lead_id, timestamp, first_name, last_name, phone, email, zip, state, interest, TrustedForm URL, Jornaya LeadID, consent_text, consent_ip, consent_user_agent.
Example
A lead vendor sends an HTTPS POST to https://agency.com/api/lead-intake with a JSON payload. The agency's endpoint validates the TrustedForm URL, scrubs against DNC, matches to an agent by state, inserts into CRM, and returns `{"status":"accepted","lead_id":"A-48291"}` in 340ms.
Related Terms
- Webhook — An HTTP callback where one system notifies another of an event by POSTing data to a pre-registered URL.
- Ping / Post — A two-step lead-distribution protocol: first a "ping" with non-identifying data to poll buyer interest/price, then a "post" delivering the full lead to the winning buyer.
- Real-Time Delivery — Lead delivery within seconds of form submission — the operational foundation for winning speed-to-contact.
- CRM (Customer Relationship Management) — Software for tracking prospects, policies, tasks, and communications — the system of record for most insurance agencies.