Inbound Call
A lead format where the consumer calls a published number (typically from a TV, radio, or search ad) and is routed to the buying agent with zero wait.
Full Definition
An inbound call lead is generated when a consumer places an outbound call to a number published in an advertisement — typically TV, radio, paid search, or direct mail — and is routed in real time to a buying agent or call center. Inbound calls are the highest-intent lead type in insurance because the consumer initiated contact. Close rates typically run 20–40% in Medicare and Final Expense. Pricing reflects this: inbound Medicare MA-PD calls during AEP can range $40–$120 per billable call (billable typically = 60–120 seconds connected). Inbound campaigns are usually exclusive and include a short buffer (first 30–60 seconds are non-billable) to protect buyers against hang-ups and wrong numbers.
Example
A retiree sees a Medicare TV ad during the 6 PM news, dials the 800 number, and is IVR-routed based on ZIP to the appointed agent covering Ohio. The agent answers on the first ring at 6:04 PM and enrolls the consumer in an MA-PD plan over the next 35 minutes.
Related Terms
- Live Transfer — A phone-based lead format where a screened, interested prospect is warm-transferred from an intake agent directly to the buying agent in real time.
- Exclusive Lead — A lead sold to only one agent, never resold, resulting in higher contact and close rates than shared leads.
- Close Rate — The percentage of contacted (or delivered) leads that result in a sold policy — the primary profitability driver in insurance lead generation.