Real-Time Web Lead
A consumer inquiry submitted through an online form and delivered to the buying agent within seconds of form submission.
Full Definition
A real-time web lead is generated when a consumer fills out an online insurance quote form and the lead is posted to the buying agent within seconds (typically 1–15 seconds). Delivery is usually via email, SMS, CRM API, or webhook. Real-time leads carry valid, fresh TCPA consent and a TrustedForm or Jornaya certificate. Pricing varies by vertical and exclusivity: exclusive real-time leads run $10–$60 for most verticals; shared versions run $3–$20. The dominant success factor on real-time web leads is speed-to-contact — contact rate roughly halves every 5 minutes after lead delivery. Agencies dialing within 60 seconds achieve 60–75% contact rates on exclusive real-time; beyond 10 minutes, contact rates fall below 30%.
Example
At 2:14:03 PM, a consumer submits a Medicare quote form. At 2:14:11 PM the lead hits the agent's CRM via webhook. At 2:14:18 PM the dialer auto-dials the consumer. The consumer answers on the second ring.
Related Terms
- Exclusive Lead — A lead sold to only one agent, never resold, resulting in higher contact and close rates than shared leads.
- Shared Lead — A lead sold simultaneously to 3–8 agents, priced lower than exclusive but with lower contact and close rates due to competition.
- Aged Lead — A previously generated inquiry sold weeks or months after creation, priced at $0.25–$15 depending on age and vertical.
- Speed-to-Contact — The elapsed time between lead delivery and the first outbound contact attempt — the dominant variable in web-lead conversion.
- Webhook — An HTTP callback where one system notifies another of an event by POSTing data to a pre-registered URL.