When it comes to generating life insurance leads, not all policies—or prospects—are created equal. And if you sell term life insurance, you’ve probably noticed something: The people looking for term policies don’t always match the ones your lead vendor sends you. So, how do top producers separate the time-wasters from the ready-to-buy prospects? Here’s what they know that most agents don’t when it comes to term life leads:
Free life insurance leads sound great—until you realize they're often recycled, cold, or bait-and-switch tactics. But when you're working term life, the margins are already slimmer. You can't afford to chase 50 uninterested leads hoping one converts.
What to do instead: Focus on high-intent, inbound leads driven by educational content or quote requests. Buyers seeking term policies are typically comparison shoppers—win them with clarity, speed, and trust.
The reality is that most "free" term life leads have been sold to other agents before they reach you. By the time you call, the prospect has already been burned by aggressive sales tactics and is immediately defensive.
It's a myth that term life clients are "lower value." The truth? Many high-income earners buy large term policies to protect mortgages, businesses, or young families. But they don't like to be "sold."
They research, compare, and choose the most trustworthy and efficient option—not the most aggressive closer. Which means your lead gen strategy needs to:
For example, imagine a 35-year-old software executive who might purchase a $2 million 30-year term policy to protect his family and mortgage. The commission on this single policy could exceed what many agents make chasing dozens of smaller leads.
Here's why intent trumps income: That same software executive with clear intent (protecting his family after buying a home) will likely convert much higher when approached correctly. Meanwhile, a wealthy prospect with no immediate trigger might waste hours of your time and never buy. The executive knows he needs coverage, has done his research, and is ready to move forward with the right advisor. The wealthy prospect without intent is just "looking around" and comparing options indefinitely.
Yes, calling leads within 5 minutes is still the gold standard. But with term life leads, you also need to add context quickly:
Instead of saying, "Just calling about your quote request," try:
"Hey [Name], I noticed you were looking into 20-year term options for $500K coverage. I help clients compare A+ rated carriers to find the best rates—did you already get quotes elsewhere, or still deciding?"
This disarms the "I'm just looking" reflex and opens the door to a real conversation. Have a 30-second elevator pitch ready that positions you as an educator, not a salesperson. Term life prospects are particularly sensitive to high-pressure tactics.
The best advisors segment leads by:
Why it matters:
A 30-year-old buying a 30-year term is different from a 55-year-old buying a 10-year policy. The reason behind the policy helps you personalize the pitch—and close faster.
New Parents (25-35 years old):
New Homeowners (30-45 years old):
Business Owners (35-55 years old):
Most people searching for term life are overwhelmed. They want clarity, not complexity. Use this to your advantage:
The more you simplify the process, the more they'll trust you to guide it.
What most agents don't realize is that the traditional approach to term life leads is fundamentally broken. You're competing in what we call the "Red Ocean"—a crowded marketplace where everyone is fighting for the same low-margin prospects using the same tired tactics.
Traditional Approach Problems:
What if instead of chasing individual term life leads, you could access a steady stream of pre-qualified prospects through strategic partnerships? This is where the game changes completely.
CPAs regularly work with clients experiencing major life events that trigger term life insurance needs:
When a CPA introduces you to their client, you're not just another salesperson—you're a trusted team member solving a real problem.
An advisor was struggling with traditional term life lead generation. He was spending $3,000/month on leads, working 50+ hours per week, and barely breaking even after lead costs and time investment.
The Problem:
The Solution: He partnered with a local CPA using ERT’s Team-Based Model approach. Instead of chasing random leads, he became the "go-to" insurance expert for their clients.
When the CPA introduced clients for tax planning or business advisory services, term life naturally became part of the conversation. This approach works better for term life leads for several reasons.
Here's where it gets even better. Through a Virtual Family Office model, you gain access to 75+ specialists across five key areas:
This means you're not just selling term life—you're part of a comprehensive wealth management team that naturally generates qualified prospects.
If you really want to transform your term life business, consider this: What if you could eliminate lead costs entirely while dramatically improving your closing ratio?
The Team-Based Model approach has helped over 1,200 financial professionals build more profitable, sustainable practices. Instead of competing in the crowded Red Ocean of traditional lead generation, you can create your own Blue Ocean of qualified prospects through strategic partnerships.
Ready to learn more? Discover how advisors are using the Team-Based Model to generate a steady stream of high-quality prospects without spending a dime on traditional lead generation. The approach works particularly well for term life insurance because it positions you as a trusted advisor rather than just another salesperson.
Your term life business deserves better than recycled leads and price competition. It's time to work smarter, not harder.