Trying to stretch your insurance marketing budget? Many agents and sales managers are turning to aged leads—contacts who submitted their details weeks, months, or even years ago but never converted. With more lead types and data sources than ever, understanding the pros and cons of aged leads is essential for insurance professionals looking to maximize their return on investment.
What Are Aged Insurance Leads?
Aged insurance leads are consumer leads that have been generated previously but have not resulted in a sale. Typically, aged leads are anywhere from 30 days to over a year old. Unlike fresh leads, which are immediately delivered after a consumer’s inquiry, aged leads have lingered in a database—sometimes uncontacted, sometimes only partially worked.
These leads can come from web forms, digital ads, comparison sites, or co-registration flows. Because they aren’t exclusive and aren’t real-time, they’re usually sold at a much lower cost compared to new or exclusive leads.
Related Reading: Understanding the Basics of Life Insurance Leads
The Pros of Using Aged Leads for Insurance Sales
Key Benefits:
- Lower price per lead
- Access to larger and more diverse lists
- Reduced competition
- Ideal for training and automation
- Hidden high-quality prospects
Bulk availability and low cost make aged leads attractive for testing outreach systems or onboarding new producers. Prospects may not have been contacted effectively—or at all—making them prime for re-engagement.
Related Reading: Best Practices for Contacting and Converting Insurance Leads
The Cons of Using Aged Leads for Insurance Sales
Key Drawbacks:
- Lower response and engagement rates
- Higher risk of outdated or invalid data
- Requires strong compliance practices
- Time-intensive follow-up
- Lead quality varies greatly
Agents must commit to a structured follow-up cadence, use CRM tools to organize and automate, and ensure all communications are compliant.
Related Reading: Best Practices for Purchasing Life Insurance Leads
When Should Insurance Agents Use Aged Leads?
Best for:
- Budget-conscious agents building pipeline
- Teams testing scripts or automation
- CRMs with nurture sequences
- Long-term outreach campaigns
Not ideal for:
- High-ticket commercial policy closers
- Agencies needing fast-turn pipeline results
- Producers lacking dialer or CRM infrastructure
Tips to Maximize Your Success with Aged Leads
- Use a CRM with automation
- Build 5–8 touchpoint campaigns
- Personalize every contact attempt
- Test multiple channels (calls, email, SMS)
- Scrub against DNC and follow TCPA rules
Related Reading: How to Work Aged Leads: Call Scripts, Timing & Follow-Up Cadence
Alternatives to Aged Leads
- Exclusive/Fresh Leads: Higher intent, faster results
- Referrals: Warm but not scalable
- Inbound/Organic Leads: Low cost over time but slow and ad-reliant
Aged leads work best as part of a blended lead strategy to stretch budget and keep agents consistently engaged with new prospects.
Should You Buy Aged Leads for Insurance Sales?
Aged leads deliver scale and affordability—but only when paired with the right systems and persistence. For agents with the structure and scripts in place, they offer strong ROI potential.
Want to improve your process? Download our free checklist to get started with aged lead outreach today.
