Anyone looking to scale insurance or mortgage sales has likely heard of “aged leads.” But what are aged leads, exactly? In the lead generation world, aged leads are sales prospects who requested quotes or information weeks or months ago—making them far older than “real-time” or fresh leads. As unpredictable lead sources and expensive marketing threaten your sales pipeline, aged leads offer a proven, cost-effective way to increase sales activity, provided you approach them strategically.
This comprehensive guide answers everything insurance and mortgage professionals need to know about aged leads: their value, how they work, how to use them effectively, and how to safeguard your business when buying and working these leads.
What Are Aged Leads?
Aged leads are sales inquiries—typically for insurance, mortgage, finance, or similar services—that have been collected from real consumers within the past 30 to 180 days but have not resulted in a closed sale. After the original, exclusive sale window passes, these leads are categorized as “aged” and resold at a substantially reduced cost.
Key points:
- Lead age: Typically 30+ days old, sometimes up to 360 days, depending on industry demand.
- Source: Consumers filled out a quote request or inquiry form, often online (e.g., for life insurance, mortgage refinance, auto insurance, or debt relief).
- Typical buyers: Insurance agents, mortgage brokers, call centers, and sales teams aiming to build call pipelines or cross-sell.
Types of Aged Leads
- Aged insurance leads: Life, health, auto, home, and final expense are the most common.
- Aged mortgage leads: Refinance, purchase, HELOC, reverse mortgage, and specialty loan products.
- Others: Debt settlement, solar, home warranty, tax relief, and more.
Common Misconceptions
- “Aged means junk.” In reality, many aged leads are simply unworked, underworked, or did not convert on the first attempt.
- “Aged leads are scams.” Only if you buy from unscrupulous sellers. Quality providers vet their sources and comply with all regulations.
Aged Leads vs. Fresh Leads
Agents often debate: Should I invest in aged leads or fresh leads? Here’s how the two compare:
| Attribute | Aged Leads | Fresh Leads |
| Cost per lead | $0.20–$6 (significantly lower) | $15–$100+ (industry dependent) |
| Response rate | 5–15% (varies) | 20–40%+ (initial contact) |
| Exclusivity | Usually non-exclusive, multi-sale | Often sold exclusive/limited-sell |
| Conversion rate | 1–5% (with proper process) | 5–15% (with proper process) |
| Speed to sale | Longer, needs nurturing | Shorter, buyer is more “in-market” |
Pros of Aged Leads:
- Dramatically lower cost per lead
- High volume availability
- Great for pipeline building or training new agents
Cons of Aged Leads:
- Require more persistent, multi-touch follow up
- Conversion rates are lower without the right strategy
Want a deeper comparison? Aged Leads vs Fresh Leads: What’s Better for ROI?
Why Agents Buy Aged Leads
Smart insurance and mortgage sales teams use aged leads to:
- Save on acquisition costs: Lower lead cost allows more outreach and follow-ups.
- Fill pipeline gaps: Supplement slow periods or bulk up prospect lists quickly.
- Test new scripts/sales processes: Great for refining follow-up skills without high-cost risk.
- Launch drip marketing and cross-sell campaigns: Many old leads are still shopping or open to a better offer.
- Train new agents: Lower stakes but real-world conversations.
Aged leads also appeal to:
- Growth-focused individual agents
- Small agencies ramping up business
- Call centers seeking high-volume list sources
- Seasoned agents aiming to automate or diversify outreach
How Aged Leads Are Generated and Sold
Understanding the journey from consumer inquiry to aged lead is crucial for evaluating source quality and compliance.
- Consumer opts in: A prospect fills out a web form or requests a quote.
- Lead delivered “real-time”: Original, fresh lead is sold to a single agent or a small group.
- Lead not converted: If unconverted after a set exclusivity period (often 24–72 hours), the lead “ages.”
- Becomes eligible for resale: After 30–90+ days, it enters the “aged lead” inventory.
- Compliance checks: Quality providers verify TCPA and DNC compliance, scrub bad data, and remove sold/closed/ineligible records.
- Aged leads are packaged: Sold in bulk or filtered by geography, product, or recency as requested.
Quality assurance: Look for lead sellers who invest in regular data scrubbing, maintain detailed opt-in records, and adhere strictly to privacy laws.
How to Work Aged Leads Successfully
Succeeding with aged leads requires a strategic, multi-channel approach.
Contact Strategies
- Dial quickly, persistently: Aged leads respond best to repeated, professional outreach. Most successful agents use at least 5–7 touchpoints.
- Leverage multiple channels: Start with a phone call, but follow up via email, text, and even direct mail.
- Personalize scripts: Reference the consumer’s original inquiry and offer value up front.
Best Practices
- Call at strategic times: Early evenings and weekend mornings boost answer rates. See the best time-of-day analysis.
- Build drip campaigns: Automate follow-ups for “no answer” contacts.
- Use good CRM/lead management tools: Segment, tag, and track results to optimize future buys.
Script Example
“Hi ____, you requested a quote for [product] a while back and we may have additional options for you. Are you still interested in saving money on your [insurance/mortgage]?”
For more on effective approaches: Sales Scripts That Convert Aged Internet Leads.
Are Aged Leads Worth It?
Whether aged leads are “worth it” depends on your goals, process, and mindset.
Aged leads make sense when:
- You have a disciplined, persistent follow-up plan.
- Your CRM supports multi-touch and drip marketing.
- You’re aiming for cost-effective pipeline building over instant closings.
Situations to avoid:
- You’re seeking only exclusive, first-time contacts.
- You lack capacity for outreach volume or tracking results.
Expected Conversion Rates and ROI
Typical aged lead conversion rates range from 1–5%, but due to low costs, even a few closes can generate strong ROI. For example, buying 500 aged leads at $1 each and closing 2 policies nets a $1,500–$3,000 commission for many life/auto/health agents. That’s a return potential unmatchable by fresh leads—if you’re consistent.
Aged Leads for Insurance Agents
Ideal for:
- Life insurance (term, final expense)
- Health plans (ACA, Medicare supplements)
- Auto and home insurance cross-selling
- Final expense and burial policies
Regulatory Considerations:
- Never call DNC-listed numbers unless you have written permission.
- Stay updated on state-level marketing regulations.
- All outreach must reference the consumer’s lawful opt-in and respect TCPA guidelines.
Looking to ramp up life insurance sales with proven aged lead strategies? Best Practices for Purchasing Life Insurance Leads.
Aged Leads for Mortgage Agents
Aged mortgage leads can be especially potent for:
- Refinance and rate reduction campaigns
- Home equity programs (HELOC)
- New home purchase targeting
- Reverse mortgage outreach (seniors, retirees)
Compliance Points:
- Always verify that leads originated from compliant web forms.
- Review opt-in timestamps to avoid regulatory trouble.
For details on filtering and using aged mortgage leads: How to Buy Mortgage Leads in 2025.
Tips for Buying Aged Leads Safely
Protect your investment and reputation with these steps:
1. Vet lead sources
- Ask about data origin, opt-in process, and compliance checks. 2. Watch for red flags
- “Too-good-to-be-true” prices, poor documentation, or unverifiable records indicate a risky provider.
- Avoid sellers who cannot confirm TCPA and DNC compliance. 3. Test before you buy in bulk
- Purchase a small batch, work them, then scale based on direct results. 4. Know the return/refund policy
- Legitimate sellers offer credits for disconnected or duplicate leads. 5. Document everything
- Keep purchase receipts, communication with provider, and outreach attempts for compliance audits.
Provider checklist:
- Transparent data and filtering options
- Explicit opt-in documentation
- Responsive customer service
- Active industry presence and positive reviews
Further reading: How to Spot Red Flags in Online Lead Marketplaces.
FAQs
What is the average cost of aged leads?
Aged leads typically cost between $0.20 and $6 each depending on age, product, and filter detail. The larger your order and the older the leads, the lower your per-lead price.
How old are “aged” leads?
Most commonly, aged leads are 30–180 days old. Some lists contain leads up to 360 days old, but the sweet spot for response is often between 30–90 days, especially with robust follow-up.
Can aged leads be exclusive?
No, aged leads are generally non-exclusive, but some providers offer semi-exclusive or “aged but not resold” leads at a premium. Always confirm details before purchase.
Are you ready to try aged leads for your insurance or mortgage business? Browse current offers or get a no-pressure consultation with a lead expert today.
Related Reading
- Best Practices for Purchasing Life Insurance Leads
- Aged Leads vs Real-Time Leads: What’s Better for ROI?
- How to Spot Red Flags in Online Lead Marketplaces
