How do I use the final expense lead cost calculator?
Use the calculator by entering four numbers: how many billable leads you plan to buy, the price per lead, your own close rate as a percent, and your average commission per sale. The price defaults to 55, and you can change it to compare any source. The close rate and commission start empty, because only you know them. Results update as you type.
Calculator
Runs in your browser. Nothing is submitted or stored.
Total lead cost
$1,100
Expected sales
Enter close rate
Cost per sale
—
Return
Enter commission
What formulas does the calculator use?
The calculator uses four simple formulas. Total lead cost = number of billable leads × price per lead. Expected sales = number of billable leads × close rate ÷ 100. Cost per sale = total lead cost ÷ expected sales. Return = (expected sales × commission per sale) − total lead cost, and return as a percent = return ÷ total lead cost × 100.
If you prefer to work with premium instead of commission, enter average annual premium per sale in the last field; the return then shows premium written against lead cost rather than what you earn.
What does a worked example look like?
Example numbers, not our results: 20 billable leads at 55 each gives a total lead cost of 1,100. A sample close rate of 15 percent gives 20 × 15 ÷ 100 = 3 expected sales. Cost per sale = 1,100 ÷ 3 ≈ 367. With a sample commission of 600 per sale, return = 3 × 600 − 1,100 = 700, or about 64 percent of lead cost.
These sample inputs are made up to show the math. We do not publish close rates, commissions or results, because they depend on each agent. Replace every sample number with your own.
Where do I find my close rate?
Find your close rate by dividing the sales you made by the billable calls you took over the same period, then multiplying by 100. If you have not bought leads before, run the calculator with a few different close rates to see the range of outcomes. Tracking tips are on how to track your final expense lead results.
What counts as a billable lead here?
A billable lead is a call that lasts 90 seconds or longer with you; shorter calls are never billed. So the number of billable leads you enter is the number of calls you pay for, not every ring. See what counts as a billable call.
How does this relate to ROI?
The calculator is the quick tool; the method behind it is explained step by step on how to calculate final expense lead ROI, including chargebacks and your time. When you are ready to order, see pricing on the pricing page and the steps on how inbound final expense leads work.
How should I read the results?
Read the results as an estimate of what your own numbers imply, not a forecast. Cost per sale tells you what you spend on leads for each policy you write; compare it with your commission per sale to see whether an order pays for itself. A negative return means your inputs do not cover lead cost yet, and shows which number to work on: close rate through phone skills, or commission through your contracts and product mix. Try a low, middle and high close rate to see your range, and rerun the numbers after each order with what you actually tracked.