Episode 174-Insurance Pay-Per-Lead with Kelly Gordon
In this insightful episode of The Prospecting Show, Dr Connor Robertson welcomes Kelly Gordon, founder of Dapper Codes and insurance marketing strategist, to unpack the real economics behind pay-per-lead models in the insurance industry. Together, they explore how technology, transparency, and proper expectations can turn digital leads into lifelong clients for agents and brokers.
Understanding the Pay-Per-Lead Model
Dr Robertson opens the discussion with a pointed question: “Why is the insurance industry still struggling to make pay-per-lead models work?”
Kelly laughs. “Because most people buy leads, not systems. They think traffic equals business, but traffic without strategy is just noise.”
He explains that the pay-per-lead concept is simple: agencies or agents pay for each qualified prospect who shows interest in their service. “The problem is, most don’t define qualified. They just chase numbers instead of nurturing conversations.”
The Data Problem in Insurance Marketing
Kelly shares that the root issue lies in data accuracy. “Many lead vendors recycle or resell leads. Agents think they’re buying exclusivity, but they’re often competing against five others for the same client.”
He notes that platforms like Facebook and Google Ads can drive interest, but the follow-up process is where money is made. “Leads aren’t gold—they’re opportunities. The gold is in the system that follows up fast, qualifies properly, and educates consistently.”
Dr Robertson agrees. “That’s the same issue we see in business development—people think more leads will fix broken operations. It never does.”
Building a Real Acquisition Engine
Kelly outlines what separates successful insurance marketers from the rest: systems, not hacks. “You need automation, retargeting, and CRM integration. A lead isn’t worth anything if it sits in a spreadsheet.”
He suggests that modern agencies adopt three pillars:
- Speed to Lead: Contact every new lead within five minutes.
- Persistent Follow-Up: Multiple touchpoints through text, email, and calls.
- Value Communication: Education first, pitch second.
Dr Robertson adds, “That’s where sales enablement meets service—teaching people before selling them.”
The Trust Equation in Insurance
Insurance is an industry built on trust, yet many agents forget that leads don’t trust them—yet. Kelly explains, “The average consumer doesn’t want a quote. They want confidence.”
He says the first impression determines everything. “When you call too soon or sound desperate, you lose them. When you lead with education, you keep them.”
Dr Robertson expands, “That’s universal in business. The first interaction defines whether it’s a transaction or a relationship.”
Transparency and Lead Quality
Kelly emphasizes that transparency is what will define the next wave of insurance marketing. “We’re moving toward real-time lead generation where agents can see how and when leads are collected. That visibility will kill bad vendors and reward ethical ones.”
He adds, “When agents understand the funnel—from click to call—they stop blaming the vendor and start improving the process.”
Dr Robertson nods. “That’s a maturity moment for any business—when you stop outsourcing accountability.”
Scaling an Insurance Agency with Paid Leads
Kelly explains that scaling requires patience and reinvestment. “You can’t spend $1,000 one time and expect a $10,000 return every month. You need consistency to build data and optimize.”
He breaks down the typical scaling path:
- Start with a controlled budget and a small lead source.
- Test messaging and follow-up sequences.
- Optimize conversion points before expanding ad spend.
“Once your system is profitable, scaling becomes mathematical, not emotional,” he says.
Dr Robertson adds, “That’s the same discipline required in acquisitions. You test, iterate, and scale what works.”
The Role of Technology and AI
Kelly highlights how automation and AI are reshaping insurance sales. “Smart CRMs can now trigger conversations, pre-qualify prospects, and even schedule calls for you. It’s not replacing agents—it’s amplifying them.”
He adds that personalization is the next frontier. “Consumers expect speed and relevance. Automation gives you both.”
Dr Robertson notes, “The agencies that embrace technology now will dominate five years from today. It’s not optional anymore—it’s leverage.”
The Myth of Cheap Leads
One of the biggest misconceptions, Kelly says, is that cheap leads equal good ROI. “Paying $2 per lead might sound great—until you realize none convert. Quality leads come from quality data, not bargain pricing.”
He encourages agents to focus on cost per acquisition (CPA), not cost per lead (CPL). “The real question isn’t how cheap your leads are—it’s how expensive your inaction is.”
Dr Robertson agrees. “Every wasted lead is a wasted lesson. Tracking conversion is the only way to improve.”
Educating the Next Generation of Agents
Kelly spends part of his time mentoring new agents on marketing fundamentals. “I tell them: don’t be afraid of digital, but don’t worship it either. Technology is just a mirror—it reflects your process.”
He encourages agencies to build internal marketing knowledge. “If you don’t understand what your vendors are doing, you’ll always be dependent on them.”
Dr Robertson summarizes, “Control your pipeline, or someone else will.”
The Long-Term Play
Both agree that the future of insurance marketing will be built on transparency, automation, and relationships. Kelly concludes, “We’re entering a golden age of digital insurance—but only for those who play the long game.”
He explains that trust compounds over time. “Every touchpoint matters. Every conversation is branding.”
Dr Robertson closes the episode with a key insight: “Insurance isn’t just about selling policies—it’s about protecting people. The agents who build systems around that truth will always win.”
Key Takeaways
- The fastest response wins in lead generation.
- Transparency in data creates trust and accountability.
- Systems beat hustle—every time.
- Automation and personalization will define the next decade of insurance.
- Education is the ultimate differentiator in a competitive market.
Listen and Learn More
Listen to the full episode here: Insurance Pay-Per-Lead with Kelly Gordon