About

You can have a good product, a license to sell it, and the motivation to build a business. You can even have a very respectable home office. None of that answers one fairly pressing question: who are you going to call?

I’ve worked with people trying to answer that question across different industries and markets. Their budgets and expectations varied, but getting leads was usually one item on a very long list of things they had to manage.

That’s why I’m writing this publication.

Why this publication exists

Buying leads puts you in a conversation with someone who knows their side of the business. You need to understand enough of it to make a decision on your side.

What are you actually buying? Where did it come from? What is the provider responsible for, and what will still land on your desk? And if the campaign produces customers, will the numbers work for your business?

Those are the questions I want to help you work through. Some answers come from experience. Others need research, a calculation, or a closer look at the terms. Often, they need more than one of those things.

What you’ll find here

I’ll write about generating your own leads, buying them, choosing a provider, and understanding what it costs to turn an inquiry into a customer. Insurance is part of that conversation, alongside the other businesses that depend on a steady flow of potential customers.

You have enough to learn by making your own mistakes. If something I’ve learned can help you avoid one, that’s a good reason for this site to exist.

About the author

The Author has years of hands-on experience in lead generation and lead sales, including senior-level responsibility within a lead generation business. The work involved buyers across multiple industries and markets, alongside vendors, aggregators, advertisers, and the publishers supplying traffic.

That experience extends beyond selling leads: delivery, client retention, quality control, and helping buyers understand why a campaign does or doesn’t perform. Lead prices, contact rates, conversion rates, and return on investment matter together, not as isolated numbers.

Not a Lead Vendor brings that practical perspective to the buyer’s side of the conversation. The aim is to explain what you’re buying, which questions to ask, and what still depends on your own process after a lead arrives.

The perspective behind the articles

I come from the agency side of this business, and that perspective belongs out in the open. It doesn’t make hiring an agency the answer to every problem. The useful question is what fits your business, your resources, and the work you’re prepared to take on.

Expect practical explanations, examples, and opinions with reasons behind them. I’ll explain the terminology when it matters. You shouldn’t need a second career in marketing just to understand what you’re being offered.

When I describe a client situation, I’m sharing what I saw and what I recommended. One person’s result isn’t a promise about yours. When an answer depends on a platform’s rules or outside research, I’ll point you to the source.

How this publication is supported

Not a Lead Vendor is an independent publication. It is not owned by, affiliated with, or published on behalf of any lead generation, advertising, or marketing agency in the United States or elsewhere. I’m setting up Google AdSense to help support the publication through advertising.

An ad appearing here does not mean I’ve used, reviewed, or endorsed the business behind it, or that I recommend it. The articles and the advertising displayed alongside them serve separate purposes.

If I publish sponsored material or use a link that could earn me a commission, I’ll identify that relationship with the relevant material. You can read more about the site’s use of information in the Privacy Policy.

Have a question, spotted a mistake, or want me to unpack a particular lead-buying problem? Contact me.

— The Author