Lead Generation Statistics for Insurance Agencies
Most recorded closes show up in the first week — and more than a quarter still show up after day 44.
Jeromy Kovatana is the CTO of GOAT Leads and a marketing-systems consultant for insurance agencies. He publishes the numbers behind lead generation so agency owners can run on data instead of hunches.
When Leads Close
These are shares of recorded closes — not close rates. They answer one question: of the leads that turned into sales, when did that happen?
Method: leads delivered January 1–March 31, 2026. Every lead was followed for 180 days, so the tail is measured on the same clock as the head.
What Top-Quartile Agents Actually Close
The rule, stated plainly: agents with at least 20 fresh leads, ranked inside that group. Leads delivered January 1–June 30, 2026. A sale counts only if it was recorded within 90 days.
Read this right: this is what good looks like — not the average. There is no all-buyer average here on purpose. The average mixes beginners with operators and tells you nothing.
What This Means for Your Follow-Up
Move fast.
59.30% of recorded closes happen in the first 7 days. Every hour you wait on a fresh lead, you are bleeding the window where most of the money lives. Speed-to-lead is not a nice-to-have. It is the first system.
Don't quit.
28.35% of recorded closes happen after day 44. Most agencies run a week or two of follow-up and declare the rest of the list dead. The data says the list isn't dead — the follow-up is.
Most agencies do one of the two. Almost nobody does both. That gap — fast first contact plus a follow-up system that runs the full 180 days — is where top-quartile close rates come from.
Your funnel is leaking on one of these two ends.
Let's find which one.
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Get Your Free Funnel Teardown →Methodology
Every number on this page comes from one of two analyses of the GOAT Leads database. Here are the windows and the rules.
Close-timing study
- →Leads delivered January 1–March 31, 2026
- →Every lead followed for 180 days — the head and the tail are measured on the same clock
- →A "recorded close" is a sale the agent recorded on the lead in GOAT Leads
- →Figures are shares of recorded closes — not close rates
Close-rate study
- →Agents with at least 20 fresh leads, ranked inside that group
- →Leads delivered January 1–June 30, 2026
- →A sale counts only if it was recorded within 90 days
- →Final Expense and Veteran figures are ranked inside each lead type
You won't find a total lead count as a headline number here. It would invite exactly the wrong math — and the methodology is the point, not the volume.
Frequently Asked Questions
How fast do insurance leads close after delivery?
Fast, mostly. Of the closes that get recorded, 59.30% happen within 7 days of delivery and 70.01% within 30 days. Those are shares of recorded closes, not close rates — they describe timing, not how many leads turn into sales. Population: leads delivered January 1–March 31, 2026, each followed for 180 days.
What is a good close rate for an insurance agent buying leads?
Among agents with at least 20 fresh leads, the top 25% close 9.78% and the top 10% close 12.89% — counting only sales recorded within 90 days. Use those as the benchmark for what good looks like, not an industry average. Population: leads delivered January 1–June 30, 2026.
Do old leads still close, or should I stop following up after 30 days?
Keep following up. 28.35% of recorded closes happen after day 44, measured through day 180 on the same clock — every lead in the study was followed for 180 days. Most agencies quit the follow-up long before the tail ends. Population: leads delivered January 1–March 31, 2026.
Do close rates differ by lead type?
Slightly, at the top end. Among agents with at least 20 fresh leads, the top 25% close 9.92% on Final Expense and 10.10% on Veteran leads, ranked inside each lead type. The bigger lever is still the operator, not the lead type — top-quartile agents outperform across the board. Population: leads delivered January 1–June 30, 2026.
Where do these statistics come from?
They come from two analyses of the GOAT Leads database, run by Jeromy Kovatana, the company's CTO. The timing study covers leads delivered January 1–March 31, 2026, each followed for 180 days. The close-rate study covers leads delivered January 1–June 30, 2026, counting sales recorded within 90 days.