Home insurance leads

Home insurance leads are lower volume and higher quality than auto. They come from comparison sites, new-mover data, auto cross-sells, and your own ads. The strongest source is not a vendor at all: it is a catastrophe market where a carrier has just stopped renewing policies.

Where do home insurance leads come from?

There are four supply lines, and they differ more by trigger than by price. What made the person shop determines how the call goes, whether the conversation is about coverage or purely about the number, and whether they are still with you at renewal.

The vendor set overlaps heavily with auto. ActiveProspect names QuoteWizard (a LendingTree company), EverQuote, QuinStreet, SmartFinancial, NextGen Leads and Datalot as the major vendors, and EverQuote's own guide lists a near-identical peer group. Pricing across lines is broken out on how much do insurance leads cost.

What makes new-mover leads different?

A closing puts a date on the decision. The lender will not fund without a bound policy, so the homeowner has to buy something, and soon. That removes the biggest obstacle in personal lines — apathy — and replaces the question “why would I switch?” with “who am I buying from?”

The weakness is availability. Property records are public and the resulting lists are sold broadly, so a new homeowner hears from a queue of agents. New-mover data is a timing advantage, not an exclusivity one. It works best as an audience you target with your own ads — where you can show up repeatedly across the weeks around the move — rather than as a call list you race everyone else through.

Why are non-renewal markets the strongest home lead source?

Because a non-renewal is not a shopping decision, it is a forced one. The carrier has told the homeowner the policy ends on a specific date. The mortgage requires coverage. There is no option to do nothing. That is the most motivated prospect in property and casualty, and no vendor form fill comes close to it.

The mechanism is what matters here, and it is worth being precise about it rather than wrapping it in numbers we cannot source:

1. A carrier reduces or exits its appetite in a catastrophe-exposed area. Wind and hurricane exposure on the Gulf Coast and in Florida, wildfire exposure in California, severe convective storm and hail exposure across Texas and the plains.
2. Non-renewal notices go out on a schedule. They are tied to policy anniversary dates, so a book unwinds over a window rather than all in one day — but the window is narrow and known.
3. Every affected household enters the market at once. Not one shopper in a county. A concentrated population of them, in the same counties, inside the same months.
4. They are geo-targetable. Carrier appetite decisions are made by county and by ZIP. So is ad targeting. The two line up almost exactly.
5. The conversation is not about price. It is about whether you can place the risk at all. An agent with markets in that county is not competing on a fifty-dollar premium difference.

We are not going to quote you a non-renewal count, a percentage, or a “X million policies dropped” figure. Those numbers get repeated constantly in this category and most of them trace back to nothing. The mechanism above is enough to act on, and it is true without a statistic bolted onto it.

How do you actually run this?

Start from carrier appetite, not from targeting. There is no point generating demand in a county where none of your markets will write. Once you know where you can place business, the campaign build is straightforward:

1. Confirm which counties your carriers are open in, and which competitor is pulling back there. Your underwriters and your wholesale brokers know before the news does.
2. Geo-target those counties or ZIPs in your own ad account. Tight geography is what makes a small budget work in this line.
3. Write to the situation. “Got a non-renewal notice?” is a different ad from “save on homeowners insurance,” and it pulls a different person. Keep claims inside Meta policy and your state's advertising rules.
4. Expect a slower ramp than auto. Meta needs roughly 50 conversions per ad set per week to exit the learning phase, and a county-level homeowners audience takes longer to get there than a statewide auto audience.
5. Cross-sell the auto immediately. A home lead that becomes a bundled household is the whole reason this line is worth the higher cost per lead.

The bundle argument is on home and auto insurance leads, the crowded low-cost line is auto insurance leads, and the campaign mechanics are in Facebook ads for insurance agents. For the category overview, see P&C insurance leads; for the commercial side, commercial insurance leads and trucking insurance leads.

When buying homeowners leads still makes sense

If you need quotes out this week, buy them. A geo-targeted homeowners campaign takes 30 to 90 days to become predictable, and it takes longer than an auto campaign because the audience is smaller. Purchased leads bridge that gap. They are worse economics and better timing, and both things are true at the same time.

We build and manage these campaigns in your own Meta account for $700 setup and $500 a month, flat, no percentage of spend. Month one is the expensive month, the fee sits on top of ad spend, and we are a new company with no client results to parade. If that reads fairly to you, apply here.

Sources: EverQuote, ActiveProspect.