Aged Lead
Definition
A consumer data record from someone who previously expressed interest in a product or service, typically 30-180+ days ago. Aged leads cost significantly less than real-time leads and are worked through personal outreach.
How Aged Leads Work
When a consumer fills out an online form requesting information about insurance, mortgage, solar, or other services, that form submission becomes a 'lead.' The lead is initially sold in real-time to sales professionals for $15-$60+. After 30+ days without a sale, that same record becomes an 'aged lead' and is resold at 80-95% less — typically $0.25-$5 per record.
The consumer's need doesn't expire when the lead ages. Someone who requested mortgage information 90 days ago still needs a mortgage. Someone who inquired about final expense insurance 120 days ago still needs coverage. Aged leads work because human needs persist long after the initial inquiry.
Why Sales Professionals Use Aged Leads
The economics are straightforward: a $500 budget buys roughly 15-20 real-time leads or 250-1,000 aged leads. Even with a lower conversion rate (1-5% vs 5-15%), the volume advantage typically produces more total sales and higher ROI. Aged leads also eliminate the speed-to-call competition that makes real-time leads stressful and unpredictable.
Related Lead Types
Related Terms
Real-Time Lead
A lead delivered to buyers within seconds or minutes of the consumer filling out a form. Real-time leads cost $15-$60+ and are often sold to multiple buyers simultaneously.
Exclusive Lead
A lead sold to only one buyer. Exclusive leads cost more but eliminate competition. Most aged leads are non-exclusive, meaning multiple agents may have the same record.
Shared Lead
A lead sold to multiple buyers simultaneously. Most real-time leads are shared among 3-8 buyers, creating a speed-to-call competition.
Lead Age
The number of days since a consumer originally submitted their information. Common age ranges are 30-60 days, 60-90 days, 90-180 days, and 180+ days. Fresher aged leads typically cost more but convert at higher rates.
Lead Source
The website, advertisement, or channel where a consumer originally submitted their information. Quality lead sources use clear opt-in forms and transparent disclosures.
Lead Vendor
A company that generates or aggregates consumer leads and sells them to sales professionals. Vendors may sell real-time leads, aged leads, or both.
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