How to Sell MVA Leads: Screening, Speed and Buyers

The short version

MVA means motor vehicle accident: the personal injury claims that follow a car, truck or motorcycle collision. Most sellers in this market offer exclusive real-time leads and live transfers, and several also sell signed cases or retainers.

Speed is the product. A claimant who submitted a form a moment ago and one who submitted it yesterday are not the same lead, because by then they may have signed with someone else. Most sellers here advertise real-time delivery, so treat it as the baseline.

The screens that appear on seller sites here are a short list: not at fault, injured, not already represented, a recent accident, insurance in play and the buyer’s territory. Screen on those before you deliver or you will fund leads you cannot bill.

What firms actually screen for

Every MVA buyer has their own criteria, so check what each firm screens for. These are the screens that appear on seller sites in this market. Ask them at capture.

Screen	Why the firm cares
Was there an injury?	Several seller sites describe their claimants as injured in the accident. Ask about injury rather than assuming it.
Did they seek treatment?	A few sellers include treatment, hospital transport or medical details in their criteria. Ask whether the claimant has seen a doctor or has an appointment.
Who was at fault?	Not at fault is the screen that appears most often on seller sites in this market.
Is there insurance in play?	A few sellers screen on insurance, such as private insurance or whether the at-fault party has valid coverage. Ask about coverage on both sides.
When did it happen?	A few sellers screen on how recent the accident was or on claim time limits. Capture the accident date and let each firm apply its own window; what the limits are is a question for the firm and its counsel, not for you to determine.
Which state?	Firms buy in the territory they serve, and one seller screens every lead to an assigned territory. Capture state and ZIP so each buyer’s geography can be matched.
Already represented?	Several sellers advertise claimants who are not already represented by an attorney. Ask directly, because delivering a represented claimant damages the relationship.

Ask, do not infer

Your job is to collect the claimant's answers and pass them on accurately. It is not to decide whether a claim is good, whether an injury is serious, or whether a window has expired: those are judgments for the firm, and a seller who makes them is both exceeding their competence and filtering out cases a buyer might have wanted.

Where MVA traffic comes from

Four common sources, with different economics. Running more than one spreads the risk.

Source	Character	Watch out for
Paid search	Highest intent available. Someone searching for an accident lawyer has a problem right now.	Competitive, because firms with their own budgets advertise on the same searches. Check that your cost per lead stays below what buyers pay.
Paid social	Cheaper reach, lower intent, high volume. Works with strong creative and a short form.	Platform policies on sensitive categories change, and so does enforcement. Quality swings hard with creative.
Content and SEO	Compounds. Built once, it generates for years at a declining marginal cost.	Slow, and contested: firms and marketing companies publish in the same space.
Buying from publishers	Immediate volume without building anything.	You inherit their consent practices along with their leads. Diligence on a supplier is the same work as diligence on your own capture, and skipping it is how sellers end up with records they cannot defend.

Whichever you use, keep a source sub ID on every record. When a firm raises a quality problem, tracing it to one campaign or one publisher is the difference between fixing it and losing the account.

The product ladder in MVA

Sellers in this market offer three main products. Most offer real-time web leads and live transfers, and several sell signed cases or retainers. Each rung takes more of the firm’s intake work off its hands.

Web lead

Form submission with the screening answers and a consent record. Cheapest to produce, lowest price, and the rung where volume lives. Delivery speed matters most here: the firm has to call, and they are racing whoever else the claimant contacted.
Live transfer call

You get the claimant on the phone, screen them against the firm's criteria, and transfer the live call. The firm skips the chase entirely, so it is sold as a separate, higher-value product. Requires a staffed call operation and hours that match your buyers’. Juiced distributes web leads; calls need separate call tracking.
Signed retainer or case

The claimant has signed with the firm. The operation behind it is substantial: screening, nurture, document handling and a signing process. It carries the highest fixed costs, so it is the wrong place to start.

The sensible path is to start at the bottom, prove you can generate volume that passes screening, then move up as the buyer relationships and working capital allow. Each rung up improves margin and adds fixed cost; adding the cost before the volume is reliable is the standard way to lose money here.

Why speed dominates everything

An accident claimant may contact more than one firm, and the first competent conversation can decide who signs them. That shapes how you sell here:

Real-time delivery is the baseline. Most sellers here advertise it. Batch files and overnight delivery lose value against the same records delivered in seconds, if a buyer will take them at all.
Your own screening has to be fast. Any checks you run belong in the capture flow, not in a nightly job, so they do not delay delivery.
Buyer intake speed is your problem too. A buyer who calls back the next morning will blame your lead quality for their own delay. Ask about their intake hours and speed-to-contact before you sign, and prefer buyers who can actually work what you send.
Aged MVA leads are a separate product, not a discount. They can be sold, to buyers who specifically want them, at prices that reflect what they are. Quietly mixing them into a real-time feed is a quick way to lose a buyer.

Documentation, briefly

A few networks that buy legal leads require documented consent from their publishers, and one says leads missing consent records may be rejected. One MVA seller lists timestamped consent metadata, IP and device signatures and a stored opt-in transcript. Plan to pass the claimant’s details and screening answers, a consent record showing what the claimant was shown and agreed to (such as a third-party consent certificate), a delivery timestamp, and the source.

Ask each buyer whether they want records run against DNC or litigator lists. This page does not state what the rules require; the rules are published by the FCC and FTC, and TCPAWorld tracks changes. The documentation guide sets out what buyers ask for.

Common mistakes

Not asking about injury and treatment. Leaving them off the form to raise conversion rate produces volume that fails each firm’s screens.
Selling into one firm. Every firm can only work so many cases. With a single buyer, each day it hits its cap leaves you with leads you cannot place. Several firms bidding beats one firm at a flat price.
Ignoring state coverage. Running national traffic when your buyers cover only some states means paying for claimants you have nowhere to send.
Competing with your buyers on the same keywords. Advertising against a firm that also buys from you raises both your costs and is noticed.
Mixing aged and real-time. Buyers can see it in their conversion rates, and recovery from it is hard.
Scaling the winning campaign immediately. Cost per lead can rise as you add volume, so a margin at test spend may not survive a much larger budget. Scale in steps.
No disposition feedback. Without contact and signing rates per source you cannot tell which campaign is actually working, only which is cheapest.

Frequently asked

What does MVA stand for?

Motor vehicle accident. In lead generation an “MVA lead” is a person who has been in a car, truck or motorcycle collision and is seeking legal help with an injury claim. Buyers also use “auto accident”, “car accident” and “personal injury” for overlapping but not identical products: personal injury is broader and includes claims with no vehicle involved.

How much do MVA leads sell for?

No published figure is useful, because “MVA lead” covers products as different as a shared web form fill and an exclusive signed retainer. Price depends on which of those you are selling, exclusivity, state, lead age and how tight the screening is. Ask buyers what they pay for your exact product, and work out your own floor from cost using pay-per-lead pricing.

Are MVA leads sold exclusive or shared?

Most sellers in this market offer exclusive leads, and only a few list shared leads. Exclusivity matters here because the claimant can sign with whoever reaches them first, so on a shared lead several firms race for one signing. Ask each firm which it wants before you set up the lead type.

Why do firms return MVA leads?

Mostly because a lead fails one of their screens: claimant at fault, no injury, no treatment, no insurance in play, outside the firm’s window or territory, or already represented. One seller’s published policy lists wrong number, wrong category or location, already represented and duplicates as valid return reasons. Write your return policy before the first lead, and keep returns to reasons you cannot screen for, not ones you failed to ask about.

How fast do MVA leads need to be delivered?

In seconds, to a buyer who can act on them in minutes. The claimant may contact more than one firm, and the first competent conversation can decide who signs them, so delivery delay destroys value quickly. Build any checks into the capture flow rather than running them as a later batch.

Can I sell aged MVA leads?

Yes, as an openly separate product to buyers who want it, priced for what it is. A few sellers in this market list aged leads as their own product. What does not work is mixing aged records into a feed sold as real-time: buyers detect it in their conversion numbers.

From Juiced

Delivering MVA leads in real time to several firms?

Juiced is lead distribution software for companies that sell leads. Firms fund a wallet, set their state and screening filters and caps, and bid above your minimum. The highest bid wins each lead in seconds, it is delivered by webhook into the firm’s CRM, email or text, and leads no firm takes go to your own marketplace.

See how Juiced handles legal leads

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