Home insurance leads are sold to agents by carrier, and most sellers sell them beside auto.
The 41 home insurance companies in our directory sell real-time leads, live transfers and calls to insurance agents. Sharing is common, the sellers who share often cap how many agents get each lead, and a few sell it to no more than one agent per carrier.
Home insurance is rarely sold alone. Most of the 41 companies in our directory sell it as one line beside auto, life, health or Medicare, and only 8 describe a home-specific product. 33 deliver in real time, 25 sell live transfers, 21 sell inbound calls, 21 offer exclusive leads and 13 offer shared leads.
The buyer is an insurance agent, and the carrier the agent writes for shapes the sale. 6 companies let agents filter by carrier, 3 credit a lead already insured with the agent's own carrier, and two sell a shared lead to no more than one agent per carrier. 10 sell aged leads, a larger share of this market than most.
Juiced distributes the web leads. Each agent funds a wallet, sets filters and caps by ZIP code and by your home fields, and bids above your minimum so the highest bid wins the lead in seconds. Leads no agent takes go to your own marketplace, where the price falls until someone buys. Calls and live transfers need separate call tracking.
What home insurance lead companies sell
What the 41 companies in our home insurance directory say they offer, read from their own websites.
| Product | Companies offering it |
|---|---|
| Exclusive leads | 21 of 41 |
| Real-time leads | 33 of 41 |
| Shared leads | 13 of 41 |
| Aged leads | 10 of 41 |
| Inbound calls | 21 of 41 |
| Live transfers | 25 of 41 |
| Booked appointments | 5 of 41 |
| Data or lists | 4 of 41 |
| Clicks | 9 of 41 |
Counts cover everything each company says it sells, which can include other verticals.
Exclusive and shared sit closer together here than in most markets: 21 companies offer exclusive leads and 13 offer shared, and 10 sell aged leads. 25 companies sell live transfers and 21 sell inbound calls, so many agents compare a web lead with a call from the same seller. Decide which products you sell and how many agents get each lead before the first call.
What home insurance leads are screened for
Home insurance sellers screen for a real shopper an agent can quote, and much of the screening is about the phone and the carrier.
- A real shopper. Several return policies credit fake names and test leads, and 4 companies credit a lead whose consumer did not request one.
- A working phone. 10 companies describe a phone check, from grading and line type checks to excluding landlines, and 3 confirm the number with a text code before delivery.
- Not already with your carrier. 3 companies credit a lead already insured with the agent's own carrier, and 6 let agents filter by carrier or exclude carriers before the sale.
- No duplicates. 14 companies credit duplicates inside a set window, and one aged seller adds every purchase to a suppression list so an agent never buys the same record twice.
- Screened calls. 8 companies screen callers by a live agent, an inside sales team or an IVR before the call reaches the buyer, and one gives the agent a set time to accept or reject a warm transfer at no cost.
- Address and home details. Two sellers check the property, one by verifying the address and one against public records, and one lets agents filter on a mobile home preference. Most other home detail comes from the quote form itself.
What a home insurance lead has to carry
Geography comes first: 30 companies let agents buy by state, county, ZIP code, radius or area code. Carrier is the filter that sets this market apart, offered by 6 companies, and a few add risk profile, underwriting or agency appetite.
Every lead type in Juiced starts with ten default fields. Add your own on top, and decide for each one whether it is required and whether the buyer receives it.
The home insurance fields
Field names and answer options checked against 10 public lead forms, form templates and posting specs in this market, October 2026.
| Field | Type | Why |
|---|---|---|
| year_built | Numeric | Asked by most of the quote forms and agency specs we reviewed. |
| square_footage | Numeric | Asked by most of the quote forms and agency specs we reviewed. |
| occupancy | List of Values | Asked by most of the quote forms we reviewed, in place of a yes or no homeowner question. Owner occupied primary, Secondary or seasonal, Rental, Vacant |
| claims_last_5_years | Boolean | Asked by most of the quote forms we reviewed, over the last three or five years. |
| roof_type | List of Values | Asked by most of the quote forms and agency specs we reviewed. Asphalt or composition shingle, Metal, Tile, Slate, Wood shake, Other |
| property_type | List of Values | Asked by most of the quote forms and agency specs we reviewed. Single family, Multi family, Condo, Townhouse, Mobile home |
| construction_type | List of Values | Asked by most of the quote forms and agency specs we reviewed. Frame, Masonry, Masonry veneer, Stucco, Other |
| policy_expiration | Dates | Asked by most of the quote forms and agency specs we reviewed, as an expiration or effective date. |
| roof_year | Numeric | Asked by most of the quote forms we reviewed, as roof age or the year it was replaced. |
| currently_insured | Boolean | Asked by several of the quote forms and agency specs we reviewed. |
Every lead starts with these
| Field | Type |
|---|---|
| first_name | Text |
| last_name | Text |
| phone | Numeric |
| address_1 | Text |
| address_2 | Text |
| city | Text |
| state | Text |
| zip | Postal Codes |
| county | Counties |
Provenance
| Field | Type | Why |
|---|---|---|
| source_url | URLs | The page the lead was captured on |
| sub_id | Text | Ties every lead to the traffic source that produced it |
| consent_timestamp | Date & Time | When the consumer submitted the form |
| ip_address | IP Address | The address the form was submitted from |
This page does not state what the rules on consent require. They are published by the FCC and the FTC, and TCPAWorld tracks how they change. The full list of field types is on the lead fields page.
What you need to decide on a lead is not what you need to sell it
Every field carries four switches rather than one required flag.
Ping with zip, state, occupancy, property_type, year_built, currently_insured and policy_expiration. These describe the home and the shopper's coverage without identifying the shopper before the bid.
Shared, but capped and kept apart by carrier
Sharing in home insurance comes with rules. 7 companies state a limit on how many agents receive a shared lead, from a small group to a stated maximum, and two sell a shared lead to only one agent per carrier, so the shopper never hears from competing agents quoting the same company. One seller that once sold ZIP code exclusivity says it no longer does.
Exclusive is sold beside shared, often as an upgrade at added cost, and one seller makes a lead exclusive for a set period before it enters a shared pool. Researchers found a few sites where exclusivity claims did not match the terms: exclusive on category pages and shared in the FAQ, exclusive only in page metadata, or a homepage aimed at all agents while the terms limit sharing to one carrier's agents. Read the agreement, not the homepage.
In Juiced every lead goes to one winning bidder. If you sell exclusive, let several agents in the same ZIP codes bid for each lead instead of fixing one price, and keep the carrier on the agent's profile so you know who competes with whom.
How agents pay and start
Prepaid is the most common model named here: 14 companies describe a prepaid or funded account, 3 a card on file and one invoicing. Two recharge the card automatically at a balance threshold, three refund an unused balance on cancellation, and two describe carrier subsidy, co-op or matched deposit programs that help agents fund the account.
Signup is often self-serve. 17 companies let an agent sign up online, 4 run a territory or carrier availability check first, and 18 say there is no long-term contract. Minimums split the market: 9 say there are none, while 8 set a minimum order, a pre-fund before activation, a minimum spend to stay active or a weekly minimum. One says no minimums on its marketing pages while its signup form asks for a minimum first payment.
9 companies price by bid or auction, and one explains that its maximum bid pays only enough to beat the next price. In Juiced the agent funds a wallet before leads arrive, is charged as each lead is delivered and sets daily caps, so there is no invoice and no volume promise.
Returns follow a short published list
Home insurance return policies are unusually alike. The common credited reasons are a bad, disconnected or fax number, a duplicate inside a set window, a fake name or test lead, a language barrier, a consumer who did not request a quote and a shopper already insured with the agent's carrier. A few policies say only the listed reasons count.
Limits are common too. Two companies cap returns at a share of the leads bought, a few say no answer, lost interest, an underwriting decline or a policy bought elsewhere is not a return reason, and 7 say some or all sales are final or non-refundable, one of them only for aged leads. One audits accounts with high return rates.
- Publish your credited reasons as a list, and say that only listed reasons count.
- Decide whether already insured with the agent's carrier earns a credit.
- State what does not: no answer, no sale, underwriting decline, bought elsewhere.
- In Juiced, approved returns are credited back to the agent's wallet.
Consent records and the supply side
9 companies name a consent certificate service, and a few say they keep or pass the form timestamp, IP address, page URL or full opt-in record. 3 publish consumer consent language saying contact may happen even if the number is on a do-not-call list, while 7 make the buyer responsible for do-not-call compliance and two say they scrub before delivery. The rules are published by the FCC and FTC.
19 companies also buy leads or calls from others, mostly affiliates, publishers and other generators. 8 ban incentivized traffic, a few require a consent certificate on every supplied lead, and one tiers new sources by performance and starts each one at the lowest tier. Three say they withhold payment, or ask for it back, on invalid, returned or fraudulent leads, so a supplier here should expect returns to flow back up the chain.
How Juiced runs a home insurance lead business
Buyers fund a wallet
Each buyer adds funds before leads arrive and is charged as each lead is delivered. Approved returns are credited back to the wallet. No invoices to send and no payments to chase.
Buyers set filters and caps, then bid
Each buyer filters on your fields and caps how many leads they take. They bid above your minimum, and the highest bid wins the lead in seconds.
Delivery goes where the buyer works
By webhook into the buyer’s CRM, by email or by text.
Unsold leads go to your marketplace
A lead no buyer takes is not dropped. It goes to your own marketplace, where its price falls until someone buys it outright or a standing buy order picks it up.
Related
- Home insurance lead buyers and sellers: every company in this market, checked against its own website
- How to sell home insurance leads: who buys, what to screen for and the order to build in
- Insurance lead distribution: the wider vertical
Frequently asked
Should I sell home insurance leads exclusive or shared?
Both sell here. 21 of the 41 companies offer exclusive leads and 13 offer shared, and many who share cap the number of agents. If you share, say how many agents get each lead and whether you keep same-carrier agents apart.
Why does the carrier matter so much?
Agents can only write for the carriers they represent. 6 companies let agents filter by carrier and 3 credit a lead already insured with the agent's carrier. Ask each agent which carriers they write for when you set them up.
What do agents ask before they buy?
Their questions on these sites repeat: how many agents get each lead, where leads come from, how billing works, what can be returned, whether they can pause or cap, and whether leads post into their agency management system. Answer each on the first call.
Are aged home insurance leads worth selling?
10 companies sell aged leads, often priced lower as they age and filtered by lead age and state, and one sells aged leads as final sales. Aged sales are a second outlet for leads no agent took in real time, which in Juiced is your own marketplace.
How do home insurance sellers deliver leads?
Phone transfers lead the delivery list, followed by email, agent portals and CRM posting, and a few sellers integrate with agency management systems. Juiced delivers web leads by webhook into the agent's CRM, by email or by text.
What do networks require from home insurance suppliers?
Networks here ask for an application, ban incentivized traffic, require consent certificates, bar trademark bidding and approve creative in writing. One reserves audit rights, and a few hold payment on leads that are returned or found fraudulent.
What do home insurance leads sell for?
No prices are published here. Sellers rarely publish them, and what a home insurance lead sells for depends on whether it is exclusive or shared, a web lead or a call, the geography, how fresh it is and how many buyers want it. The pay-per-lead pricing guide shows how to work out your own floor from cost and let buyers bid above it.
Does Juiced handle home insurance calls or live transfers?
No. Juiced distributes web leads and delivers them by webhook, email or text. It does not track or route phone calls, so if calls are part of your product you need call tracking software for that side.
Sell more of the home insurance leads you already generate.
Funded buyers, bids above your minimum, and a marketplace for the leads nobody took the first time.
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