What a realistic close rate looks like, by line.
These are approximate industry rules of thumb, not official standards. Results vary by agency, carrier and lead source. Highlighted rows are the lines that tend to close best from a bought lead.
We do not sell the policy. You do. These targets are what the lead quality supports, not a promise of what you will close. The quote and the close are yours.
They sit in the upper half of each industry range for one reason: we cap every lead at three agents, two on commercial, and life is exclusive. Fewer people calling the same name means a better shot at it. Everything after that is speed, follow-up and your carrier bench.
Personal lines close faster and more often than commercial, but each sale is worth less.
| Line | Industry lead to sale | With our leads | Quote to bind | Referral close | Notes |
|---|---|---|---|---|---|
| Auto | 5–10% | 8–10% | 30–50% | 50–70% | Most price-shopped line. Speed to contact matters most. |
| Homeowners | 5–10% | 8–10% | 30–45% | 50–70% | Florida availability and price can push this lower. |
| Auto + home bundle | 8–15% | 12–15% | 40–55% | 60–75% | Bundle discount helps close. |
| Renters | 5–10% | 8–10% | 40–60% | 60%+ | Cheap and easy. Best sold with auto. |
| Umbrella | Rarely lead-based | — | 30–50% | 50%+ | Usually sold to existing auto and home clients. |
Life and health close lower because buyers stall, and life adds underwriting drop-off after the sale.
| Line | Industry lead to sale | With our leads | Quote to bind | Referral close | Notes |
|---|---|---|---|---|---|
| Term life | 3–8% | 6–8% | 20–35% | 40–60% | Exclusive from us. Some approved policies never get placed. |
| Final expense | 5–12% | 9–12% | 30–50% | 50%+ | Often closed on the first call. |
| Health, ACA and individual | 8–15% | 12–15% | 40–60% | 60%+ | Much higher during open enrollment. |
| Medicare supplement and Advantage | 5–12% | 9–12% | 30–50% | 50%+ | Strongest around age 65 and during enrollment. |
Commercial closes lower per lead because sales take longer and businesses wait for renewal. Each sale is worth more.
| Line | Industry lead to sale | With our leads | Quote to bind | Referral close | Notes |
|---|---|---|---|---|---|
| Business owners policy | 5–10% | 8–10% | 20–30% | 40%+ | Easiest commercial line to close. |
| General liability | 5–10% | 8–10% | 20–30% | 40%+ | Often needed fast for a contract. |
| Commercial auto | 3–8% | 6–8% | 15–25% | 35%+ | Pricey and hard to place. |
| Workers comp | 3–8% | 6–8% | 15–25% | 35%+ | Usually tied to the renewal date. |
| Professional liability and E&O | 3–8% | 6–8% | 20–30% | 40%+ | Longer decision process. |
Four things, in the order they matter.
Three agents maximum. Two on commercial. Life is exclusive.
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