Lead Vetting Checklist: Evaluate Lead Vendors Before You Buy
A printable checklist to evaluate lead vendors and lead quality before purchasing. Use this to avoid bad lead sources and find reliable providers.
Lead Vetting Checklist: Evaluate Lead Vendors Before You Buy
Use this checklist before purchasing leads from any new vendor. Print it out, fill it in, and make informed decisions about where to invest your lead budget.
How to Use This Checklist
- Ask the vendor all questions in each section
- Score each item based on their answer
- Total your points at the end
- Compare to benchmarks to decide if worth testing
Scoring:
- ✓ (2 points): Meets criteria
- ~ (1 point): Partially meets criteria
- ✗ (0 points): Does not meet criteria
Section 1: Lead Source Transparency
These questions determine if you know what you're buying.
| Criteria | Score | Notes |
|---|---|---|
| *Vendor clearly explains where leads come from | ___/2 | |
| *You can see example landing pages/forms used | ___/2 | |
| Lead source is CASL/privacy compliant | ___/2 | |
| Consumer understood they'd be contacted about your product | ___/2 | |
| You know what the consumer was promised | ___/2 | |
| Section Total | ___/10 |
Red flag: If vendor won't explain lead sources, walk away.
Section 2: Lead Quality Indicators
These questions assess the likely quality of leads.
| Criteria | Score | Notes |
|---|---|---|
| *Phone numbers are validated/verified | ___/2 | |
| *Email addresses are verified as real | ___/2 | |
| Leads are checked for duplicates | ___/2 | |
| Consumer provided specific product interest | ___/2 | |
| Consumer indicated a timeline/urgency | ___/2 | |
| Additional qualifying questions were asked | ___/2 | |
| Section Total | ___/12 |
Ask for: Sample lead fields to see what data you'll receive.
Section 3: Delivery and Freshness
Fresh leads convert better. These questions assess timing.
| Criteria | Score | Notes |
|---|---|---|
| *Leads are delivered in real-time (under 5 minutes) | ___/2 | |
| You receive instant notification (email/SMS/webhook) | ___/2 | |
| Leads are never more than 24 hours old | ___/2 | |
| You can set delivery hours (no 3am leads) | ___/2 | |
| You can pause/resume delivery easily | ___/2 | |
| Section Total | ___/10 |
Red flag: "Batch delivery" or "aged leads" without significant discount.
Section 4: Exclusivity and Competition
Know how many agents are competing for each lead.
| Criteria | Score | Notes |
|---|---|---|
| *Vendor states exactly how many agents receive each lead | ___/2 | |
| Shared leads go to 5 or fewer agents | ___/2 | |
| Exclusive option is available | ___/2 | |
| Exclusive means truly exclusive (not just "exclusive to your area") | ___/2 | |
| Pricing is clear for each exclusivity tier | ___/2 | |
| Section Total | ___/10 |
Ask specifically: "How many agents receive this exact lead?"
Section 5: Targeting and Filtering
Better targeting means more relevant leads.
| Criteria | Score | Notes |
|---|---|---|
| *Geographic targeting available (by postal code, city, province) | ___/2 | |
| Product type filtering available | ___/2 | |
| Volume limits can be set (daily/weekly/monthly) | ___/2 | |
| Budget caps can be set | ___/2 | |
| Additional filters available (age, value, etc.) | ___/2 | |
| Section Total | ___/10 |
Minimum requirement: Geographic filtering for your licensed areas.
Section 6: Pricing and Terms
Understand the full cost before committing.
| Criteria | Score | Notes |
|---|---|---|
| Pricing is transparent and provided in writing | ___/2 | |
| *No large minimum commitment required | ___/2 | |
| You can start with a small test batch (20-50 leads) | ___/2 | |
| No long-term contract required for testing | ___/2 | |
| Pricing is competitive with market benchmarks | ___/2 | |
| Volume discounts are available | ___/2 | |
| Section Total | ___/12 |
Benchmark pricing:
- Shared leads: $15-50 depending on type
- Exclusive leads: $50-150 depending on type
Section 7: Return Policy and Guarantees
Good vendors stand behind their leads.
| Criteria | Score | Notes |
|---|---|---|
| *Return policy for bad leads exists | ___/2 | |
| Definition of "bad lead" is clear (wrong number, DNC, etc.) | ___/2 | |
| Return/credit process is easy and fast | ___/2 | |
| Return rate is tracked and provided | ___/2 | |
| Some form of quality guarantee exists | ___/2 | |
| Section Total | ___/10 |
Red flag: "All sales final" or no return policy at all.
Section 8: Support and Reporting
Good vendors provide tools to help you succeed.
| Criteria | Score | Notes |
|---|---|---|
| Dedicated account manager available | ___/2 | |
| Support responds within 24 hours | ___/2 | |
| Dashboard/reporting provided | ___/2 | |
| Can see lead history and performance | ___/2 | |
| Conversion tips/training available | ___/2 | |
| Section Total | ___/10 |
Nice to have: CRM integration or API access.
Section 9: Reputation and Reviews
Research the vendor beyond their own claims.
| Criteria | Score | Notes |
|---|---|---|
| Company has been in business 2+ years | ___/2 | |
| Verifiable reviews/testimonials exist | ___/2 | |
| BBB or similar rating available | ___/2 | |
| References available upon request | ___/2 | |
| No major complaints or lawsuit history | ___/2 | |
| Section Total | ___/10 |
Research tip: Search "[vendor name] reviews" and "[vendor name] complaints"
Final Scoring
| Section | Your Score | Maximum |
|---|---|---|
| 1. Lead Source Transparency | _____ | 10 |
| 2. Lead Quality Indicators | _____ | 12 |
| 3. Delivery and Freshness | _____ | 10 |
| 4. Exclusivity and Competition | _____ | 10 |
| 5. Targeting and Filtering | _____ | 10 |
| 6. Pricing and Terms | _____ | 12 |
| 7. Return Policy and Guarantees | _____ | 10 |
| 8. Support and Reporting | _____ | 10 |
| 9. Reputation and Reviews | _____ | 10 |
| TOTAL | _____ | 94 |
Score Interpretation
| Score Range | Percentage | Recommendation |
|---|---|---|
| 75-94 | 80%+ | Strong candidate - worth testing |
| 56-74 | 60-79% | Decent option - test cautiously |
| 38-55 | 40-59% | Significant concerns - proceed with caution |
| Below 38 | Below 40% | Too many red flags - look elsewhere |
Critical Items (Must Pass)
Before testing any vendor, ensure they pass these critical items:
- Lead source is clearly explained
- Contact information is validated
- Real-time delivery (under 5 minutes)
- Exclusivity is clearly stated
- Geographic targeting available
- No large minimum commitment required
- Return policy exists
If vendor fails 3+ critical items, do not proceed.
Before You Buy: Final Steps
- Completed this checklist
- Score is 60% or higher
- All critical items passed
- Have written quote/pricing
- Understand the contract terms
- Have tracking system ready (CRM)
- Set a test budget ($500-1000)
- Prepared follow-up process
Notes and Questions to Ask
Use this space to note questions or concerns:
Print this checklist and keep it handy when evaluating any lead vendor.
For more resources, visit easylead.ca/resources
Frequently Asked Questions
How do I use this checklist?
Before purchasing leads from any vendor, go through each section of this checklist. Score each criteria and total your points. A score of 70% or higher suggests a vendor worth testing. Below 50% indicates significant red flags.
Should I require vendors to pass all criteria?
No vendor will be perfect on every point. Focus on the critical items (marked with asterisks) as deal-breakers. Other items are nice-to-haves that indicate better vendors.
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