50 Questions to Ask Lead Vendors Before Buying

Asking the right questions before purchasing leads can save you thousands of dollars and countless hours. This guide provides 50 essential questions organized by category.

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How to Use This Guide

1. Review all questions before your vendor call
2. Prioritize starred (*) questions - these are essential
3. Take notes on the vendor's answers
4. Compare vendors using the same questions
5. Follow up on vague or concerning answers

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Lead Source Questions

Understanding where leads come from is crucial for predicting quality.

Essential Questions (*)

1. Where exactly do these leads come from? Good answer: Specific sources (our website, partner sites, specific ads) Red flag: "Various sources" or "multiple channels"

2. What did the consumer see before submitting their information? Good answer: Can show you the landing page/form Red flag: Won't share or says they don't know

3. Did the consumer specifically request information about [your product type]? Good answer: Yes, with clear intent Red flag: They were looking for something else

4. Are these leads CASL compliant? Do you have consent documentation? Good answer: Yes, with documentation available Red flag: Unsure or vague about compliance

Additional Questions

5. What percentage of leads come from each source?

6. Do you own the lead sources or aggregate from others?

7. How do you verify that partner sources are compliant?

8. Can I choose specific lead sources if some perform better?

9. How long have you been generating leads from these sources?

10. What does the consumer expect to happen after submitting their info?

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Lead Quality Questions

These questions help you understand what you're actually buying.

Essential Questions (*)

11. How do you validate phone numbers? Good answer: Real-time validation, carrier lookup Red flag: "We don't" or "manually reviewed"

12. How do you verify email addresses? Good answer: Email validation service, delivery verification Red flag: No verification process

13. How do you check for duplicate leads? Good answer: Database deduplication, time-based filters Red flag: No duplicate checking

14. What is your average contact rate? Good answer: Specific percentage (60%+) Red flag: Won't share or "it varies"

Additional Questions

15. What qualifying questions do you ask consumers?

16. Do you verify consumer identity in any way?

17. What percentage of leads result in returns for quality issues?

18. How do you prevent fraudulent submissions?

19. Do you screen against the National Do Not Call List?

20. What data fields are included with each lead?

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Delivery and Freshness Questions

Speed matters enormously for lead conversion.

Essential Questions (*)

21. How quickly are leads delivered after submission? Good answer: Real-time (under 5 minutes) Red flag: "Batch delivery" or hours later

22. How will I receive leads? (email, SMS, CRM, API) Good answer: Multiple options including real-time notification Red flag: Email only with delays

23. Can I set delivery hours so I don't get leads at 3am? Good answer: Yes, customizable delivery windows Red flag: No control over timing

Additional Questions

24. Do you integrate with my CRM system?

25. Can I pause lead delivery (vacation, capacity issues)?

26. How will I be notified of a new lead?

27. What happens to leads if I can't receive them (system down)?

28. Can I get leads via API for custom integration?

29. Is there a mobile app for lead notification?

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Exclusivity Questions

Know your competition for each lead.

Essential Questions (*)

30. How many agents receive each lead? Good answer: Specific number (ideally 5 or fewer for shared) Red flag: "It varies" or won't give a number

31. What does "exclusive" mean with your leads? Good answer: Only one agent receives the lead, period Red flag: "Exclusive to your area" (may mean multiple agents)

32. Is there an exclusive option? What's the price difference? Good answer: Clear pricing for exclusive tier Red flag: No exclusive option or unclear pricing

Additional Questions

33. How do you prevent the same lead going to the same agent twice?

34. Do you sell the same lead to agents in different product categories?

35. After how long might you resell an exclusive lead?

36. Can I upgrade from shared to exclusive leads?

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Pricing and Terms Questions

Understand the full financial commitment.

Essential Questions (*)

37. What is the exact price per lead? Good answer: Clear pricing in writing Red flag: "Depends" or hidden fees

38. Is there a minimum purchase or long-term contract? Good answer: No minimum or small test available Red flag: Large minimums or long contracts required

39. Can I start with a small test batch? Good answer: Yes, 20-50 leads is fine Red flag: Must commit to large volumes

Additional Questions

40. Are there setup fees, monthly fees, or other charges?

41. How and when do I pay? (prepay, monthly billing, etc.)

42. Are there volume discounts available?

43. What happens if I want to cancel?

44. Do prices change with notice?

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Return Policy Questions

Good vendors stand behind their leads.

Essential Questions (*)

45. What is your return/refund policy for bad leads? Good answer: Clear policy with defined criteria Red flag: "All sales final" or no policy

46. What qualifies as a returnable lead? Good answer: Wrong number, disconnected, DNC, fraud Red flag: Vague criteria or "we don't do returns"

Additional Questions

47. How do I submit a return request?

48. How quickly are returns processed?

49. Is there a time limit on return requests?

50. What percentage of leads typically get returned?

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Quick Reference Card

Must-Ask Questions (Print This Section)

Before buying from any vendor, get clear answers to:

1. Where do leads come from?
2. How is contact info validated?
3. How quickly are leads delivered?
4. How many agents get each lead?
5. What is the exact price?
6. Is there a minimum commitment?
7. What is the return policy?

Red Flags Checklist

If you hear any of these, proceed with caution:

• "I can't tell you where the leads come from"
• "We don't validate contact information"
• "Leads are delivered in batches"
• "It varies" when asked about exclusivity
• "You need to commit to X volume/months first"
• "All sales are final"
• High-pressure sales tactics

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Questions to Ask Yourself

After evaluating a vendor, ask yourself:

1. Do I trust this vendor?

2. Were they transparent and helpful?

3. Do the economics make sense?

4. Can I test without major risk?

5. Does this fit my business needs?

6. What did my research reveal about their reputation?

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Vendor Evaluation Notes Template

Use this template for each vendor you evaluate:

Vendor Name: _______________________

Date Evaluated: _______________________

Contact Person: _______________________

Lead Source Answer:

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Quality/Validation Answer:

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Delivery Method:

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Exclusivity/Competition:

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Pricing:

• Per lead cost: $________
• Minimum commitment: _______________________
• Test available: Yes / No

Return Policy:

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Overall Impression: (1-10) _____

Would I test this vendor? Yes / No

Notes:

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Next Steps After Vendor Selection

Once you've chosen a vendor to test:

1. Get pricing in writing
2. Confirm return policy in writing
3. Set up tracking/CRM before leads arrive
4. Prepare your follow-up process
5. Order small test batch (20-50 leads)
6. Work leads thoroughly for 30 days
7. Calculate true cost per contact/appointment/sale
8. Decide whether to scale up or move on

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Print this guide and have it ready before any vendor conversation.

For more resources, visit easylead.ca/resources