Five questions to ask before you buy personal injury leads – and the red flags you want to listen for in the answers.
Anytime you’re buying personal injury leads from lead generation company, there are certain questions you want to ask up front to make sure that you’re working with a reputable company and giving yourself the best chance of success and of getting the highest quality leads you can possibly get. Because frankly, there is some shady people out there and the lead generation business is certainly no different.
So, here are five important questions to ask any potential lead generation company you’re thinking of working with, as well as a little bit of what you might want to hear and want to listen for in terms of both red flags and in terms of the company you probably do want to work with to help you generate personal injury leads.
Question #1: How are Your Personal Injury Leads Generated?
You’re going to get a lot answers to this question. Keep in mind that the people that work at these companies don’t necessarily want, or need, to get into proprietary information or the real technical aspects of how their leads are generated. That said, they should be able to give you a relatively clear, concise, understandable answer and that answer should generally be either search engine based or potentially television or radio with a lot of phone screening on the other end.
What you really want to get to is, are you generating these yourself, and if so what is the web property that you’re sending traffic to, and what are the methods of getting traffic to your website that you use. One small exception to this – a good Facebook ad strategy can work. It’s generally not going to convert as well as search and obviously, this also depends somewhat on what you’re willing to do in terms of sorting through bad leads, what you want to spend on your leads and things like that.
Assuming you don’t want to sort through a hundred crappy leads in order to get to one potentially good case; I’ll say that the two acceptable answers to that question would be Facebook and search engines. So, you want to hear things like Google, Bing etc.
If they say email or they say traffic partners or they say we put our ads on a network of sites and things of that nature; usually that’s going to be a bit of a red flag. If ever say the word Co reg or incentive traffic, that’s definitely a red flag if they say anything about traffic partners or network partners; things of that nature. Usually that’s an indication that these people are buying in cheap traffic, a lot of times incentive traffic. So, you fill out this survey and answer a bunch of questions and we’ll give you a free gift card… in my experience, usually those people are not very serious about speaking to an attorney about their car accident.
In this instance (and even with the best social media generated leads) you don’t have the big key part of the urgency of intent right, that you get when you advertise on search right. So, you have somebody searching for a lawyer, searching for information about car settlements or how to file a claim. You can safely say that they’re proactively out there searching for information pertaining to their car accident, and more specifically their car accident claim. And so it’s just much easier to get include quality lead when you’re putting your ad out there when people are searching. So, anybody who tells you anything other than we get our traffic from either organic search or paid search on search engines primarily. I do know some people who do Facebook with some success; it’s just the intent isn’t there at the time that they’re clicking on the ad and we found that in the end that tends to back out to a lower conversion rate for our clients. So, depending on the price point per lead again, a good Facebook strategy can work. Other than that, the real acceptable answer to question number one is search; whether that’s organic or paid.
Question #2: Are these Personal Injury Leads Exclusive?
The only real acceptable answer, unless you’re getting your leads incredibly cheap and have a very good system for intake is “yes, these leads are exclusive”. There are some companies that have success sending it to four or five attorneys at a time. Obviously, they’re able to sell their lead a lot cheaper because rather than selling a lead for $200 one time to one person, they sell that leads for $75 five times to five people. And it can work. I have spoken to attorneys in the past that have had success with that model.
However, you must be really good at intake, and you have to be really quick on the draw, because if five people are getting that lead at the same time, you have to think two or three of them are calling within five minutes. So you’ve got to be fast and you got to be good at converting. So unless you’re really on top of it and want to race against a bunch of other attorneys to try to get to somebody and even if you do get there first they’re still going to get bombarded with the other four. The only real acceptable answer to this question is yes.
Question #3: Are these Personal Injury Leads Real Time?
? that answer across the board has to be yes. Anything that’s aged, anybody that’s calling old leads or anything like that; again, just assuming you don’t want to sort it through 99 to get to one, you don’t want anything but real-time leads. And by real-time, I mean as soon as the person on the other end click submit on the web form that goes through your lead generation companies software to make sure it’s a valid personal injury lead or workers compensation lead or motor vehicle accident lead or whatever that may be. And then ultimately, get sent to you within the nanoseconds that it takes to sort of make sure that that person’s checked all the correct boxes. So, are these leads real-time, answer has to be yes.
Question #3: What’s Your Return Policy?
Ask what their return policy is on bad leads, and there are a number of acceptable answers to this. But in general, you want to hear that you’re not going to be billed for somebody who filled out spammy info of these sorts, John Doe type names 5-5-5, phone numbers, things like that. You want to make sure that you’re able to return any disconnected phone numbers that you get.
Further, and this is where differently generation companies have different policies; you want to be able to credit based on having spoken to the person, right not based on what somebody filled out on the form because people rush through things, people are on their phones, people are doing 10 things at once. So, you need to be able to talk to somebody and make sure that just because they said on the form that they don’t have an attorney that in fact they don’t and that you can return for whatever the criteria for a valid lead is. If you talk to that person in that is in fact not true whatever was said on that form they you’re not going to be billed for that lead.
To summarize, make sure that you get the return policy and again, depending on what the price per lead is generally, most reputable lead generation companies are going to allow you returns for anything disconnected number, anything that has an attorney, anything that’s outside of the geography, anything that is outside of the statute of limitations will actually return these for if you were found at fault for the accident. Not a lot of companies do that but we do. Obviously, any kind of disconnected phone numbers, spammy name; anything like that. So, just keep in mind that’s an important thing in a company you should stand behind those leads as they’re generating.
The only other acceptable answer is something that’s known as a “scrub rate” which certain times companies will decide that it’s easier to just say okay, my return rate across the board is 20% rather than arguing over all of these differently leads and this lead is billable versus this lead is not billable. They’ll just say all right, across the board our average return rate is 20%. What we’re going to do is we’re just going to discount the retail price 20% to account for that or give you a 20% sort of bonus in addition will be on top of whatever you’re paying for to account for any of those disconnected numbers, people that have attorneys and things like that. And that way nobody has to waste the time in returning leads and verifying return leads and things like that.
So, those are sort of the two acceptable answers is the leads that are absolutely not leads. Again, these aren’t going to be cases but anybody that says something on the form turns out not to be true or disconnected number outside of statute of limitations all should be returnable in lieu of a good return policy. You can negotiate a good scrub rate with some of the gen companies depending on yeah, usually you want to do track records first and just do a couple batches of leads and then make sure that yeah, you can return until you know that the quality is there and at that point if the data says okay, I’ve been returning on average 20% of these for the past three months great. We can just go to a scrub rate model.
Question #5: Can I See the Website You’re Sending Traffic to?
This kind of comes back to the fact that you want to just make sure that this is a company that’s not just sending you spammy incentive type traffic, people that have an email list they’re just blasting away at a million people that have no idea what they’re talking about. So, you want to make sure that the website that these leads are being generated at least has some semblance of professionalism and intelligence behind the content on it and, does give some people information about how to speak to an attorney, how to handle their car accident claim etc, personal injury claim whatever it is. You also want to make sure that it has all the applicable disclaimers right and that a lead gen company is not a law firm and needs to have a disclaimer saying we are not a law firm; your information will be forwarded to an attorney in our network that pays to participate. No attorney client relationship is formed by you filling out this form and so on.
And again, you really just want to see how they answer that question and if they’re not willing to show you the site where the leads are generated from; chances are they probably have something to hide. Meaning, you probably don’t want to be working with them.
So, those are five really important questions to ask whenever you’re thinking about buying personal injury leads or worker’s compensation leads or motor vehicle accident leads, just so that you can kind of get a feel for the company that you’re working with and how they get their leads, how they handle those specific situations when it comes to returns, are they sort of crossing their T’s and dot in their I’s and making sure that everything is above water from a marketing standpoint. Do that and make sure that you’re asking the right question, listening for the right answers and you should end up working with some good reputable lead generation companies.