PinPoint sells exclusive personal injury leads to law firms: people who were hurt because of someone else’s negligence, have no attorney yet, and asked to be contacted about their case. We generate every lead ourselves, with our own ad campaigns and our own ad dollars, and deliver it in real time to one firm only, statewide.
This page is for PI attorneys, firm owners and marketing directors who want more signed cases than referrals alone produce, and who are willing to run intake built for third-party leads.
What Is a Personal Injury Lead?
A personal injury lead is a person who was recently injured, believes someone else caused it, and has submitted their contact information asking a lawyer to review their case. It is not a signed case. It is a qualified, consenting prospect your intake team gets to call first.
Every lead we sell has to pass our screening before it reaches you:
- An injury occurred. No property-damage-only claims.
- Someone else’s negligence caused it. A property owner, landlord, dog owner, manufacturer or other responsible party.
- No attorney yet. The person is not already represented on this claim.
- Within the statute of limitations. The accident date falls inside your state’s filing window.
- Valid contact information. A working phone number and the person’s documented consent to be contacted.
Anything that slips through and fails these criteria is covered by our return policy, explained below.
What Types of Injury Leads Do We Deliver?
Our general personal injury leads are mostly premises liability cases, with a smaller share of animal bites, defective products and negligent landlord claims. Car accident and workers’ compensation cases are sold as separate products, so you buy exactly the case types your firm wants.
Here is the approximate mix of a general PI lead order:
| Case type | Approximate share | Examples |
|---|---|---|
| Slip, trip and fall / premises liability | ~70% | Wet floors, broken stairs, poor lighting, unsafe conditions at stores and properties |
| Dog and other animal bites | ~10% | Dog attacks, bites on private or public property |
| Landlord, mold and product injuries | ~10% | Negligent landlord repairs, toxic mold exposure, defective products |
| Miscellaneous | ~10% | Other negligence-based injuries that pass screening |
The occasional medical malpractice inquiry slips into the mix. If it isn’t a case type you take, you can return it.
Car accident leads are a separate product
Motor vehicle accident cases are our core product and are screened for fault and injury on their own. MVA leads usually outperform general PI leads because liability is easier to prove with police reports, witnesses, photos and vehicle damage, and case values tend to be higher. See our car accident leads page or the full MVA leads guide.
Workers’ comp leads are separate too
If your firm handles workplace injuries, our workers’ compensation leads are screened for work-related injuries, filing deadlines and federal employee status. You can run PI, car accident and workers’ comp orders side by side.
How Do We Generate Personal Injury Leads?
We build every lead ourselves, from the ad to the form to the delivery. We don’t buy leads from other vendors and resell them, so you know exactly where your leads come from.
Our own campaigns, our own ad dollars
We run paid campaigns mostly on search (Google and Microsoft Bing), plus Facebook and Instagram through Meta, all pointing to our own consumer websites. Search catches people actively looking for help after an injury. Meta reaches people who were hurt but haven’t started searching yet.
A two-step form that screens before it sells
The first question sorts each person into a practice area: car accident, workplace injury, slip and fall, dog bite and so on. The second step asks practice-specific screening questions about the injury, who was at fault, the accident date and whether they already have a lawyer. That’s how a slip and fall claim reaches a PI buyer and not a workers’ comp buyer.
A first-party data loop
Data from leads that qualify goes back into the ad platforms so the algorithms find more people like them. Over time, that sharpens targeting and moves spend away from people who were never going to be a case. Operators who resell other vendors’ leads can’t do this.
Documented consent on every lead
Each lead is captured with a TrustedForm certificate that records the consumer’s consent at the moment they submitted the form. Our forms use TCPA-compliant consent language. If a lead’s consent is ever questioned, you have proof. For the ethics side of buying leads, read can lawyers buy leads.
Unbranded by design
The consumer doesn’t know which firm will call them until that first call. That keeps the lead clean for you, and it’s also why your intake has to introduce the firm well. More on that below.
Exclusive vs. Shared Personal Injury Leads
Exclusive means each lead is sold to one firm and never resold. Shared leads go to several firms at once, so you’re racing other lawyers to the same phone number.
Other firms in your state may also buy from us. Leads rotate among those buyers, but each individual lead still goes to only one firm.
| Exclusive leads (PinPoint) | Shared leads | |
|---|---|---|
| Price per lead | Higher sticker price | Lower sticker price |
| Competition | None. One firm per lead. | Several firms calling the same person, often within minutes |
| Contact rate | Higher. The person hears from one firm, not a pile of them. | Lower. People stop answering after the third or fourth call. |
| Conversion | Firms with good intake typically sign 15–20%, some 30%+ (our clients’ experience) | Commonly far lower, because several firms split the same person |
| True cost per signed case | Lead price ÷ sign rate. Often lower, despite the higher sticker price. | Looks cheap per lead, often expensive per signed case |
The number that matters is cost per signed case, not cost per lead. A $125 personal injury lead signed at 20% costs $625 per case. A shared lead has to be very cheap and convert unusually well to beat that. We break down the math in why cheap car accident leads cost more.
How Much Do Personal Injury Leads Cost?
Exclusive general personal injury leads are priced per lead, with no monthly retainer, and you’re billed only for leads that pass validation. Our current range is $100–$150 per lead.
For comparison, our exclusive car accident leads run $350–$550 per lead, and workers’ comp leads usually run $125–$200. A typical starting order is roughly $8,000–$10,000, prepaid and drawn down as validated leads are delivered.
Plan cash flow before you start. On car accident leads, a firm that signs 4–5 of its first 20–25 leads (about 20%) can turn a roughly $10,000 order into $40,000–$50,000 in fees, but settlements often take 6–12 months to pay out. Price depends on case type and state; see the full personal injury lead pricing guide and car accident lead cost by state.
How Are Leads Delivered, and What Can I Return?
Leads are delivered in real time by email, text or a direct post into your CRM or case management software. We don’t do live transfers; the lead lands with your team the moment the consumer submits, and the clock starts then.
Our return policy is one of the most lenient in the industry. You get full credit for leads that:
- Already have an attorney
- Weren’t actually injured
- Have a disconnected or wrong number
- Reach a fax line
- Have no way to leave a voicemail
- Fall outside the statute of limitations (returnable once you’ve spoken with the person)
- Are a case type outside the order, such as an occasional medical malpractice inquiry
Submit returns by email with a short explanation. A reachable voicemail counts as a contactable lead. We don’t refund leads that simply don’t sign, because no one can honestly guarantee signed cases.
When Buying Personal Injury Leads Doesn’t Work
Buying leads fails when firms treat them like referrals. Sometimes the leads don’t suck; your intake does, at least at calling third-party leads.
A referral already trusts you. A third-party lead filled out an unbranded form. They don’t know who you are, where you went to law school or why they should pick you over the next firm they find.
The firms that blame the leads usually run their referral playbook:
- One call, then wait
- A callback hours later, or the next day
- No text, no email
- An intake script that assumes the person is already sold on the firm
The firms that convert adapt. They call within minutes (see the 5-minute rule for personal injury leads), introduce the firm clearly, and follow a cadence like this:
- Day 1: Call and leave a voicemail, send a text and an email. Call at least twice at different times, including once after hours.
- Day 2: Call and leave a voicemail, send a text, and make one more call at a different time.
- Day 3: Call and leave a voicemail, send an email.
- After Day 3: Move non-responders into a 1–2 week email drip.
Text is especially effective; a lot of injured people won’t answer an unknown number but will reply to a message. We coach firms on intake scripts, speed to lead, follow-up cadence and automated texts and emails, because your results are our retention.
Leads also aren’t a fit if you can’t call within minutes during business hours, if you want guaranteed signed cases, or if you can’t wait 6–12 months for fees from settled cases.
Why Firms Work With PinPoint
Jason Lane and Chris founded PinPoint in Carlsbad, California, in 2015 after years at LawInfo.com, the first online lawyer directory, and at FindLaw after it acquired LawInfo, where they built FindLaw’s PI and MVA lead product. Between them, that’s 32 years in legal marketing and lead generation.
Since then we’ve generated hundreds of thousands of leads for hundreds of law firms across all 50 states, and managed tens of millions of dollars in ad spend. We run the campaigns ourselves, which is why we can tell you where every lead came from.
There are no long-term contracts. You start with a small prepaid order, the balance draws down as validated leads are delivered, and you keep buying only if the leads work for your firm. Read more about us or see what clients say on our testimonials page.
Frequently Asked Questions
Are your personal injury leads exclusive?
Yes. Each lead is sold to one firm only and never resold. Other firms in your state may buy from us, but leads rotate among buyers and each lead goes to just one of them.
Can I target a specific city or county?
No. We sell leads statewide. You buy leads in your state, and they come from anywhere in that state.
How much do personal injury leads cost?
General PI leads run $100–$150 per lead; car accident leads run $350–$550 per lead. You pay only for validated leads. See the pricing guide for details.
Can I return bad leads?
Yes. You get full credit for leads that already have an attorney, weren’t injured, have bad or disconnected numbers, reach a fax line or can’t take a voicemail, plus out-of-statute leads once you’ve spoken with them. Email the return with a short explanation.
What conversion rate should I expect?
Firms with good intake typically sign 15–20% of our exclusive leads, and some reach 30% or more. That’s our clients’ experience, not a guarantee; results depend heavily on speed and follow-up.
Do I get car accident leads in a personal injury order?
No. Car accident leads are a separate product with their own screening and pricing. You can buy car accident leads, general PI leads, or both.
Do I have to sign a contract?
No. There are no long-term contracts. You start with a small prepaid order and reorder when you’re ready.
How fast are leads delivered?
In real time. Leads are sent by email, text or a direct post into your CRM the moment the consumer submits the form, so your team can call within minutes.
Ready to see how exclusive personal injury leads work in your state? Contact us or call (866) 205-4877 to talk with the people who run these campaigns and get a straight answer on availability and pricing in your state.