Free tool
What is a booked appointment actually worth to you?
Almost every argument about lead pricing dissolves once you know your own ceiling. Five numbers you already have, and the arithmetic runs in your browser. No signup, nothing stored, nothing sent anywhere.
First-year commission you actually receive, averaged across the cases you write. Your number, not a target.
Out of 10 people who actually sit down with you, how many buy?
The one most agents guess high on. Count the no-shows honestly.
Every lead that enters your pipeline, not just the ones who answered.
Leave blank if you don't buy leads. Used only to compare against your own ceiling.
These are your numbers, not a projection, a benchmark or a promise. The tool does arithmetic on the figures you type and nothing else — it does not estimate what you should expect, and no result here suggests what any agent will earn. Nothing is stored, nothing is transmitted, and there is no signup.
Why this is the first calculation to do
Agents compare lead prices against each other. That comparison has no anchor — it only tells you which vendor is cheaper, never whether either is worth buying.
Your ceiling is the anchor. Once you know that a booked appointment is worth a specific amount to you, every downstream decision becomes a yes or a no instead of an argument: whether a lead price makes sense, whether a campaign is working, whether paying someone to run your ads is rational, and how much runway a new channel deserves before you judge it.
Two things usually surprise people
The ceiling is higher than expected. A single advanced-market case carries real commission, and once that is multiplied through, agents often find they have been optimizing a cost that was never their constraint.
Show rate moves the result more than price does. It multiplies through every stage below it, and unlike lead cost it is entirely within your control. Ten points of show rate is usually worth more than anything you could negotiate off an invoice — and it is a follow-up problem, not a buying problem.
Where to take it from here
- What insurance leads actually cost — what you are buying under each label, and the five questions to ask a vendor
- Speed to lead — the cheapest way to move the number that matters most
- Generating your own leads — the whole path, in order
Check an ad while you're here
Paste your copy and see what would get it flagged before Meta does. Also free, also no signup.
Common questions
How do I know what I can afford to pay for an insurance lead?
Work backwards from a case. Your average commission, multiplied by the share of shown appointments that close, gives the value of a shown appointment. Multiply by your show rate for the value of a booked appointment, then by your lead-to-appointment rate for the value of a lead. That final figure is your break-even cost per lead.
What is a good cost per appointment for a life insurance agent?
There is no universal figure, and any number quoted without knowing your product, your market and your close rate is guesswork. What matters is whether your cost sits below your own ceiling, which comes out of your own commission, close rate and show rate.
Why does show rate matter so much?
Because it multiplies through everything downstream and costs nothing to improve. Raising show rate raises the value of every lead you already have — no extra spend, no renegotiated price. For most agents it moves the result harder than anything they could negotiate on lead cost.