FAQ
Straight answers. All of them.
Every question agencies ask before they start, grouped so you can skip to the part you're weighing. If yours isn't here, it's a fifteen-minute call away.
Getting started
Is there a contract or minimum?
No. After a one-time onboarding you pay per qualified lead, month to month. Pause or stop whenever — your territory releases 30 days after you go inactive.
How long until my first lead?
About 21 days. Roughly two weeks to warm sending infrastructure and build your list, then replies start arriving in the first sending week.
What do you need from my agency to start?
Four things: your branding — logo, agency name, how you sign — the ZIP codes you want, a sign-off on the sender identity we'll use, and a 30-minute onboarding call to set the sequence. That's the whole list. Domains, warming, list building, and sending are on us.
Can I see the emails before they send?
Yes. You approve the full sequence at onboarding, word for word, and any copy change after that comes to you before it ships. Nothing sends under your name that you haven't read.
Leads & quality
What exactly counts as a qualified lead?
A homeowner in your territory who replies to our outreach expressing interest — asking for a quote, asking what you'd charge, asking to be called. We never bill an auto-reply, a bounce, an unsubscribe, a wrong contact, or a "no thanks."
What if the lead quality drops?
Tell us and we re-cut the targeting. You're billed per qualified reply, so weak targeting costs us before it costs you — the incentives point the same direction.
What close rate should I expect?
Agencies report 20–25% with fast follow-up. Speed is the variable that matters most: quote within a day and those numbers hold; let a reply sit for a week and it decays like any warm lead does. At $35–40 per lead, that close rate works out to $160–$200 per acquired policy.
Do you do auto or bundles?
The outreach leads with the home policy — that's the renewal we can time. But bundle interest often shows up in the replies themselves; "can you do the cars too?" is one of the most common lines we see. When it does, quote whatever they ask for. The lead is yours, and nothing limits what you sell them.
What happens to leads I don't close?
They're yours forever — full follow-up rights, no expiry, no re-sale. Most agencies re-work unclosed replies at the next renewal: a warm list you already paid for once.
Territory
How exclusive is my territory really?
Completely. Once a ZIP is assigned to your agency, no other Homefield client can be sold into it. Every reply generated in your ZIPs belongs to you, including follow-up conversations months later.
How many ZIPs can I claim?
100 to 500, depending on tier: up to 150 on Starter, 350 on Growth, 500 on Scale. You pick them at onboarding and they lock on signature — held as long as you're active.
What if my ZIPs are taken?
We check availability live on the call, so you'll know in the first five minutes. If a ZIP you want is claimed, you go on the waitlist for it and we notify you the day it releases. Territories release 30 days after an agency goes inactive, so the list does move.
Can I expand later?
Anytime, into adjacent ZIPs that are still open. Expansion is first come, first served like everything else — if you're planning to grow into a specific area, claim it early rather than watching someone else lock it.
Compliance & sending
Is cold email to homeowners legal?
Yes, under CAN-SPAM, which governs commercial email in the US. Every message identifies the real sender, carries a physical mailing address, and honors one-click unsubscribes immediately. We don't send to states or contacts where an opt-out exists.
Do the emails come from my agency or from you?
Yours. We send from domains that carry your agency name so the homeowner is talking to you from the first sentence — that's why the replies read like conversations, not like lead forms.
Will this hurt my agency's email domain?
No — it's never touched. Sending runs on separate warmed domains that carry your agency's name, so the homeowner sees you while your actual domain's reputation stays walled off entirely. Your own email keeps working exactly as it does today.
How do homeowners' addresses get sourced?
Public-record ownership data — the same records a title company or a direct-mail house works from — matched to verified email addresses, then scrubbed against suppression lists before anything sends. We filter from 275M+ homeowner records by ZIP, home value, renewal window, ownership length, and income band.
Billing
How am I billed?
Monthly, in arrears, for the qualified leads delivered that month. The invoice is itemized — every line is a lead, and every lead has its full reply thread attached, so you can audit what you're paying for in one read.
Can I dispute a lead?
Yes. If a billed lead shouldn't have qualified — wrong territory, no real interest, a misread reply — flag it and we review the thread. If we got it wrong, it comes off the invoice. Most disputes resolve inside a day, because the evidence is a written reply.
Can I set a monthly cap?
Yes. Tell us the most leads you can actually work in a month and we pace the sending to it. You'll never get a surprise invoice because the outreach performed better than expected.
What does onboarding cost?
It's one-time, quoted on the call — the number depends on territory size and setup.
Let's see if your ZIPs are open.
Fifteen minutes. We'll pull your territory live on the call, show you real replies from agencies your size, and tell you honestly if this beats what you're already running.