EMAIL. TERRITORY. BILLING. ANSWERS.
Everything you need
to know before sending.
How Homefield’s email platform works, what qualifies as a lead, and what to expect from your campaign. Start with the platform, then explore the details.
Is Homefield an email platform?
Yes. Homefield sends personal emails to homeowners on your agency’s behalf, timed to relevant property signals. Your Homefield dashboard lets you manage replies, track analytics, and set AI auto-replies. The agent is also CC’d on every email.
How do the dashboard and agent’s inbox work together?
You can manage homeowner conversations in the dashboard, while the agent remains copied on every email. Qualified lead records are also delivered to your inbox, Slack, and CRM.
Can I set AI auto-replies?
Yes. Set AI auto-replies in your Homefield dashboard to help handle ongoing email conversations. The agent is copied on every email. The interactive platform preview uses example data and does not send real messages.
Who is Homefield for?
Homefield is an exclusive insurance lead platform for home insurance agencies, including independent agencies, captive agents, and P&C offices. We send agency-approved emails to homeowners in an exclusive ZIP-code territory and deliver qualified replies. This website is for agencies buying marketing services, not homeowners buying insurance.
Is there a contract or minimum?
No contract. Month-to-month. The minimum is 60 exclusive leads per month, starting at $2,100/month. You pay for qualified leads and can set a monthly lead cap at or above that minimum. Cancellation requires 30 days’ written notice under the terms; territory is released 30 days after inactivity.
How long until my first lead?
About 21 days. Roughly two weeks to set up your campaign and prepare your audience, then replies start arriving in the first sending week.
What do you need from my business to start?
Four things: your branding — business name, how you sign, who the sender is — 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. Dedicated sending domains, audience preparation, 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.
What exactly counts as a qualified lead?
A homeowner in your territory replies to your agency’s email asking for a home insurance quote, coverage comparison, pricing, or a follow-up conversation. Bounces, auto-replies, opt-outs, duplicates, wrong contacts, out-of-territory replies, and declines are not billed.
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?
Use 12% as a planning expectation, not a promised result or a verified historical average. At the Scale rate of $25 per lead for 200+ leads per month, 200 leads cost $5,000. If 24 become written policies at a 12% close rate, the lead cost is $208.33 per policy. Your actual results depend on territory, carrier fit, pricing, and follow-up.
Do leads say what they want?
Yes. You receive the homeowner’s actual email reply and full thread. They may ask for a home insurance quote, a coverage comparison, or a review before renewal. Any follow-up should stay relevant to what the homeowner requested and respect opt-outs.
Do you scrub the phone numbers against Do Not Call?
No — and you shouldn't rely on anyone who says they do. A phone number in a lead record is supplemental information from licensed public-record sources, provided as a convenience alongside the reply. We make no representation about whether a number appears on the National Do Not Call Registry, a state registry, or any wireless list, and we never mark a number as clean or safe to call. Before you dial or text, do your own research and scrub against the registries that apply to you. The Terms spell this out.
Who is the sender on these emails?
You are. You approve the sender identity, the subject lines, and every line of copy before anything goes out, and the campaigns advertise your business — so under CAN-SPAM you're the sender and we're facilitating the send on your behalf. We build the sequences, run the infrastructure, and hold the mechanics to best practice (accurate identification, a real postal address, a working unsubscribe honored permanently), but the copy and the compliance are ultimately yours. Change anything you want, any time.
What happens to leads I don't close?
Delivered leads and their reply threads remain yours, with no resale or expiry. You can follow up at a relevant renewal window, subject to homeowner opt-outs and the terms.
How exclusive is my territory really?
While your account is active and in good standing, Homefield does not run campaigns for another home insurance agency in your assigned ZIP codes. Qualified replies go only to your agency and are never resold. This exclusivity covers the Homefield network; it does not prevent homeowners from shopping elsewhere.
How many ZIPs can I claim?
Typically 100–500 ZIP codes, selected during onboarding and subject to availability. We check whether the territory has enough homeowners for your campaign. Your lead volume and price per lead are shown on the pricing page.
What if my ZIPs are taken?
We check availability on your call. If another Homefield insurance agency already holds a ZIP, we can discuss nearby available territory or a waitlist. Territories release 30 days after an account becomes inactive.
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.
Is this kind of email outreach legal?
Homefield operates commercial email campaigns under the CAN-SPAM framework in the US. Every message identifies the real sender, carries a physical mailing address, and honors one-click unsubscribes immediately, with opt-outs suppressed permanently. You review and approve every sequence before it sends — campaigns run at your direction, so ultimate responsibility for your marketing's compliance stays with your business, as our terms spell out; we implement the best-practice mechanics on every send.
Do the emails come from my business or from you?
Yours. We send from dedicated sending domains you approve at onboarding, clearly signed by your business — 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 business's email domain?
Your everyday domain is not used for these campaigns. Outreach runs on separate, dedicated sending domains we register for your campaign, with the sender identity signed off by you at onboarding, so your everyday business email is unaffected. Your own email keeps working exactly as it does today.
How do homeowners' addresses get sourced?
Public property and ownership records are paired with licensed contact information, then checked against suppression lists. Home insurance targeting uses ZIP codes, estimated home value, home age, ownership length, owner-occupancy, and a modeled renewal window. We do not use auto-policy or vehicle data.
How am I billed?
We bill twice monthly, on the 1st and 15th, in advance for qualified leads in the upcoming billing period (approximately two weeks). If either date falls on a Saturday or Sunday, billing occurs on the next business day. Invoices are based on the agreed lead volume and rates, are itemized by lead quantity and rate, and are due on receipt. Each lead and its full reply thread are provided as the lead is delivered.
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.
How does CAN-SPAM apply to our email campaigns?
Your agency approves its campaign before launch. See our CAN-SPAM section for sender, content, and opt-out requirements, plus the FTC’s guidance.
YOUR TERRITORY. YOUR NEXT POLICY.
Your next policy.
Starts with an email.
Let’s check your ZIPs, show you sample insurance replies, and walk through your lead dashboard. Twenty minutes. Your territory, live.
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