Insurance leads for Farmers agents.
Your territory. Your conversations.

Farmers’ recruitment FAQ explains that agency owners generally purchase their own leads and are responsible for business expenses, including marketing. That makes the decision about a new lead source an agency-level operating choice. Read Farmers’ agency-owner FAQ (reviewed September 23, 2026).

Start with the number of new home insurance conversations your producers can work alongside current customers and open quotes. Then match the campaign’s territory, property criteria, and volume to that capacity. A larger lead order is useful when it brings workable opportunities, not simply a larger list.

Homefield is an independent lead provider, not affiliated with or endorsed by Farmers. This page does not establish approved-vendor status or eligibility for any carrier program.

Bring a proposed service area and review it against your agency’s current licenses, appointments, and quoting options. Use the relevant carrier channels to confirm property appetite. A marketing filter is not an underwriting decision or a promise that a home can be quoted.

Homefield reserves assigned ZIPs for one active home insurance agency within its network under the program’s terms. This protection does not stop homeowners from independently shopping with another agency. See the home insurance lead program for targeting and qualification details.

Your agency approves the identity and message used in outreach. Homefield runs the email campaign, and an interested homeowner reply becomes the lead. The full conversation gives your producer context for a quote request, coverage comparison, or requested follow-up.

For renewal-focused campaigns, Homefield estimates a possible renewal window from the home’s closing anniversary. It does not access actual carrier policy expiration data. Confirm the homeowner’s real timing in the conversation rather than presenting an estimate as a confirmed renewal date. The guide to renewal-timed outreach explains what can move a closing-anniversary estimate.

The qualified reply goes only to your agency; Homefield does not share or resell it. Manage replies in the dashboard while your agent stays CC’d on emails. Your team handles quoting and the homeowner’s insurance questions.

• 60–99 leads per month: $35 per lead.
• 100–199 leads per month: $30 per lead.
• 200+ leads per month: $25 per lead.

The monthly minimum is 60 leads and $2,100. Keep agency labor and other expenses separate when assessing acquisition costs. Review the current pricing and plan details; a qualified lead is an opportunity, not a promised policy. Use a consistent lead-to-policy conversion calculation when reviewing the results.

Assign someone to review each thread, acknowledge what the homeowner asked, and identify the information still needed. Track whether the opportunity is waiting on the homeowner, ready to quote, quoted, or closed. Avoid treating an unworked reply and a declined quote as the same outcome.

If your agency cannot quote a recurring property type, bring that pattern into the targeting review. If replies are waiting untouched, address staffing before increasing volume. Use the lead tracking guide to make the distinction visible.

A demo can walk through the email process, a sample reply, the dashboard, and territory availability. Have your team’s quoting criteria ready so the discussion focuses on leads your agency can actually work.