Define qualification before evaluating results
Providers can use the same label for different products. A qualified live transfer is not the same record as a qualified web inquiry or a homeowner’s interested email reply. Ask which action makes the lead billable and what documentation you receive.
For Homefield home insurance campaigns, the starting point is a homeowner in your territory who replies to your agency’s email with interest—for example, asking about a quote, coverage comparison, pricing, or follow-up. The full thread lets your team read that interest in context.
Review four layers of quality
- Record accuracy: is the contact the intended homeowner, and is the property in the agreed territory?
- Evidence of interest: what did the person actually ask? Separate a relevant response from an automated message or a decline.
- Agency fit: can your team consider the property and coverage request under its current carrier appetite?
- Sales outcome: did the conversation progress to a quote and then to a written policy?
These layers answer different questions. A lead can meet a provider’s agreed qualification rules and still fail to become a sale. A pattern of poor agency fit can still justify changing the targeting even when the records themselves are valid.
Keep the original request attached
A summary label such as “interested” is useful for sorting, but it should not replace the underlying message. The thread may show that the homeowner wants a call next week, is asking only about a specific property, or has already explained a renewal issue.
Homefield delivers the written conversation with property context. It also includes supplemental phone information when available, without representing that the number has been screened against Do Not Call registries. See the sample lead record.
Interested: “Could your agency compare our home coverage before we renew?”
Declined: “We’re not interested. Please stop emailing.”
Automated: “I’m away from my inbox until next week.”
Under Homefield’s qualification approach, the first is an opportunity to review; the latter two are not billable interested replies. These are invented examples, not customer testimonials.
Use the dispute window while the evidence is clear
Homefield excludes bounces, automated responses, opt-outs, duplicates, wrong contacts, out-of-territory replies, and declines from qualified lead billing. If you believe a lead was incorrectly billed, flag it within seven days of delivery with the specific reason. Verified invalid leads are removed or credited under the refund policy.
For any provider, read the actual agreement rather than assuming that every non-sale is refundable. Keep billing validity and campaign performance as separate review questions. Both matter, but they may lead to different remedies.
Use patterns to improve the campaign
Review why quotes are not progressing. Are properties outside your agency’s appetite? Is necessary information missing? Are conversations unanswered? Is the quoted premium uncompetitive? Record the reason consistently and distinguish known reasons from guesses.
A small sample can be misleading. Look for repeated issues before declaring a source good or bad, and note any changes to the team’s workflow or targeting. Homefield can review campaign filters; your agency remains responsible for its quoting and sales process.
Measure quality and economics together
Track the share of delivered leads that meet the written definition, the share that reach a quote, the share that become written policies, and the cost of those policies. Those measures make a more useful scorecard than a single lead-count target. Use the cost-per-policy calculator and review the email follow-up workflow.