The leads
Not a form fill.
A sentence they typed themselves.
A Homefield lead is a homeowner who read a personal email about their upcoming renewal and wrote back. Here's exactly what counts, what one looks like, and where it lands.
The definition
A qualified lead is a reply that shows interest.
Specifically: a homeowner in your territory who replies to our outreach expressing interest — asking for a quote, asking what you'd charge, or asking to be called. Every reply is read and graded before it counts. There's no judgment call to argue about at invoice time, because the line is bright: interest bills, everything else doesn't.
- The homeowner wrote the words — no form, no incentive, no gimmick
- Graded before delivery, so your bill and your inbox match
- One price per lead. Nothing else on the invoice.
You are billed for
- Asks for a quote
- Asks what you'd charge
- Asks to be called
Never billed
- Bounces
- Auto-replies
- Unsubscribes
- Wrong contacts
- Hostile replies
- "No thanks"
The reply gallery
What lands in your inbox
Replies read like conversations because that's what they are — the homeowner thinks they're answering a note from your agency, because they are.
M. Okafor
"Our premium jumped $600 this year and nobody at the office could tell me why. What would you charge for the same coverage?"
D. Reyes
"Yes — ours renews on the 14th and the premium jumped again this year. Send me what you can do on the home and both cars and I'll take a look."
J. Whitfield
"We've been with the same carrier eleven years and I suspect we're paying for the loyalty. Happy to hear a number."
S. Brennan
"Just got the renewal notice in the mail, so your timing is good. I'll send over the declarations page tonight so you can see what we're working with."
K. Alvarez
"We put a new roof on last summer — does that change anything? Our current agent never asked."
T. Nguyen
"After that hail two weeks ago I'm honestly not sure what we're covered for. Could someone walk me through the policy before it renews?"
The record
Nine fields, attached while the reply is still warm.
The reply doesn't arrive alone. Each lead is enriched from the same 275M+ homeowner records we target from — home value, renewal window, income band — so your producer opens the conversation already knowing the house, the timing, and the household.
- Delivered within minutes of the reply, not in a nightly batch
- Pushed to your CRM by webhook — no CSV exports, no copy-paste
- The full thread comes verbatim, so follow-up starts mid-conversation
Lead record delivered
- Name
- First & last
- Verified, replying
- Address
- Street, city, state, ZIP
- Home value
- Estimated
- Renewal date
- Month / year
- Income band
- Estimated
- Phone
- ~75% coverage
- Date of birth
- ~80% coverage
- Reply thread
- Full text, verbatim
Pushed to your CRM by webhook. No CSV exports, no copy-paste.
Delivery
Where it lands
Every qualified lead goes to all three at once, within minutes of the reply.
Your inbox
The reply and the full nine-field record, in the email account your team already lives in.
Slack ping
A notification in the channel your producers watch, so someone picks up the phone while the reply is minutes old.
CRM webhook
A structured record pushed straight into your CRM. It's a contact with a task, not a spreadsheet row.
No portal
There's no Homefield dashboard to log into and no new tool to learn. It works with the tools you already use.
After the reply
Yours forever. That's the whole policy.
A reply generated in your territory belongs to your agency — not rented to you for one phone call. Full follow-up rights, no expiry.
- Every reply in your ZIPs is yours — never resold, never reused, never shared
- Months-later conversations included — a homeowner who circles back in October on a March reply is still your lead
- No per-contact meter — quote, follow up, and remarket on your own schedule
The quality guarantee
If lead quality drops, tell us and we re-cut the targeting — tighter home-value band, different renewal window, different ZIP mix — until the replies are worth your producers' time again.
The incentive math does most of the enforcing: you're billed per qualified reply, so weak targeting costs Homefield before it costs you.
No make-goods to negotiate. The pricing model is the guarantee.
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.