They read your email.
Then they wrote back.

A Homefield insurance lead is one homeowner’s written reply plus the record behind it: name, replying email address, property address, estimated home value, a modeled timing signal, and the full email thread. The sample record above shows every field with example data.

The record does not include a confirmed renewal date, and it is not a completed application. A qualified reply shows interest, not completed underwriting, an appointment, or a sale. What counts as a qualified lead is written out in the FAQ.

Each of the six illustrative replies above would count as a qualified lead from a homeowner in your territory, because each one asks in writing for a quote, a coverage comparison, pricing, or a next step. Here is what each homeowner is asking for, and a sensible first response from your agency.

Illustrative replies, not actual customer messages. A reply such as “We’re not interested. Please stop emailing.” or an out-of-office notice is never billed, and an opt-out is suppressed permanently. Whether a homeowner wants to discuss a bundle is established by the reply, not assumed from the property record, so treat a mention of cars or a second policy as an opening for home and auto bundle conversations.

Homefield qualifies each homeowner reply and delivers the lead record within minutes: the homeowner writes back, Homefield reviews the reply for actual interest, and the record reaches your dashboard, your agent’s inbox, Slack, and your CRM.

“Within minutes” describes delivery of a qualified reply, not the start of a campaign. First qualified replies typically begin around day 21, after setup and approval; timing and volume are not promised. See the launch timeline.

We use the home’s public-record closing anniversary to model a potential renewal window, then aim to email 30–45 days before it. This is an estimate, not a confirmed policy expiration date or access to carrier records. A mid-term rewrite or carrier change can move the actual renewal.

Public property and ownership records are paired with licensed contact information, then checked against suppression lists; see how contact data is suppressed. We do not use auto-policy or vehicle data.

The homeowner’s interested reply, not the model, is what makes the lead qualified. Read how the campaign is built and approved, or the longer guide to home insurance renewal leads: timing and X-dates.

When a Homefield lead arrives, read the homeowner’s actual request, give the conversation one owner, answer the question they asked, and record the next step. The reply is a starting point for a quote, not a completed application.

1. Read the whole thread first. A price question, a coverage question, and a timing question need different answers, and the homeowner should not have to repeat themselves.
2. Name one owner. Assign a producer so the dashboard, the CC’d agent, and any AI auto-reply do not send competing messages.
3. Answer, then ask only what the quote needs. Collect details through your agency’s approved process, and ask the homeowner to confirm when the policy renews.
4. Log the outcome. Quote sent, follow-up scheduled, policy written, or closed without a sale: consistent stages let you judge the lead source later.

An email reply is not blanket permission to call or text. For the full workflow, read how to follow up with an email lead, and start from these email templates for the reply.

A Homefield lead differs from a shared web lead in where the interest starts and who else receives it: the homeowner answers an email sent in your agency’s name, and the reply goes only to your agency.

This exclusivity covers the Homefield network; it does not prevent homeowners from shopping elsewhere. For buyer caps and published provider terms, compare shared vs. exclusive leads.

Before you buy insurance leads from any provider, ask for a sample record and check five things: whether it is labeled as an example, which fields arrive, what is billed, how disputes work, and who else receives the lead. Here is how Homefield’s sample answers each one.

Captive offices and independent agencies read the same record differently: one checks the home against a single carrier’s appetite, the other routes it to the right market. See how each fits in insurance leads for agents, the lead plan for independent agencies, and home insurance leads for agents.