Starter
$40/lead
Up to 50 qualified leads / month
- Up to 150 ZIP codes
- 3-email sequence, your branding
- Slack + email delivery
- Email support
Pricing
You pay for replies.
Nothing else.
$40, $35, or $30 per qualified lead — and that's the whole invoice. No platform fee, no setup fee, no annual contract, no minimum after onboarding.
Per qualified lead
Three rates. One variable: volume.
The lead itself is identical at every tier — same data, same sequence, same exclusivity. What changes is the rate, the ZIP capacity, and the service around it.
Most agencies start here
Growth
$35/lead
51–299 qualified leads / month
- Up to 350 ZIP codes
- Everything in Starter
- CRM webhook integration
- Dedicated success manager
- Monthly performance review
Scale
$30/lead
300+ qualified leads / month
- Up to 500 ZIP codes
- Everything in Growth
- Multi-office lead routing
- Custom sequence copywriting
- Priority support, same-day
A qualified lead is a homeowner in your territory who replies expressing interest — asking for a quote, asking what you'd charge, asking to be called. Bounces, auto-replies, unsubscribes, wrong contacts, and hostile replies are never billed.
The math, worked
What 100 leads a month actually buys
A per-lead price is noise until it becomes a cost per policy. Here's the Growth tier worked end to end — next to the same money spent on postcards.
Homefield — Growth tier
- Qualified leads
- 100 / mo
- Growth rate
- $35 / lead
- Monthly spend
- $3,500
- Close rate — within the range agencies report
- 21%
- Policies written
- 21
- Cost per acquired policy
- $167
All 100 replied in writing about their renewal. The 79 who didn't close this month are still yours to follow up — forever.
The same $3,500 — direct mail
- Budget
- $3,500
- Postcards it buys, all-in
- ~6,300
- Typical response
- Under 1%
- What a response contains
- A number, maybe
- Time before you learn anything
- ~3 weeks
- Cost per acquired policy
- $250–$750
No reply thread, no verified email, no record — and anyone can mail the same street next week.
Consistent with the $160–$200 per-policy range we quote elsewhere: $35–40 per lead at the 20–25% close rates our agencies report. The biggest variable is follow-up speed — these are homeowners who just asked for a quote, and close rates track how fast they get one. Direct-mail figures reflect commonly cited industry ranges for P&C personal lines.
Every tier includes
The tiers change the rate. Not the machine.
The data
275M+ homeowner records, cut five ways — ZIP, home value, renewal window, ownership length, income band. Every tier draws from the same file.
The sending
Warmed domains that carry your agency's name — never your real domain. A personal, plain-text three-email sequence over 14 days.
The classification
Every reply read and graded. Bounces, auto-replies, opt-outs, and "no thanks" are disqualified — and a disqualified reply never reaches your bill.
The compliance
CAN-SPAM throughout: real sender identity, physical mailing address, one-click unsubscribe honored instantly, suppression maintained, state rules respected.
Onboarding
One onboarding. Then it just bills per reply.
Four things happen once, and none of them happen again.
-
01
Territory pulled & locked
We pull your ZIPs live, confirm they're open, and lock them to your agency on signature.
-
02
Branding & sender identity
Warmed sending domains are set up carrying your agency's name. Your real domain is never touched.
-
03
Targeting cut
Your list is filtered from 275M+ homeowner records by ZIP, home value, renewal window, ownership length, and income band.
-
04
Sequence approved by you
Three emails, written to sound like your agency. Nothing sends until you've signed off.
About two weeks to warm the sending infrastructure and build the list. First leads around day 21. Continuous after that.
Pricing FAQ
The billing questions, answered
When am I actually billed?
Monthly, in arrears. Each invoice covers the prior month's qualified leads, itemized — every line is a reply you can open and read.
What if I think a lead was graded wrong?
Flag it. We review the full thread, and obvious misgrades are credited — no argument. The definition is narrow on purpose: if a reasonable person wouldn't read the reply as interest, you shouldn't pay for it.
Can I pause?
Yes, anytime. Your territory holds for 30 days while you're paused; after that it releases and goes back to first come, first served.
Do prices drop as volume grows?
Yes — that's what the tiers are. $40 per lead up to 50 a month, $35 from 51, $30 from 300.
Is there a cap on what I can spend?
If you want one. Set a monthly cap anytime and we pace the sending to it — you'll never get a surprise invoice because the outreach performed better than expected.
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.