Aged leads are enquiries that are weeks or months old, sold in bulk for pennies compared with fresh data. At £1 to £10 each they look like a bargain. Sometimes they are. Usually they're a dialling exercise.
Why they're so cheap
Intent decays fast. Most people who enquired three months ago have bought, changed their mind or forgotten they asked. Many aged lists have also been called by every previous buyer.
What to expect
- Contact rates far below fresh data, often single digits.
- Customers who don't remember enquiring, so calls open cold.
- Conversion measured per hundred dials, not per ten.
Who they suit
Firms with a dialler, spare capacity and a persistent outbound culture can make aged data pay because the entry price is so low. If your advisers' time is fully booked, aged leads are usually a false economy: cheap per record, expensive per hour.
If you do buy aged data
- Confirm its origin and that consent covers your call. Old data has data protection risk as well as commercial risk.
- Ask how many times it has been sold.
- Price it against your true cost per contact, not per record.
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