MVA Lead Pricing: What Motor Vehicle Accident Leads Actually Cost
Motor vehicle accident lead prices are set by four things: whether the lead is exclusive or shared, how the claimant was sourced, the injury and liability profile, and the state. Exclusive MVA leads cost several times more per record than shared ones, but because a shared lead is sold to three or four firms simultaneously, the cost per signed case is frequently lower on the exclusive buy. The only number that matters is cost per signed case, not cost per lead.
The four factors that set the price
Every MVA lead quote you receive is a function of four variables. Understanding them is what lets you compare two vendors whose headline prices differ by 4x and work out which is actually cheaper.
1. Exclusive or shared
A shared lead is sold to multiple firms at once, typically three or four. Every firm receives the same claimant contact details within seconds of each other, and the claimant is called three or four times in the following minutes. The first firm to make contact usually wins, and the remaining buyers have paid for a record they cannot convert.
An exclusive lead is sold once. You are the only firm calling. The record costs more, but you are not competing on dial speed against three other intake teams.
TODO(usama): insert our current exclusive and shared price points here, or state that we sell exclusive only.
2. How the claimant was sourced
A claimant who searched for a phrase indicating they were injured and looking for representation is a different prospect from someone who filled in a social media form offering a settlement estimate. Both are legitimately generated leads. They convert at materially different rates, and they should not cost the same.
Ask every vendor which channel produced the lead, and ask for the source URL on the consent record. If the answer is vague, the lead was almost certainly bought from an aggregator rather than generated.
3. Injury and liability profile
Leads are commonly screened for whether the claimant was treated, whether they were at fault, whether a police report exists, and how long ago the accident occurred. Each filter removes volume and raises the price of what remains.
A lead screened for treatment received and clear liability costs more than an unscreened accident notification, and is worth more, because your intake team spends its time on cases that can actually be signed.
4. State
Statute of limitations, comparative negligence rules and the density of competing firms all vary by state, and all of them affect what a lead is worth. A state with a two-year statute and few competing advertisers produces cheaper leads than one with a one-year statute and heavy firm competition.
TODO(usama): insert the states we currently cover and any per-state pricing variation.
Working out your real cost per signed case
Take the price per lead, divide by your contact rate, then divide by your contact-to-signed rate. That gives cost per signed case, which is the number to compare against case value.
A worked example: at a $250 exclusive lead, a 70% contact rate and a 12% contact-to-signed rate, your cost per signed case is $250 / 0.70 / 0.12, or roughly $2,976. At a $60 shared lead with a 55% contact rate and a 3% contact-to-signed rate, it is $60 / 0.55 / 0.03, or roughly $3,636. The cheaper lead produced the more expensive case.
Those conversion percentages are illustrative and will differ for your firm. Run the arithmetic on your own numbers before you compare vendors. If a vendor will not tell you their expected contact rate, you cannot complete this calculation, which is itself informative.
TODO(usama): replace the illustrative rates above with our observed contact and contact-to-signed rates if we have them.
What to check before you buy
Ask for a consent record on every lead, including the source URL, timestamp and IP. Ask whether the lead is sold exclusively and get it in writing. Ask what screening was applied, and specifically which questions the claimant was asked.
Ask about return policy for disconnected numbers, wrong-party contacts and claimants already represented. A vendor confident in their screening will have a clear policy; one without a policy is pricing in a failure rate they have not disclosed.
Finally, size your test batch so that it produces at least 30 qualified conversations. Anything smaller tells you about variance, not about conversion rate.
How we price
We generate MVA leads in house rather than reselling, screen every caller against your criteria before transfer, and deliver by live transfer or real-time post into your CRM or dialer. Every lead carries a TrustedForm certificate.
TODO(usama): insert our current cost per lead, minimum test batch size, and monthly volume availability.
See our full [motor vehicle accident lead programme](/lead-generation/mva) for delivery detail, or the wider [lead generation](/lead-generation) overview for the other verticals we run.
Common questions
- Why are exclusive MVA leads so much more expensive than shared?
- Because a shared lead is sold to three or four firms at once and each of them is calling the same claimant within seconds. You are paying for a record you have roughly a one-in-four chance of converting. Exclusive pricing reflects the fact that you are the only firm calling.
- What is a reasonable cost per signed case for MVA?
- It depends entirely on your average case value and your intake conversion rate, so there is no universal figure. Calculate cost per lead divided by contact rate divided by contact-to-signed rate, then compare that against your average case value. If the ratio does not leave room for your acquisition target, the price is wrong for you regardless of what other firms pay.
- Should I buy leads or live transfers?
- Live transfers cost more per unit and remove the dial-speed problem entirely, because the claimant is already on the phone when your intake team picks up. Data leads cost less and require an intake team that can call within seconds. The right choice depends on whether your constraint is budget or staffing.
- What is TrustedForm and why does it matter?
- TrustedForm is an independently generated certificate recording how and when a consumer gave consent, including the page they were on. For a lead buyer it is the evidence that consent existed, which is what protects you under TCPA. A vendor who cannot produce one per lead cannot demonstrate consent.
Get current MVA pricing
Tell us your states, your monthly capacity and whether you want live transfers or real-time data. We will quote against that rather than send a rate card.
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