How do insurance agents get leads?

Ascent Vision · Published October 31, 2026

Insurance agents usually get leads from referrals, from existing customers at renewal, from carrier agent locators that the carrier controls, and from bought leads judged by policies sold. Google's Local Services Ads list an insurance agency category in Florida. Florida's statute prohibits knowingly publishing an advertisement about insurance that is untrue, deceptive or misleading. This is a plain summary, not legal advice.

Referrals and existing customers

Insurance is a purchase made on trust, so a recommendation often counts for more than an advertisement. Accountants, attorneys, real estate agents and lenders meet people when coverage may change, such as a purchase, a new business or a new driver, so they are natural referral partners. Record each new inquiry's source as referral, with the name of whoever sent it.

Existing customers are usually the cheapest route. A renewal is a natural moment to ask whether anything has changed (a new car, a move, a growing family or business) and whether the customer knows someone who should hear from you. A returning customer counts as direct in your lead records. The related answer on getting repeat customers covers the follow-up.

Carrier locators and paid routes

Many carriers publish a tool that points the public to a local agent. As general advice, treat it as a listing the carrier controls: ask the carrier whether and how you can be included, check its terms, and note in your lead records how many inquiries it sends.

Google's page on getting started with Local Services Ads lists "Insurance agency (California and Florida only)" among its United States categories and points to an eligibility check for your area. Bought leads are the other paid route. The related answer on buying leads from lead sites says to judge each one by what you win from it, so for an agent, policies sold.

Calls and texts

Many insurance inquiries arrive by phone or form, and a quick reply helps. Call or text a new lead only with the person's consent. The related answer on texting a new lead covers consent for texts, so it is not repeated here.

The advertising rule in Florida

Section 626.9541 of the 2026 Florida Statutes lists practices it prohibits. Paragraph (1)(b) prohibits knowingly publishing or distributing, in any medium, an advertisement or statement about insurance that is "untrue, deceptive, or misleading". Other paragraphs bar knowingly misrepresenting "the benefits, advantages, conditions, or terms of any insurance policy" and, among other things, advertisements that could lead a reasonable person to wrongly believe a government backs the seller.

Two narrower provisions touch advertising. One applies to life or health insurers, their agents and representatives: it bars offering life or health insurance as an inducement to buy another policy, and separately bars using "free", "no cost" or similar words in an advertisement. Another prohibits using a financial institution's name or logo in marketing without its written consent where that would mislead a reasonable person about endorsement or origin. These paragraphs have more conditions than this summary shows.

This is a plain summary, not legal advice. For a specific advertisement, ask a Florida attorney or your carrier's compliance contact.

Sources

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