Aged Lead Pricing Guide: How Much Do Aged Leads Cost in 2026?

"How much do aged leads cost?" is the first question every agent asks — and the answer depends on more variables than most people realize. Industry, lead age, volume, geographic targeting, data filters, and exclusivity all affect pricing, sometimes dramatically.

This guide breaks down aged lead pricing across every major industry, explains the factors that drive cost differences, compares aged vs. fresh lead economics, and gives you the budget framework and cost-per-acquisition benchmarks you need to make smart purchasing decisions.

How Aged Lead Pricing Works

Aged lead pricing follows a simple principle: the older the lead, the cheaper it gets. But within that framework, several pricing mechanisms determine what you'll actually pay.

Age-based tiers. This is the primary pricing driver. A 30-day-old lead costs significantly more than a 180-day-old lead because the conversion probability is higher. Most vendors segment into tiers: 30-60 days, 60-180 days, 180-365 days, and 365+ days.

Volume-based discounts. Buying more leads reduces your per-lead cost. A batch of 100 leads costs more per lead than a batch of 5,000. Volume discounts typically range from 10-30% depending on the vendor and quantity.

Geographic targeting. Leads filtered to specific states or zip codes cost more than nationwide batches. Metropolitan areas and high-cost states (California, New York, Florida) command premium pricing.

Data filters and add-ons. Filtering by income level, credit score, age range, or property type adds cost. DNC scrubbing may be included or charged as an add-on, typically $0.01-$0.05 per lead.

Exclusivity. Some vendors offer exclusive leads (sold only to you) at a premium, while standard aged leads may have been sold to multiple buyers over time. Aged leads are typically non-exclusive — which is reflected in their lower pricing.

Aged Lead Pricing by Industry and Lead Age

Here's the comprehensive pricing landscape for aged leads across every major vertical. Ranges reflect typical market pricing from established vendors — actual costs vary by vendor, volume, and specific filters applied.

Life Insurance Leads

• 30-60 days: $2-$4 per lead
• 60-180 days: $1-$3 per lead
• 180-365 days: $0.75-$2 per lead
• 365+ days: $0.25-$1 per lead

Health/ACA Insurance Leads

• 30-60 days: $2-$5 per lead
• 60-180 days: $1-$3 per lead
• 180-365 days: $0.50-$2 per lead
• 365+ days: $0.25-$1 per lead

Final Expense Leads

• 30-60 days: $1-$3 per lead
• 60-180 days: $0.75-$2 per lead
• 180-365 days: $0.50-$1.50 per lead
• 365+ days: $0.20-$0.75 per lead

Medicare Leads

• 30-60 days: $3-$6 per lead
• 60-180 days: $1.50-$4 per lead
• 180-365 days: $1-$3 per lead
• 365+ days: $0.50-$1.50 per lead

Auto Insurance Leads

• 30-60 days: $1-$2 per lead
• 60-180 days: $0.50-$1.50 per lead
• 180-365 days: $0.25-$1 per lead
• 365+ days: $0.10-$0.50 per lead

Mortgage (Purchase) Leads

• 30-60 days: $3-$6 per lead
• 60-180 days: $2-$4 per lead
• 180-365 days: $1-$3 per lead
• 365+ days: $0.50-$1.50 per lead

Mortgage (Refinance) Leads

• 30-60 days: $2-$5 per lead
• 60-180 days: $1-$3 per lead
• 180-365 days: $0.75-$2 per lead
• 365+ days: $0.25-$1 per lead

Solar Leads

• 30-60 days: $2-$5 per lead
• 60-180 days: $1-$3 per lead
• 180-365 days: $0.75-$2 per lead
• 365+ days: $0.25-$1 per lead

Home Improvement Leads

• 30-60 days: $1-$3 per lead
• 60-180 days: $0.75-$2 per lead
• 180-365 days: $0.50-$1.50 per lead
• 365+ days: $0.20-$0.75 per lead

These ranges are based on aggregate vendor data and represent typical market pricing. Your actual cost will depend on volume, filters, and vendor selection.

Factors That Affect Pricing

Understanding what drives pricing helps you make smarter purchasing decisions and negotiate better deals.

Lead age is the primary pricing factor. A 30-day lead typically costs 3-5x more than a 180-day lead from the same source. This makes sense — newer leads have higher conversion probability. But the gap in conversion rates is often smaller than the gap in pricing, which is why aged leads can deliver better ROI.

Volume purchased drives significant per-lead savings. Most vendors offer tiered pricing: 100 leads might cost $3 each, while 5,000 leads from the same vendor and age bracket might cost $1.50 each. If you have the budget and the system to work them, buying in volume is almost always the better deal.

Geographic targeting adds cost because it reduces the vendor's available inventory. A nationwide batch of 1,000 mortgage leads is cheaper per lead than 1,000 mortgage leads filtered to California only. For agents licensed in specific states, this premium is unavoidable — but consider whether you really need zip-code-level targeting or if state-level filtering is sufficient.

Data filters like income level, age range, credit score, or property value narrow the pool further and increase cost. Every filter you add reduces the vendor's available inventory, which raises per-lead pricing. Only use filters that materially impact your conversion rate — over-filtering reduces volume and increases cost without proportional benefit.

DNC scrubbing should be standard, but some vendors charge separately for it. Budget $0.01-$0.05 per lead for scrubbing, and never skip it — the cost is negligible compared to TCPA violation penalties.

Exclusivity is rarely relevant for aged leads. Fresh leads can be exclusive (sold to only you) or shared (sold to 3-5 buyers). Aged leads are typically non-exclusive by default, which is why they're priced so much lower than fresh leads.

Fresh Leads vs. Aged Leads — Price Comparison

The cost difference between fresh and aged leads is dramatic — and understanding this gap is essential for budgeting.

Fresh/real-time leads by industry:

• Life Insurance: $15-$35 per lead
• Health/ACA: $10-$30 per lead
• Final Expense: $10-$25 per lead
• Medicare: $15-$40 per lead
• Mortgage: $20-$50+ per lead
• Solar: $15-$40 per lead

Aged leads (30-60 day average):

• Life Insurance: $3 per lead
• Health/ACA: $3.50 per lead
• Final Expense: $2 per lead
• Medicare: $4.50 per lead
• Mortgage: $4.50 per lead
• Solar: $3.50 per lead

The math: Aged leads cost 5-10x less than fresh leads. For the price of 10 fresh mortgage leads ($200-$500), you can buy 100+ aged mortgage leads. Your contact rate will be lower with aged leads, but the volume advantage more than compensates — and one closed deal from that batch of 100 aged leads generates the same commission as one closed deal from 10 fresh leads.

For a complete analysis of the economics, see our guide on aged leads vs. fresh leads.

Cost-Per-Acquisition: The Number That Actually Matters

Cost per lead gets all the attention, but cost per acquisition (CPA) is the metric that determines profitability. A $2 lead that never converts costs you $2. A $5 lead that closes is worth its weight in gold.

CPA formula: (Cost per lead x Total leads purchased) / Number of deals closed

Example: You buy 1,000 life insurance leads at $3 each ($3,000 total investment). You close 25 deals (2.5% close rate). Your CPA is $3,000 / 25 = $120 per acquisition. If your average commission per policy is $1,200, your ROI is 900%.

CPA benchmarks by industry (aged leads, 30-90 days):

• Life Insurance: $80-$150 CPA (at 2-3% close rate)
• Final Expense: $75-$130 CPA (at 1.5-2.5% close rate)
• Medicare: $150-$250 CPA (at 2-3% close rate)
• Mortgage: $150-$300 CPA (at 1-2% close rate)
• Solar: $150-$250 CPA (at 1.5-2.5% close rate)
• Auto Insurance: $30-$60 CPA (at 2-4% close rate)

Why CPA matters more than CPL: Two vendors might charge the same price per lead, but one delivers higher-quality data that produces better contact rates and close rates. The cheaper lead isn't always the better deal — the lead with the lower CPA is. Track your CPA by vendor, lead age, and campaign to identify what's actually most profitable.

For industry-specific conversion rate data, see our aged lead conversion rates guide.

How to Budget for Aged Leads

Building your first aged lead budget? Here's a framework based on your business size and capacity.

Solo agent: $200-$500/month

• 500-2,500 leads per month (depending on age and industry)
• Focus on one or two verticals to keep volume manageable
• Allocate 2-3 hours per day for calling and follow-up
• Expected output: 5-25 deals per month (depending on vertical and close rate)
• This is the "test and learn" budget — enough volume to validate your process

Small team (3-5 reps): $500-$1,500/month

• 1,000-7,500 leads per month
• Can support multiple verticals or geographic territories
• Each rep should have 200-500 leads in active rotation
• Expected output: 15-75 deals per month across the team
• Scale up once you've validated your process and CPA

Agency (10+ reps): $1,500-$5,000/month

• 5,000-25,000+ leads per month
• Volume pricing unlocks the best per-lead rates
• Multiple vendors for diversification and A/B testing
• Expected output: 50-250+ deals per month
• At this scale, even marginal improvements in close rate have massive revenue impact

The test budget rule: Commit to at least 30 days of consistent lead buying and working before judging ROI. A single batch of 200 leads isn't enough data to evaluate a lead source — you need 500-1,000 leads worked consistently through your full follow-up cadence before you have statistically meaningful results.

Budget allocation tip: Don't spend your entire budget on leads. Reserve 20-30% for the tools that make leads productive — your CRM, dialer, SMS platform, and automation tools. The best leads in the world produce zero ROI without a system to work them.

FAQ

How much do aged leads cost?

Aged lead pricing varies by industry, lead age, and volume. As a general range: 30-60 day leads cost $1-$6 per lead depending on vertical (final expense at the low end, Medicare and mortgage at the high end). 60-180 day leads drop to $0.50-$4. Leads aged 180+ days cost $0.10-$2. Volume discounts of 10-30% are common when buying 1,000+ leads at a time. These prices are a fraction of fresh leads, which run $10-$50+ per lead in the same industries.

Why do aged lead prices vary so much?

Five main factors drive pricing variation: (1) Lead age — newer aged leads cost more because conversion probability is higher. (2) Volume — buying more reduces per-lead cost through tier discounts. (3) Geographic targeting — filtering by specific states or zip codes adds a premium. (4) Data filters — narrowing by income, age, property type, or other criteria increases cost. (5) Vendor — different vendors have different pricing models, data quality, and overhead. Always compare your cost per acquisition, not just cost per lead, when evaluating vendors.

Are the cheapest aged leads worth buying?

Sometimes — but go in with realistic expectations. Leads aged 365+ days at $0.10-$0.50 each have lower contact rates and lower conversion rates than fresher leads. However, the economics can still work: if you buy 5,000 leads at $0.25 each ($1,250 total) and close just 10 deals at $1,000 commission each ($10,000 total revenue), your ROI is excellent. The key is having a system that handles volume efficiently — you need automation, a solid CRM, and persistence to make the cheapest leads profitable.

How do I get the best price on aged leads?

Four strategies: (1) Buy in volume — tier discounts are the most reliable way to lower per-lead cost. (2) Be flexible on lead age — if your system can work 90-day leads as effectively as 30-day leads, the older leads are significantly cheaper. (3) Minimize filters — every filter you add reduces the vendor's inventory and raises your price. Only filter on criteria that materially impact your conversion rate. (4) Build vendor relationships — consistent, repeat buyers often get preferred pricing or early access to inventory.

What's a good cost per acquisition for aged leads?

CPA benchmarks vary by industry: Life insurance $80-$150, final expense $75-$130, Medicare $150-$250, mortgage $150-$300, solar $150-$250, auto insurance $30-$60. These ranges assume a 30-90 day lead age and a close rate consistent with industry averages. If your CPA is significantly above these ranges, the issue is usually close rate (improve your scripts and follow-up system) rather than lead cost. Track your CPA by vendor and lead age bracket to identify your most profitable lead sources.

Start Shopping Smarter

Understanding pricing is the first step to building a profitable aged lead operation. The agents who succeed aren't the ones who find the cheapest leads — they're the ones who understand CPA, invest in their system, and work leads consistently.

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