The buyer’s guide to lead quality
A working playbook for judging any lead supplier: what a good lead record contains, how to test one, and when to walk.
For owners and sales directors buying leads for the first time — or again
This guide is written for the person signing the invoice. It assumes you have been burned before, that you think in cost per acquisition, and that you have no interest in marketing language.
1 Define what a lead is before you buy one
Half of all lead disputes come from never agreeing the definition. Write yours down and make the supplier agree to it in an email.
- A homeowner (not a tenant, unless you accept those)
- In your named postcodes
- Who asked for a quote in your service, in the last 24 hours
- Reachable on the number supplied
- Sold to you and nobody else
2 What a good lead record contains
- Full name and verified mobile number
- Full postcode and address line
- Service requested and any specifics (roof type, opening count, system age)
- Property type and ownership status
- Enquiry timestamp and source page URL
- Consent wording and consent timestamp
3 Run a structured test, not a vibe check
Buy 30 to 60 leads over two to three weeks, in one vertical, in your best postcodes. Ring everything within minutes. Log every outcome in one sheet.
| Metric | Weak | Acceptable | Good |
|---|---|---|---|
| Contact rate | Under 60% | 60–75% | Over 80% |
| Homeowner confirmed | Under 70% | 70–85% | Over 90% |
| Survey / appointment rate | Under 15% | 15–25% | Over 30% |
| Replacement turnaround | Never | 5 days | Under 48 hours |
4 Negotiate the terms that protect you
- Weekly volume cap you control
- Pause with no notice period and no minimum term
- Clear invalid-lead definition and a replacement window
- Postcode exclusivity where it matters to you
- Named contact who answers the phone when something goes wrong
“The suppliers who agree to a small test with a volume cap are the ones who back their own data. The ones who push for a monthly retainer never are.”
5 When to walk away
- They will not name the source of the enquiry
- Exclusivity is described as "limited sharing"
- Replacements require a manager's approval every time
- There is a minimum contract before you have seen a single lead
Dan Reeves
Head of Buyer Accounts
Dan runs buyer accounts at Lead Magnet Group and spends most of his week on the phone to sales directors working out what a lead is worth to them. He writes the pieces on lead economics and buying terms.
More for lead buyers
-
Solar PV & batteries
What a genuinely exclusive solar lead should cost you in 2026
Shared solar leads look cheap until you count the calls. Here is what exclusivity actually costs, and what it saves. 6 min read -
Lead buying
Speed to lead: why calling within five minutes doubles your survey rate
The homeowner is sitting at the kitchen table with a laptop open. You have minutes, not days. 5 min read -
Roofing
How to spot a recycled roofing lead before you pay for it
Aged data gets repackaged and sold as fresh. Six checks that expose it in under a minute. 5 min read