CONVERSION GUIDE / CALLS PER SALE
How many final expense calls does it take to make a sale?
There is no universal number of final expense calls required to make a sale. The mathematical estimate is 100 divided by your conversion percentage. At a 10% application rate, the average is 10 calls per application. If 80% of those applications place, the estimate becomes 12.5 calls per placed policy. Actual results vary, and a small sample can differ sharply from the average.
Calls needed at different conversion rates
| Application rate | Calls per application | Calls per placed policy at 80% placement | Call cost per placed policy at $70/call |
|---|---|---|---|
| 5% | 20 | 25 | $1,750 |
| 10% | 10 | 12.5 | $875 |
| 15% | 6.7 | 8.3 | About $583 |
| 20% | 5 | 6.25 | $437.50 |
These scenarios demonstrate arithmetic, not expected Inboundsify results. The table assumes an 80% placement rate and $70 per billable call solely to keep the comparison consistent.
Use the right definition of “sale”
Agents sometimes call a completed application a sale, while financial reporting may count only issued, placed, or retained policies. Those definitions produce different calls-per-sale numbers.
- ApplicationThe consumer completes and submits an insurance application.
- Issued policyThe carrier approves and issues coverage.
- Placed policyThe policy is accepted and goes into force under the agency’s definition.
- Retained policyThe policy remains active at a defined checkpoint, such as 30, 60, or 90 days.
The formulas
| Metric | Formula |
|---|---|
| Calls per application | 1 ÷ application rate |
| Calls per placed policy | 1 ÷ (application rate × placement rate) |
| Calls per retained policy | 1 ÷ (application rate × placement rate × retention rate) |
| Call cost per placed policy | Calls per placed policy × price per billable call |
Enter percentages as decimals in the formula. For example, a 15% application rate and 80% placement rate produce 1 ÷ (0.15 × 0.80) = 8.33 calls per placed policy.
Why your actual number may differ
Call outcomes can change with consumer eligibility, advertising source, geography, time of day, agent availability, answer speed, opening script, product knowledge, carrier fit, underwriting, premium, payment method, application completion, placement, and persistency. Campaign definitions and billing rules also matter.
A run of five or ten calls is normally too small to establish a stable rate. Review results by consistent campaign and agent, then let policies mature before judging retained economics. Inboundsify™ does not guarantee call volume, conversion, placement, commissions, or profitability.
A practical scorecard
| Stage | Record | Question answered |
|---|---|---|
| Delivery | Billable calls and call spend | What did the conversations cost? |
| Application | Completed applications | How often did a call advance? |
| Placement | Issued and placed policies | How often did an application become active business? |
| Retention | Policies active at a stated checkpoint | How much business remained? |
| Economics | Commission received, chargebacks, labor, and overhead | What did the channel actually contribute? |
See the complete conversion-rate guide →
See current call pricing and budget examples →
Frequently asked questions
How many final expense calls does it take to get one application?
Divide 100 by your application-rate percentage. A 10% application rate equals an average of 10 calls per application; a 20% rate equals five.
How many calls does it take to get one placed policy?
Divide one by your application rate multiplied by your placement rate. At a 10% application rate and 80% placement rate, the estimate is 12.5 calls per placed policy.
Is a five-call test enough to measure conversion?
Usually not. Small samples can swing sharply. Track a consistent campaign over a more meaningful sample and let applications mature through placement and retention.
Does Inboundsify guarantee a conversion rate?
No. Inboundsify does not guarantee applications, sales, policy approval, placement, persistency, commissions, profitability, or call volume.
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