Net Usable Rate
Definition
The proportion of a lead batch left after every scrub and suppression, expressed as a percentage of what you bought. It is the denominator that matters: a batch that scrubs down by a third costs roughly half again the sticker per workable record. Measure it on a first batch and price every batch after that on the net.
Related Terms
Aged Lead
A consumer data record from someone who previously expressed interest in a product or service, typically 30-180+ days ago. Aged leads cost significantly less than real-time leads and are worked through personal outreach.
Real-Time Lead
A lead delivered to buyers within seconds or minutes of the consumer filling out a form. Real-time leads cost $15-$60+ and are often sold to multiple buyers simultaneously.
Exclusive Lead
A lead sold to only one buyer. Exclusive leads cost more but eliminate competition. Most aged leads are non-exclusive, meaning multiple agents may have the same record.
Shared Lead
A lead sold to multiple buyers simultaneously. Most real-time leads are shared among 3-8 buyers, creating a speed-to-call competition.
Lead Age
The number of days since a consumer originally submitted their information. Common age ranges are 30-60 days, 60-90 days, 90-180 days, and 180+ days. Fresher aged leads typically cost more but convert at higher rates.
Lead Source
The website, advertisement, or channel where a consumer originally submitted their information. Quality lead sources use clear opt-in forms and transparent disclosures.
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