Exclusive vs. shared MVA leads
The math on shared versus exclusive lead supply, why it usually surprises new PI buyers, and the two situations where shared still wins.
The numbers, side-by-side
| Metric | Shared lead | Exclusive lead |
|---|---|---|
| Cost per lead | $40–$120 | $250–$500 |
| Contact rate | 25–35% | 75–90% |
| Qualified rate | 40–60% of contacts | 55–70% of contacts |
| Signed-case rate | 3–6% | 10–18% |
| Cost per signed case | $1,500–$3,500 | $1,800–$3,000 |
Why exclusive usually wins on cost per signed case
Shared looks cheaper on the surface, but you’re paying for a lead that 3–8 other firms are paying for at the same moment. The prospect gets bombarded with calls, contact rate craters, and the signed-case math reflects that. Exclusive supply trades a higher headline CPL for a much higher conversion through the funnel. For how exclusive delivery works in practice, see exclusive MVA leads.
When shared still wins
Two narrow situations:
- You have a literal 30-second-or-less first-call response built into your intake stack and you can win the race.
- You’re running a high-volume claims operation that doesn’t need to sign every prospect — i.e., you’re selling cases or settling claims rather than running the file to recovery.
How to test it for your firm
Pick a single state. Run 30 days of exclusive supply with a fixed CPL. Track contact rate, qualified rate, and signed-case rate independently. Run 30 days of shared in the same state, same case mix. Compare cost per signed case. The decision will usually make itself.
When you’re ready to run that test, current per-lead ranges are on the pricing page, benchmarks by case type are in cost per MVA lead, and the setup steps are in how to buy MVA leads.