For obvious reasons, when acquiring aged tax leads, one of the most important factors is determining average lead age. Most of the effective aged leads will be 60-90 days old category. Be careful with leads that are older than this. In general, leads greater than 90 days old will start to lose their effectiveness and diminish any return on investment you may have planned.
But individuals with tax problems can often be a difficult group. I have seen many situations in which a person had not filed tax returns in several years, had numerous IRS problems and claimed that they needed to get these issues resolved immediately. Shortly thereafter, they lose interest in the process and continue to procrastinate. There is often an event that will lead individuals to get their tax problems resolved. This could be marriage, needing to qualify for a mortgage, or a variety of issues. So just because a lead is very old does not mean that it is not worth following up on.
So what is the optimum lead age? The answer can vary depending on your marketing strategy. Most lead providers will release aged tax leads after 60-90 days. So in reality there will be some prospects who have not been contacted. You must realize that reaching a person live on the phone is a lot more valuable than leaving a voicemail and very often it just becomes a numbers game trying to get a live person on the phone.
Sometimes when 60-90 day batches of leads are released you can have some immediate competition from predictive dialers and other telemarketers. Once the lead hits the 120 day mark there will be less competition and often the prospects can be more receptive resulting in higher close rates.
There are aged tax leads for every buyer. I would always recommend that you test the various lead ages to determine which age group and price point works best for you. For example, you may find that 90 days aged leads may work just as well as 30 day aged leads, but have a much lower price point. So as always…test, test, test.
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