Lead Aging Policy
A lead aging policy defines the timing and pricing structure for converting fresh leads into aged inventory — typically scheduling fresh leads for resale at 30-day, 60-day, and 90-day intervals at progressively discounted pricing — maximizing total revenue per record across multiple buyer cohorts.
Why This Matters
Aging policies are central to lead-vendor economics. A fresh lead sold exclusively at $25 might generate additional revenue of $5-$10 at 30 days (shared), $2-$5 at 60 days (shared), and $0.50-$2 at 90 days (bulk shared) — totaling $33-$42 in lifetime revenue per record. Vendors with disciplined aging policies extract maximum value from their generation costs. Buyers benefit from aging policies that match their workflow capacity (high-volume operations work fresh leads aggressively, then move to aged inventory; lower-volume operations may rely entirely on aged inventory).
Frequently Asked Questions
Frequently Asked Questions
How does lead aging affect MCA buyer economics?
Aged inventory dramatically lowers cost-per-lead at the cost of conversion rate. The economic question for buyers: does the conversion-rate decline outweigh the price decline? Mature shops typically blend fresh and aged inventory across rep capacity to optimize total cost-per-funded-deal.
Should MCA buyers prefer vendors with strict aging policies or flexible aging?
Strict aging (consistent 30/60/90 day cohorts) provides predictable pricing and quality. Flexible aging (vendor mixes ages without disclosure) creates pricing uncertainty. Strict-policy vendors typically offer better long-term partnership economics.