The Lead Buying Trap: Why Inconsistent Marketing Kills Your Momentum

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The Lead Buying Trap: Why Inconsistent Marketing Kills Your Momentum

Written by Glen Shelton

Glen Shelton launched Lead Heroes in 2015 after noticing a lack of quality and service among telemarketed lead providers in the insurance industry. As president of Lead Heroes, Glen actively manages a call center with real people generating quality insurance leads. With processes designed to improve efficiency and lower costs, Glen helps maximize ROI for agents selling Final Expense life insurance and Medicare Supplements to seniors.

October 21, 2025

If you’ve been in insurance sales long enough, you’ve probably seen this story play out again and again — maybe even in your own business.

An agent starts buying leads. They get a few good calls, close a few deals, bring in some commissions…
Then, for whatever reason, they stop.

Maybe it’s to “save money.” Maybe they got busy with enrollments. Or maybe they figured they could coast on referrals for a while.

And then — the fire goes out.

The leads stop coming in.
The pipeline dries up.
The commissions slow down.
And suddenly, that same agent is wondering, “What happened? Why did my business stop growing?

CONSISTENCY

Consistency is King — In Leads and in Revenue

This is what Glen Shelton from Lead Heroes calls a “hot stove moment.”
It’s when agents touch the stove, get burned, and hopefully learn the lesson: inconsistent marketing kills consistent income.

It’s one of the most common traps in this business.

You spend money on leads, have success, make sales — and then stop spending.
Once you stop marketing, you stop creating new opportunities.

The truth is, lead flow and cash flow go hand-in-hand. You can’t have one without the other.

If you want your commissions to stay steady, your pipeline needs to stay full. And that only happens when you stay consistent — week after week, month after month.

Why Agents Who Stay Consistent Win Every Time

Agents who make it past that first plateau don’t just buy leads — they build systems.

They automate follow-up.
They book appointments daily.
They never let the flow of new prospects dry up.

Because when your calendar is always full, your income stays predictable.

And that’s the difference between an agent who survives and an agent who scales.

The bottom line?


👉 Consistency compounds.
You can’t stop feeding the pipeline and expect your business to keep growing.

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