Leaddeling

Leaddeling is a term used in marketing and sales to describe the practice of capturing consumer or business prospect information (leads) and transferring them to other organizations that will attempt to convert them into customers. In a typical leaddeling arrangement, a lead is generated by a source such as a landing page, form, or call center, and then sold, rented, or otherwise distributed to buyers who seek new prospects for their products or services. The arrangement may involve multiple parties, including lead generators, brokers, and buyers, with varying degrees of qualification before transfer.

Common models include pay-per-lead, pay-per-call, or revenue sharing, often facilitated through brokers or online marketplaces. Lead routing and data quality scoring are used to improve match accuracy, with systems integrating into customer relationship management (CRM) platforms to track outcomes and provide feedback loops for ongoing optimization. Data quality, consent, and performance tracking are central to many leaddeling operations.

Compliance and ethics are important considerations. Data protection regulations such as the GDPR in the European Union and the CCPA in California shape how leads can be collected, stored, and redistributed. Clear disclosures about how the data will be used, opt-in or opt-out options, data minimization, and secure handling are common requirements. Inappropriate use or misrepresentation can lead to consumer distrust and regulatory penalties.

Markets and industries that frequently employ leaddeling include insurance, financial services, home services, and software as a service. Critics argue that lead quality can vary and incentives for volume may undermine consumer interests, while proponents point to scalable access to buyers and faster sales cycles. Related concepts include lead generation and lead nurturing.