$99.85 a click for the top keywords, and most brokers still pay it. The brokers who win don't. They build year-round organic presence, run paid only inside the enrollment windows, and turn the seasonal scramble into a system.
Get Your Free Health Insurance Market ReportLive numbers from government and public sources, not a guess from a slide deck. Refreshed monthly via DataPulse.
HR consultants and CPAs send the cheapest leads and the best ones. SEO compounds year-round. Paid search spikes during AEP and then goes quiet.
Group plans are the best clients by a mile. Brokers who specialize in small business health insurance build the agencies that don't wobble in February.
"Every time we work with a health insurance broker, the same patterns show up..."
Pulled from government data and industry sources. Updated monthly. Find your row.
| Metric | Bottom 25% | Median | Top 25% | Yours |
|---|---|---|---|---|
| Annual Revenue | $55K | $110K | $220K+ | -- |
| Enrollments Per Year | 120 | 300 | 600+ | -- |
| Cost Per Lead | $48 | $25 | $12 | -- |
| Lead-to-Enrollment Rate | 6% | 14% | 25% | -- |
| Avg Commission | $180 | $250 | $350 | -- |
| Retention Rate | 70% | 82% | 90% | -- |
| Google Reviews | 6 | 20 | 45+ | -- |
| Website Conversion Rate | 0.4% | 1.6% | 3.5% | -- |
Want your own numbers in that last column?
Get Your Free ScorecardHow to read this: Lead-to-enrollment under 6%, or retention under 70%? That is a follow-up problem and a client experience problem. It is not a lead volume problem, and more leads won't fix it.
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