The Bobbuilt playbook

1. Pick one offer, one avatar

Most agencies fail because they try to run mortgage protection, IUL, and final expense at the same time with one funnel. Pick one offer and one avatar before you spend a dollar. You can expand later — but you cannot win without focus.

2. Wire tracking before you launch

• Meta Pixel + CAPI configured server-side
• UTM-level source tracking on every form
• Lead → appointment → issued policy stitched in one report
• Server-side deduplication so you don’t double-count

3. Build a quiz funnel, not a lead form

Across our customer base, quiz funnels outperform raw lead forms by 2–3x on contact rate and by 30–50% on appointment-to-show. The reason is simple: quizzes qualify, segment, and warm the prospect before the call. Start with 5–7 questions, end on a calendar.

4. Call in under a minute

Speed-to-lead is the single biggest lever in this industry. The drop-off between a 60-second dial and a 10-minute dial is brutal — often 3x on contact rate. Use Voice AI for first-touch and rebooks, then hand to a human for close. If you can’t guarantee a sub-60-second response, fix that before you scale spend.

5. Script the first 30 seconds

• Confirm the prospect filled out the quiz (re-anchor)
• Acknowledge their #1 quiz answer (personalize)
• Earn the next 2 minutes (micro-yes)
• Set the agenda for the call (control)

6. Measure cost per issued policy, not cost per lead

Cost per lead is a vanity metric. Cost per appointment is better. Cost per issued policy is the only number that matters. Build your reporting so leadership sees this number weekly, by source, by offer.

7. Compliance is a moat

• TCPA-compliant prior express written consent on every form
• DNC scrubbing on every list before dial
• Call recording with two-party consent disclosures where required
• Documented retention and deletion policies

8. Reinvest the winners, kill the losers

Every two weeks, sort your sources, creatives, and avatars by cost per issued policy. Reinvest in the top quartile. Kill the bottom quartile without sentimentality. The agencies that compound are the ones who are ruthless about this loop.

Want this customized to your offer?

Book a 30-minute call and we’ll walk you through which steps to prioritize given your offer, geography, and current spend.