Estate planning leads come from multi-practice legal sellers and a seminar marketer, and are sold to one firm.

What estate planning lead companies sell

What the 5 companies in our estate planning directory say they offer, read from their own websites.

Counts cover everything each company says it sells, which can include other verticals.

Real-time leads are offered by all 5 companies and exclusive leads by 4, and only one offers shared leads, so plan to sell each estate planning lead once. Two offer live transfers and 2 offer appointments; Juiced distributes web leads, so transfers and calls need separate call tracking. One sells signed cases and one sells aged leads.

What estate planning leads are screened for

Estate planning sellers publish few screens of their own, so the checks below come from their targeting, verification claims and return reasons.

• Practice area and matter. All 5 companies filter leads to the firm's practice area, one also by subcategory, and 3 screen each request with questions or intake steps specific to the practice area before delivery. One uses automated follow-up questions to gather case details.
• Already represented. Two companies credit or replace a lead when the person already has an attorney.
• Age, income and assets. The seminar marketer builds mail lists by age, income, assets and ZIP code, which is the closest any seller here comes to qualifying the size of the estate.
• Duplicates. Two companies check each lead against leads already stored or already sent.
• Identity and contact. One checks identity against a national database, one runs third-party verification and calls back returned leads, one verifies contact details at intake, and one advertises a multi-point quality check.
• No incentives. One says people request information without being offered an incentive, and one advertises verified consent on every submission.

What an estate planning lead has to carry

Firms target first by practice area and then by place: state, county, metro, radius or nationwide. One company adds case type and a minimum case value, and the seminar marketer targets by age, income and assets.

Every lead type in Juiced starts with ten default fields. Add your own on top, and decide for each one whether it is required and whether the buyer receives it.

The estate planning fields

Field names and answer options checked against 9 public lead forms, form templates and posting specs in this market, October 2026.

Every lead starts with these

Provenance

This page does not state what the rules on consent require. They are published by the FCC and the FTC, and TCPAWorld tracks how they change. The full list of field types is on the lead fields page.

What you need to decide on a lead is not what you need to sell it

Every field carries four switches rather than one required flag.

Ping with zip, county, service_needed, age, estimated_assets and existing_plan. That tells a firm whether the matter is in its practice area and its territory before any contact details are sent.

Two routes to the same client

Four of the five companies sell estate planning as one practice area inside a legal lead program, with real-time web leads delivered by email, text or CRM. The fifth reaches the same people by direct mail and seminars: invitations go out, prospects respond or attend, and the firm meets them in person. It also sells Medicare, preneed and senior living marketing, so it treats estate planning as one more senior topic.

The seminar route runs on events rather than single leads. The seminar marketer offers guaranteed RSVPs for dinner seminars and workshops and sets prequalified appointments, while every web seller here delivers in real time. If you sell web leads, a firm that already runs seminars may still want them between events.

What firms are asked to commit and how they start

Commitment here is light, and the companies that state funding terms take prepayment. Two of the five take a funded account, both with an initial deposit, one of them non-refundable but credited toward leads, and 4 say there is no long-term contract. One offers a single-campaign test before a longer program, one lets firms start the same day they sign up, one has its support team set targeting before the firm funds, and one agency first reviews whether buying leads fits the firm's own regulatory situation.

One seller tells firms that the larger the area they can practice in, the faster leads arrive. Agree the practice areas, matter types and territory on the first call, set expectations on volume for that territory, then have the firm fund a balance before any lead is sent. In Juiced the firm funds a wallet and is charged as each lead is delivered, so there is no free sample period to argue about later.

• Four companies price per lead, 2 quote custom pricing, 2 price per call and one per signed case.
• Two say price varies by practice area, state and market, and one says it will not raise a price without the firm's permission.
• One sells unsold exclusive leads later as aged leads at a discount, first come first served.

Returns: credit, replacement or final sale

Three companies credit or replace invalid leads and one says there is no refund policy. The policies that list reasons credit wrong or disconnected numbers, the wrong category or location, people already represented, duplicates, spam and requests the person never submitted. One declines credit when the firm simply could not reach the person or reached a working voicemail, and two set rules for when a live call counts, either by the first call recording or by a minimum duration or screen.

Decide before the first lead whether an already represented person or an unreachable one is a valid return, since sellers here disagree. In Juiced, approved returns are credited back to the firm's wallet.

Read the agreement, not the homepage

Some terms here cover something other than the leads. One agency's published refund policy covers its marketing services, not lead returns. One legal platform promises a guaranteed, pro-rated refund on one page, while its terms say the initial deposit and bonus funds are not refundable and only unused funds above the deposit can be requested back within a set window. Firms that read only the homepage miss these details, so put your own lead terms in writing and walk the firm through them.

Two of the five also buy from outside sources: partner lead providers, or publishers, media buyers, lead generators and agencies. The one that pays publishers says it pays on performance by volume, quality and vertical and asks for transparent sourcing, documented consent and legal advertising compliance. If you supply one of them, keep a source sub ID on every lead. The rules themselves are published by the FCC and FTC.

How Juiced runs an estate planning lead business

1. Buyers fund a wallet

   Each buyer adds funds before leads arrive and is charged as each lead is delivered. Approved returns are credited back to the wallet. No invoices to send and no payments to chase.

2. Buyers set filters and caps, then bid

   Each buyer filters on your fields and caps how many leads they take. They bid above your minimum, and the highest bid wins the lead in seconds.

3. Delivery goes where the buyer works

   By webhook into the buyer’s CRM, by email or by text.

4. Unsold leads go to your marketplace

   A lead no buyer takes is not dropped. It goes to your own marketplace, where its price falls until someone buys it outright or a standing buy order picks it up.

Related

• Estate planning lead buyers and sellers: every company in this market, checked against its own website
• Legal lead distribution: the wider vertical

Frequently asked