1. To assess the likelihood of each horse winning the race
2. To determine what your potential winnings could be

Amateur bettors might get lucky by picking a longshot because of its creative name (ex. MyROIguy) or the jockey’s pretty colors or maybe the horse “winked” at them in the paddock. And every now and then, those amateurs get lucky and win the race for those very reasons.

For those who would like to make a more educated wager, there are racing programs. This is where you can read more about a horse’s past racing history,  the trainers or jockey standings.

Watch Secretariat’s Historic Belmont Stakes Race Here.
But enough about horse racing, how exactly does this relate to selling insurance?

If you’re an agent, you would like to know the likelihood that you will be able to close your leads.

Amateur agents might get lucky with a cheap, shared lead every now and then, but is hoping to hit on a longshot the right approach for sustained success.

More experienced agents don’t buy leads because they’re cheap, they’re more focused on their ROI .

If there was a Racing Program for Buying Leads, it might look something like this:

Go with the smart money— Exclusive, search generated leads give you the best odds for long term success.