Exclusive vs shared energy leads: which pays back?

Last updated: 2 November 2026

An exclusive energy lead goes to one broker for a set period; a shared lead goes to several brokers at once. Exclusive leads cost more each but face less competition on the first call. Which pays back depends on your close rate and commission, so work it through with your own numbers.

What exclusive means in practice

Exclusive should mean the provider sends that enquiry to you and no other broker for a defined period. The period is the important part, so ask for it in writing.

Ask two questions. How long does exclusivity last? And what happens afterwards: is the lead deleted, kept, or sold on as an aged lead? Many providers resell enquiries after a period, which is legitimate if it is disclosed. Ours go to one paying client for 30 days from delivery, then may be sold as non-exclusive aged leads.

Exclusivity covers the provider's distribution only. A business can still fill in forms on other sites, so you may not be the only broker it speaks to.

What shared means

A shared lead is sent to several brokers at the same time, often three to five. The price is lower because the provider sells it several times.

The business usually gets several calls within minutes. The first broker through often wins the conversation, and later callers may meet an owner who is already tired of the phone ringing. Shared leads reward very fast, high-volume desks.

An illustrative cost comparison

Illustrative example: a shared lead at £15 sent to four brokers, against an exclusive lead at £40 where you are the only broker the provider has sent it to during the exclusive period.

Work it through with your own numbers. Suppose, illustratively, your team closes 1 in 10 shared leads and 1 in 4 exclusive leads. Ten shared leads cost £150 for one contract. Four exclusive leads cost £160 for one contract. Under those assumptions the cost per contract is almost the same, but the exclusive route needs fewer calls.

Now change the assumptions. If your shared close rate is 1 in 20, the shared cost per contract doubles to £300. If your exclusive close rate is 1 in 8, it rises to £320. The point is not which number is right, but that your own close rates decide the answer. These figures are illustrative only, not results from our leads.

How to judge what suits your team

Exclusive leads usually suit teams that qualify carefully and value a calm first call. Shared leads suit teams built for speed and volume.

Track at least a month of results for each type: leads bought, contacts made, quotes sent, contracts signed and commission earned. Divide spend by contracts to get cost per contract, and compare commission per contract by bill band. Larger bills can justify a higher price per lead.

Also count the hidden cost: caller time. Fewer, better conversations free time for follow-up and referrals.

Where aged leads fit

Aged leads are older enquiries sold cheaply and not exclusive. They suit training, nurture and volume calling, not a first-call race.

Our aged leads are 30 or 60 days old, from £10 each with a 500-lead minimum. Expect lower contact rates than live leads, and screen against the TPS and CTPS where needed.