The Standard Playbook

Everything you need to consistently and predictably grow your Final Expense agency with inbound calls.

Estimated reading time: 10 minutes

Welcome

The purpose of this guide is simple.

We want to answer the questions almost every partner has before they get started, so that when we meet, we can focus on your agency, your numbers, and your growth plan, not general logistics.

By the time you finish reading, you'll understand:

How Standard works
How calls are qualified
How billing works
How to know if you're profitable
Why some agencies consistently outperform others
The biggest mistakes partners make
Whether Standard is the right fit for your agency

1How Standard Works

Standard isn't simply another lead company.

We provide a complete inbound acquisition system designed to help Final Expense agencies create predictable and scalable revenue.

The process is straightforward.

Consumer calls number on the ad
↓
Call routed to Agency
↓
Agent answers live
↓
Agent qualifies caller
↓
Call becomes billable
↓
Agent sells policy

Our job is to consistently deliver qualified opportunities.

Your job is to consistently convert those opportunities into sales.

2Understanding the Economics

The agencies that succeed understand one thing: this is a numbers business.

Your goal is not to close every caller. Your goal is to build a predictable system.

A simple example:

20 Billable Calls
→
5 Sales
→
Commission
→
Profit
→
Repeat

Now put real numbers on it:

$1,400Average Annual Premium

−$300Cost Per Acquisition

$1,100Gross Profit

−$280(20% Chargebacks)

$820Net Profit

Gross profit is AP minus CPA ($1,400 − $300). Net profit assumes a 20% chargeback rate against AP ($1,100 − $280).

The strongest agencies understand exactly:

Their close rate
Their CPA
Their annual premium
Their placement rate
Their chargeback rate
Their profit

When you know those numbers, scaling becomes predictable.

3How Many Calls Should You Test?

We strongly recommend testing at least 20 billable calls before making a decision.

Why? Because inbound calls require adjustment. Most agents need several conversations before they become comfortable with:

The opening
Qualification
Pacing
Objection handling
Closing

Your first deposit should be viewed as the beginning of an optimization process. The objective is to:

Learn
Adjust
Improve
Scale

Not to judge the platform after only a handful of calls.

4How Calls Are Qualified

Before a call becomes billable, the agent follows a qualification script.

Your agent will ask:

Are you calling about final expense?
Are you between the ages of 50 and 80?
Who do you bank with? (finds out if they have a bank or not)

Once qualified, the call becomes yours. From that point forward, your sales skill determines the outcome.

5Billing

When am I billed?: Calls become billable once they reach the required billable duration.
Wrong state?: You are not billed.
Medicare caller?: You are not billed.
Wrong vertical?: Report it to our team for review.
Refunds?: Unused wallet funds can be refunded. Any billable calls already delivered will be deducted.
Minimum deposit: $750
Top ups: Simply click Top Up inside your account.

6Frequently Asked Questions

Are the calls exclusive?: Yes. Calls connect directly to your agency.
What does the advertisement say?: Consumers respond to an advertisement explaining that plans may start around $2 per day.
What states are available?: All states except New York.
How long have you been in business?: Standard has operated for approximately 10 years. We've specialized in Final Expense for the last 3 years.
When do calls start?: Most partners begin receiving calls within minutes after setup is complete. Highest volume generally occurs 8:00 AM–3:00 PM PST and 11:00 AM–6:00 PM EST.
Can I pause calls?: Yes. Simply press Pause inside your softphone.
Can I call prospects back?: Absolutely. Once a call becomes billable, the lead belongs to your agency.

7Why Some Agencies Win

Two agencies can receive identical calls. One closes 10%. Another closes 40%.

The difference usually isn't the lead. It's execution.

The strongest agencies:

Have a script
Qualify early
Have rebuttals ready for objections
Bring the caller into the application throughout the call

8Common Mistakes

Mistake #1

Testing too few calls

Ten calls rarely provide enough information to evaluate a new lead source.

Mistake #2

Not having a script

Winging every call means you have no idea what's working and what isn't. A script gives you a repeatable process you can actually improve.

Mistake #3

Focusing only on cost per call

The only metric that matters is profitability. A more expensive call that closes consistently is worth far more than a cheap call that never converts.

Mistake #4

Ignoring your numbers

If you don't know your close rate, CPA, AP, chargebacks, and profit, you aren't managing a business. You're guessing.

9Who We Work With

Standard works best with agencies that:

Good fit

Understand lead buying is a numbers business
Have enough capital to properly test
Want predictable growth
Track their performance
Continuously improve
Want a long-term partner

Not a fit

Doesn't understand it's a numbers game and gets phased by every small loss
Judge performance after a handful of calls
Can't meet the minimum starting deposit
Wants cheap calls
Don't know their numbers

10Your First Two Weeks

Week 1

Apply your qualification script. Run your initial campaign. Make adjustments to the script and agents.

Week 2

Run again. Optimize where needed. Scale.

The goal is not simply to buy calls. The goal is to build a repeatable system that consistently turns inbound calls into predictable profit.

Next Steps

Schedule your onboarding
Fund your account
Complete setup
Receive your first calls
Build a predictable, scalable acquisition system

Welcome to Standard.

See you on the call.