MVA
MVA Leads: What They Are and How Law Firms Buy Them
MVA leads are motor vehicle accident clients a personal injury firm buys instead of generating itself: web form leads, live transfers or pre-signed cases. How each works, how they are priced and how to buy leads that sign.
Key takeaways
- MVA leads come in three forms: web form leads to call back, live transfers connected to your intake line, and pre-signed cases with the retainer already signed.
- The form you buy decides how much screening and signing your own intake team has to do.
- Compare vendors on cost per signed case: for live transfers, divide the price per transfer by your sign rate.
- Screen MVA callers for the accident window, fault, treatment, the at-fault driver's insurance and the statute of limitations.
- Firms sign 25 to 35% of RingOnDemand's MVA live transfers, higher in California.
MVA leads are potential motor vehicle accident clients that a personal injury firm buys from a marketing company instead of generating them itself. They come in three main forms: web form leads (contact details your team calls back), live transfers (a screened caller connected to your intake line while still on the phone) and pre-signed cases (the claimant already signed to your retainer). The form you buy decides how much intake work your team does and what you are really paying for.
What are the types of MVA leads?
| Web form lead | Live transfer | Pre-signed case | |
|---|---|---|---|
| What you receive | A name, number and a few form answers | A screened caller on your intake line | A signed retainer and the completed intake |
| Who screens the caller | Your team, after a callback | The vendor's intake team, before the transfer | The vendor, before signing |
| Who signs the case | Your team | Your team | The vendor, to your retainer |
| How you usually pay | Per lead | Per transfer | Per signed case |
| Best for | Firms with a call-back team | Firms with their own intake team | Firms that want signed cases only |
We sell live transfers and pre-signed cases, not web form leads. Calls and live transfers convert better in legal, so that is all we sell.
How do MVA live transfers work?
- You set the criteria. Accident date window, treatment, fault, insurance, and the states you take cases in.
- The vendor runs the ads and screens every caller against those criteria.
- Callers who pass are transferred to your intake line during the hours you set, while they are still on the phone.
Read what an MVA live transfer is for the full walk-through.
What should MVA leads be screened for?
Our default MVA intake script checks that:
- The accident happened inside 30 or 90 days. You pick the window.
- The caller was not at fault.
- The caller has already received treatment or seen a doctor.
- The at-fault driver has insurance.
- The claim is inside the statute of limitations.
Every firm can add its own questions. See how to screen motor vehicle accident callers for why each check matters.
How are MVA leads priced?
MVA leads are usually priced one of three ways: per lead, per transfer, or per signed case. What a lead is worth depends on how much screening happened before it reached you and how many of them your team signs.
The number to compare is cost per signed case. For live transfers, divide the price per transfer by your sign rate. For pre-signed cases, the price is already per signed case. Ask any vendor whether they guarantee a cost per signed case: our MVA live transfers come with one, and if you do not hit it, we keep sending transfers free until you do.
Where do MVA leads come from?
Ask every vendor this question. Ours come from our own ads and a vetted publisher network, and every caller, from either source, goes through the same intake script before they reach you. Publishers' ads are approved before they run, and robocalls, incentivized and misleading traffic are not allowed. Our compliance page covers how consent is captured and recorded.
How do you buy MVA leads that sign?
- Buy calls, not forms, if your intake team can answer fast.
- Write your criteria into the script, so callers who will not sign never reach you.
- Pay only for callers who pass. If a caller fails one of your questions, we do not transfer them and you do not pay for them.
- See every transfer. Every transfer is posted to you with the caller's intake answers.
- Start small. There is no recurring volume commitment: buy an order, measure your sign rate, and reorder when you want more.
Firms sign 25 to 35% of our MVA live transfers, higher in California. See MVA live transfers and signed cases, or book a call with a licensed attorney on our team.