What drives the cost of a personal injury lead?

The price of a personal injury lead comes down to one thing: how hard that person is to find. Here are the factors that make some leads rare, and why that matters.

Ask five providers for a price and you will get five different answers. That is not random. The cost of a personal injury lead comes down to one thing: **how hard it is to find that exact person.** Every requirement you add makes the pool smaller, and a smaller pool costs more to reach. ## The factors that move the price ### Your market A crowded metro has more accidents, but it also has more firms bidding for the same people on the same ad platforms. Competition raises the cost of every click and call. A quieter market can be cheaper per lead, but with less volume.  ### State rules Every state bar has its own rules on atto…