A lead score tells you a lot, but it doesn't tell you everything. Two leads can have the same score for very different reasons — one because it's strong across all factors, another because it's exceptional in some areas and weak in others. Understanding the breakdown matters more than the headline number.
Here's how to think through each factor when you're deciding whether to buy.
Start With Liability
Liability is the foundation. If fault isn't reasonably clear, the case is an uphill battle regardless of how severe the injury is.
When you see a lead, look at the liability factor first. What's driving a high score here? A police report that names an at-fault driver is strong. A documented failure to yield captured on dashcam is strong. A slip-and-fall where the consumer says the floor was wet but there's no incident report is weaker — not necessarily a bad case, but one that requires more investigation.
A low liability score doesn't automatically disqualify a lead. Complex liability cases can be high value. But you should go in with open eyes about the work ahead.
Documentation as a Proxy for Client Quality
Documentation tells you something beyond case value — it tells you what kind of client you're likely dealing with.
A person who went to the ER, kept their discharge papers, photographed the damage, and saved the police report is organized and engaged. They're the kind of client who will follow through. A person who has no records and can only describe what happened verbally may have a real case, but the path to building it is longer.
Look at the documentation score alongside the injury severity score. A high injury score with low documentation means they have a serious injury but haven't started building the evidentiary record. That's a workable situation — you can help them gather records. But it changes the intake conversation.
Injury Severity: Read the Details, Not Just the Score
Injury severity matters for case value, but the details matter more than the number.
An ER visit for soft tissue injuries in a rear-end collision is a different asset than the same score given to an outpatient visit for a minor contusion. Both might score similarly in the system, but one is more likely to produce a meaningful settlement.
When you review a lead, look at what the consumer actually reported. Did they receive emergency treatment or did they visit urgent care the next day? Are the injuries documented by a physician or self-reported? Is treatment ongoing?
The severity score is a starting point for this inquiry. The details you see in the lead are where you make the actual judgment call.
Contact Completeness: The Most Practical Factor
You can have a strong case on paper and still never sign the client if you can't reach them.
A verified mobile number is worth more than a landline. An email address adds a second channel. Stated availability windows — "I'm available weekday afternoons" — tell you when to call. All of these are reflected in the contact completeness score.
When contact completeness is low, ask why before passing. Sometimes it's just a consumer who didn't fill out every field, and the phone number is solid. Other times it signals a harder-to-reach lead. The factor breakdown will tell you which fields are missing.
Leads with excellent case factors but weak contact scores can still be worth buying — especially if the case is strong enough that the intake effort is justified. But go in knowing you may need to work harder to make contact.
Urgency: When the Clock Is Real
The statute of limitations creates genuine leverage in intake calls. A consumer who has two months left on their SOL in a car accident case has a real reason to move quickly. One with two years left may be less motivated to make a decision this week.
When urgency is a driving factor in the score, take it seriously. These leads need fast action. Have your intake ready to move. If urgency is low, you have more time to be deliberate about the conversation.
One thing to watch: high urgency with other weak factors can indicate a consumer who waited too long and is now panicking. These cases still sometimes sign, but the circumstances of why they waited deserve a conversation.
A Practical Decision Framework
Before purchasing, run through these questions:
- Is liability clear enough to build a case? If disputed, is there enough to investigate?
- Does documentation support the injury claim? If not, is there a path to gather it?
- Is the injury severity consistent with the description? Do the details make sense?
- Can I reach this person? Is the contact information solid?
- Is there SOL pressure that creates urgency? Does that help or complicate the intake?
A lead that scores well on all five is an easy buy. Most leads have a mix — strong in some areas, weaker in others. The decision is whether the strengths justify the asking price given the weaknesses.
The advantage of seeing this information before you buy is that you can make that judgment call. You don't have to find out on the intake call that the "documented" injury was a brief urgent care visit and there's no police report. You see it upfront.
That's the entire point of the score.