Use Contests to Generate More Leads in 2025

The Low-Cost Growth Hack No One Talks About

I recently had a great conversation with CJ Hutsenpiller about creating quality leads through giveaways. But how exactly—down to the tiny details—do you do that? I've got a simple rule that I follow for contests.

Enter the 10/50/50 rule, the secret behind turning giveaway entries into real, paying customers. Here’s how it works:

• 10% of contest participants will be open to a quote request.
• 50% of those will move forward with a quote.
• 50% of those will convert into customers.

Simple math, right? But here’s where it gets interesting: running a contest can generate thousands in revenue for just a few hundred bucks. A $325 giveaway (like a YETI cooler) could easily bring in $6,425 in new revenue, and with a year-long strategy, you’re looking at over $100K in potential revenue.

And the best part? Even the leads that don’t convert today become part of your growing database for future marketing—email campaigns, retargeting, newsletters. That’s long-term value most businesses ignore.

This isn’t a gimmick. It’s a high-ROI, low-effort strategy that works. And if you use your Canopy link to drive more leads in contests, you’ll see even better results by streamlining the process and capturing more qualified prospects.

Let’s break it all down.

The 10/50/50 Rule: How Contest Leads Convert (and Why Most Agencies Ignore It)

Insurance agencies have a misguided view of what giveaways can do for them. They focus on getting as many entries as possible, pick a random winner, and call it a day. Big mistake. The real power of a contest isn’t just in giving away a prize—it’s in converting those entries into actual customers. That’s where the 10/50/50 rule changes the game.

Here’s what happens when you run a giveaway the right way:

• 10% of participants will be open to getting a quote. Not everyone signs up just for the freebie—some are already in the market for insurance. These are your warm leads.
• 50% of those will move forward with a quote. A quick, casual follow-up call can turn interest into action. No hard selling, just a natural conversation.
• 50% of those will convert into customers. At this point, you’re not selling—they’re choosing you.

Now, let’s talk real numbers. If 500 people enter your contest, that’s 50 potential quote requests. Half of those will move forward, giving you 25 quotes. And if 50% of those convert? 12 new customers for your agency.

Here’s why this matters: agencies burn cash chasing cold leads, while this method brings in warm prospects at a fraction of the cost. You’re not begging for attention—you’re using a system that naturally filters out people who are actually interested.

And if you use your Canopy link to drive more leads in contests, you’ll make it even smoother. That link automates the process, helping you capture and track every lead effortlessly. More leads, more conversions, more revenue.

The majority of agencies aren’t doing this. That’s your advantage.

Strong ROI: Turning a $325 Contest Into $6,425 in Revenue

Contests are commonly seen as something fun to do for engagement but not a real revenue driver. That mindset is leaving serious money on the table.

Let’s break it down with actual numbers.

Say you run a contest and give away a YETI cooler (a prize people actually want). Your total cost? About $325 when you factor in the product and promotion. Now, let’s apply the 10/50/50 rule we just covered:

• 500 people enter the contest.
• 10% (50 people) agree to a quote request.
• 50% (25 people) follow through with a quote.
• 50% (12 people) become paying customers.

Now, let’s assume the average customer brings in $535 in revenue. That’s $6,425 from a $325 investment—a 20x return on something that took minimal effort to set up.

And that’s just one giveaway. Imagine running these quarterly or even monthly. Over a year, you could be looking at over $100,000 in new revenue, all from a strategy that most agencies completely overlook.

And friendly reminder: it’s not just about the immediate sales. Every person who enters your contest, whether they request a quote or not, becomes part of your marketing database. That means more potential customers for future offers, email campaigns, and retargeting ads.

You can automate the entire process, making it even easier to track, follow up, and convert those leads into long-term customers. Less manual work, more revenue.

Building a Marketing Database for Future Campaigns

Focusing only on the leads that convert right away? Big mistake. The real goldmine? The contacts you collect from every contest—whether they buy today or not.

Let’s say you run a contest that brings in 500 entries. Sure, 10% will request a quote, and 50% of those will convert. But what about the other 450 people?

They may not need insurance today, but guess what? They will eventually. And when that time comes, do you want them searching Google for an agent, or do you want them opening your email because they already know your name?

That’s why every contest should be treated as a long-term marketing play, not just a quick sale.

Here’s How You Maximize Your Contest Leads:

1. Email Sequences That Keep You Top of Mind
   • Send a “Thanks for Entering” email with a friendly introduction.
   • Follow up with valuable tips, exclusive offers, and reminders about their insurance needs.
   • Keep it casual—no one likes a pushy salesperson.
2. Retargeting Ads That Bring Them Back
   • Upload your contest leads into Facebook or Google Ads.
   • Run low-cost retargeting campaigns to stay visible.
   • When they’re ready for insurance, you’re the first name they think of.
3. Newsletters That Build Trust Over Time
   • Monthly updates with useful content (not just sales pitches).
   • Customer stories, industry insights, and seasonal reminders.
   • A well-timed email can turn a “not yet” into a “sign me up.”

And if you use your Canopy link to drive more leads in contests, you’ll make all of this easier. That link helps you collect and organize entries effortlessly, so you can follow up without missing opportunities.

Most agencies ignore the long game. The smart ones? They turn every contest into a marketing strategy that keeps producing leads for months—if not years.

A Seamless and Low-Effort Lead Generation Strategy

Insurance agencies often overcomplicate lead generation. They spend thousands on ads, chase cold leads, and waste hours on people who were never interested in the first place. Why?

There’s an easier way. Contests do the hard work for you by attracting warm leads who willingly give you their contact info. And when you use your Canopy link to drive more leads in contests, the process becomes even smoother.

How It Works (And Why It’s So Easy)

1. Run a Contest with a Prize People Actually Want
   • A YETI cooler, Apple AirPods, or a $250 gift card—something valuable enough to grab attention.
   • Promote it on social media, email, and community groups.
   • Use a simple form (Jotform, Gravity Forms, etc.) to collect entries.
2. The Casual Confirmation Call

• Don’t jump straight into a sales pitch. A quick, friendly call works best:
  • “Hey [Name], thanks for entering our contest! We’ll announce the winner on [date]. By the way, have you reviewed your insurance lately? I’d be happy to send over a free quote—no pressure.”
  • If they say yes? Great. If not? No problem—they’re still a future lead.

1. Follow Up Without Feeling Like a Salesperson
   • Send a friendly “Thanks for Entering” email (with a soft reminder about your services).
   • Keep them in your newsletter and remarketing list for future engagement.
   • Some will convert now, some later—but none of those leads go to waste.

Why This Works So Well

Most marketing strategies interrupt people. Contests attract them. Instead of cold calling random prospects, you’re connecting with people who chose to engage with your brand.

And when you use your Canopy link to drive more leads in contests, you’re not just collecting entries—you’re building a pipeline of future customers with almost zero effort.

Smart agencies aren’t grinding for leads. They’re letting leads come to them.

Bonus Strategy: Increase Engagement with Extra Contest Entries

Want to take your contest results to the next level? Here’s a simple trick: offer bonus entries to people who submit their info through your Canopy link.

Here’s how it works:

1. Set Up a Redirect at the End of Your Contest Entry Form

• After someone enters the contest, send them to a thank-you page with a special offer and your Canopy Connect widget embedded in the page:
  • “Want to increase your chances of winning? Earn 5 extra entries by securely submitting your insurance info through our Canopy link!”
  • This gives them a clear incentive to take action immediately.

1. Use Your Canopy Link for Instant Data Collection
   • Instead of manually requesting insurance details later, use Canopy Connect to collect everything in seconds.
   • This helps you pre-qualify leads instantly, making follow-ups even easier.
2. Increase Conversions Without Extra Effort
   • Since only serious prospects will take the extra step, you’re filtering out the best leads upfront.
   • More entries = more engagement = higher chances of converting contest participants into paying customers.

This small tweak boosts participation and generates even more qualified leads—without any extra work on your end. And when you use Canopy Connect to drive more leads in contests, you’re not just collecting names—you’re building a faster, smarter, and more effective lead-gen system.

Why Contests Should Be Part of Every Agency’s Growth Strategy

There's the old adage that insanity is doing the same thing over and over again while expecting a different result— like spending big on ads, chasing leads that never convert, and hoping for better results. Giveaways flip the script. They bring in high-intent leads, generate predictable revenue, and build a marketing database that keeps working for you long after the giveaway ends.

With the 10/50/50 rule, you know exactly what to expect: a steady flow of warm prospects that turn into paying customers. Run a contest, collect leads, and watch your agency grow. The only question is: how soon are you starting?