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The Simple Lead Generation Playbook

Stop waiting for leads. Start making your own.

The step-by-step 90-day playbook that shows insurance agents, brokers and anyone who sells to people where to find prospects, what to say, how to follow up and how to keep score.

Five tools. One price. Just $15!

  • 34-page workbook
  • Printable worksheet pack
  • Editable Excel pack
  • Quick start with worked examples
  • 7-slide walkthrough
Get my copy — $15Read 3 free pages

Instant download. Finish your first worksheet in about 20 minutes. $15 before applicable sales tax, paid once, no subscription.

Sales open soon. The free sample is available now.

Cover of The Simple Lead Generation Playbook, New Broker and Agent Edition, by Frank DiMasi

Sound familiar?

You got your license. So where are all the clients?

15%

Only 15 out of every 100 new full-time agents were still with the company that hired them four years later. LIMRA says that number has historically never topped 20%, and the biggest share of departures comes in years one and two.

Source: LIMRA MarketFacts, “The Path to Retention,” April 2022 (2020 data). Counts everyone who left the hiring company, including moves to other firms.

  • Your friends-and-family list ran out fast.
  • Everyone says buy leads, post more, call harder. None of it comes with a plan.
  • Conversations start, then fizzle, because nothing tells you what happens next.
  • Every week without a pipeline is another week your license sits idle.

Don't leave your first years to luck. The Simple Lead Generation Playbook gives you one simple system you run every week, even if you're starting with no prospect list at all.

“You do not need a large audience, a polished office or a list of people ready to buy. You need a clear offer, a practical way to reach the right people and a reliable follow-up habit.”
From the playbook

The whole system runs on four simple rules:

  1. Rule 1

    One market

    Choose one audience you can legally, ethically and realistically serve.

  2. Rule 2

    One offer

    Give that audience one clear reason to begin a conversation.

  3. Rule 3

    One path

    Use one approved intake or booking process, so interested people always know what to do next.

  4. Rule 4

    One scoreboard

    Track activity, held consultations and next actions instead of relying on memory.

How it works

Set it up once. Then run the play every week.

Once you're set up, it's built to run in one to two focused hours a week, plus appointments. Here's the play:

  1. 1

    Set up

    Get your license and appointments, approved wording, contact process, booking path and tracker in place before you invite anyone.

  2. 2

    Find

    Build a 30-source opportunity map: real places where conversations with your market can start.

  3. 3

    Invite

    Share something useful and give interested people one clear next step.

  4. 4

    Follow through

    Respond fast, follow up, hold the consultation and write down what happens next.

  5. 5

    Review

    Check your scoreboard every week and fix the weakest link first.

  1. Today

    Your first 20 minutes

    The quick start walks you through one worksheet, three sources, one invitation and your follow-up list. You finish with a plan in hand.

  2. Days 1–30

    The 30-day sprint

    One repeated motion, week-by-week checkpoints and one change to test next month.

  3. Days 31–90

    Make it repeatable

    Add a partner circle and client service, then use the 90-day tracker to decide what to keep, cut and test.

Get my copy — $15

Instant download. $15 before applicable sales tax.

Everything you get

Everything you need to start. Less than a tank of gas.

No fluff and no lead lists to rent. Every tool comes with guidance, and the quick start shows completed examples, so you can see what finished work looks like before you start yours.

PDF · 34 pages

The workbook: the whole system

Fourteen one-page sections and eight worksheets in the order you use them, with the quick start at the back.

  • Pick your market and build one clear, simple offer.
  • A 30-source opportunity map for when your contact list runs dry.
  • Ready-to-adapt scripts for first contact and follow-up.
  • A weekly scoreboard, a 30-day sprint and a 90-day tracker.
  • How to test paid leads as a small, controlled experiment, with a vendor and ad checklist.
  • The rules to check before you launch: licensing, claims, calls, texts and email.
  • Every source cited, with links.

PDF · 8 pages

Printable worksheet pack

All eight worksheets, one per page. Print them, fill them in by hand and reuse the blanks every month.

Excel workbook

Editable worksheet pack

The eight exercises as editable tabs, with a start-here guide, built-in calculations and a fictional worked example. Made for Excel; also opens in Apple Numbers or Google Sheets (check formulas after importing).

PDF · 5 pages

Quick start and worked examples

Your first 20 minutes, step by step, plus completed examples that show what finished worksheets look like. The same pages also sit at the back of the workbook.

PowerPoint · 7 slides

Walkthrough

A guided tour of the process with narration notes, including a completed practice example.

Add it up

A single bought life insurance lead typically runs $20 to $150. For $15 you get the 34-page workbook, the printable pack, the Excel pack, the quick start and the walkthrough: the whole system, for less than the typical price of one bought lead.

Lead prices: ActiveProspect, “Insurance leads cost,” September 2026 (shared about $20–$45, exclusive about $75–$150).

All five for just $15

Get my copy — $15
See all 14 sections and 8 worksheets

Before you begin

  1. How to Use This Playbook
  2. Introduction

Start here

  1. 1Start With a System You Can Repeat

Set up

  1. 2Make the Next Step Easy to Understand
  2. W1Build Your One-Market, One-Offer System
  3. 3Make the System Ready Before You Invite
  4. 4Start Even If You Have No Prospect List
  5. W2Build Your 30-Source Opportunity Map

Build the habit

  1. 5Choose the Week You Can Actually Sustain
  2. W3Your Weekly Lead Scoreboard
  3. 6Four Weeks, One Repeated Motion
  4. W4Your 30-Day Lead Generation Sprint
  5. 7Turn Early Activity Into a Repeatable Business
  6. W5Your 90-Day Progress Tracker

Use the scripts

  1. 8Keep Messages Short, Relevant and Easy to Answer
  2. 9Help Interested People Take the Next Step
  3. W6Follow-Up and Next-Action Tracker

Measure and improve

  1. 10Turn a Contact List Into a Working Pipeline
  2. 11Work Backward From a Realistic Income Target
  3. 12Use Paid Leads as a Controlled Test

Check the rules and launch

  1. 13Build Trust Into the Process
  2. W7Build Your Simple Sales Funnel
  3. 14Make the Next Move Concrete
  4. W8My Action Plan

Reference

  1. Bibliography: sources cited and consulted, with links

Try before you buy

See it for yourself. Read 3 pages free.

Open the How to Use This Playbook page with the four rules and five steps, Frank's introduction and Worksheet 1. Like what you see? The rest of the workbook and four more tools come with your copy.

Open the free sample

A three-page PDF for reading on screen. No email. No catch.

What you will see

  • How to use it: the four rules and the five-step routine.
  • Introduction: why Frank wrote the playbook.
  • Worksheet 1: Build your one-market, one-offer system.

Who it's for

Built for anyone who wants their own leads.

  • New insurance agents and brokers who need clients now.
  • Experienced agents whose pipeline has gone quiet.
  • Real estate, mortgage and financial pros who want more conversations.
  • Anyone building a client-facing business without a big network.
  • Anyone tired of paying for leads and getting nowhere.
  • Managers who want every new agent running the same system.

No lead lists to rent. No recruiting pitch. No subscription. Just a system you run yourself, so the pipeline you build is yours.

Frank DiMasi

Meet the author

Frank DiMasi

Licensed life insurance broker. Former Division 1 college and professional baseball player.

When Frank got his license, he had to learn how to find prospects and start conversations without a big network to lean on. He built this playbook from his own trial and error and from lessons shared by senior advisors and mentors in the field.

“My hope is that it helps shorten your learning curve, gives you actionable steps you can put to work immediately, and helps you begin building a consistent pipeline of your own.”

From the ballfield to the kitchen table, the lesson is the same: routine wins, and the scoreboard keeps you honest.

Independently published by Frank DiMasi. Not published, reviewed, approved or endorsed by any insurance company, agency or other organization.

The fine print (it's short)

Exactly what you're buying.

What you getFive files: the 34-page workbook PDF (with the quick start at the back), the eight worksheets as a printable PDF, the quick start as its own PDF, an Excel workbook and a PowerPoint walkthrough.
Price$15 before applicable sales tax. Paid once. No subscription.
CheckoutHandled by Payhip. Card payments are processed by Stripe.
DeliveryRight after checkout, Payhip emails your receipt with download access.
What you needA PDF reader. Excel, Apple Numbers or Google Sheets for the editable pack. PowerPoint or a compatible app for the slides.
LicenseOne reader. Your PDFs are stamped with your email address and purchase date.
RefundsAll sales are final. If a file is damaged or won't download and the problem can't be fixed, you get a refund.
HelpEmail frankdimasi@thealimasgroup.com with your order ID.

Training a team? Put everyone on the same playbook.

Team licenses: 25 readers for $375, 100 for $1,500 or 500 for $7,500 ($15 per reader).

View team licenses

Before you buy

Common questions

Who is it for?

Anyone who sells to people and wants their own leads: insurance agents and brokers first, plus real estate, mortgage and other client-facing pros. This edition uses U.S. examples, so follow the rules of your own profession and location.

Does it include leads?

No, and that's the point. Rented lists run out. This playbook teaches you to build your own pipeline, week after week. It does not include a database of consumers who requested quotes or agreed to be contacted.

Will this make me money?

It gives you the system: where to find people, what to say, how to follow up and how to keep score. What you earn depends on your market, your effort and the rules you work under, so no honest book can promise income, and this one doesn't. You can finish the quick start in about 20 minutes and start the sprint's preparation week right away. Approvals from your agency or carrier can take longer, so wait for them before you invite anyone.

Can I read some of it first?

Yes. The free three-page sample on this page has the How to Use This Playbook page, the introduction and Worksheet 1. It is for reading on screen.

What will I receive?

The 34-page PDF workbook, an eight-page printable worksheet pack, an editable Excel pack, a five-page quick-start and example guide (also at the back of the workbook), and a seven-slide walkthrough with narration notes.

How does delivery work?

After successful payment, Payhip emails a receipt with protected download access. Use the email address where you want the receipt and files. Checkout shows an optional marketing-email checkbox; you don't need to tick it to buy or to get your files. We do not currently send marketing email.

Can I use it on a phone or tablet?

You can read the PDFs with a PDF reader and zoom in. To write by hand, print the worksheet pack; the workbook and quick start are for on-screen reading. The editable pack needs a compatible spreadsheet app.

Can I use it outside insurance?

Yes. The examples lean toward insurance, and the offer examples include real estate and mortgage roles. The four rules fit any client-facing business; just follow your own profession's licensing, advertising and referral rules.

Is this insurance, legal or financial advice?

No. It is a business-development workbook for professionals. Follow your license, your company's rules and local law.

Do I have to book a call or join anything?

No. You can buy the ebook on its own. You don't have to meet with anyone, sit through a recruiting presentation or sign up for coaching.

Can I share the files with a team?

No. A $15 purchase licenses one reader, who may print and complete the worksheets for their own work. Each person using the materials needs a license: buy one copy per reader, or see team licenses for 25, 100 or 500 readers.

What is the refund policy?

All sales are final. Because the files are delivered right away, completed purchases are not refunded. If a file is damaged or you cannot download it and the problem cannot be fixed, you will get a refund. This does not limit any rights you have under the law where you live. Review the purchase terms before ordering.

What if I cannot access my download?

Check your spam folder and the inbox of the email address you used at checkout. Still stuck? Email frankdimasi@thealimasgroup.com with your order ID and that email address. Please don't send card numbers or ID documents.

Your next client is out there. Go find them.

Everything comes with one purchase:

  • 34-page workbook with 14 sections and 8 worksheets
  • Printable worksheet pack
  • Editable Excel pack
  • Quick start with worked examples
  • 7-slide walkthrough

$15

Before applicable sales tax / One reader / Instant download / All sales final

Get my copy — $15

P.S. Still on the fence? Read the 3 free pages first. If they don't make you want the rest, don't buy it. That's how sure I am. — Frank

Questions? Email Frank. By purchasing, you accept the purchase and single-reader terms.

Results depend on your market, your effort and the rules you work under. Examples in the book are fictional.

The Playbook · $15Instant download

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