Pipeline doesn’t build itself on October 15.

The agents who write the most cases during AEP didn’t find their leads during AEP. They found them in August and September. By the time the season opened, those prospects were warmed up, educated, and ready to enroll.

Your AEP lead sources are the single biggest variable in your AEP outcome. Pick the right ones, activate them at the right time, and you walk into October 15 with a full calendar. Pick wrong — or wait too long — and you spend the whole season chasing cold contacts.

Here’s what actually works, what each source costs, and when to turn it on.

AEP runs October 15 through December 7 — 54 days. That’s it. There’s no extending the window. No catching up in January.

The agents who maximize AEP treat lead generation as a pre-season sport. They’re not generating leads during AEP. They’re converting the pipeline they built before it.

A common mistake: waiting for AEP to open before buying leads. By then you’re competing with every other agent in your market for the same pool of freshly generated leads — at the highest prices of the year.

The agents with the best AEP outcomes build their lead pipeline in late July, August, and September, when competition is lower and lead costs are often cheaper.

Lead Source 1: Turning-65 Medicare Lists

People aging into Medicare are among the highest-intent leads available. They have a hard deadline — their 65th birthday — and a real coverage decision to make.

How it works: You purchase a list of prospects turning 65 in the next 3–6 months in your target zip codes. You reach out via phone, mail, or email before they’re overwhelmed with competing offers.

Best for: Agents building a consistent Medicare book. These leads convert year-round, not just during AEP.

Cost: $0.15–$0.50 per record for list data. Add outreach costs (mail, phone time).

When to activate: Year-round. For AEP specifically, pull Q4 birthdays (Oct–Dec) in August and begin outreach in September.

Pro tip: Turning-65 prospects who hear from you in August remember you when October 15 arrives. First contact wins more often than best pitch.

Lead Source 2: Purchased Real-Time AEP Leads

Real-time leads are generated when a prospect fills out an online form or responds to a digital ad expressing interest in Medicare coverage. They’re delivered to you within minutes of the opt-in.

How it works: You buy leads through a vendor (IAD’s Lead Hub partners include vetted options). When a prospect submits their info, you get an alert. You call within the first 5–10 minutes. Contact rates drop sharply after an hour.

Best for: Agents with bandwidth to work leads fast and a clear phone script ready.

Cost: $20–$60 per lead depending on exclusivity and market.

When to activate: Order leads starting September 1. Have your script ready. Expect higher volume — and higher prices — once October 15 hits.

Pro tip: Exclusive leads (only sold to you) are worth the price premium. Shared leads are cheaper but you’re racing three other agents to the same phone number.

Lead Source 3: Your Existing Book (Best AEP Lead Source You Already Have)

Your current clients are your highest-converting AEP leads. They already trust you. They’ve already bought from you. And if their plan is changing, they need your help whether they know it or not.

How it works: Pull every Medicare client from Bridge360. Cross-reference against carrier plan change notices (carriers send these in September). Contact every client whose plan has a significant change — premium increase, benefit reduction, network shift — before AEP opens.

Best for: All agents. No exceptions. This is the foundation of every strong AEP.

Cost: Your time. Zero dollars.

When to activate: September 15 — as soon as plan change notices go out. Don’t wait.

Script: “Hi [Name], it’s [Agent] from [Agency]. I’m reaching out because I’ve been reviewing your plan for 2027 and I want to walk you through a few changes before enrollment opens on October 15. Do you have 10 minutes this week?”

Pro tip: Agents who contact every existing client before AEP retain 90%+ of their book. Agents who wait for clients to call them lose 20–30% to competitors.

Lead Source 4: Referral Outreach

AEP is the best time to ask for referrals. Your clients are already thinking about their coverage. When you help them, they remember it — and they tell people.

How it works: At the end of every enrollment call, ask: “Do you know anyone else — a friend, neighbor, or family member — who might need help reviewing their Medicare plan? I’m happy to reach out to them directly.”

Best for: Agents with an established book. Works better the more clients you have.

Cost: Zero.

When to activate: Every client interaction from October 15 through December 7. Also ask in September when you’re doing the pre-AEP book review.

Volume to expect: 15–20% of clients will give you at least one name if asked directly. At 100 clients, that’s 15–20 referral conversations. At your average close rate, that’s meaningful new business.

Lead Source 5: Direct Mail Campaigns

Direct mail works well for Medicare because your target audience — seniors aged 65+ — reads their mail. It’s less competitive than digital and can be targeted precisely by age, zip code, and homeowner status.

How it works: You send a postcard or letter to a targeted list. The most effective Medicare mailers offer something specific — a free plan review, a benefits comparison, or a plain-language guide to 2027 plan changes.

Best for: Agents who want a local market presence and are willing to invest in a multi-touch campaign.

Cost: $400–$700 per 1,000 pieces including design, printing, and postage. Expect a 1–3% response rate.

When to activate: Mail drops in late August or early September. Responses come in during September, giving you warm leads before October 15.

Pro tip: A letter outperforms a postcard for trust and response rate. A postcard outperforms a letter for cost per piece. Test both.

Lead Source 6: Community and Senior Center Events

Face-to-face visibility is the highest-trust lead source available for Medicare agents. A 20-minute educational presentation at a senior center or church puts you in front of pre-qualified, engaged prospects with no competition in the room.

How it works: Contact local senior centers, libraries, community organizations, and churches in August. Offer to host a free “Understanding Your 2027 Medicare Options” event in September. Present for 20 minutes. Take questions. Collect contact info from attendees who want a personal review.

Best for: Agents who are comfortable speaking to small groups and want to build local authority.

Cost: Minimal. Most venues are free for educational events.

When to activate: Schedule August events in July. Schedule September events in August.

Volume to expect: 10–30 attendees per event, 30–50% requesting follow-up appointments. Three events in September = 10–45 warm appointments going into AEP.

No single source fills a full AEP pipeline. The strongest producers use 3–4 simultaneously.

A practical combination for most agents:

• August: Pull turning-65 list + begin direct mail campaign + order first batch of purchased leads
• September: Contact entire existing book + run 1–2 community events + activate referral asks
• October 15+: Work purchased leads daily + follow up on all September conversations + close referrals

This isn’t complicated. It’s a calendar. The agents who plan it out in July and execute it weekly don’t run out of people to call.

IAD helps agents identify the best lead sources for their market, budget, and product mix.

Next Step: Request a lead strategy consultation or Explore IAD’s Lead Hub to see current AEP lead options.

• IAD Lead Hub — AEP leads, turning-65 lists, and direct mail options
• Bridge360 Agent CRM — Manage your AEP pipeline and track every lead source