Reporting periodSince launch, Jul 22 through Oct 16, 2026
LinesAuto · Home
Matched toAgency status files
Zip codes
01
Key Metrics
Since launch, Jul 22 through Oct 16, 2026
1,046
Leads
From 366 zip codes across Virginia · each phone counted once
12.3%
Quote Rate
129 of 1,046 leads quoted
14
Policies Sold
$21,741 in bound premium
10.9%
Win Rate
14 sold of 129 quoted
7 of 14
Sales From Hampton Roads
308 leads, 36 quoted (11.7%)
83
Quoting With No Wins
Zip codes holding 105 quotes and no sales yet
02
Your Campaigns Already Reach All of Virginia
Statewide reach and how targeting can help
1
Target Wide, Then SubtractBest practice
Digital campaigns perform best when they have room to find new people, then trim the areas that do not pay off. Both of your campaigns already run statewide, so the first half is done: leads have come from 366 zip codes, from Northern Virginia to the Southwest. The next step is using results like the ones in this report to subtract the areas that do not quote or sell, so spend keeps flowing to the ones that do.
What we see so far: Hampton Roads and Greater Richmond together bring 487 of 1,046 leads and 11 of 14 sales.
2
Judge Regions First, Zip Codes Second
With leads spread across the whole state, most zip codes have only a handful of leads so far, too few to judge on their own. Regions show the pattern sooner. As each month of results comes in, the zip code lists below fill in and the zip codes to subtract become clear.
On this page: the busiest zip code has 14 leads since launch. Each phone number is counted once, credited to its earliest lead.
03
Results by Region
Since launch, Jul 22 through Oct 16, 2026
| Region | Zip codes | Leads | Quoted | Quote rate | Sold | Win rate | Auto L / Q / S | Home L / Q / S |
|---|---|---|---|---|---|---|---|---|
| Hampton Roads | 56 | 308 | 36 | 11.7% | 7 | 19.4% | 172 / 23 / 6 | 136 / 13 / 1 |
| Greater Richmond | 47 | 179 | 27 | 15.1% | 4 | 14.8% | 95 / 17 / 3 | 84 / 10 / 1 |
| Rest of Virginia | 93 | 174 | 19 | 10.9% | 1 | 5.3% | 90 / 16 / 0 | 84 / 3 / 1 |
| Northern Virginia | 64 | 164 | 21 | 12.8% | 0 | 0.0% | 95 / 12 / 0 | 69 / 9 / 0 |
| Shenandoah & Charlottesville | 59 | 109 | 9 | 8.3% | 0 | 0.0% | 65 / 8 / 0 | 44 / 1 / 0 |
| Roanoke & Lynchburg | 24 | 63 | 9 | 14.3% | 1 | 11.1% | 33 / 4 / 0 | 30 / 5 / 1 |
| Fredericksburg & Northern Neck | 23 | 49 | 8 | 16.3% | 1 | 12.5% | 32 / 6 / 1 | 17 / 2 / 0 |
Regions group each lead's county or independent city. Rest of Virginia covers Southside, Southwest Virginia and the Eastern Shore. L / Q / S is leads, quoted and sold.
04
Results by Month
By the month each lead arrived
| Month leads arrived | Leads | Quoted | Quote rate | Sold | Auto L / Q / S | Home L / Q / S |
|---|---|---|---|---|---|---|
| July (from Jul 22) | 143 | 25 | 17.5% | 6 | 77 / 18 / 4 | 66 / 7 / 2 |
| August | 355 | 61 | 17.2% | 4 | 197 / 44 / 4 | 158 / 17 / 0 |
| September | 360 | 43 | 11.9% | 4 | 187 / 24 / 2 | 173 / 19 / 2 |
| October 1 to 16 | 188 | 0 | 0.0% | 0 | 121 / 0 / 0 | 67 / 0 / 0 |
The most recent status file was uploaded on September 24, so leads from late September and October have no quotes or sales recorded yet. October shows 188 leads with none recorded. This is a gap in uploads, not a drop in results.
05
Highest Volume Zip Codes
Top 15 by leads · Since launch, Jul 22 through Oct 16, 2026
| Zip | City | County / city | Leads | Quoted | Quote rate | Sold | Win rate |
|---|---|---|---|---|---|---|---|
| 23462 | Virginia Beach | Virginia Beach | 14 | 3 | 21.4% | 0 | 0.0% |
| 23320 | Chesapeake | Chesapeake | 14 | 2 | 14.3% | 0 | 0.0% |
| 23464 | Virginia Beach | Virginia Beach | 14 | 1 | 7.1% | 1 | 100.0% |
| 23666 | Hampton | Hampton | 14 | 1 | 7.1% | 0 | 0.0% |
| 23231 | Henrico | Henrico | 13 | 1 | 7.7% | 0 | 0.0% |
| 23608 | Newport News | Newport News | 13 | 1 | 7.7% | 0 | 0.0% |
| 23225 | Richmond | Richmond | 12 | 3 | 25.0% | 0 | 0.0% |
| 23452 | Virginia Beach | Virginia Beach | 12 | 3 | 25.0% | 1 | 33.3% |
| 23513 | Norfolk | Norfolk | 12 | 0 | 0.0% | 0 | – |
| 23224 | Richmond | Richmond | 11 | 3 | 27.3% | 0 | 0.0% |
| 23222 | Richmond | Richmond | 11 | 2 | 18.2% | 1 | 50.0% |
| 23602 | Newport News | Newport News | 11 | 2 | 18.2% | 0 | 0.0% |
| 23455 | Virginia Beach | Virginia Beach | 11 | 1 | 9.1% | 0 | 0.0% |
| 23669 | Hampton | Hampton | 11 | 1 | 9.1% | 1 | 100.0% |
| 24112 | Martinsville | Martinsville | 11 | 0 | 0.0% | 0 | – |
06
Highest Quote Rates
Zip codes with 6 or more leads, ranked by quote rate
| Zip | City | County / city | Leads | Quoted | Quote rate | Sold | Win rate |
|---|---|---|---|---|---|---|---|
| 22312 | Alexandria | Fairfax | 6 | 3 | 50.0% | 0 | 0.0% |
| 23223 | Richmond | Richmond | 9 | 3 | 33.3% | 1 | 33.3% |
| 23454 | Virginia Beach | Virginia Beach | 9 | 3 | 33.3% | 0 | 0.0% |
| 24502 | Lynchburg | Lynchburg | 6 | 2 | 33.3% | 0 | 0.0% |
| 23703 | Portsmouth | Portsmouth | 7 | 2 | 28.6% | 1 | 50.0% |
| 23224 | Richmond | Richmond | 11 | 3 | 27.3% | 0 | 0.0% |
| 23225 | Richmond | Richmond | 12 | 3 | 25.0% | 0 | 0.0% |
| 23452 | Virginia Beach | Virginia Beach | 12 | 3 | 25.0% | 1 | 33.3% |
| 22153 | Springfield | Fairfax | 8 | 2 | 25.0% | 0 | 0.0% |
| 23504 | Norfolk | Norfolk | 9 | 2 | 22.2% | 1 | 50.0% |
| 23462 | Virginia Beach | Virginia Beach | 14 | 3 | 21.4% | 0 | 0.0% |
| 23222 | Richmond | Richmond | 11 | 2 | 18.2% | 1 | 50.0% |
| 23602 | Newport News | Newport News | 11 | 2 | 18.2% | 0 | 0.0% |
| 23234 | Richmond | Chesterfield | 6 | 1 | 16.7% | 0 | 0.0% |
| 23451 | Virginia Beach | Virginia Beach | 6 | 1 | 16.7% | 0 | 0.0% |
07
Winning Zip Codes
Every zip code with a sale · 14 zip codes, 14 policies sold
| Zip | City | County / city | Leads | Quoted | Quote rate | Sold | Win rate | Bound premium |
|---|---|---|---|---|---|---|---|---|
| 23222 | Richmond | Richmond | 11 | 2 | 18.2% | 1 | 50.0% | $3,174 |
| 23223 | Richmond | Richmond | 9 | 3 | 33.3% | 1 | 33.3% | $2,734 |
| 23452 | Virginia Beach | Virginia Beach | 12 | 3 | 25.0% | 1 | 33.3% | $2,568 |
| 23831 | Chester | Chesterfield | 6 | 1 | 16.7% | 1 | 100.0% | $2,510 |
| 24501 | Lynchburg | Lynchburg | 5 | 3 | 60.0% | 1 | 33.3% | $2,083 |
| 23504 | Norfolk | Norfolk | 9 | 2 | 22.2% | 1 | 50.0% | $1,800 |
| 22565 | Thornburg | Spotsylvania | 1 | 1 | 100.0% | 1 | 100.0% | $1,296 |
| 23703 | Portsmouth | Portsmouth | 7 | 2 | 28.6% | 1 | 50.0% | $1,112 |
| 23661 | Hampton | Hampton | 5 | 2 | 40.0% | 1 | 50.0% | $1,048 |
| 23192 | Montpelier | Hanover | 1 | 1 | 100.0% | 1 | 100.0% | $947 |
| 23464 | Virginia Beach | Virginia Beach | 14 | 1 | 7.1% | 1 | 100.0% | $929 |
| 23669 | Hampton | Hampton | 11 | 1 | 9.1% | 1 | 100.0% | $722 |
| 23601 | Newport News | Newport News | 5 | 1 | 20.0% | 1 | 100.0% | $558 |
| 24541 | Danville | Danville | 6 | 1 | 16.7% | 1 | 100.0% | $260 |
08
Quoting With No Wins
Zip codes with 2 or more quotes and no sales · 16 zip codes
These homeowners and drivers are interested and getting quotes, so the area itself is working. Pricing, carrier fit or follow-up may be where these are being lost.
| Zip | City | County / city | Leads | Quoted | Quote rate | Sold | Win rate |
|---|---|---|---|---|---|---|---|
| 23462 | Virginia Beach | Virginia Beach | 14 | 3 | 21.4% | 0 | 0.0% |
| 23225 | Richmond | Richmond | 12 | 3 | 25.0% | 0 | 0.0% |
| 23224 | Richmond | Richmond | 11 | 3 | 27.3% | 0 | 0.0% |
| 23454 | Virginia Beach | Virginia Beach | 9 | 3 | 33.3% | 0 | 0.0% |
| 22312 | Alexandria | Fairfax | 6 | 3 | 50.0% | 0 | 0.0% |
| 24201 | Bristol | Bristol | 5 | 3 | 60.0% | 0 | 0.0% |
| 23320 | Chesapeake | Chesapeake | 14 | 2 | 14.3% | 0 | 0.0% |
| 23602 | Newport News | Newport News | 11 | 2 | 18.2% | 0 | 0.0% |
| 22153 | Springfield | Fairfax | 8 | 2 | 25.0% | 0 | 0.0% |
| 24502 | Lynchburg | Lynchburg | 6 | 2 | 33.3% | 0 | 0.0% |
| 22601 | Winchester | Winchester | 5 | 2 | 40.0% | 0 | 0.0% |
| 22033 | Fairfax | Fairfax | 4 | 2 | 50.0% | 0 | 0.0% |
| 23237 | Richmond | Chesterfield | 4 | 2 | 50.0% | 0 | 0.0% |
| 22508 | Locust Grove | Orange | 3 | 2 | 66.7% | 0 | 0.0% |
| 23936 | Dillwyn | Buckingham | 3 | 2 | 66.7% | 0 | 0.0% |
| 23139 | Powhatan | Powhatan | 2 | 2 | 100.0% | 0 | 0.0% |
09
All Zip Codes
Search, filter and sort · zip codes with 3 or more leads or at least one quote
10
Recommendations
Next review period
1
Upload the Status File for OctoberAgency
Every result in this report comes from matching the status files to GOAL leads by phone number. Upload the file now, then every two weeks, so the zip code and region results fill in for late September and October.
Metric behind it: Status files uploaded on Aug 21 and Sep 24; none since. 188 October leads have no quotes or sales recorded yet.
2
Keep the Statewide Reach, Centered on Hampton Roads and RichmondGOAL
Both campaigns keep running statewide, which keeps a steady supply of new households coming in. Hampton Roads and Greater Richmond are where most of the sales are coming from, and we watch those two regions first as new results arrive. Daily limits stay where they are.
Metric behind it: Hampton Roads: 308 leads, 36 quoted (11.7%), 7 sold. Greater Richmond: 179 leads, 27 quoted (15.1%), 4 sold.
3
Review the Northern Virginia QuotesAgency
Look at the quotes given in Northern Virginia: which carriers were quoted, how the price compared, and whether each had a follow-up call. Leads there are quoting, but none have turned into a sale yet.
Metric behind it: Northern Virginia: 164 leads, 21 quoted (12.8%), no sales recorded.
4
Subtract Zip Codes Once October Results Are InGOAL
After the October status file is uploaded, we remove zip codes that keep sending leads with no quotes. Waiting one more month gives each zip code enough leads to judge fairly.
Metric behind it: Zip codes with 6 or more leads and no quotes so far: 23513 Norfolk (12 leads), 24112 Martinsville (11 leads), 23803 Petersburg (10 leads), 22191 Woodbridge (9 leads), 22193 Woodbridge (9 leads), 23832 Chesterfield (9 leads), 20147 Ashburn (8 leads), 23860 Hopewell (8 leads).
How this was built. Every lead from the Auto and Home campaigns was matched by phone number to the agency's uploaded status files. A lead counts as quoted if a file marks it quoted or sold, and as sold if a file marks it sold. Zip codes come from each lead's address. Zip codes with fewer than 3 leads and no quotes (198 zip codes, 257 leads) are left out of the zip code lists but included in the region and month totals. A second Auto campaign is set up in GOAL but has never run, so it is not included.
All conversion metrics calculated based on Leads, not Clicks.GOAL · Zip Sales Analysis · October 16, 2026