- On HealthCare.gov, Open Enrollment typically runs November 1 to January 15. Some state marketplaces use different dates.
- Enrollments by December 15 generally start coverage January 1, so early December is a key push.
- Set lead volume by week and match real-time and aged leads to your team's capacity.
- After January 15, most enrollment requires a qualifying life event, so plan for Special Enrollment Period leads.
ACA Open Enrollment compresses most of the individual health insurance year into about ten weeks. Agents who prepare before November 1 can take advantage of the demand. Agents who scramble to find leads in mid-November pay more and get less. Use this checklist to get ready.
1. Confirm the dates for your states
On HealthCare.gov, Open Enrollment typically runs from November 1 to January 15, and enrollments completed by December 15 generally start coverage on January 1. States that run their own marketplaces can set different dates, so check each state you sell in.
2. Get your registrations and contracts in order
- Agents who sell through HealthCare.gov must complete the annual Marketplace registration and training for the new plan year.
- Confirm your carrier contracts and appointments in every state you plan to sell.
- Make sure your licenses are current in each state you will buy leads for.
3. Decide where you will buy leads
Only buy leads in states where you are licensed and contracted. Filter leads by state and, where it helps, by ZIP code. Every lead outside your footprint is wasted spend.
4. Set lead volume by week
Demand is uneven across the season. Expect activity at the start of November, a push before December 15, and a final push before January 15. Plan the volume you need for each period based on how many conversations your agents can handle, and agree on it with your lead source before the season starts.
5. Choose your lead mix
- Real-time ACA leads for agents who can call within minutes, when competition for each shopper is highest.
- Aged ACA leads for building pipeline before November 1 and keeping the team busy at a lower cost per lead.
See real-time vs. aged vs. data leads for how to choose.
6. Build your follow-up process
- Route real-time leads directly into your CRM or dialer and call immediately. See speed to lead.
- Work aged leads with several attempts across phone, email, and text where you have consent. See the aged leads playbook.
- Track every shopper who is not ready yet and follow up before the December 15 and January 15 deadlines.
7. Review the compliance basics
Health insurance marketing is regulated, and calling and texting consumers is subject to consent and telemarketing rules. Confirm your scripts, consent practices, and record keeping before the season starts. This checklist is general information, not legal or compliance advice.
8. Plan for after January 15
Once Open Enrollment closes, most consumers can only enroll after a qualifying life event, such as losing other coverage, moving, or a change in household. Plan a smaller, steady lead budget for Special Enrollment Period shoppers so your pipeline does not stop in mid-January.
ACA leads from R1D
R1D Media Group supplies real-time and aged ACA leads filtered to the states you are licensed in, delivered through our Waypoint-powered platform. Tell us your states and the volume your agents can handle and we will reply with counts and a quote.