You’ve probably heard the phrase “ping and post” tossed around in lead gen circles — usually quickly, often without explanation, like everyone just gets it.
But if you’ve ever paused and thought, “Wait… what exactly is that?” — this is for you.
Ping and post isn’t complicated. But once you understand the mechanics, you’ll see why this two-step process powers some of the most efficient (and profitable) lead distribution systems out there.
🔁 The Short Version
Ping and post is a lead delivery method used to match leads with buyers in real time. It works like this:
- You ping potential buyers with partial lead data — enough to evaluate it, but not personally identifiable info.
- Buyers respond with a bid, or pass.
- If a buyer accepts (or wins), you post the full lead data to them.
It’s a fast, dynamic auction — and it happens in milliseconds.
🧠 Why Use a Two-Step Process?
Let’s say you’ve got a lead: 32-year-old in Texas looking for life insurance. If you’re using direct post, you just send it to Buyer A, whether they want it or not. That’s a gamble.
With ping and post, you preview it to multiple buyers. If they’re interested, they bid — and then you send it to the best match.
So now, you’ve got competition, pricing flexibility, and a better shot at matching leads to the right buyer.
⚡ Ping = The Preview Phase
During the ping phase, you send limited info to buyers so they can evaluate the lead:
- Location (ZIP code, state)
- Product type (auto, Medicare, solar, etc.)
- Maybe a credit tier or age range
- Lead source or intent type
No name. No email. No phone. Just the basics.
This helps protect the lead’s privacy and ensures buyers only see what they need to make a bid decision.
📩 Post = The Full Delivery
Once a buyer says “Yes, I want it” — either by accepting a fixed ping or winning an auction — you post the full lead details:
- Name
- Contact info
- Full form data
- Appointment time (if relevant)
At this point, the lead is considered sold — and you can send it to the buyer, into a CRM, or wherever it needs to go.
🎯 Why This Matters for Lead Sellers
Let’s be real: selling leads is a margins game. You’re trying to earn as much as possible per lead, while minimizing rejects and returns. Here’s how ping and post helps:
- More control: Buyers see what they’re getting before they pay
- Fewer rejections: They opt-in before receiving the full lead
- Higher payouts: You can auction leads to the highest bidder
- Better buyer fit: Leads go to the best-matched buyer, not just whoever’s next in line
💸 Why Buyers Love It Too
From the buyer’s perspective, ping and post gives them choice. They can:
- Only buy leads that match their filters
- Bid more for high-value segments (like certain ZIPs)
- Adjust volume or pricing dynamically based on performance
- Stop wasting money on irrelevant or unqualified leads
It’s the difference between shopping for leads vs just being handed whatever comes in.
🛠️ What Tech Makes It Work
This all sounds great in theory — but none of it works without the right platform. Here’s what powers a solid ping and post setup:
- Lead distribution engine that can ping multiple buyers instantly
- Bid logic (flat or auction-based)
- Routing rules (e.g., geo-targeting, vertical segmentation)
- Validation (to catch fraud, dupes, or bad data before posting)
- Reporting + feedback loop (to improve over time)
Platforms like Standard Information offer these features built-in — no need to custom-code or cobble together five tools.
📊 Ping and Post vs Direct Post
Quick visual for comparison:
Direct post still works in some cases — like exclusive partnerships or guaranteed buys — but ping and post gives you way more flexibility.
🚫 Common Misunderstandings
Let’s clear a few things up:
- Ping ≠ spam: You’re not blasting full leads — just a preview
- It’s not just for big networks: Smaller publishers can benefit too
- You don’t need to build it from scratch: Modern platforms make setup easy
- It’s not “set and forget”: You still need to optimize ping data and buyer logic
🧩 Bonus: Appointment-Based Ping Post
One thing Standard Information does differently is support ping-post for appointments. That means you can:
- Ping buyers with available appointment slots
- Let them claim time blocks
- Auto-assign scheduled leads in real time
It’s huge for solar, insurance, legal, and other consultative verticals.
📌 Final Thoughts
Ping and post isn’t just a tech feature. It’s a mindset — shifting from static, one-size-fits-all lead selling… to something smarter, faster, and way more profitable. Once you understand the flow, the use cases start to click:
- Want to earn more per lead? Use ping post.
- Want to reduce lead returns? Use ping post.
- Want to match leads better? You get the idea.
In 2025, ping and post is no longer optional — it’s the default for performance-driven lead gen.