An MVA lead, short for motor vehicle accident lead, is a consumer who has been in a road traffic collision and may have a personal injury claim. Law firms buy them as live transfers or signed cases. Intake criteria vary widely between firms, and usually cover fault, injury, treatment, timing and whether the person already has a lawyer.
Because one qualified MVA case can be worth a lot to a firm, these campaigns pay well per transfer and reject bad ones quickly.
MVA qualification on a live call
A fronter asks when the accident happened, which state it was in, whether the caller was at fault, whether they were injured and saw a doctor, and whether they already have an attorney. A caller who was hurt in a crash last month, was not at fault, got treatment and has no lawyer is usually a strong transfer. A caller from three years ago may be outside the time limit for filing, which varies by state.
How it shows up in reports
Firms report back on accepted and rejected transfers and on signed cases. Track rejection reasons per firm, since one firm's criteria can be very different from another's. Disposition codes such as at fault, no injury, already represented and outside time limit make that feedback useful.
Common mistakes
Giving legal opinions. The fronter qualifies; the firm advises.
Using one script for several firms with different criteria.
Transferring callers who already have a lawyer. Most firms reject these immediately.
Not confirming that consent covers calls about this type of claim before dialing a list.
Consent and compliance
MVA campaigns face the same calling rules as insurance: consent, DNC, calling windows and, for artificial voices, the TCPA position on AI voices. Some states also restrict how law firms and their partners may solicit accident victims, so confirm the rules for each state with the firm and its counsel.