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That surprises me. The year I did the Lee FB leads I cross sold a fair amount of GUL and Term to family members.
Non the less sounds like you are killing it with Facebook.
I really just got stared pursuing this approach within the last few months. I am not a fan of UL's at all, and therefore I do not offer them. I'd rather take the commission cut and offer a Whole life with a flex PUA attached. The questions I use to uncover these opportunities are really directed toward the tax advantages and using whole life to supplement retirement income, so term as a death benefit play doesn't really come up.
I have not been as disciplined pursuing referrals as I need to be, but that is changing as well. I hate to give @Markthebroker any credit, but the little snot helped me realize how much harder I am making my life by not having a process in place to cultivate referrals. @DHK referred me (see what I did there) to Sandy Schussel, and I'm building his approach into my approach.