Local lead gen rent site vs sell leads

I am thinking about doing local lead generation and not sure the best business model to use. Unsure whether to rent the site out monthly or sell the leads. Starting to weigh the pros and cons of both. People have told me selling leads can make more money then renting it out. So I am starting to consider both but also consider what would be easier to sell to a client with just starting out and everything. Just curious whether anyone here has any experience doing this. Thanks again!

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