Insurance agents need leads to thrive. Here are five ways to get them.
In the past, insurance agents relied nearly exclusively on cold calling to attract sales prospects. While cold calling still has value, today’s insurance agents have an array of tools at their fingertips that can help them build their sales funnel and book of business.
Of course, that doesn’t make it any easier to know which strategy will work best for you. With so many options available, it’s easy to get overwhelmed by all the choices — especially if you’re eager to bring in new business. To jumpstart your prospecting efforts, try implementing these five strategies.
1. Know Your Niche
Although agents are licensed to sell a number of different insurance products, agents who market themselves as generalists fail to stand out in a crowded marketplace. Those agents who present themselves as a specialist in one or two product types will, however.
By becoming an expert in a specific niche (life insurance, for example), you’ll have a better chance of capturing the prospects you want through targeted advertising. All of your marketing efforts — website, SEO, blogs, direct mailings, and emails — can be tailored directly to that audience, with the main message being that you understand their unique challenges. By presenting yourself as the expert with the products to solve those risks, you can naturally attract prized prospects.
Getting referrals from current clients can net pre-qualified leads. Since the client already knows whoever they’re referring and why he or she would be a good fit for your services, you stand a better chance of making a sale.
Once you get a name and contact information, follow up on the referral immediately. Don’t forget to send out a thank you note or small gift to the referrer to thank them for their suggestion. To get the best results from referrals, set up an automated process so that clients can input names directly onto your website. Alternatively, send clients an email requesting a referral after a sale closes.
3. Network and Be Active in the Community
Lead generation isn’t exclusive to online platforms or social media. Networking with other agents in the community provides a steady stream of prospects, too. That’s because when an agent can’t address the specific needs of clients, they will refer that person to a trusted agent who can.
Try partnering with other professionals such as CPAs or lawyers serves as a referral source. Be active in your community by sponsoring school fundraisers or other local events so that you can boost name recognition. Consider sponsoring seminars on timely topics such as Social Security or retirement issues, that way you can get your name out to an attentive audience.
4. Inbound Marketing
Agents can also take advantage of their website’s traffic to capture leads.
For example, instead of letting a visitor browse and then leave your website, ask them to provide their email for something of value in return, such as a white paper, article, blog, or newsletter. Since they’ve already indicated an interest in the agent’s services by checking out the site or visiting other social media outlets, they may be more inclined to share their contact information. With a customer relationship management (CRM) program, you can send out follow-up emails, supply quotes (if requested), and store the prospect’s data.
5. Never Forget a Lead (or Client)
If a lead doesn’t produce an immediate meeting or sale, many agents wrongly assume that they shouldn’t pursue the lead. However, that’s not always best practice. While the prospect may not have been ready to buy when they were originally called, they may be more interested in the following weeks or months.
Even though you’re more likely to seal a deal within a short time frame after initial contact, don’t ignore leads who express interest in your products, even if they’re not quite ready to make a purchase. Just set a reminder to reach back out to them on a regular basis going forward.
These are just a few methods you can explore to gather qualified prospects. However, you don’t have to limit yourself to just one. By working to incorporate each of these strategies into your business, you stand a better chance of reaping the benefits of each.