Get Clients for Your Insurance Agency
How do you bring in more clients for your insurance business?
Potential insurance customers are everywhere, but how do you connect with them and share the value you can provide? Building a strong book of business requires an effective and efficient process, but where do you start?
Dialing for dollars or attending networking events just aren’t as effective as they used to be. Thanks to our digital world, there’s effective strategies, tools, and systems you can use to bring in and retain the right clients for your insurance business.
We scoured the industry and compiled our own information and systems that have worked over many years to create these 23 proven insurance lead gen methods to get new clients. We broke it up into two categories: business development strategies and digital marketing.
Even if you’ve been in the insurance industry for many years, these tips will help you bring in new business, increase your revenue, and have long-term growth. Plus, we offer a FREE email sequence series guaranteed to increase your hit ratio!
Summary of 23 Ways to Get Insurance Clients:
- Insurance Is All About Activity
- Don’t Underestimate the Power of Personalization
- Be a Relevant, Knowledgeable Broker
- Build Valued Relationships First & Then Mention Price
- Create a Referral Program
- Find Relevant Associations, Magazines, Podcasts, & Forums
- Partner with Local Professionals to Build Your Sphere of Influence
- Partner with Carriers to Build an Insurance Book of Business
- Purchasing a Book of Business
- Work with an Affiliate Partner
- Have a Professional Digital Strategy & Online Reputation
- Build an Email List & Email Drip Sequence
- Leverage Google’s Tools
- Get Listed Online
- Do You Have a Marketing Budget?
- Google Ads for Pay Per Click (PPC) Advertising
- Have Targeted Google Ads to Attract The Right People
- Get Active on Forums
- Use Your Existing Forum Content to Craft Blog Content
- Use Your Blog/Forum Content to Create Short Videos
- Engage in & Create Your Own Seminars/Webinars
- Create & Share Video Content
- LinkedIn is a Great Tool if Used Properly
1. insurance is all about activity
In real estate, it’s all about location, location, location. Insurance, on the other hand, is all about activity. Be intentional and consistent about your income-producing activity. Analyze what’s producing income and what’s not. Focus on what is producing for you.
This also includes but is not limited to: prospect research, emails, networking, social media, cold calling, visiting your prospects, video messages, and the like. Whether you use Outreach.io to automate your prospect communication, or follow Terry Sullivan’s recommendation to spend just 20 minutes on LinkedIn a day, the way to get clients is by consistently dedicating time to mining new clients.
2. Don’t Underestimate the Power of Personalization
Personalization is key–you won’t believe how quickly someone will trust you just by showing you listened and understood their challenges. Show your prospects that you understand their needs by personalizing your communication to them. You can accomplish this virtually by specifically naming their city, industry, or their business name in your email or video campaigns. You can even send them short personalized videos through video tools like Loom.
Another great way to stand out from the crowd, when targeting commercial opportunities, is to go the extra mile and visit their physical headquarters if possible. Our suggestion is to have a brochure or one-pager document all about your agency as a branded notepad so you can leave a personal note if the decision-maker isn’t available on the spot to meet with you. A personal touch goes a long way in leaving a lasting impression!
3. Be a Relevant, Knowledgeable Broker
One of the great sales experts, Zig Ziglar, often said that to sell is to serve. What are the greatest challenges your prospects are facing on a daily basis? How do your products or services focus on serving them to overcome those obstacles? They have a need, you have a solution––from there, all you do is connect the dots.
One of the best ways to deliver value is to stay up-to-date on industry knowledge to prepare yourself for those situations where your prospects will be asking for your help. Stay in tune with what’s shifting in both the insurance industry and in your target prospects’ needs. For example, a hard market––what does that mean for a customer? You can use each conversation with a prospective client to educate them and show your value as a relevant, trusted advisor. Remember to sell what the client wants, not what you have. Focus on serving and not on closing the deal. The deal will close if you serve first.
4. Build Valued Relationships First & Then Mention Price
In a recent study conducted by our friend, Kelly Donahue-Piro from Agency Performance Partners, 85% of agents did nothing to build value in a relationship personally or as an agency during an initial phone conversation with a prospect. That’s 85% of people missing out on an opportunity to serve someone and build value with them. So how do you add value and serve potential prospects? You build value by building rapport, educating clients, and getting over selling a policy based solely on price. One of the best recommendations Kelly shares to get new clients is to stop believing that insureds will only buy on price, and start believing that the value you offer is to help them better protect everything the clients work so hard to build, own, and/or run.
5. Create a Referral Program
6. Find Relevant Associations, Magazines, Podcasts, & Forums
7. Partner with Local Professionals to Build Your Sphere of Influence
8. Partner with Carriers to Build an Insurance Book of Business
Wouldn’t it be great if you had a way for a carrier to tell you exactly which business they were targeting? It’s not only possible, but fairly easy to have a carrier tell you exactly their target business. You can accomplish this through building strong relationships. When you have a great relationship with a carrier, they are able to give you a list of accounts they’ve quoted but lost in the past. That means you get access to a great lead list.
Alternatively, you could talk about your proprietary programs or products (such as those offered through Heffernan Network), that allow the broker and carrier to align on your target business. Most carriers or program managers will have a list of SIC/NAICS codes, or even specific accounts, they want and will ask a great broker to go after. This way, you’ll have a database of contacts you can potentially access.
9. Purchasing a Book of Business
Buying a book of business in your focus area may be a good solution to gain access to a large quantity of clients all at once. However, a word of caution, some books of business are better to purchase than others. You don’t want to waste money purchasing a large list of clients that aren’t the right fit for you and your agency. Also, before purchasing, it is recommended you equip your agency with what you need to service this new capacity of clients. Having the right system in place and then purchasing a book of business can be a very powerful combination to grow your agency! And if you don’t know where to start, partners like Heffernan Network can help you assess a potential acquisition or even fund the investment to purchase a book of business.
10. Work with an Affiliate Partner
Partnering with an aggregator network or cluster broadens the spectrum of clients you can attract and the business you can win. It’s the secret weapon of many successful insurance agencies––which is exactly why Heffernan Network was created in the first place.
Heffernan Network is an insurance aggregator that supports independent insurance agencies with market access to top national carriers, using their aggregated premium volume to optimize compensation plans. Most importantly, besides delivering white glove, concierge-level of support, Heffernan Network Affiliates benefit from Heffernan Network being a subsidiary company of Heffernan Insurance Brokers, a trusted insurance trailblazer.
Heffernan has 30+ years in business, placing over a billion dollars of insurance premiums across 700+ carriers annually, operating as the 20th-largest independent brokerage firm nationally. We have the experience, the niche expertise, the markets, the volume, the umph that you need to help you get your agency to the next level.
Marketing and Digital Marketing
11. Have a Professional Digital Strategy & Online Reputation
- Google My Business – Claim it, fill out all the details. Then LINK to it in your outgoing email marketing and direct emails asking for reviews.
- Yelp – This one’s not quite as easy! They will penalize you if you solicit reviews! So the specific language you want to use here is “Check us out on Yelp”
- Other networks – Facebook, Nextdoor, LinkedIn, Birdeye (freemium), ConsumerLobby (paid)
12. Build an Email List & Email Drip Sequence
- Educational emails focusing on coverages or lines of business, such as new regulations, training, best practices, risks, and so on.
- Focus on topics of interest to your target audience by researching articles in industry publications or viewing online forums or groups for ideas.
- Simple and sweet: no one reads a long email, so stick with 1- to 3-line paragraphs and one to three paragraphs, max.
- Include a call to action such as a question they can answer by replying, a phone number to call you, or another article of yours to read.
- No, or minimal, image usage––email programs like to block them.
- Only one link per email, unless >1 is required, like a curated list of your favorite blogs to follow.
- Use bullet points and lists.
- Send as a real person such as firstname.lastname@example.org and not info@ or sales@
- At some point, ask for permission to send them more emails.
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13. Leverage Google’s Tools
Want to take your analytics a step further? Try heatmap tracking and recordings with HotJar to see how real people navigate your website!
14. Get Listed Online
- Google My Business
15. Do You Have a Marketing Budget?
16. Google Ads for Pay Per Click (PPC) Advertising
Speaking of spending $––Google your brand name. Does your website appear first? If not, set up Google Ads for your brand name. Since it is your brand name, the price per click is likely to be low. Ads are a great way for you to show up right away in search results when someone is looking for your services in your local area.
17. Have Targeted Google Ads to Attract The Right People
18. Get Active on Forums
19. Use Existing Forum Content to Craft your Blog Content
20. Use Your Blog/Forum Content to Create Short Videos
21. Engage in & Create Your Own Seminars/Webinars
22. Create & Share Video Content
23. Linkedin is a Great Tool if Used Properly
Grow Your Insurance Business With These Resources
All of these strategies and resources to bring in new clients and retain them are pointless without your implementation. We’ve given you the information but it’s up to you to take action. If you start to implement you’ll be able to get the growth you are looking for in your insurance agency.
Are there any other things we’ve left out that you think should be on this? Let us know on our contact page.
Have any questions or feel overwhelmed about everything we shared? Connect with us so we can learn more about you and how we may be able to help your insurance agency.