Most agents, novices or seasoned, will tell you that lead generation is a tricky game. It's hard to know if you should pay for leads that may not be credible or if you should pound the pavement and risk your time on leads that may. not follow through. Here's a list of a few ideas that any agent can take a swing at when it comes to sniffing out the right prospects.
You're in sales. You know this means being ballsy and being bold, so when you want a good quality lead, a referral from a past client is a win-win. Referrals aren't going to land in your lap, so be creative when you're starting out and find the best way to get past clients to refer you.
But there's no rule that referrals must come from a customer. You can get introductions to potential clients from people who already trust you, such as your friends, family, or former colleagues.
And even if you get the dreaded call from a client asking to cancel their policy, make sure you remind them that you’re there for them anytime they need you. Consider creating a system to conduct exit surveys when clients leave to look for areas for improvement.
Being part of your community is an mode to build your reputation as a committed member of your town and the surrounding areas. But there are other easy ways to get involved if you look in the right places:
Advising local charities on their insurance purchases.
Hosting insurance seminars for small business owners.
Taking part in area meetups or online forums.
Offering to be a guest speaker for business groups.
Assisting clients' friends or relatives when appropriate.
It may be tempting, but don’t treat these situations the way you would a sales presentation. While ultimately you’d like these interactions to generate insurance leads, your first goal should be contributing to your community. The sincerity you demonstrate will keep your name top-of-mind and draw prospects to your agency when they need your services.
Spam folders, privacy laws and the Do Not Call Registry have unfortunately made connecting with insurance leads more difficult than in the past. But some tried-and-true prospecting tactics still work, such as:
Fishbowl drawings
Ask a restaurant if you can collect business cards and offer their gift certificates to weekly winners.
Print advertisements
Advertise in industry trade magazines with postage-paid pull cards.
Read the local paper
Scan the marriage and engagement announcements for personal lines sales opportunities.
Your website is a good tool to help you generate leads. Enable features that request contact information, such as a "Get a Quote" button or newsletter signup. But bear in mind that these elements won't do all the work for you. You might also want to do things like:
Put contact forms on every page.
Include testimonials to enhance your credibility.
Highlight your contact information.
Don’t bypass the possibility of garnering referrals from social media, either. This often-untapped resource for finding clients can (and should) be harnessed by new insurance agents looking to grow their client lists.
In some ways, launching a referral program is as easy as remembering to tell every client something like, "Please keep me in mind if you hear of anyone else I can help." But to really add momentum, it doesn’t hurt to throw in an incentive for every referral. These incentives could include:
Lottery tickets
Gift cards
Movie tickets
Many state insurance departments allow incentives as long as they aren't attached to a sale, but make sure you check with your department first.
Tons of people need insurance, but most of them aren't sitting in your agency. Start meeting them by:
Joining your chamber of commerce.
Attending meetup groups and networking events.
Getting active on social media.
Connecting with your alumni association.
Don’t let the idea of prospecting, networking, and finding clients scare you away from your dream of opening your own independent insurance agency. By using unconventional tactics, networking, launching a referral program, and bettering your community, you’ll drive business straight to your front door.