One of the main questions our AccuAgency Business Development Marketing Representatives hear in the field is, “How can I generate more leads?”. In an ongoing effort we try to share various ways for your independent insurance agency to generate more leads. We hope you find this helpful.
Both of these lead generating tips require that your agency has a website so don’t read any further if your agency doesn’t. Instead, drop everything right away and contact a company that builds websites for independent insurance agencies.
If your current website does not include quote forms, contact your website design company and ask them to add quote forms for all the lines of business you write. If you work with an insurance software company that offers an instant auto quote generator or any type of instant quote generator, contact them about getting the feature added to your website.
Here are 2 ways you can generate leads with little effort on the front end (just contact the appropriate parties to get things rolling.)
1. Lead Generating Quote Forms
You’ll want to be able to generate a quote for prospects so you’ll need to ask the right questions without driving them away by asking too many personal questions. Be sure to capture their contact information including name, email address and phone number. Those fields should be required. Make sure all quote forms are SSL Secure forms. These forms should use the same encryption and security required by your E&O policy.
Taylor all quote forms and fields for each type of insurance and make it clear what type of insurance quote they are requesting. You’re familiar with insurance terms but you’re prospects probably aren’t. Consider using a photo that represents the type of insurance they are requesting a quote for.
Once the form is completed and submitted, the form will be sent to the email or emails of the people you have assigned to handling the quote requests.
TIP: Respond to leads IMMEDIATELY if at all possible. After just a few minutes the lead will get cold and the prospect will move on.
2. Instant Quote Forms
The difference between quote forms and instant quote forms is “instant”. With an instant quote form, your prospects will receive a quoted premium for the coverages they have selected instantly.
SAME TIP: Respond to your lead immediately. Consider assigning your staff to handle these leads during off hours and have them follow up right away.
This is the second in a series of how to generate referrals. Please use the comments section and share your ideas on how you generate referrals and what has worked best in your agency.
Getting Referrals - Client Featured Marketing - Write Your Story
Do you have a client success story? If you’re in business, the answer is yes. Your agency wouldn’t be open without happy clients and customers.
Take a close look at your entire customer base and identify all of your unique client success stories. I bet you’ll be surprised at the number of success stories you can identify. Now that you have identified your success stories consider how you can use these in your marketing materials. You don’t need to share multiple success stories. Find one or two and write your marketing stories highlighting your happy client and how you went above and beyond to make them happy. If possible, include a photograph or video of your client or their situation.
Here’s an example, has one of your clients left the office without signing a form and you stopped by their house to get it signed. Or maybe one of your clients had a small house fire and you stopped to check on the family. Consider taking a picture of the fire damage. Follow-up after the contractors have come out to repair the damage. You may consider a video to capture how satisfied your client is with the repairs. You could use the picture you took before the damage and and one after the damage is repaired. People love before and after pictures.
Share your stories on your agency’s website, your agency’s social media pages and any and all of your marketing collateral. Always be looking for client success stories.
If you include a client success story in your marketing you should see referrals in 2 ways. Let your client know you are including their story in your marketing and online web marketing and they will share on their social media pages. Second, client success stories found in your marketing materials show your agency cares about customers, the community and you’re good at what you do.
Featuring clients and sharing your agency’s success is a great way to showcase your services and attract new clients seeking those services.
When I asked our Sales Representatives, what topics do agents ask about most, all said referrals. The following blog will be the first in a series of how to generate referrals. Please use the comments section and share your ideas on how you generate referrals and what has worked best in your agency.
Getting Referrals - A Great Way To Stay Top Of Mind
To increase revenue growth you have to either increase the number of customers or increase your prices. As an independent insurance agent you can’t control the prices, or in insurance terms, the rates and commission percentages. You have to increase revenue by increasing customers and increasing your policy count for each client.
One way to increase the number of clients is referral business. Referral business is great if you can get it. The tough part is getting it. Here’s an idea to generate referral business.
I bought my house about 4 ½ years ago. When I closed on the house I received the usual bottle of champagne and congratulations Hallmark card from my real estate agent. It’s been some time since I closed but I still receive E-Cards from her for many holidays and my birthday. She has my email address and she knows when I was born so she’s using that to her advantage staying top of mind several times a year.
So here’s a scenario. I’m out with friends and one of them tells me they are planning to move. The question comes up, “Do you know a good real estate agent?”. Well, it’s happened to me a couple of times since I bought my house. I have a terrible memory but I remember my real estate agent’s name because I just received a “Happy Spring” email from her.
Now replace “real estate agent” with “insurance agent” in that example. You have your client’s email addresses and their birthdays. Set aside some time and email your clients wishing them a “Happy” whatever, Happy Spring, Happy Arbor Day, Happy Birthday. This keeps you top of mind with your clients. They may be out with friends and one of them says, “My insurance is so high. Who is your insurance company?”.
Poke around online and find free websites to send E-Cards. Don’t send a bland, generic email from your email service. There are several great, FREE E-Card websites that allow you to customize the card with a personal message. Look for E-Cards that have limited advertisements. There are services you can pay for that don’t display ads. Some are affordable if you want to avoid sending cards with advertisements.
Always address your clients by their name to make it personal. If you consistently send E-Cards you will see it pay off in the long run. I know my real estate agent did.
Vikki Thomas has been working in the insurance industry since 1995. Vikki has worked for several carriers in customer service, quality assurance, underwriting, product management and marketing. Vikki has worked at AccuAgency since 2008.