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.