Putting your customers' needs first will help generate leads

As a licensed insurance broker, leads are crucial to maintaining a steady flow of potential clients and growing your business.?For starters, the Medicare beneficiaries must always be at the core of everything you do. To be an agent people want to work with year after year, you must begin with their needs.

Beyond that, to engage potential clients and discuss how you can help meet their needs, you will need to use a variety of methods. With the rapidly evolving digital landscape, traditional methods alone might not be enough to attract potential customers.

With this in mind, I want to explore different ways brokers can generate leads through both traditional and modern strategies in addition to sharing creative ways to help fund some of these activities to maximize success.?

• Develop a strong online presence. How many of you log on to Facebook or LinkedIn and see content, podcasts or forum groups focused on helping brokers be better? I’m not suggesting these things happen overnight, but you can start by creating and maintaining an informative and user-friendly website or social media page to showcase your insurance suite of products and services. Engage in content marketing by regularly publishing relevant and valuable articles, blog posts and videos related to insurance topics to position yourself as an industry expert.?
• Engage through social media platforms. Leverage social media platforms to reach a broader audience.?Establish profiles on popular platforms and actively engage with peers or potential clients.?Share informative content, respond to inquiries, and participate in industry-related discussions to build trust and credibility.?Every day I see brokers ask for help in states they are not licensed in to help refer a client to a fellow colleague or to get an industry question answered.?At a minimum, be present and add to comments to help advance the conversation and pick up tips and tricks from others in the marketplace to get your name out there.?Remember, if you do decide to market products, it may require an insurer’s review and approval of use.
• Offer free webinars and workshops. Organize webinars and workshops on insurance related topics that interest potential clients, like “What to do before you turn 65” or “Navigating the confusing world of Medicare.”?Providing valuable insights and solutions can attract potential leads and referrals who are looking for expert advice and information.
• Collaborate with local businesses. Network in your backyard and build partnerships with real estate agencies, hair salons or the local coffee shop to cross-promote your Medicare services. Establishing a referral program can encourage them to refer their customer to you.?
• Host networking events. Organize networking events in your community to connect with potential clients face to face.?Offer informative presentation or workshops during these events to showcase your expertise and build relationships with attendees.?
• Implement email marketing. Develop an email marketing strategy to nurture leads and stay in touch with potential and existing clients.?Send out newsletters, product updates and relevant content to keep your audience engaged and informed about your insurance offerings.?Nothing wrong with asking for a referral or recommendation.?Don’t underestimate the birthday card or the “what to expect during AEP messaging.”
• Utilize customer testimonials. Obtaining testimonials from satisfied customers can significantly impact potential leads’ decision-making process.?Request testimonials from your clients and display them prominently on your website and social media channels.
• Invest in paid advertising. Consider investing in online advertising through platforms like Google Ads or social media ads to target specific demographics and increase your reach.?Utilize retargeting techniques to remind potential clients about your services after they have visited your website.
• Leverage lead generation services. Explore lead generation services and platforms that can help you identify potential clients who have expressed interest in insurance products.?Partnering with such services can streamline your lead generation efforts and increase the chances of converting leads into sales.

There are several suggestions that require little more than some sweat-equity and an investment of time, but at some point, all successful agencies must invest in their lead generation activities in order to scale and grow. For brokers who are still building, paying for these activities can be a challenge.?Here’s a couple of thoughts and ideas:

• Carrier Sales Incentive Programs – Take advantage of some of the more lucrative broker incentive sales programs, like Humana’s current Medicare Supplement Broker Sales Incentive program, that pays brokers for every submitted and approved underwritten application. The first-application bonus can be leveraged to fund additional lead generating activities. Bonus payments are based on state requirements and may be limited. For Humana's programs, the Humana Sales Incentives flyers provide specific details.
• Budget Allocation – Start small but allocate a percentage of your income toward these lead generation activities. By setting aside funds, you can begin to build a consistent and sustainable approach to generating leads.
• Collaborate with Lead Generators – Collaborate with lead generation partners to align their incentives with yours.
• Cross-Selling and Upselling – Don’t stop with just the one sale.?Medicare Supplement (Med Supp) plan clients may need dental, vision and hearing (DVH) coverage.?Asking a simple question like, “did you have dental insurance when you were working” will almost always get a DVH sale along with a Med Supp plan sale.?Use your extra commissions to fund new leads.

Generating leads is a continuous process that requires a mix of traditional and digital strategies to maximize success.?Lead generation is NOT just an activity to start thinking about right ahead of the Annual Election Period – it should be an everyday part of your overall strategy. Remember, though, all of your activities must be compliant with all regulations. If you are ever unsure on this, you should always contact the insurer you are working with. ?

By developing a strong online presence, leveraging social media, organizing events, and building partnerships, insurance brokers can attract potential clients and grow their customer base through a variety of activities. Combine these strategies with consistent follow-up and excellent customer service that always puts the needs of your clients first, and you will turn leads into loyal customers, ensuring long-term success for your insurance agency and book of business.