How to get and retain clients for your insurance business

Editorial headshot of Jen Matteis
Once you secure clients, your insurance business can start relying on premium renewals to bring in revenue. So, how does a new insurance agent get clients in the first place? Here are our top five techniques.
Insurance agent talking with potential clients

Most independent insurance agents describe their early careers as a lot of long hours and lean times while they build their book of business. For independent agents, finding new clients can be hard work, even for those with experience.

New client acquisition is important for insurance agencies to help keep their revenue up, with recent reports that around one in three agents have experienced current clients asking to decrease coverage in order to save money.

Whether you’ve been selling insurance for years or recently started your insurance company, you’ll need to bring in new business to increase revenue and replace clients who have dropped their policies. Here are five great methods to attract new clients and generate insurance leads.

1. Find your niche

Insurance professionals often want to be all things to all people, but niche marketing may be the better strategy for increasing your insurance sales. Concentrating your marketing efforts on one business class can help you:

  • Build deep knowledge of an industry's risks. Sometimes the perils are obvious. But as you gain experience in a specific profession, your ability to evaluate risks improves.
  • Gain an advantage over competitors. Clients are more likely to choose an insurance agent who is an expert in their industry.
  • Raise your standing. Getting clients the right insurance policy at a decent cost is a good way to earn a reputation as the go-to agent for the industry.
  • Earn referrals. As your reputation grows, more clients may send new leads your way.

To choose a specialty, start by researching the types of businesses that are common in your area. It may help to join trade associations, read industry magazines to stay current on important issues, and focus your networking efforts on people in that industry.

2. Build an online presence

A well-designed website and social media profile are crucial for any small business owner today. They're how many businesses gain new customers, and can help you establish yourself as an authority that people will want to do business with.

“It’s really important to have an online presence these days,” said Joseph Franc, Senior Producer at Insureon. “Today’s insurance shoppers are using Google, Facebook, Instagram, YouTube, and other sites to buy insurance. Having a presence will dramatically increase sales in today’s market and keep you in touch with your current clients.”

Your website doesn’t have to be fancy, though it should at least tell people what your business does, how to contact you, your business hours, and what your credentials are. It’s also important to create a Google business profile, as this will help your new customers find you when they shop for insurance online.

Use an informational approach

An informational approach on social media can be the best online marketing strategy and a way to increase sales. If you come off as being too salesy and promotional, you’re likely to turn people off. Instead, focus on explaining insurance issues and topics your current and future customers need to know.

You don’t have to be a content marketing expert or search engine optimization (SEO) strategist to do this. Just focus on publishing valuable content your target audience will find useful.

Consider reaching out on social media to ask your followers what they’d like to know more about, or simply keep a list of the most common questions your customers ask and use this as a guide for the type of content you put on your website and social media posts.

Of course, every social media post should also include a link to a landing page on your website where you offer more details on each subject and explain the type of insurance services you offer.

It would be great if every pitch led to a sale, but the insurance world seldom works that way. That’s why generating leads is as important as nurturing them. Set up a system that keeps your agency top-of-mind while also promoting your value to their business. To do that, you may want to:

  • Write blogs that demonstrate your expertise on subjects like life insurance, annuities, health insurance, and other insurance needs.
  • Create short educational videos explaining different policies.
  • Offer webinars that show how insurance can address their concerns.
  • Send regular emails with valuable risk management strategies.
  • Connect with your insurance clients on social media sites like LinkedIn, and post useful content to expand your customer base and make more people aware of your insurance company.

Don’t underestimate the power of email marketing. If you send out a newsletter to your email list that’s filled with helpful tips and advice, sales should soon follow. That’s the key to success: become a friendly, well-known expert, and new business will come to you.

It’s really important to have an online presence these days. Today’s Insurance shoppers are using Google, Facebook, Instagram, YouTube, and other sites to buy insurance. Having a presence will dramatically increase sales in today’s market and keep you in touch with your current clients.
Joseph Franc, Senior Producer at Insureon

3. Network in your community

You already know that networking is essential for bringing in new clients. However, going to the same recurring events may just end up getting you in front of all the same people. Shake things up a bit by attending functions outside of the insurance industry to meet potential customers in person, such as:

  • Networking groups
  • Trade shows
  • Local fairs
  • School board meetings
  • Charity events
  • Business seminars

You might also volunteer with a nonprofit organization in your area. It's a good way to make connections, but it can also:

  • Engage employees
  • Strengthen your reputation
  • Attract new agents

Community connections make your business the go-to when someone mentions insurance. Plus, the activity will draw your employees together and give everyone a boost.

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4. Prospect every day

As a new agent, you probably spent a significant amount of your time drumming up business. When your residual income started rolling in, your sense of urgency may have faded.

No one expects you to spend half your day looking for new business. However, prospecting is necessary to sustain your agency's growth. Set aside an hour each day for:

  • Reading local news outlets. Pay attention to the business section, but also look at engagement announcements. Both may hold sales opportunities.
  • Generating leads. Put features on your website that request email addresses, like a newsletter signup or a “Get a Quote” button.
  • Calling business owners. Cold calling is not dead, it’s just unpleasant. Having a script and calculating your timing are a few handy tips you can use to boost insurance cold calling results.
  • Give extra business cards. Provide cards to new clients and ask your current clients to share your contact information and phone number with other potential customers.
  • Do your own lead generation. Make sure your friends, family, and existing clients are aware of the types of insurance products and advice you offer.

To improve your return on prospecting, make sure you listen to prospective clients and address any doubts or concerns. Be ready to explain why they need insurance and how it can save them money in the long run.

5. Partner with other professionals

You might consider a referral program where yourself and another business recommend each other to your clients. Building relationships this way can lead to valuable partnerships, with incentives for helping each other gain new customers.

You may want to set up a lead-sharing relationship with:

If you develop relationships with other professionals in your niche, your clients will appreciate your ability to point them to an expert who can offer what they need. It’s also a win-win when the other professional sends new customers and potential clients to your business.

Find quotes from trusted carriers with Insureon

While generating clients for your insurance business and helping find them coverage is one of your top priorities, it is also important to make sure that your own agency is protected with the right insurance policies.

Complete Insureon’s easy online application today to compare business insurance quotes from top-rated U.S. carriers. Once you find the right policy for your small business, you can begin coverage in less than 24 hours.

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Jen Matteis, Content & Production Editor

Jen is an expert on small business insurance, a talented writer, and meticulous editor. She’s written and edited hundreds of articles to help inform small business owners about their insurance options. Prior to joining Insureon in 2018, Jen served as a senior copywriter at a digital marketing agency, and as a writer and editor for newspapers on both coasts. In her spare time, she writes fiction.

Updated by: Mike Mosser, Content Specialist

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