Need Offline Marketing Help for Insurance Brokerage

9 years ago

Does your website convert?
Do you have postcards that convert?
Do you have someone good on the phone?
Do you have contact information for previous clients?

Originally Posted by brappaport

Hello Warrior Community,
My name is Ben and I work for a small insurance brokerage that has been in existence for 25+ years. The business is thriving but during our downtime, we would like to spend $500/month on advertising to bring in clients (instead of only relying on referrals).

Please advise me as to what you all think might be most beneficial to our business.

EDIT: I know every business and market is different. I was hoping to discuss those things with the forum and possibly get help in brain storming ideas

Thanks
1 reply

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brappaport 9 years ago

We've gotten only a handful of leads from the site
The postcards got us maybe 1 client
I have the owner of the company on the phone who knows everything
We have all client information from the moment we get it.

Our issues is getting people to email, call, walk in, or live chat. Once they contact us, we can convert/close easily.
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Peter Lessard

9 years ago

You already have the answers internally for the most part.
In existence for 25 years and thriving means you have a wealth of data/lists and experience to mine.

Why are you thriving? Is it ALL referrals? If so how do you get them? Could you do something to prompt getting many more every month with your $500 spend?

When you find something that works do more of that!
$500 a month to find and test something that has NOT worked yet is one hec of a long shot and does not make sense. You may get recommendations like fix your site, do pay per click etc.. but to be honest in your niche $500 a month is nothing for that IF its not already somewhat working.

If you are not comfortable/skilled at looking within and finding the hidden money in your lists and increased referrals you could be getting yourself, save that money for a few months and hire someone expert at it. Someone like user ewenmack that you can find on this forum can help you see things in a completely different light.

In the absence of hiring someone simply provide more information about current strengths and how you get clients and have been getting clients and perhaps others will chime in with recommendations.

Originally Posted by brappaport

Hello Warrior Community,
My name is Ben and I work for a small insurance brokerage that has been in existence for 25+ years. The business is thriving but during our downtime, we would like to spend $500/month on advertising to bring in clients (instead of only relying on referrals).

Please advise me as to what you all think might be most beneficial to our business.

EDIT: I know every business and market is different. I was hoping to discuss those things with the forum and possibly get help in brain storming ideas

[ 1 ] Thanks
1 reply

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brappaport

9 years ago

I was hired as marketer right out of college to work for the insurance broker who has been around for 25 years.
His business is almost entirely built on word of mouth. Our site has brought in a few clients but our other marketing on/offline have yielded close to nothing.

We don't really have "lists" We have one list that we marketed to but it yielded nothing.

What is a good source for creating or buying a list?

We just need people to contact us, then the rest is easy.

Thanks
3 replies

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Peter Lessard

9 years ago

His "list" is his existing clients. They have relatives and friends.

This niche is brutal. I would not even know where to begin to advise someone that is not experienced in generating insurance leads and has a $500/month budget to do so.

I can also tell you from HUGE experience that you could not be more wrong about this statement: "We just need people to contact us, then the rest is easy"

You are in for some hard lessons. Closing a sale is ALWAYS relative to how the lead was generated. Referrals are the easiest to close. Ask any seasoned marketer on here how many times they heard "just get me the lead and I will close them"

Let me give you an absurd example. Post on craigslist that you will pay anybody $20 to call the insurance guy and talk about insurance. Well that's it, job done right? Leads have been generated as per request.

Of course none would convert and you would go broke. Now in between that horrible example and referrals lives every other kind of lead generation that will all have varying rates of success that have little or nothing to do with their current ability to close referral business.

Originally Posted by brappaport

I was hired as marketer right out of college to work for the insurance broker who has been around for 25 years.
His business is almost entirely built on word of mouth. Our site has brought in a few clients but our other marketing on/offline have yielded close to nothing.

We don't really have "lists" We have one list that we marketed to but it yielded nothing.

What is a good source for creating or buying a list?

We just need people to contact us, then the rest is easy.

Thanks
1 reply

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brappaport

9 years ago

When people call us, they tend to either sign over their current insurance or sign up with a new plan with us. It costs them nothing to use our service so to "close" someone isnt as difficult as it might be for other fields.

We just don't know what to do next. We have done remarketing, adwords, facebook advertising, postcards, and some direct letter mailing with no success.

Originally Posted by Peter Lessard

His "list" is his existing clients. They have relatives and friends.

This niche is brutal. I would not even know where to begin to advise someone that is not experienced in generating insurance leads and has a $500/month budget to do so.

I can also tell you from HUGE experience that you could not be more wrong about this statement: "We just need people to contact us, then the rest is easy"

You are in for some hard lessons. Closing a sale is ALWAYS relative to how the lead was generated. Referrals are the easiest to close. Ask any seasoned marketer on here how many times they heard "just get me the lead and I will close them"

Let me give you an absurd example. Post on craigslist that you will pay anybody $20 to call the insurance guy and talk about insurance. Well that's it, job done right? Leads have been generated as per request.

Of course none would convert and you would go broke. Now in between that horrible example and referrals lives every other kind of lead generation that will all have varying rates of success that have little or nothing to do with their current ability to close referral business.

Thanks

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savidge4 9 years ago

Originally Posted by brappaport

We don't really have "lists" We have one list that we marketed to but it yielded nothing.

What is a good source for creating or buying a list?

The best place to start? a list of all clients in the past 25 years. compare that list to the list of CURRENTclients. Target the "Lost" clients
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- brappaport 9 years ago
  
  We are definitely doing as you said already and marketing with mailchimp specifically to past/lost clients
  
  Originally Posted by savidge4
  
  The best place to start? a list of all clients in the past 25 years. compare that list to the list of CURRENTclients. Target the "Lost" clients
  
  Thanks
  
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sandalwood

9 years ago

Originally Posted by brappaport

I was hired as marketer right out of college to work for the insurance broker who has been around for 25 years.
His business is almost entirely built on word of mouth. Our site has brought in a few clients but our other marketing on/offline have yielded close to nothing.

We don't really have "lists" We have one list that we marketed to but it yielded nothing.

What is a good source for creating or buying a list?

We just need people to contact us, then the rest is easy.

Where are you located? What kind of business does this agency write? How extensive is their current client list? Do you know how to contact clients who have left? How many left because of a real or perceived slight? How many were referral machines? How many are only a phone call away? I have other questions but those will do for now.

I have an excellent list source plus a source/program that should create 15 to 20 high dollar commercial accounts per month. I used to own a P&C agency so I'm not talking through my hat. This is first hand experience.

I will not make these sources public as they are for real live insurance agents/agencies only. Not being snobbish but these require licensing and schooling in their particular field.

Here's an example. One program increases a client's account immediately with a 30% add-on to their deposit. If you can't sell that, oh well.

Also, we can guarantee any business looking for money will have upwards to 3700 lenders looking at their application with at least one or two willing to provide a loan within 24 to 48 hours. No other agency I know of, at least locally, has that capability. If you can't figure out the insurance business you will generate, oh well.

None of the above is meant as a solicitation for business. It is information only and to be treated as such. And, it is only available to licensed insurance agents/brokers.

Do you have any ownership in this agency? If not, will he or she listen to your recommendation(s)?

From your post count it appears you are a few away from being able to PM. If that is correct, email me at tell me now at hush mail dot com with your name and phone number and I will call you.

I say all this fully realizing you are under no obligation to speak with me. But, you did ask...

Thanks
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brappaport

9 years ago

-We are located on Long Island in Medford, NY
- We write every type of insurance from health, business, life, etc. (primary focus on health)
- Hundreds of clients
- We contact clients who have left
- We don't lose clients because we aren't good enough, only because people do something on their own without our help.
- We haven't really lost any referral machines
- I work directly with the boss/owner.

Our money is made on commission from carriers.

Originally Posted by sandalwood

Where are you located? What kind of business does this agency write? How extensive is their current client list? Do you know how to contact clients who have left? How many left because of a real or perceived slight? How many were referral machines? How many are only a phone call away? I have other questions but those will do for now.

I have an excellent list source plus a source/program that should create 15 to 20 high dollar commercial accounts per month. I used to own a P&C agency so I'm not talking through my hat. This is first hand experience.

I will not make these sources public as they are for real live insurance agents/agencies only. Not being snobbish but these require licensing and schooling in their particular field.

Here's an example. One program increases a client's account immediately with a 30% add-on to their deposit. If you can't sell that, oh well.

Also, we can guarantee any business looking for money will have upwards to 3700 lenders looking at their application with at least one or two willing to provide a loan within 24 to 48 hours. No other agency I know of, at least locally, has that capability. If you can't figure out the insurance business you will generate, oh well.

None of the above is meant as a solicitation for business. It is information only and to be treated as such. And, it is only available to licensed insurance agents/brokers.

Do you have any ownership in this agency? If not, will he or she listen to your recommendation(s)?

From your post count it appears you are a few away from being able to PM. If that is correct, email me at tell me now at hush mail dot com with your name and phone number and I will call you.

I say all this fully realizing you are under no obligation to speak with me. But, you did ask...

Thanks
2 replies

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savidge4

9 years ago

Originally Posted by brappaport

- We don't lose clients because we aren't good enough, only because people do something on their own without our help.

THIS is the key... then why are you loosing them? because the client is stupid and doesn't call you first? there is a lot more involved in that sentence alone. I can see them from here, there are some blinders on somewhere. What exactly is the yearly loss rate? How does your number compare to industry averages?

What can be done to decrease those numbers?

What programs and systems are in place to KEEP clients. ( Retention - the buzz word for 2015 ) Do you reach out and do a yearly audit? do you reach out and say "Hey. we could save you X by making these changes" Are you reaching out at all? a card at Christmas saying "we appreciate your business" btw is not what I would consider reaching out.

Thanks
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brappaport

9 years ago

We very rarely lose a client and we gain many more than we lose. I do not think this is the base issue. We email and call all clients who do not respond over time. This is not what I want to address with this post. Thank you anyway.

Originally Posted by savidge4

THIS is the key... then why are you loosing them? because the client is stupid and doesn't call you first? there is a lot more involved in that sentence alone. I can see them from here, there are some blinders on somewhere. What exactly is the yearly loss rate? How does your number compare to industry averages?

What can be done to decrease those numbers?

What programs and systems are in place to KEEP clients. ( Retention - the buzz word for 2015 ) Do you reach out and do a yearly audit? do you reach out and say "Hey. we could save you X by making these changes" Are you reaching out at all? a card at Christmas saying "we appreciate your business" btw is not what I would consider reaching out.

Thanks

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sandalwood

9 years ago

Originally Posted by brappaport

-We are located on Long Island in Medford, NY
- We write every type of insurance from health, business, life, etc. (primary focus on health)
- Hundreds of clients
- We contact clients who have left
- We don't lose clients because we aren't good enough, only because people do something on their own without our help.
- We haven't really lost any referral machines
- I work directly with the boss/owner.

Our money is made on commission from carriers.

Thank you for the information. It sounds like you are more a life and health agency and not a P&C agency since you say you focus on health.

The suggestions made by Dr Vile and the other posters are excellent suggestions and should not be discounted. They will increase your client base thereby increasing the commission paid by carriers. This is the standard payment procedure in this industry. Some forms of insurance pay better than others.

On the other hand, since you said you write every type of insurance, I will assume you write commercial business. If that is the case, what I told you in my original post would about double your commission revenue in less time and with fewer clients.

Of course if boots through the door is all you want, my offer will do that too and pay better. It may take a bit longer than the standard approaches suggested in other posts. But, in the long run, the commission checks will be larger.

I will leave my offer open. If you or your boss wish to speak with me, email your contact info. I don't charge a fee or even give a rat's ass about the 500 per month you mentioned. I'll tell you the program and you decide if it is in your realm.

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leojq2

9 years ago

If you're looking for an offer idea here's a good one a student of mine told me about.

They'd gotten an offer from an insurance agent, in the mail I believe, that was something like "Bring Me Your Current Insurance Coverage. If I Can't Beat It, I'll Buy You A Steak Dinner".

My student did this and sure enough the new policy offering was much better than their old one.

The kicker is they didn't go with this new guy...they brought the offer to the old guy and he matched it!

Perhaps you can do some sort of cross promotion with a restaurant...mention their place in your ad and you get a break on any steak dinners you have to provide.

If they have an email list they could make that offer to their list..."Take your current insurance coverage to Jimmy and if he can't beat it, he'll buy you a dinner here at the restaurant."

Good luck!

Leo

Thanks
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brappaport

9 years ago

Something like this is definitely something to consider. Insurance is a tough game though, sometimes a price is unbeatable (Geico)

We have offered 20$ gift cards just for having a meeting with us (not even enrolling) but had no success.

As far as health insurance goes, there is no variety in price from different sources.

Originally Posted by leojq2

If you're looking for an offer idea here's a good one a student of mine told me about.

They'd gotten an offer from an insurance agent, in the mail I believe, that was something like "Bring Me Your Current Insurance Coverage. If I Can't Beat It, I'll Buy You A Steak Dinner".

My student did this and sure enough the new policy offering was much better than their old one.

The kicker is they didn't go with this new guy...they brought the offer to the old guy and he matched it!

Perhaps you can do some sort of cross promotion with a restaurant...mention their place in your ad and you get a break on any steak dinners you have to provide.

If they have an email list they could make that offer to their list..."Take your current insurance coverage to Jimmy and if he can't beat it, he'll buy you a dinner here at the restaurant."

Good luck!

Leo

Thanks

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ewenmack 9 years ago

Ben, before I or Peter Lessard would offer a solution you are after,
we would first indentify the problems and their causes.

An example, you wanting to bring in more clients.

That lack of clients may be due to not exploiting existing clients enough.
This could be a range of upsells and cross sells, downsells and referrals.

Under each of those could be coming up with a better message.
It could be using automation tools to make sure things get done in the right sequence.

It could be adding more steps in the follow up sequence.

It could be swapping the sequence around.

It could be changing the timing of the upsells, the cross sells the asking of referrals.

It could resetting the criteria as to what is the right amount of health cover,
which automatically bumps up the amount of cover.

It could be changing what the receptionist or other people other than the owner say on the phone.
This alone doubled the revenue for one company.

It could be identyfying those that spend the most money with the agency and spend more time
with them and offer them more. Big spenders past habits indicate they will spend more
when given the opportunity.

It could be identifying those that are at a stage where there personal or business situation
has changed, therefore need to change cover.

It could be identifying clients that have fast growing companies which will need more business risk cover,
health cover for employees.

Then what's going to be the right way to approach each of
those situations. Who makes the first approach.

Is it by phone, email, letter or postcard?

Now you can see the opportunity for holes in the existing business when fixed
can yield the new revenue you and your boss seek.

See, nothing to do with spending money on new marketing.

It does take somebody outside the business to go through the existing processes
and spot what can be done better. Somebody who is trained to not only spot those gaps
but able to show how to fix them.

Best,
Doctor E. Vile
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- savidge4 9 years ago
  
  ok all of that aside. something I have put in place for a local Allstate agent. He too wanted new clients. blah blah blah he was running newspaper ads, radio ads, Mailers etc. There simply was not enough growth.
  
  Once I got in and saw what they were doing, I wasn't sure there was much else to do. We did take a good long hard look at their back end. We developed a system to go after those clients that were "dropped" 3 years and longer, due to accidents etc. Very direct mailing, saying if all of your previous conditions are the same today, your premium would be $X.00 Give us a call.
  
  The OTHER thing we did was take the budget for bringing in new clients ( much like your $500, but their number was a bit higher. ) We started paying PREMIUMS. Again a nice piece went out. Thanking them for being a long time customer blah blah blah. As a token of our appreciation, we would like to make this coming months premium payment for you. Insert Policy and amount, and the date the payment is to be made.
  
  Last paragraph... In exchange for this payment we would like to ask for you to do one thing for us. and that is refer our services to your neighbors and friends. simply hand out the enclose business cards.
  
  Again thank you for your patronage....
  
  All I can say is it works stupid well. 10 cards went in each mailer. Every month I think they started with 10 premium payments, and was getting right at a 25% referral rate from these mailings ( 25 referrals ). I know he hits it with larger numbers right before Christmas... the old times are hard moneys tight, we want to thank you by paying this month, to assist you and yours the best Christmas... They also target New Years in the same manor. Wishing you a happy New Year,.... you get the idea.
  
  Hope that Helps!
  
  Thanks
  
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farjana ahmed

9 years ago

What restrictions will I face if I buy health insurance?

Thanks
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CLSVentures

9 years ago

Just a note of advice: no matter how well it may work, consult your state insurance commission before you EVER pay someone's premiums. In most states this is called "rebating" and will quickly spell a very abrupt end to your career in the insurance industry.
Don't risk it or advise someone to without researching that first. They don't take that lightly.

Thanks
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savidge4

9 years ago

Originally Posted by CLSVentures

Just a note of advice: no matter how well it may work, consult your state insurance commission before you EVER pay someone's premiums. In most states this is called "rebating" and will quickly spell a very abrupt end to your career in the insurance industry.
Don't risk it or advise someone to without researching that first. They don't take that lightly.

Dually noted. I personally am not a Lawyer, but know a few. This was actually run before a Lawyer prior to starting the program. The over all consensus was that because there is not being a policy induced, and or being cancelled to induce another, that this by intent does not fall under the guise of "Rebating" There is an amount of documentation that takes place with the insurance agent, to keep records of such activity.

As a source of reference here is a listing by state the terms for "Rebating" http://www.google.com/url?sa=t&rct=j...wkGDJmNvgCHrsA

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kirbymarketingconcierge 9 years ago

Get a new lawyer(s)
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sandalwood

9 years ago

Originally Posted by savidge4

Dually noted. I personally am not a Lawyer, but know a few. This was actually run before a Lawyer prior to starting the program. The over all consensus was that because there is not being a policy induced, and or being cancelled to induce another, that this by intent does not fall under the guise of "Rebating" There is an amount of documentation that takes place with the insurance agent, to keep records of such activity.

As a source of reference here is a listing by state the terms for "Rebating" http://www.google.com/url?sa=t&rct=j...wkGDJmNvgCHrsA

Umm, "not being a policy induced" seems to be out of whack with the idea of giving a rebate. Why else would you give a rebate if not to induce the prospect to buy a policy?

Would you give Joe Schmoe money for just walking in the door? No.

Would you give Joe money for answering his phone? No

So, that begs the question, why are you giving Joe money? Gee, I wonder...

Ha, ha, keeping records of such events merely means you have the rock solid proof, call it evidence, the state can use to not only fine you but put you in jail. Geez, come on. Self incrimination. What a novel concept.

Here's the real truth for the agent in the field. If the DOI decides you are rebating, you are rebating. If they decide to suspend your license, your license is suspended. Oh, you'll get a hearing and 30 days later you'll be without a license for a year or longer.

These same rules DO NOT apply to insurance companies. How do I know? Let's just say that conversations with my state's DOI were enough to convince me of the truth in my remark.

Anyway, my offer is still open. If you want to increase your monthly premium 10 fold, contact me.

P.S. Let me ditto the get a new lawyer post.

Thanks
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savidge4

9 years ago

Since the Agent in question only sells one brand of insurance there is no lateral benefit let alone another policy that can induced to use a "Rebate" as a form of offering a NEW service, or giving reason to CANCELLING another.

Using my handy dandy online lawyers dictionary I find that "REBATING" is defined as: Returning a portion of the premium or the agent's/broker's commission on the premium to the insured or other inducements to place business with a specific insurer. Rebating is illegal in the majority of states. Insurers must use filed rate credits or have supporting methodology.

I will say this again. Because there is no possibility of a company switch, and no possibility of a policy change... The above mentioned actions do not fall under the terms of "REBATING" as stated in the above mentioned definition of the said term "REBATING".

I, as in me personally, consulted counsel, I, as in me personally, called the State insurance office. My Client, consulted counsel, and My client consulted the State insurance office. You folks are blabbing at the mouth of what you THINK you know. The process that is being followed is the result of the terms and conditions of the State, and the suggestion of Council.

I will again state, that I did not mention in the first posting that I laid out the idea that it would be a good idea to do the same. that was in error, and for that I apologize. BUT, given the specific circumstances of my client the insurance agent there were no issues with this for one simple reason. He only sells ONE brand of insurance.

Originally Posted by sandalwood

Umm, "not being a policy induced" seems to be out of whack with the idea of giving a rebate. Why else would you give a rebate if not to induce the prospect to buy a policy?

Would you give Joe Schmoe money for just walking in the door? No.

Would you give Joe money for answering his phone? No

So, that begs the question, why are you giving Joe money? Gee, I wonder...

Ha, ha, keeping records of such events merely means you have the rock solid proof, call it evidence, the state can use to not only fine you but put you in jail. Geez, come on. Self incrimination. What a novel concept.

Here's the real truth for the agent in the field. If the DOI decides you are rebating, you are rebating. If they decide to suspend your license, your license is suspended. Oh, you'll get a hearing and 30 days later you'll be without a license for a year or longer.

These same rules DO NOT apply to insurance companies. How do I know? Let's just say that conversations with my state's DOI were enough to convince me of the truth in my remark.

Anyway, my offer is still open. If you want to increase your monthly premium 10 fold, contact me.

P.S. Let me ditto the get a new lawyer post.

Thanks
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kirbymarketingconcierge 9 years ago

Deleted post on advice from counsel.
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sandalwood

9 years ago

Originally Posted by savidge4

Since the Agent in question only sells one brand of insurance there is no lateral benefit let alone another policy that can induced to use a "Rebate" as a form of offering a NEW service, or giving reason to CANCELLING another.

Using my handy dandy online lawyers dictionary I find that "REBATING" is defined as: Returning a portion of the premium or the agent's/broker's commission on the premium to the insured or other inducements to place business with a specific insurer. Rebating is illegal in the majority of states. Insurers must use filed rate credits or have supporting methodology.

I will say this again. Because there is no possibility of a company switch, and no possibility of a policy change... The above mentioned actions do not fall under the terms of "REBATING" as stated in the above mentioned definition of the said term "REBATING".

I, as in me personally, consulted counsel, I, as in me personally, called the State insurance office. My Client, consulted counsel, and My client consulted the State insurance office. You folks are blabbing at the mouth of what you THINK you know. The process that is being followed is the result of the terms and conditions of the State, and the suggestion of Council.

I will again state, that I did not mention in the first posting that I laid out the idea that it would be a good idea to do the same. that was in error, and for that I apologize. BUT, given the specific circumstances of my client the insurance agent there were no issues with this for one simple reason. He only sells ONE brand of insurance.

I hear you my friend. Do you carry E&O insurance? If not, you may wish to look into it. I won't address the semantics in your presentation because what you say on the WF won't matter if you are called for a hearing by the DOI. It is them you will have to convince and not me. Your council or counsel, either one, hopefully will be on your team should the need arise.

Well, actually I will add that what you said will make a difference. If you re-read your handy dandy online law dictionary's definition, specifically the first sentence, you may have an epiphany. Or, you may not.

Either way, that is all the blabbing at the mouth I will do for now and, it is, as well, all of what I THINK I know.

Good luck and I hope you sell a mega lot of policies.

Thanks

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Freebiequeen1999

9 years ago

If you have emails that seems like a great way to reach out. Offer past clients a free "check up"....is their insurance up to date, up to par, what can you do for them or improve for them?

Network - join local biz networking groups

Are you active on LinkedIn? Get busy - flesh out your profile...get to the 500plus club...keep growning....be strategic - no need to hang with other insurance agents - you want people in other fields haha

Look for networking events and opportunities, write a blog

Facebook?
Your facebook should NOT just be ads for the agency - you should offer informative posts, news posts about all aspects of insurance, and maybe a bit of humor mixed with some (non denominational) inspirational posts.

Maybe YOUR agency could host a networking event? Or host an "open house" and appreciation night? Reach out to other professionals - real estate agents, lawyers, and so forth.

Networking can be very powerful - sometimes it is not what you know but who you know <grin>

With a business like insurance you want to be there to be "helpful"...not what can I sell you but how can I help you

JMO

Thanks

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quadagon

9 years ago

So let's start with the 80/20 principal. Are you actively cross selling to existing customers?

Are you capturing renewal dates when people do quotes with you. Ie if they do a car quote get their home or pet insurance renewal date.

Are you marketing to past prospects as well as lapsed customers.

Could you set up jv deals with estate agents and car dealerships in your area.

Do you have a hand off process for clients you can't cover

Thanks

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I've got 99 problems but a niche ain't one

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zeus136

9 years ago

If it is strictly just offline marketing then we would recommend bulk newspaper classified ad submission.

PM us if you require any further info about this strategy.

Zeus

Thanks

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Need Offline Marketing Help for Insurance Brokerage

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