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Suggestions for Life Insurance client?

by McGruff
16 replies
I received a referral from a very happy client i've had success generating solid leads for. He referred me an independent life insurance agent that is extremely unhappy with the person who sold him a $4k website that is not generating any business. (all she did was take his $$ for a basic intuit template and disappeared). No optimization was done at all.

He's in bad need of SEO and leads. Basically my hesitation is centered around his business--insurance. My clients are typically small home service/blue collar niches that I've had success with, and not sure if life insurance will have the same success..I have little confidence with how exactly to proceed (a separate lead generating site? a site redesign? video lead generation?). Most of what I've read here for the insurance industry is centered around telemarketing solutions.

He can to spend btw 400-800 upfront. Any thoughts or suggestions with this niche?
#client #insurance #life #suggestions
  • Profile picture of the author gg282
    The volume for life insurance in a local market (city) for the most part is low. Not only that but to get online traffic/leads is really competitive in this niche. In fact one of my life insurance websites came close to page one on google for "Texas Life Insurance" and there was only a trickle of traffic. I am a license life and health insurance agent in Texas and some other states. What I do know is that those who may want to buy life insurance are (future tense) probably wanting to buy life insurance, they just aren't getting around to doing it now, but could at some pint in the future. Buying life insurance is not high on the list of things to buy or do, while at the same time... as if you got a wife, kids, a mortgage or debt, you need life insurance! Not the measly $25k or $50k you get from a group policy at work... I'm talking the real stuff, if you at least got kids, then $500,000 to a million is more realistic on a term policy. After a needs analysis then a knowledgeable life insurance agent can determine id permanent life coverage may be more appropriate.

    So as to your question... Ask for $800 and tell them that there will only be a few leads coming in, depending where they are. Not to many people are really online looking to be quoted life insurance rates and if there are, they are SHOPPING! They want term life insurance as cheap as possible (if they qualify for it that is another story)

    I spent a year of my time trying to generate life insurance leads online. It is a lot of work to sell term life insurance products, It probably aint worth the hassles that will be encountered.

    If you take this guys money you will have to use Google adwords to get traffic. SEO won't work unless you use Google places.

    Why not follow my blog: Door to Door Selling Insurance and learn about what I am testing to generate life insurance leads. You and your client may find it not only interesting but very informative. It's real life stuff. And probably only the most realistic way to generate a life insurance lead on a LOW BUDGET which is what I am guessing you client is on. Insurance commissions can be really big, depending on what product is sold, but for starters, $500 bucks is probably the lowest commission to be paid on a policy. If the proposed insured client is unhealthy, meaning they arec obese, diabetic, have a history of medical issues, surgery's, in a wheel chair, on all kinds of meds, smoke or one of their organs don't work good, then the premium for them will be more, as well as the commission to the agent.

    I have seen agents get a $3000 commission for writing a unhealthy prospect life insurance. If the proposed insured has dependents, owns a business or wants to leave their church money, leave a legacy, they will buy the policy. Even if it is $200 or more a month. This aint a joke. I see it every week.

    Life insurance agents that are good at marketing make a lot of money every month.
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  • Profile picture of the author Convertme
    Well I guess it could be a good mixture of SEO, SEM but also onsite work. The thing is you need to think holistic about the whole process. Put yourself in the footsteps of those who may look for a life-insurance product. What would work and what wouldn't - What is the most important thing?

    Obviously I think it is a mix of personal / web marketing that needs to come into play here.

    Hope that helped you
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  • Profile picture of the author Tam Chancellor
    I received some great feedback on marketing a life insurance agent in another thread. She is doing very well.

    Life Agent
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  • Profile picture of the author Fred Myers
    there are a lot of insurance companies you can find in the internet with good and reliable insurance agent that are willing to assists you and gives policy that fits your budget and needs! Just choose those company sites that has higher rank....
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  • Profile picture of the author vndnbrgj
    Break it down in your marketing.
    The average 20 year term policy is between $30-$40/month for a healthy middle aged male.
    I learned this when I was looking to sell insurance...

    Could your family live on your paycheck if you only worked 39 1/2 hours a week.
    Could your family live without your paycheck?

    The average wage of $15-$20 an hour would cover the cost.
    Per half hour it would be $7.50-$10 a week covering the cost of the policy.

    Most people don't want another bill.
    But, if you break it down into terms that make sense... they get it.
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    • Profile picture of the author Claude Whitacre
      When I sold life insurance (decades ago), I had a line I got from Ben Feldman that was absolutely devastating.

      "From what we have discussed, your wife will need $500,000 to pay the expenses and ensure your kid's college education. Where will she get the $500,000? Sell your business? The one you build all your life? Sell your home? Borrow the $500,000? If she borrowed $500,000, what would be the interest?
      Could she even pay the interest for $800 a month? Give me $800 a month...and I'll pay the $500,000"

      I'm paraphrasing, because it's been a few decades. But I sold more life insurance to small business owners with this idea, than any other idea I used.

      Phrasing the life insurance premium as less than the interest if they borrowed the face amount...really hit them where they live.
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      • Profile picture of the author ewenmack
        Originally Posted by Claude Whitacre View Post

        When I sold life insurance (decades ago), I had a line I got from Ben Feldman that was absolutely devastating.

        "From what we have discussed, your wife will need $500,000 to pay the expenses and ensure your kid's college education. Where will she get the $500,000? Sell your business? The one you build all your life? Sell your home? Borrow the $500,000? If she borrowed $500,000, what would be the interest?
        Could she even pay the interest for $800 a month? Give me $800 a month...and I'll pay the $500,000"

        I'm paraphrasing, because it's been a few decades. But I sold more life insurance to small business owners with this idea, than any other idea I used.

        Phrasing the life insurance premium as less than the interest if they borrowed the face amount...really hit them where they live.


        I own the hard cover book, The Feldman Method.

        He is in the Guinness Book of Records for the amount of life insurance sold.

        Yet he lived in a town and didn't venture far from it.

        He always came up with packages to help in different circumstances.

        A factory owner who has a key person would have a key person
        package which he give it a name.

        Another one may be for the young child's university education.

        And he always sold money at a deep discount.

        He would always be thinking of ways to help people
        in different circumstances and if it was a new way of packaging it,
        he would test it on his wife and refine then
        run the idea past a few trusted clients for their opinion
        so he could refine it until the package was ready for presentation.

        Thanks for reminding me of his brilliant mind.

        Best,
        Ewen
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        • Profile picture of the author debml
          Feldman has some great methods. His best book is out of print, though.

          One thing to be careful of with Feldman's concepts is many of them address a more advanced life insurance sale that requires much more knowledge than many agents have.

          Life insurance has a lot more niches compared to other insurance policies. If your client is more focused on one niche - business continuation planning, estate planning or final expense for example that will help you define your strategy much easier than just selling life insurance.

          People I know with the most organic traffic to their website are blogging extensively with well researched and targeted keywords. If the client is only worried about SEO, it won't be as hard to outsource the writing as it would be if the client wants posts written for people to actually read.

          Hope this helps!



          Originally Posted by ewenmack View Post

          I own the hard cover book, The Feldman Method.

          He is in the Guinness Book of Records for the amount of life insurance sold.

          Yet he lived in a town and didn't venture far from it.

          He always came up with packages to help in different circumstances.

          A factory owner who has a key person would have a key person
          package which he give it a name.

          Another one may be for the young child's university education.

          And he always sold money at a deep discount.

          He would always be thinking of ways to help people
          in different circumstances and if it was a new way of packaging it,
          he would test it on his wife and refine then
          run the idea past a few trusted clients for their opinion
          so he could refine it until the package was ready for presentation.

          Thanks for reminding me of his brilliant mind.

          Best,
          Ewen
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    • Profile picture of the author McGruff
      Originally Posted by vndnbrgj View Post

      Break it down in your marketing.
      The average 20 year term policy is between $30-$40/month for a healthy middle aged male.
      I learned this when I was looking to sell insurance...

      Could your family live on your paycheck if you only worked 39 1/2 hours a week.
      Could your family live without your paycheck?

      The average wage of $15-$20 an hour would cover the cost.
      Per half hour it would be $7.50-$10 a week covering the cost of the policy.

      Most people don't want another bill.
      But, if you break it down into terms that make sense... they get it.
      Sounds good for an insurance agent's sales strategy, but I think you may have misunderstood my post about providing his site with higher local rankings.
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      • Profile picture of the author ewenmack
        Originally Posted by McGruff View Post

        Sounds good for an insurance agent's sales strategy, but I think you may have misunderstood my post about providing his site with higher local rankings.
        I misunderstood too, because you said in bad need of leads.

        Why the restriction to the source of leads?

        I've given an example of a strategy that's offline
        and gets a 5 to 1 return consistently.

        Ewen walks away and shakes his head.

        Best,
        Ewen
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        • Profile picture of the author McGruff
          Originally Posted by ewenmack View Post

          I misunderstood too, because you said in bad need of leads.

          Why the restriction to the source of leads?

          I've given an example of a strategy that's offline
          and gets a 5 to 1 return consistently.

          Ewen walks away and shakes his head.

          Best,
          Ewen
          I was responding to his post about sales advice to close a prospect which is my client's dept as a licensed agent...

          My job is to redesign and rank his site as best I can, so that he can get in front of more prospects, not consult him on closing tips for a life policy.

          I like the offline flyer though..it has a great Dan Kennedy style headline and copy . Might have to incorporate that in the mix for sure!
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      • Profile picture of the author vndnbrgj
        Originally Posted by McGruff View Post

        Sounds good for an insurance agent's sales strategy, but I think you may have misunderstood my post about providing his site with higher local rankings.
        I guess I did mis-understand your post.
        What I read was that he was in bad need of SEO and leads.
        The easiest way to sell is to educate first.
        I helped with showing you another way to educate so price wasn't a problem.

        It incorporated... pain, and fear of loss.
        Which are two powerful tactics to motivate someone.

        You could make banner ads that say, what I said in my post above.
        Then promote them via PPC, and send them to a lead form.

        Another option is to do what Ewen showed.
        Create a free report, and also make that a free 24 hour recorded message educating people. In it, over come common objections and your client will look like a trusted advisor.

        Also, try to think outside the box....
        Ever go to a funeral and wonder how much it costs?
        People Google "Funerral Costs"
        So you would have ads targeted to those keywords educating them on the average cost of a funeral in your clients area. Tell them how to avoid such high costs via a free report.
        1. Buy early
        2. Have a plan
        3. Blah
        4. Blah
        5. Blah

        All of which life insurance happens to help with....
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  • Profile picture of the author ewenmack
    Go offline and target groups like war vets that are easy to reach.

    Then write an ad like this as part of a 2 step promo,
    which brings in qualified leads.

    See an ad example here.

    Don't swipe it because it is copyrighted.

    This ad has consistently brought back 5 bucks for every dollar invested in this promo.

    Enjoy!
    Ewen

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  • Profile picture of the author squadron
    If I were you I'd go after the longer tail organic search terms like:

    insurance broker suburbname
    life insurance suburbname
    insurancetype prices suburbname
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  • Profile picture of the author McGruff
    Originally Posted by Ken_Caudill View Post

    Approach it via auto or homeowner insurance rates if he's multi-line. If he's life only, do it via retirement planning or financial planning.
    That was my thinking. However, when I approached him with some financial planning SEO strategies for his site like videos, and free financial planning reports, etc he informed me that his company prohibits any content that deals with retirement or financial planning advice.
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