In a time when many consumers are turning to the Internet to purchase insurance coverage, it’s become more important than ever for insurance agents to spend time and energy marketing their insurance business. Insurance agents offer personalized service and can help consumers navigate the often confusing array of coverage options, so promotional efforts should highlight the service you offer and how you can help consumers save time and money. If you use multiple strategies to promote your business and offer great service, you can attract customers and grow your business.
Advertise your services. In small or medium markets, television and radio advertising may be affordable options. Some of the insurance companies that you represent may have pre-made advertisements you can personalize with your contact information, and some might even offer to cover a portion of the costs.
Ask for referrals. When you work with a customer, remind them to tell their friends, family and neighbors about your products and service. Provide extra business cards or marketing materials that they can share with others.
Present yourself as a resource to local news media. Distribute regular press releases highlighting insurance issues, and offer to answer questions about insurance coverage in news stories.
Exhibit at local business fairs or events. For example, displaying at wedding fairs will help you reach couples who are about to be married and need to change their insurance coverage, and an exhibit at a health fair helps you reach customers thinking about health and life insurance options.
Develop educational seminars for prospective insurance customers. Offer light refreshments and information about different types of insurance and how to choose insurance options. Collect the names of seminar attendees and follow up with them after the event.
Use direct mail. Send a postcard or letter highlighting your services or ways you can save customers money. Insurance companies may offer pre-designed pieces you can use for this purpose.
Advertise in new resident welcome packages. In many communities, new residents receive a package of information from local businesses, either from the town hall or from a commercial welcome package provider. Include a brochure, business card magnet or other collateral piece in those packages.
Build an online presence. Develop a website that allows customers to request a quote for coverage. Publish a blog on insurance-related topics, and place ads on local websites.
Always check to make sure that your marketing efforts are within the guidelines of your state insurance bureau, the insurance company you represent and any federal agencies that oversee your type of insurance product. Violating marketing guidelines could lead to fines or cause you to lose your insurance license or appointment with the company.
- Always check to make sure that your marketing efforts are within the guidelines of your state insurance bureau, the insurance company you represent and any federal agencies that oversee your type of insurance product. Violating marketing guidelines could lead to fines or cause you to lose your insurance license or appointment with the company.
An adjunct instructor at Central Maine Community College, Kristen Hamlin is also a freelance writer on topics including lifestyle, education, and business. She is the author of Graduate! Everything You Need to Succeed After College (Capital Books), and her work has appeared in Lewiston Auburn Magazine, Young Money, USA Today and a variety of online outlets. She has a B.A. in Communication from Stonehill College, and a Master of Liberal Studies in Creative Writing from the University of Denver.