If you’re serious about staying in the insurance industry, you’ll take your lead generation and marketing very seriously.  As you may already know, the fate of your business will completely rely on the quantity and quality of leads that you’re able to process in your insurance lead systems.  Sooner or later, you’re going to ask yourself whether there’s anything more you can be doing to ensure your success as an agent participating in insurance lead systems, or if you’ve maxed out the capacity of your system.

Insurance lead systems are exactly that – systems.  They are systems that have one legitimate purpose – to generate as many quality leads as they can, as well as pre-qualify the leads so that the agent and the agent’s assistant won’t have to back track on questions and parts of the contract that have already been answered.

You can create your own insurance lead system or outsource.  In either case, the system must have these aspects:

1. Method to capture interested prospects (and offer and response mechanism)
2. Method to qualify the suitability of the prospect
3. Step that establishes you as a superior source for the product or service
4. Presentation (usually by phone) to have the prospect agree to meet with you
5. Drip mechanism for those prospects that qualify but won’t meet now

It’s not just about getting leads.  Steps 2,3 and 4 are what separate mere leads from an insurance lead system.

Unfortunately, the easiest way to do this is to be sure that you’re using special insurance lead systems that are designed to fit into your current market.  You should also be using a CRM solution that will dovetail into your new insurance lead systems.

Insurance lead systems are all unique in that they’ll only provide the names and personal information to the agent.  They won’t provide the reason for their inquiry or the other personal information required when determining whether or not the lead is even worth pursuing, along with a variety of other issues. So when you finally get that lead, that’s when the show really begins.  You must use your highly developed marketing strategy and knowledge of sales to call or contact the prospect any way you can.  By doing this, you’ll set yourself apart from the hordes of other insurance agents that are no more than a search away for them.  Taking the time to personally connect with them will prove to your clients that you really do care about them.
This can only be done by creating and building a unique selling point, and using that USP in everything that you do.  Unfortunately, the average agent has no idea how this works, which means that they’re already way beyond the power curve and will have a hard time catching up.

To the average prospect out there, you’re just another nameless, faceless insurance salesman.  You have to know exactly who your target market is and what they want out of life.  You need to delve down into the deepest, darkest secrets of the person wants, loves, desires and fears.   If you understand your target market, you already know these secrets and then you develop a video, an audio a booklet–something you can provide the prospect which differentiates you from other agents that merely flap their lips.  This credibility-building steps is missing from most every insurance lead system.
Once you’re able to study your prospect in that great detail, it’s time to integrate what you’ve learned into your sales process.  If you use what you found out about the person in your marketing system, you’ll find that your ratio of leads to sales conversations will skyrocket.  This is because you are going to be doing something called relationship marketing – where you take the market research that you have discovered and use it to write sales letters, emails, fliers and business cards that appeal to your target market’s hidden desires.

With your marketing strategy honed and ready, you’ll be able to fully take advantage of insurance lead systems by ensuring that you won’t waste a bunch of money on leads you’ll never get to convert to sales.

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Tags: insurance lead systems

This entry was posted on Saturday, July 11th, 2009 at 12:29 am and is filed under insurance lead generation. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.