Using Automation to Stay In Touch with Your Senior Market Clients

Using Automation to Stay In Touch with Your Senior Market Clients

Selling to Seniors

The senior market is comprised of a wide variety of individuals that like their communication in many distinct ways. Some are technologically savvy, others much prefer a card or in-person visit. Some go both ways.

Regardless of how they like to receive their communications, one thing is for sure, they want honest and transparent communication and value that higher than all else. That coupled with all of the changes, rules, and emerging compliances in the healthcare system, it’s crucial for you to stay both compliant and in touch.

It can be a lot, but there is one little trick you can use to make both easier. Hint, it’s automation.


Life as a senior agent is a busy life—especially during AEP/OEP. To make your lives even more hectic, carriers have customer engagement policies that help ensure you’re continuously servicing your clients and you must be compliant with them.

As an example, Humana launched their 4-touchpoint engagement series for newly enrolled Humana members called the 3-30-60-90 Day Conversation Guide. Basically, it determines four specific dates you must contact your newly enrolled Humana clients and gives you the highlights of what you must discuss.

This can be difficult to remember since, obviously, all of your newly enrolled Humana clients won’t enroll all on the same day. If only it could be that easy!

Instead, your 3, 30, 60, and 90 day marks will fall on different dates for each and every client. That on top of all the other stuff you’ve got going on this time of year? Talk about a headache!

However, there is a way to simplify this—using automation.

Automation is a tool that allows you to work smarter not harder to help you stay on top of your book of business, your client communications, your daily tasks, and all of the other stuff you need to get done in the day. In AgencyBloc, an agency management system (AMS) built for the life and health insurance industry, we call our automation tool Automated Workflow.

Automated Workflow allows you to determine when you want notifications on certain changes and how. You can choose between a task notification where it sends a “to-do” item or task to your Dashboard, or you can choose to receive an email. (You can even have both!) This ensures nothing and noone falls between the cracks.

But how can it help with a customer engagement policy like the 3-30-60-90 Day Conversation Guide from Humana? Simple. Let’s look at the breakdown below:

You will want the emails and/or tasks you have sent for each marked day to be sent to the agent who is handling the client whether that be you or someone else in your office.

Day 0:

  1. Update the new Humana policy to “active” in AgencyBloc
  2. Set a workflow to remind you on days 3, 30, 60, and 90 after the policy goes active to reach out and cover the outlined discussion points per Humana
  3. Determine how you want to be notified (email or task) and if you want the client to be notified as well (email only)
  4. Post your Humana conversation guide at your desk or attach it in AgencyBloc to that product type to ensure you cover everything they require and stay compliant

Days 3, 30, 60, & 90:

  1. Log into AgencyBloc and your email
  2. See your task and/or email
  3. Look to your conversation guide for discussion topics
  4. Contact the client

It’s as easy as that. With the automated reminders, you’re more likely to remember to reach out to the client, discuss the necessary topics, and, most importantly, stay compliant.


You can’t talk about compliance without talking about E&O. Automation also helps streamline your E&O so you never let that fall to out-of-date.

Let’s be honest, E&O is your backup to cover your butt when you need it most. Automation is your backup’s backup to make sure you’re ready should a lawsuit arise. Hopefully, you won’t need it, but it’s better to be safe than sorry.

With Automated Workflow, this process is really easy. You update your E&O license with its expiration date

E&O Expiration Date Set in AgencyBloc

Image Source: AgencyBloc

Then, you set up a workflow. It can look just like the one above except, of course, you won’t want to send an email to your client. All you have to do is choose your timetable and determine how you want to be notified. Here’s a process some agents use:

3 Months Before Expiration

Email sent to agent titled “Your E&O expires in 3 months!”

2 Months Before Expiration

Email sent titled “Your E&O expires in 2 months, get it updated!”

1 Month Before Expiration

Email sent and task created titled “Get your E&O updated now!”

Set the reminders however you like and whenever you like. Some agents like to handle it nice and early, others are thrill seekers and prefer to wait until the very end. Both are fine, just don’t forget to get it done!


This is also a great tool to set up if you’re managing a multitude of agents. If their E&O isn’t up-to-date, you could also be liable. So have a notification sent to you, too, to follow-up with them to make sure they’re updating their E&O!


We spoke a little about staying in touch with your newly enrolled clients per the regulations of specific carriers. But it’s also important to stay in touch with your other clients who don’t qualify for those categories. Remember, 81% of clients cite “lack of regular and meaningful communication” as their reason for leaving an agency. Successful agencies are built on high retention rates which stem from impeccable service.

Yearly renewals

Yes, insurance is top of mind for you all of the time, but it’s rarely the same for your clients. Honestly, most of your clients will only think about their coverage when they need it. It’s unfortunate but true. With that in mind, it might not be top-of-mind for your clients to know when their renewals are up.

Make it easier for them (and you!) by automating your renewal notices and communications. Just like the E&O example we discussed above, the renewal notice automation is custom to your preferences.

Here’s an example of what your renewal timeline could look like for your clients:

3 Months Before Renewal Date

  • An email is sent to the client reminding them that their policy is due for renewal
  • An email is sent to the agent alerting them that the policy is up for renewal and they need to reach out

2 Months Before Renewal Date

  • A slightly more urgent email is sent to the client reminding them that their policy is due for renewal (include date of expiration)
  • An email and/or task is sent to the agent alerting them that the policy is up for renewal and they need to reach out

1 Month Before Renewal Date

  • A slightly more urgent email is sent to the client reminding them that their policy is due for renewal (include date of expiration)
  • An email and task are sent to the agent alerting them that the policy is up for renewal and they need to reach out now!

2 Weeks Before Renewal Date

  • A very urgent email is sent to the client reminding them that their policy is due for renewal (include date of expiration)
  • An email and task are sent to the agent alerting them that the policy is up for renewal and they need to reach out now!

These workflows will instantly be halted the moment your client renews their policy. Once you update the renewal date on the policy, the workflows will intuitively know to stop and you can put your focus on the clients with policies that are still on the workflow.

Ensure all of your emails sent to your clients include contact information and the agent of record. This allows the client to reach out directly if they so choose and just keeps those lines of communication open for both parties. For more ideas of what to include in your emails and other emails to automate, check out our 7 Free Automated Email Templates for Insurance Agencies.


Another great email to automate is Happy Birthday! emails. Every client and prospect you have in your book has a birthday, and, if you have a lot of clients, it’s hard to remember all of them.

By automating the birthday emails, you allow yourself the comfort in knowing your well wishes are being sent while giving yourself the time to focus on other important aspects of your business. With AgencyBloc, you can even use templates like this:

Pre-Built Happy Birthday Email Template in AgencyBloc

Image Source: AgencyBloc

This is fun and different giving your clients something special to look at on their day. Not only is it a nice gesture, but it can also help with retention as your clients will see that you truly care about them.

With automation, this is so easy to set up and have run constantly. You can even work with third party vendors like Rocket Referrals that do handwritten cards that deliver all of the sentiment without any of the hand cramps.

It’s silly to hold yourself to more work by trying to manage your clients’ birthdays on a calendar or via sticky notes. Remember, work smarter not harder!

Working leads

Automation can also be applied in lead growth and nurturing. When bringing in leads, it’s absolutely crucial that you work them as soon as possible. You’re probably aware of the stats, but if you’re not, here are some reasons why it’s so vital:

  • 50% of sales go to the first salesperson to make contact
  • You’re 9x more likely to convert a web lead if you follow-up with them within 5 minutes
  • Waiting another 5 minutes decreases your odds of conversion by 400%

A problem arises, however, when you’re not aware the lead has come in. They could sit there a day or two, a week, a month, or maybe even longer.

That’s how you lose leads.

If a prospect is contacting you, then they’re likely shopping around and contacting a couple of other agencies. Failing to respond means giving your competition new business. Remember, if you’re not courting your leads, then someone else is.

So, how does automation help?

It aids you in nurturing your leads even before you know they’re there. One of the best ways to do this is by using a system that has an integrated lead form you can place on your website.

Yes, seniors are online. They’re actively using social media, so make sure you have a link to your website on your social pages. Bonus points if you link to the webpage that has your lead form!

With AgencyBloc, you have a customizable Lead Form Builder you can use to determine what information you want to capture right from the get-go.

Customizable Lead Form Builder in AgencyBloc

Image Source: AgencyBloc

Keep in mind that your audience won’t want to fill out an absolute ton of information about themselves, so keep the required fields minimal. Consider name, email, and phone number. That way you have enough to start with, then you can build during your conversation by getting to know them.

The benefit of having your management system and lead form integrated is that information your prospects input comes directly into the system. This creates them as a lead and you can have automation built directly around that.

With Automated Workflow, you can have a task immediately created for you on your Dashboard, an email sent to you, and an email sent to the lead. The email shows them that, yes, you do care and that you are aware of them, which is a great launching point. Many of your competitors may not have this, so it’ll definitely set you apart from the pack.

You can set additional tasks to remind you to reach out a week later, two weeks later, so on and so forth. Research has found that 80% of sales require 5+ follow-ups, so having those reminders may just make the difference between lost and closed for you.

The benefits of automation

Having automation capabilities in your arsenal by using an AMS like AgencyBloc can put you ahead of your competition. Automation allows you to stay in better contact with your clients and prospects, stay on top of your business, and stay safe and secure by watching your back.

It can simplify your life and help you to work smarter not harder. Plus, it can definitely reduce some of your stress during AEP and OEP.

Pam S.

"AgencyBloc is awesome! Last year we saved a minimum of 40 hours (a whole week!) during Open Enrollment. Anyone in life and health, individual business, and Medicare knows we're constantly under a time crunch, so the time savings is priceless."
—Pam S., Redline Health


What is AgencyBloc?

AgencyBloc is an agency management system (AMS) that helps life and health insurance agencies grow their business with an industry-specific CRM, commissions processing, and integrated business and marketing automation.

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Allison Babberl

By Allison Babberl on October 23, 2018 in Automation

Allison is the Marketing Content Specialist at AgencyBloc. She creates educational content and designs videos to promote AgencyBloc's resources to help you organize, automate, and grow your insurance agency. Favorite quote: “Conversation is the bedrock of relationships. Without it, our relationships are devoid of substance.” -Maribeth Kuzmeski  More articles


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