Growing Your Insurance Agency
There are two main ways to grow your client base: prospecting and using your existing client base. Prospecting includes marketing techniques that aim to bring brand new leads to your agency. Marketing techniques that insurance agencies use include:
Usually insurance agencies use a combination of prospecting and utilizing their existing client base. However, we do know that selling to existing clients is 40% easier than selling to new leads, so identifying referrals and cross-selling opportunities is attractive to insurance agencies. In this blog, we’re going to focus on referrals in this blog, but you can read about identifying cross-selling opportunities here.
Identifying Which Clients Might Refer You
Asking for referrals can be intimidating. You don’t want to be pushy or over-extend your relationship with your client. It’s even harder when you aren’t identifying who would be best to ask first.
One way to identify those who would be most likely to refer you is to ask them the “NPS” (Net Promoter Score) question:
“How likely is it that you would recommend [your agency name] to a friend or colleague?”
The NPS is a way to split your client base up into three categories:
- Promoters (Score of 9-10)
- Passives (Score of 7-8)
- Detractors (Score of 0-6)
A good way to ask for this information is within an email. You can set this up as a mass email, or you can set up an automated email campaign. We’ll talk about that here shortly. List the numbers from 0-10 with 0 being “not at all likely” and 10 being “extremely likely”. Then, link them to gather the feedback or have your clients directly respond to the email with their number. Like this:
How likely are you to recommend [Agency Name] to others?
Not at all likely 0 1 2 3 4 5 6 7 8 9 10 Extremely likely
Obviously, with the tools available in your email builder, you can create this however you’d like. This just gives you the skeleton of what to present to your clients in the email. Link each number so when they click it, the number is recorded for you to reference. Once they click, what should happen next?
Address the Feedback
Anyone who falls into the Detractors (0-6) category should be contacted immediately and by phone, if possible. You want to quickly get to the bottom of why they’re unhappy and do what you can to fix it before you lose the client.
Passives (7-8) are good people to keep for reference in the future. Though they may not be ready to give you a referral at the moment, you should keep an eye on them and be sure your service is excellent for them.
Promoters (9-10) are clients you’ll want to ask for referrals from. In our eBook, “The Agency's Guide to Identifying Cross-Selling Opportunities, Gaining Referrals, and Maintaining Happy Clients,” we recommend sending an email similar to this:
Hi [first name],
Thank you for your feedback. We’re so glad to hear that you’re happy with our agency!
We’d love to help out any friends, family or colleagues you have who might be searching for [health insurance, life insurance, etc.]. You can reply directly to this email if you know of anyone who might be looking.
As always, please reach out to me with any questions or concerns you have.
[Agent first name/Agency name]
This way, even if they don’t have anyone for you immediately, they’ll remember this email when someone does arise that would be a good referral to your agency. If they reply and let you know they don’t have anyone at this point, you can always politely ask for a testimonial. Send them the direct link to where to leave the testimonial to make it easy for them.
Keep The Referrals Coming
So, now that we have the initial email asking for feedback set up, and we know how to respond to the feedback for each group of the NPS, how do we keep the feedback (and hopefully referrals!) coming?
Simply set up an automated email campaign that will send that initial email to your clients after they’ve been with you for a specific amount of time. That amount of time will vary from agency to agency. Decide on an amount of time, like 2-3 months, to wait to send the email. That gives your client time to experience your service and get to know your agency so they can provide accurate feedback.
You can set up this automated email campaign directly in AgencyBloc where you already have your contacts, policies, carriers, and commission information. For example, you could set up a campaign that triggers when someone’s status changes to “Client” or a policy becomes “Effective”. It would look like this:
- A “welcome” email that would send immediately
- Your NPS email asking for feedback 2-3 months later
- Your response via phone or email based on their feedback
The idea behind setting up this campaign is to gather client feedback to address any issues, to keep a steady flow of referrals and testimonials coming in, and to do it all without much extra time or effort on your part.
Want to learn more about email campaigns you could set up for your clients or prospects? Check out this eBook: 6 Examples of Automated Email Campaigns for Insurance Agents.
Want to learn more about AgencyBloc's Email Campaigns tool?
The best way to discuss your agency's specific needs and to see our Email Campaigns tool in action is to set up a one-on-one, live demo.
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