The 5 Steps to Taking Your Lead From Interested to Invested

The 5 Steps to Taking Your Lead From Interested to Invested

For many agencies, the goal is to grow. In order to facilitate that growth, you need a constant stream of business, both coming in and staying. Today, we’ll discuss the 5 steps you should be following to take your lead from interested to invested to help you achieve both your short-term and long-term goals.

Step 1: Bring in the Lead (Interested)

For the third year in a row, our 2019 Insurance Agency Technology survey found that agencies’ number one problem is lead generation. There are generally six ways agencies bring leads into their book of business:

  • Referrals
  • Lead Vendors
  • Advertisements (includes social, online, print, and digital)
  • Website
  • Word of Mouth
  • Personal Leads (those the agent has cultivated themselves through cold calling, door-to-door, meet and greets, and running into each other around the community)


Most agents find success by using a mixture of the options above to gain leads as this gives you a chance to grow from a variety of sources. However, referrals are often one of the best forms because they’re personal and trustworthy.

A great way to bring in referrals is to simply ask for them. Print out cards that you can hand out to your clients with your information in case they know of anyone. Another option is to throw it out there while you’re doing your annual policy renewal discussion with the client. As you’re discussing their current coverage, gaps, and what they may be needing in the next year, say:

Hey, I hope you’ve been more than satisfied with my service over the years/the past year. If you know anyone that’s looking for a new agent or thinks they have gaps in their coverage, give them my number. I’d be happy to do a coverage review with them.

You may be surprised how many of your clients will give you leads. Remember, it never hurts to ask.

Buying Leads

The old reliable, lead vendors provide you with a consistent opportunity to bring in leads. However, the quality of those leads highly depends on the vendor you choose and the price you are willing to pay for those leads.

For example, NextGen Leads provides different tiers of leads you can purchase, and each level increases quality and, thus, likelihood of conversion. Additionally, each level decreases the number of other agents who receive the same leads. That also helps your chances of conversion.

However, it’s important to have a way to work those leads as quickly as possible. You may get these leads at various times throughout the day when you’ve already got something on your plate. If you don’t have a way to identify and contact those leads as soon as possible, then you may lose out on the deal. We’ll discuss that more in the next section.

Bringing in Leads from Your Website

In our digital age, it’s critically important that you have a digital presence like a website (and one that’s up-to-date!). This is a great opportunity for you to start the selling process with your audience.

Make sure you have a lead form on your website. If you have your lead form directly connected to your industry-specific agency management system (AMS), then you’re really leveling up on your competition.

When your audience inputs their information into your lead form, that means they are at peak interest for your services. So, the quicker you contact them the better. Remember, 50% of sales go to the first salesperson to reach out, and doing so within 5 minutes improves your chances of conversion significantly.

Speed-to-contact is pretty straightforward when you invest in an AMS with a built-in lead form builder. With an automated workflow, you can set up reminders that contact both you and the lead directly.

New lead on the Dashboard in AgencyBloc

Source: AgencyBloc

You can have a task automatically populated on your to-do list as well as an email alerting you to the fact there is a new lead to be worked. At the same moment, an email can be dispatched to the lead to let them know that you’ve received their inquiry and will be reaching out shortly.

Then, make sure to work that lead ASAP. The more time that passes means there is a chance other agents have already reached out to that lead because if they’re searching for insurance services, they’re likely putting out messages to multiple agents. Also, the more time that passes without you contacting them means they’re moving on to other priorities in their life and the need of meeting with you is fading.

We cannot stress enough how important speed to contact is during the interested stage. The faster you move, the more impressed the lead will be and the better likelihood of you landing that sale.

Step 2: Nurture the Lead (Interested)

Once you’ve contacted the new lead and safely have them in your prospect list, then it’s time for nurturing. This can take a while. In fact, research has found that 80% of sales require 5+ follow-ups before the prospect was ready to convert.

When you’re busy or if it’s the Open Enrollment/Annual Election Period, then it’s easy to overlook these follow-ups. Setting up automated workflows that send you a reminder can make this easier and helps ensure no one falls between the cracks.

Set up a workflow that notifies you after someone has been updated to a “prospect” in your system. From there, set reminders for yourself to follow-up. This helps you remember to reach out even when you’re swamped.

Then, once you convert that prospect, the reminders will stop when you update their status to “client”. Here’s how this could look:

  • Day 0: New lead comes in, you call them and determine that they are a prospect and update their status to “prospect”
  • Day 7: Follow-up with the prospect
  • Day 14: Follow-up with the prospect
  • Day 21: Follow-up with the prospect, they become a client!
  • Day 21: Update status to “client”; then the prospect follow-up tasks stop

Stay on top of your game throughout the entire follow-up process by keeping notes on the person you’re talking to. Get to know them and notate what’s important to them. Do they have a family? Do they need a certain kind of policy? Do they have any conditions to note?

These will help you start intelligent conversations with your prospect each time. Plus, having these notes inside of your AMS makes finding them simple. As soon as you pull up the prospect’s profile, all of your notes will be there ready for you to quickly review before you call.

It’s important to note that if you’re not courting your leads, another agent will happily swoop in and do so. So make sure you’re courting those prospects and staying in constant contact with them.

Step 3: Convert the Prospect (Invested)

Just because the lead becomes a client doesn’t mean you stop keeping tabs on them. Quite the opposite, actually. Once they enroll, make sure they’re escorted through the whole process.

Workflows come in handy here, too, because they keep an eye on the process while you focus on other important areas of your business. Set up a workflow that notifies both you and the client that the policy application has been submitted. Then, once it’s approved, you can both be alerted again.

Use this opportunity to reach out to the client and say “Congratulations!” and give them all the information they need. It’s always better to do this over the phone, but an encrypted email will work, too.

From here, make sure to continue providing them with impeccable service. You’ve done all of this work to get them in the first place, you’ll definitely want to keep them as client in the future.

Step 4: Retain the Client (Invested)

Like I said in Step 3, it’s important to work hard to keep them. A great start to building retention with them is by remembering their special day—their birthday. You can do this one of two ways:

  1. Write down the birthdays of every client you have on your paper or email calendar. Then, when that day comes, try desperately to get an email or handwritten card (preferred) out to them ASAP.
  2. Better yet: Set up an automated workflow that sends them a special birthday wish on the correct day so nobody is missed!

I don’t know about you, but I’d definitely go with number 2.

Additionally, keep in touch throughout the year. One way to do this is by setting up workflows that notify you when their policy is approaching it’s renewal or expiration date. Take this chance to sit down with them again, meet face-to-face, and re-discuss their coverage.

Have they felt the coverage has been adequate? Have there been major changes in their life in the last year (wedding, new baby, divorce, death, etc.)? Do they need something additional due to medical changes?

All of these questions are important and provide you with a great opportunity for you to use a client needs assessment. This assessment will help you discuss all the ins and outs of their coverage to make sure there aren’t any gaps. They’ll be touched you put in the extra effort to make sure they’re fully insured.

This will also help avoid other agents swooping in and stealing your clients and will increase your chances of both retention and referrals. Remember, happy clients are 3 times more likely to refer.

Step 5: Gain Referrals (Invested)

We’re right back at the beginning.

Your book of business is a cyclical process. Use your current book to bring in new business, work that new business, then use them to bring in new business. It’s a great process that allows you to constantly have a fresh source of referrals.

Remember to use your yearly sit downs with the client to interject a “Hey, would you refer me?” question. You can use the bit from earlier:

Hey, I hope you’ve been more than satisfied with my service over the years/the past year. If you know anyone that’s looking for a new agent or thinks they have gaps in their coverage, give them my number. I’d be happy to do a coverage review with them.

If that’s too long, you can keep to the much simpler version of:

How likely are you to refer me to your friends and colleagues?

However, I understand if that may feel a bit awkward for you. So, there is another way: email. More specifically, the NPS email.

If you’re unfamiliar with the NPS, here’s a quick summary. You send your clients a one-sentence email. This one sentence reads: “How likely is it that you would recommend [your company] to a friend or colleagues?”

The client then rates this on a scale of 1 - 10 with 1 being the least likely. The answers are then separated into three groups, those who responded with a 9 or 10 (promoters), 7 or 8 (passives), or 0 - 6 (detractors).

Here’s a breakdown of what these three groups mean:

  • Promoters: These clients are your loyal enthusiasts who will keep buying and refer others.
  • Passives: These clients are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • Detractors: These clients are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

There are two majorly good things that can come from sending the NPS. The first is referrals. The second is knowledge.

Just because a client responds as a passive or detractor does not mean they have to be one forever. Learning which of your clients reside in those sections provides you with the opportunity to move them to be promoters.

Reach out to them, learn where their unhappiness stems from, and figure out how you can improve their overall experience. Remember, you did all that work to bring them on, you’ll want to keep them at all costs. Of course, you may not find the source for every client, but you may for many which could make quite a difference for the future of your book of business.

All it takes is a simple ask and you could have a wealth of new business waiting at your door.

Want to learn more about how AgencyBloc can help you through this process?

Listen in to our on-demand webinar all about making your lead’s journey to your book of business as efficient as possible. Our very own Kellie Robbins will discuss everything from quoting, follow-up, onboarding, policy tracking, commissions, and more. Set yourself up for success and reach your goals this year and all the years to follow!

Watch Now

Allison Babberl

By Allison Babberl on September 4, 2018 in Customer Experience

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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