Rev Up Your Marketing Efforts
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Insurance is a competitive industry and it's important for your agents to always be marketing to their preferred customer. Cole X-Dates can help agents succeed in growing their book of business efficiently and effectively. In 30 minutes, we’ll show you how agents can easily leverage timing, high value prospects and existing relationships in tandem with Cole X-Dates to be more productive and more importantly, make more money.
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Rev Up Your Marketing Efforts
- 2. 2 • Cole Directory • Published in 1947 • Blue Book • Criss-cross directory of addresses and phone numbers • Today • In 2013 we delivered millions of expiring homeowner policy leads to thousands of agents. • “Cole has enabled us to reach new homeowner insurance prospects effectively and inexpensively.” -- John H., Insurance Agent Then & Now
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- 5. 5 • Rev up marketing in three ways • Telemarketing and direct mail tactics • Questions Session Framework
- 6. Greatest Show on Dirt •Practical marketing advice •“Get on the roof” •Word of mouth speaks volumes •Be active in the community
- 7. • Settled in their home. • Never really had the opportunity to research insurance when they purchased their home. • Reach out to 60-90 days in advance of expiring homeowner policy leads. • Successful agents: • Drop postcards, personal notes or make a simple phone call. First-Year Renewals
- 8. 8 Cold Calling Success • Number’s Game • First 10-seconds count! • Focus on “local” in your introduction • Use your best inflection and tone • You’re calling to advise and consult, not sell • Time & day matter
- 9. Hi, (homeowner’s name), this is, (agent full name). I’m your local Insurance agent and I’m calling today as I noticed your homeowner’s insurance policy expires at the end of (month). Did you know in some cases (agency name) has/have been able to increase coverages of a home like yours for the same premium or even less than you’re paying now? First Year Renewal Script
- 10. • Referrals provide the bulk of business. • Word of mouth is organic in nature. Cole X-Dates can help you become more proactive. Leverage Existing Relationships
- 11. • Neighbor search is the best way to grow book of business. • Consider your 10 best customers: • Now ask yourself: • Where do they live? • What’s their home worth? • How long have they lived there? 11 Referral Marketing
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- 13. Hi (name), my name is, (name) I’m the local insurance agent. I’m calling on behalf of your neighbor (neighbor’s name). My agency (name) was able to increase (neighbor’s first name) coverages for the same premium or even less than you’re paying now. (if true) I noticed your home is similar…is now a good time to talk? 13 Referral Script
- 14. • 212 million licensed drivers in America • Cole X-Dates provides unlimited auto leads – Driver’s contact info – Vehicle make, model, year VIN and Auto X-Date* – Plus, entire Cole X-Dates benefits including: • Home / Referral / Commercial / Life Leads / Mapping Focus on High Value Prospects *Beta
- 15. • Auto + house + Life + Toys = Umbrella. • It’s a win-win. The homeowner saves money and you increase your commission. • Time investment pays off. – Customer appreciates the consultation, compassionate, relationship-style approach. Focus on High Value Prospects
- 16. Hi, (homeowner’s name), (agent’s name) here. I’m your local insurance agent and I hope I’m catching you at a good time (pause for answer). I was looking over your auto policy and noticed there are some potential cost savings opportunities you’re missing out on—particularly by bundling your auto and home with us. Do you want to set up a time to come into the office to discuss? Or we can we can set up a phone appointment too? 16 Auto Script
- 21. 21 Your Agency’s Big Advantage • You know: • The local market area. • The customer’s preference. • The product. • You have the power: • To adjust your marketing. • Track and measure. • Figure out what’s working? What’s not?
- 22. 22 • Customer care advisors: 800-283-2855 Monday-Friday 8 a.m.-5 p.m. CST Jump Start Your Sales!
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- 24. 24 Timing is Critical •Timing: •The ability to deliver an offer when the consumer is likely to be most interested. •Relevant: •Respond to the customer’s unique needs, desires, preferences, attitudes, etc. •Personalized: •Tailor it to your ideal customer.
Editor's Notes
- The NCAA College World Series is in Omaha, Neb. town &. If you haven’t had a chance to check out the greatest show on dirt, you’re missing out. There area a ton of great marketing tactics not to mention practical marketing advice can be learned from attending a game. I had the opportunity to go to a couple games over the weekend—so I wanted to share with you one of things I learned. On Sunday, I happened to sit next to a captive P&C insurance agent in small town Nebraska. I asked him a simple question, “How do you find new customers.” And his answer was, “Sometimes I get on the roof.” In other words, this agent, who’s been in the business for 14 years, has been known to get on roofs for customers. he does the extra mile. I ended up looking him up & not knowing his name…Googled him by the insurance carrier & town & his name shows up first in Google rankings. He also said his biggest marketing tactic is word of mouth. Because he’s going the extra mile for his customers, they tell their friends and family and he gets more customers. He’s active in his community, sponsoring little league teams, various events and the like.
- First year renewals are a perfect type of homeowner to reach out to. Why? They’re settled and now have the opportunity to research their insurance when they purchased their home. In other words, they’re thinking about what’s best for their needs, shopping around & are willing to switch carriers—you can tailor your message directly to that individual. We suggest talking them before they renew 60-90 days in advance
- Cold calling is tough…it’s a number’s game, more people you call, more likely you’ll be successful. You have 10 seconds to get your message across—so make those precious moments count! How? Time of day you and day you make your calls matter. if it’s too early, no one will be there, too late? Everyone’s eating dinner
- So again, there are some great benefits of Cole X-Dates besides just the expiring homeowner’s insurance policy search. You can target specific types of people to offer them specific policies. So whether they’re a first-year homeowner who’s up for renewal—they’re settled, thinking about what’s best for their needs, shopping around & are willing to switch carriers—you can tailor your message directly to that individual. It’s the same with renters, home renters & condo owners and those multi-driver households where you can sell them multi-line policies & personalize your message to that individual or individuals.
- In the insurance industry, referrals are a great revenue source for your small business. These people have called or come into your store on the advice of one of your best customers. Usually this word-of-mouth promotion happens by spontaneously or organically—but wouldn’t it be nice for you to have it happen on purpose? With Cole X-Dates, in just a few clicks, you can influence new customers to choose you through…and we’ll show you how.
- In your career, I’m sure you’ll agree that working referrals generates the most revenue.
- The map feature works great, especially if there’s certain boundaries, streets, locations you want to stay away from—it’s easier to visually your parameters. For example, maybe you can’t insure homeowners because they’re too close to a body of water or maybe they live in an area with a high fire risk, it’s a lot easier to visually see those boundaries, as opposed to guessing with an address.
- Make sure you get the current customer’s okay before using in the script. Bottom line: engage your best customers (the one you like best) into helping your write more policies!
- The National highway Traffic Safety Administration (NHTSA) estimates in 2011 there were 212 million drivers http://www.nhtsa.gov/nhtsa/Safety1nNum3ers/august2013/Issue5/9723_S1N_Aug13_Iss5_problem.html Why? They’re settled and now have the opportunity to research their insurance when they purchased their home. In other words, they’re thinking about what’s best for their needs, shopping around & are willing to switch carriers—you can tailor your message directly to that individual. We suggest talking them before they renew 60-90 days in advance
- Now let’s talk about our second way to increase new policy production by focusing on high value prospects. Instead of just selling an auto policy, now you can sell an umbrella policy—adding in home & life…and toys—let’s face it, these high net worth folks have money & thus more room to play.
- Bottom line, after you’ve invested the time, why not write the largest policy possible?
- Another trigger is that hometown pride. You’re local you need to emphasize that. You know the area, the people and can relate to the same issues that your customers are dealing with.
- Let’s take a moment and talk about why timing is critical in the sales process: Timing is ability to deliver an offer when the consumer is likely to be most interested in this case it’s before they renew their policy, not after Newer Homeowners are more likely to switch carriers –as opposed to people who’ve been with their agent for years. In addition: The offer needs to be relevant It needs to be personalized