ith estimates of insurance advertising spending topping $4 billion, there are a lot of ads competing for clients’
attention. Now, more than ever before, agents should maintain regular contact with both clients and prospective clients. An agency newsletter can help insurance agents increase sales and retain clients. Here are some ways a newsletter can make a big difference.
Prospecting Newsletters are best used to help nurture warm prospects; those with whom you’ve already made contact. They help you establish a reputation as an experienced insurance resource with knowledge of relevant subjects and authority within the industry. Newsletters can also trigger a prospect to call you with different concerns or questions, like the need for an E&O policy, when they don’t know who else to contact. What’s more, newsletters send a message that your agency makes regular communication with clients a priority, keeping them informed.
Account Rounding Sooner or later one-line accounts will consolidate all their accounts with one agency. An Agency newsletter can actually help round-up these accounts for you. Choosing the right articles can introduce them to insurance products they never realized they needed or knew you offered. Because you’ll compete with other agencies for mutual clients, the agency with the most well-rounded image will be favored to become the client’s sole provider. A newsletter can position you as an expert with great insight on different insurance products that speak to client needs.
Simple solution with big results By Joseph Totah
Coverage Gaps Newsletters are also a great way to increase client awareness about potential coverage gaps that may exist within their policies. Articles can address misconceptions, common problems and opportunities without making clients feel any sales pressure. You want them to view you as a valuable consultant with insurance knowledge rather than an insurance sales person. A newsletter helps accomplish this.
Client Retention and Referrals Every well-managed agency knows the importance of keeping their name in front of clients. When you have loyal clients, not only can you worry less about commission chargebacks, you can also get quality family and friend referrals. A newsletter is a simple solution to keep clients informed while reinforcing your agency’s products, services and resources. Even when your clients see competitor advertisements that prompt action, your clients are more likely to contact you if there’s consistent, regular contact.
ABOUT THE AUTHOR
Joseph Totah is President of Strategic Agencies, a company that develops online services and tools for the insurance industry, focusing on agencies. Learn more about how to establish a newsletter at www.insurancenewsletters.com.