So we’ve given you an insurance lead through our inbound calling system, what do you do with them now? Glad you asked. Not every lead we send your way is
going to buy a policy on the spot, sometimes they are just researching their options. In this case, you need to start nurturing your leads, the best way to do this is by setting up a lead nurturing program.
By establishing a program, you will save time and money. This will help weed out the going nowhere and the going somewhere leads. Matt Heinz, of Heinz Marketing, recommends not treating all leads equally. Instead define ideal leads and treat them differently by starting with two categorizes; do they qualify or don’t they. If the lead does qualify, move them into the program. If they do not qualify, then you know you need to not waste your time on them right now. However, that doesn’t mean to throw these leads away. Brokers Service Marketing Group recommends, keeping these leads on the backburner, everyone’s life changes, you never know what they will need in the future.
Not all companies are going to have the same program. You will need to figure out what works best for you and your agents. Here are a few best practices we suggest for setting up a program.
- Get permission to stay in touch with the client: This could be done through an occasional “follow-up” call, email or text message. Make sure you figure out their preferred way of communication and use it.
- Educate your buyer: As I said, not everyone is going to be ready to buy right off the bat, and that’s ok. Use this time to educate them, steer them in the buying direction and help find the best policy for their life.
- Keep track of your progress: Make sure you know what you have done so far with every step of your lead. Write on a calendar when you last spoke to them, what was happening in their lives, when you emailed them, did you invite them to an event, what information did you last give them. By keeping track of your progress, you will not keep repeating yourself and if they are not ready at the time, when you revisit them in the future it will be easier to know where to pick up.
As I said, programs are not cookie cutter. I recommend trying some ideas that work best for you and if everything seems comfortable turn it into a program used for every lead we send your way.