2 Tips For Innovative Marketing Strategies That Win
Author: Daina Kawchack Smith, Personal Umbrella.com | NetVU Contributing Supporter
Well over a year into the pandemic, if you’re a small or midsize agency, here’s what to try now to meet your insureds’ evolving needs and boost your sales: Offer a specialty lines product like an umbrella, personal articles floater, flood or earthquake.
While it may sound simple, I find that most agents are hyper focused on home and auto, while neglecting the gems that build resilience.
First, uncover those hidden pockets of growth.
Run your book of business and see how many specialty markets you have versus home or auto. There’s the gap that can be filled.
Next, maintain good relationships by connecting.
Agents should get going with structured outreach marketing campaigns via email or text, or better yet, with good old-fashioned phone calls.
Human connection is more important than ever and insureds may be more willing to get a call from you. (If you’re daunted by the amount of calls you’d have to make, do a search for “ringless voicemails,” new tech that does the initial work for you.)
And do your marketing with authenticity. Give your insureds your thanks and when you review their account, look closely and ask about any “big milestone changes” that have happened recently (think new baby, new house, teen driver, retirement).
See what’s missing, whether that’s a coverage or a change in limits, and offer insights and advice unique to their personal situation.
Building and keeping trust has always been paramount in the insurance industry and is even more so now when household budgets may be tighter and the world so much less predictable.
And let this exercise be a fresh start and shape your future actions with them — keep in touch at least once a year. Show them you’re here to evolve with their changing needs and use these insights to drive selling.
Remember, this is a marathon, not a sprint. By investing in thoughtful and not-too-difficult marketing strategies, agents can create robust change that yields positive results.
About the Author:
Daina Kawchack Smith, Chief Marketing Officer
With nearly 27 years of experience in the insurance industry - including work as an independent agent, CSR, producer and underwriter for a Fortune 500 wholesaler Daina brings a breadth of experience. She has been with PersonalUmbrella.com since 2003 and her exclusive umbrella knowledge makes her an essential asset as contact person for our partners. She is a licensed Nevada agent and holds a CISR Elite designation.