- Focus on lead generation in your marketing efforts to encourage homeowners to submit quote requests to your agency
- Optimize your website so it’s easy for potential clients to submit their contact information
- Use social media, online advertising services, and pay per call to get your agency in front of high-quality homeowners insurance leads
To run a successful business as a home insurance agent, few things are more important than generating high-quality leads. The insurance industry is highly competitive, with over 628,600 agents in the property and casualty insurance sector alone. To ensure customers reach out to you rather than another insurance carrier, you need the right lead generation strategies.
When you connect with your home insurance leads, they’re usually concerned with a few key things: the deductible for their policy, figuring out the level of coverage they need, and feeling confident they’ll receive quality coverage and support. Discover several methods to convert those leads into sales and boost your agency’s bottom line.
1. Use your website to showcase your brand personality and expertise
Building a quality website is your chance to showcase new home insurance leads. While 49% of insurance shoppers believe it’s either essential or very important to interact with an agent during the insurance buying process, the fact remains that the majority of buyers are now starting their search online.
Your website will provide a valuable first impression on potential customers and influence whether they reach out to you for a quote. As such, strong branding is essential. Develop your brand personality by choosing adjectives that describe your firm, injecting your own personality and the characteristics of your target audience.
Include a picture of yourself (and any of your team members) to make your business more personable, and highlight the types of insurance products you offer. Other visuals, including infographics and videos, can also give potential customers a better idea of how you serve your clients.
Additionally, your website should be a lead generation resource in and of itself. Have your phone number displayed prominently on each web page with an invitation for leads to call and obtain a free quote. Most customers prefer connecting by phone for insurance queries, so make it as easy as possible for them to call. You should also include a contact form on your website for those who would rather start the conversation digitally.
2. Attract and engage with potential clients on social media
An active social media presence is a must for insurance agents. While homeowners aren’t looking for insurance all day every day, chances are they’re scrolling through social media—more than two hours per day.
Use social media marketing to attract potential new customers on platforms like Instagram or Facebook with lead magnets, which are free incentives given in exchange for contact information. For example, your lead magnet could be a downloadable checklist every homeowner needs, a free quote, or even limited-time discount pricing.
Note that you don’t have to maintain a presence on every platform. For instance, potential clients probably aren’t going to be browsing TikTok for home insurance companies since that platform is most popular with younger demographics who are (traditionally) too young to own homes.
Make sure that your social media profiles list your phone number and website address, and that you monitor your social media inboxes, as some leads may reach out there directly. As with more traditional contact methods, a timely response can give you the edge for securing someone’s business.
3. Update your business listing on online platforms
When you consider 77% of consumers routinely read online reviews of local businesses when making purchasing decisions, it makes sense to add your business to online platforms as a lead generation resource. For example, adding or claiming your Yelp Business Page allows you to add information about your business—including a business description, phone number, hours, and address—as well as high-quality photos to showcase your team, products, or services.
Your Yelp Business Page is also where leads can request a quote, giving you exclusive leads from high-intent prospects. Moreover, previous and current customers are able to leave reviews, which can serve as a free form of word-of-mouth marketing for your brand. You can even get real-time notifications so you can quickly respond to reviews and demonstrate your commitment to customer service.
Investing in Yelp Ads is another great way to generate more home insurance leads. These ads help you get in front of customers who are actively searching for home insurance on Yelp. Your business listing will show up in a number of key places on the site and app, including above relevant search results and on your competitors’ pages. You can also block keywords related to services you don’t provide (such as life insurance or health insurance) to help you get the most relevant leads through your ads.
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4. Create useful content online
Obtaining a home insurance quote can be stressful, especially for first-time homeowners. Even after they obtain coverage, home insurance can be confusing. Research indicates that as many as 47% of homeowners don’t know what their insurance policy covers.
Providing helpful, relevant information on your website through blogs, infographics, videos, and other content can help your leads better understand various aspects of home insurance. When you incorporate relevant keywords in your content, it can also help you rank better in search engines (called search engine optimization or SEO) and help you reach more potential clients searching for what you offer.
For example, you could explain how homeowner insurance differs across property types, such as mobile homes, single-family homes, and condos. Or you could write about how customers can avoid paying for more insurance than they need. You could also use local SEO tactics to reach people in your particular service area. Accurate, helpful content will strengthen your reputation and authority in your market.
5. Take advantage of face-to-face opportunities
While many lead generation efforts focus on digital channels, there’s still great value in having face-to-face interactions with potential customers. In fact, a recent survey found when it comes to financial services, more than half of consumers prefer human interactions rather than strictly digital communication.
Interacting with prospects in person can go a long way in humanizing what you do, building relationships, and strengthening your brand image. For example, you can participate in community events, such as renting a booth at a local festival, to get better acquainted with residents in the area. Or you can volunteer as a guest speaker for neighborhood events that are more relevant to homes and home buying, like Parade of Homes-type events.
Alternatively, you could host your own event, such as a seminar where you offer important insights on home insurance (like how it works in different scenarios) for renters and other people thinking about buying a home. You could partner with local realtors or mortgage lenders to put on this type of event as well. When you connect with non-competing professionals in your industry, it could lead to future referral opportunities where they refer their clients to you for home insurance.
Grow your business with more quality home insurance leads
The more home insurance leads you’re able to generate, the faster you’ll be able to grow your insurance business. By showing up where your potential customers spend most of their time and creating helpful content that builds trust, you can attract more high-intent leads ready to buy insurance through your agency.
Now that you have some strategies for obtaining home insurance leads, discover more free insurance lead options that can help you grow your business.
The information above is provided for educational and informational purposes only. It is not intended to be a substitute for professional advice and may not be suitable for your circumstances. Unless stated otherwise, references to third-party links, services, or products do not constitute endorsement by Yelp.