When it comes to insurance, consumers have many options and may have had a bad experience with a previous agency or carrier, causing them to approach new agencies with hesitation. To convert prospects, agents need to establish trust.
Building trust with a new prospect is a continuous journey—not a one-time effort. It requires commitment over time. Here’s how you can build trust with insurance prospects.
Respond promptly
When you receive a quote request, keep in mind that the prospect is likely reaching out to other agencies as well. If you take too long to respond, they may not wait to hear back from you before purchasing insurance with a competitor. Any policyholder wants to know they can rely on their insurance agent to help them promptly. Being responsive to prospects shows you care about their needs, making them feel valued and creating an immediate positive impression. Prospects are more likely to look elsewhere and mistrust your reliability if you keep them waiting.
Follow up frequently
Staying in touch and following up frequently with prospects not only shows you care about them but further builds their trust. You don’t have to follow up the same way every time. You can email information about different insurance options, text them about their quote, call to address any questions they may have or mail them a handwritten card to thank them for reaching out. Following up helps you address any concerns, answer questions, and make necessary adjustments to policies. It takes a lot of time to consistently follow up with every prospect. To help you and your team manage workloads, find a client relationship management (CRM) system that will help you automate communications with prospects and clients.
Personalize all communications
Focus on sending personalized communications to your prospects every time you reach out to them. Take the time to understand their needs and preferences, and tailor your messages accordingly. Send handwritten cards for special occasions, such as birthdays or holidays. Most other companies will send a birthday or holiday email, if anything, so your handwritten note in their mailbox will stand out in the best way. If something changes in the insurance industry that affects coverage, email prospects to inform them of the changes and to see if they’d like to talk to you about their current policies.
Show you care
Give potential clients your undivided attention when they reach out. When you're talking to prospects, ask questions to show you're interested in their unique situation and willing to work hard to find the best coverage for their needs. Write down any details prospects share, for example, if they have a teenager who will start to drive soon or if they are planning to buy a vacation home. Use this information to build a relationship with them over time.
For example, if they do have a teen driver, send them a handwritten card with a gift card toward gas. This small gesture will make you stand out. They may not buy insurance with you right away, but if you stay in touch and show your value consistently—they will think of you next time they are looking for a quote.
Go beyond insurance
Switch up your communication with your prospects from time to time with something meant just for them without asking for anything in return. Whether it's a handwritten card or an article you think they'd enjoy, send them something just because. This is a great way to keep in touch in a way that makes your potential clients feel cared for.
For example, at any point in the year, you could send your prospects an article about driving safely in the snow and rain or a video with tornado safety tips. Your potential clients will appreciate you checking in with content that could help keep them safe.