These life insurance prospects responded to the ad for the booklet "The Best Way to Buy, Sell, or Replace Your Life Insurance." ( Click here to see a sample ad.) These are mature life insurance leads who either have life insurance they think they don’t need, or people who think they need life insurance but don’t have it. These life insurance leads are prospects for:
All you do is send
the booklet, and then follow up with the life insurance
lead by phone per the instructions and script that
we provide you to set your appointment. Unlike
life insurance prospects that request a quote and
will shop price on you, these life insurance prospects are interested
in understanding their best option.
Because these life insurance leads
will have already received your life insurance booklet
before you call, you will find the call a warm call
with the booklet already having established you as
a local life insurance expert. You will be treated
as a professional and not as a salesperson when you
follow instructions that we provide when you
register for the life insurance leads service.
What can you expect from Online Life Insurance Leads
Too many agents attempt to get life insurance leads using online quote engines. Consumers using these sites are usually looking for the cheapest term insurance. The result will be new clients that do not earn you large commissions. Therefore, if you want to get good life insurance prospects from online marketing, do not run “priced-based” ads like “get a quote.”
You want to run “information-based” offers that will attract a more educated and more affluent life insurance buyer. Offer a guide such as “The Best Ways to Buy, Sell or Replace Your Life Insurance” or “Six Things Your Life Insurance Agent Will Never Say” or “Three types of Life Insurance You’ve Never Heard of.” When you create an offer for information that is deemed valuable, the qualify of your life insurance leads will be better. You will sell more profitable policies.
You Cannot Qualify Prospects online
It would be great to only talk with rich motivated prospects. But you cannot ask qualifying questions to online life insurance leads because most prospects will not reveal the truth.
Why? Even asking on an online form, “net worth” or “household income” will get 90% false answers. Therefore, when using generating life insurance leads, expect that you will get the full range of poor to rich. Therefore, you must have phone contact to qualify your best prospects. For those prospects that don’t have much money, send them to your online quote engine for term.
Expect that any prospect will have mild interest. The job of a sales professional is to convert mild interest into action. If you try and find only prospects ready to act, you will go broke. You must accept the fact that you will need sales skills to convert online life insurance leads to cash. Below, we provide some tips on how to have that sales conversation.
Do Cash Value Life Insurance Buyers Respond to Online Forms?
You may be under the impression that no wealthy insurance buyer would respond to an online advertisement. You would be wrong. Internet investor leads produce a full range of prospects. You can hear these advisor comments about their experience (turn speakers on):
Expect the following from life insurance leads. You will likely have, from every 10 prospects, one prospect that is a millionaire, 2 prospects that have low financial resources, and 7 prospects that have from $250,000 to $1 million net worth. If you prospect the “middle market,” you will find that Internet life insurance leads are very worthwhile. Agents who want only million-dollar face cases should probably prospect in other ways.
What Do Online Insurance Buyers Seek?
Understand that most consumers, regardless of their net worth, know little about life insurance. They do not go online searching for “universal life” or “IUL.” Consumers have much broader concerns and do searches on broad phrases such as, “strategy to protect my family,” “estate planning,” “options for retirement planning.” The consumer does not understand the details about life insurance so your advertising should not try and sell IUL when consumers don’t know an IUL from an IRA.
Therefore, it does not matter if they initially searched on something general like estate planning. Once you meet with such a prospect and show him how life insurance plays a part in addressing his financial concerns, you may have a new client. Just because people go looking, for one thing, means nothing about the products they eventually buy.
The point is that life insurance leads are general in nature and not prospects that have specific desires. The lead is the starting point in your conversation and your sales ability is what has the prospect become a client.
Sources of Online Life Insurance Leads
If you understand that you want people with more money, then people age 50+ will be your best market. And Facebook is the dominant market for that demographic. Life insurance leads from Facebook work well because you can target your advertisements by zip code, by age, and by household income. Note however that using Facebook is a form of “intrusion marketing.” The prospect is online looking at their feed. Then your ad pops up in their face and tweaks their interest. But they did not go looking for life insurance information.
Compare “intrusion marketing” to “permission marketing.” If you run search ads through Google, then your prospects are people doing a search on a term that you have selected for your advertisements. When the prospect clicks on your ad, he has sought you out and therefore, gives you permission to respond. The only problem is that life insurance leads on Google will likely cost you $70 or more. Since everyone wants to capture the buyer who is seeking a solution, you will be competing for that investor with 100 life insurance companies and 1000 insurance agents.
Forget Pinterest, Instagram, Twitter, Tik Tok, etc. as these sites cater to a young demographic that is not right for the prospects you want unless you want to sell small term policies.
How to Approach an online insurance prospect
If you meet someone attractive at a party, it is not wise to assume they want to marry you. Your prospect must be courted. And so it is with life insurance prospects. Your first conversation must gently probe, “What motivated you to order my booklet on “Six Things Your Life Insurance Agent Will Never Say”?
With each answer that the prospect provides, ask another question that goes a little deeper, “has that been a concern for you? “what alternatives have you considered?” “why does that worry you?” Once you have “hit a nerve” then suggest the next step which might be preparing a quote, inviting the prospect to a webinar, setting up a Zoom session, etc. But don’t rush it. Take each step slowly just as you would a marriage candidate.
The idea with a prospect is to “peel the onion” by following each prospect's answer with a slightly deeper question. You want to be sure that you get to the prospect's “hot button” before suggesting the next step. If you suggest the next step too early, the prospect will say, “let me call you after the holidays,” “let me think about that,” “I will call you next month.”
And expect that some very good prospects will need to be kept warm for weeks or months. You must have a newsletter or other drip marketing tool so that the prospect you meet today stays warm until he is ready to act. You must stay “top of the mind” so they do not take their business elsewhere.
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