3 Creative Ways to Get Leads
As producers, we have got to focus on how we get organic leads for new business. Today, I’m going to talk to you about three ways that you can get organic leads that you’re probably not doing right now.
Every one of us as a producer gets challenged with developing new business in a variety of ways. We can talk about channel partners and referral sources. We can talk about getting referrals from our existing clients, and there’s a lot of other things that we can talk about that are systems to get leads. Still, the one thing that you always have to be able to do is generate organic new business leads because that is the most sustainable method for longterm success. Today, I want to talk to you about three different ways that you can get leads organically that you probably aren’t doing right now.
Do an Educational Webinar for a Trade Association
The very first one I’m going to recommend to everybody is to do a complimentary webinar on a topic that you know about for a trade association. What better way to get a bunch of organic leads at one time than to give a webinar in a virtual environment right in the middle of COVID? Now is the time where people have time to listen to what you have to say and take action on it. Educate these people. At a bare minimum, you can get their information when they register, put it into your CRM, and then continue to market to them for the foreseeable future. Also, record the webinar, put it on a landing page, and when you direct people to the landing page to see the recorded version, require that they sign up, so you get their information then as well. Webinars are a great way to get organic leads and something that we’ve been doing as Killing Commercial, but also as Florida Risk Partners.
Certificate of Insurance Requests
The second one I’m going to talk to you about is requests for certificates of insurance. You have an organic lead machine in your agency right now. Every time one of your service people is requested to issue a certificate to one of your client’s customers, that’s a lead for you. One of the things that we do every time is we pride ourselves on offering our clients a self-service portal. Still, in the event they need a certificate of insurance with particular language on it, we turn it around extremely fast, and then we follow up to make sure that it was received. And we ask that person if they’re satisfied with the service that they’ve gotten, and if so, one of our producers contacts them. We put the information in the CRM for drip, and then we contact them to talk to them about how we can bring to them the same level of service, sophistication, and resources that our client, who is their provider, gets from us.
Solicit Leads From Your Underwriters
The third one I’m going to talk to you about is going to blow your mind because I know the average agent doesn’t think about this. You got to get leads from your underwriters. And there are two ways you can do that. The first one is as simple as asking them their appetite. “Hey, what’s some stuff that you would like to write that you haven’t written, or that is due to your appetite that producers just aren’t sending in?” Use this to your advantage. Get them to give you appetite lists. They may even give you leads lists. Many carriers have target prospects. Whether you realize that or not, guess what? If you’re not getting leads from them, your competition is because they know how to ask for it.
But here’s the second way you get leads from underwriters. Ask them about an account that they felt they were competitive on and lost. Now, many underwriters might not give you any information. Still, if you’ve got a great relationship with an underwriter and they’ve been spreadsheeted three or four years in a row and feel like they had a great program and a great price, they’re going to give you the information. Without incriminating any underwriters that I work with, I’ve had them call me. The underwriters tell me they’ll do whatever they have to do to sharpen the pencil on pricing. I also get a file of their notes on accounts with the challenge to “Go get it.” If you can get the appointment, I will make sure you get the deal. I want this piece of business.
Listen, sometimes you got to be street-smart. Sometimes you have to be willing to get into a bare-knuckle scrape. Sometimes you have to think in a way other people don’t think to get deals done. If you can use these three lead sources to get leads organically for your agency, guys, you’re going to kill it commercial insurance.
Until next time: Kill or get Killed