Three ways agents should utilize their most valuable selling asset: the email listArticle added by Brett Kitchen on March 29, 2011
Brett K

Brett Kitchen

Murray, UT

Joined: January 24, 2011

My Company

Insurance Mavericks

In this article, we’ll explore some alternatives to banner ads that will help get traffic to your site. There are several ways to take advantage of free traffic you can get immediately. The first place to start is by developing the biggest asset your business has: your email list.

An email list is a collection of people who have raised their hands to tell you they are interested in what you have to sell. ­

Far too often, insurance professionals don't build a list of prospects and clients. This is a terribly costly mistake I see over and over again. They don’t have them organized so they can easily communicate with them. They have no centralized database, and no email addresses organized to quickly send out a newsletter or broadcast email to their group of prospects and past clients.

The email list is absolutely critical because someone who has bought once is much more likely to buy again, and again, and again.

I can already here the skeptics saying “Well geez, they already bought life insurance from me, they are not going to buy again.” That is 100 percent false; if they have already trusted you to buy once, the likelihood of them buying again goes up dramatically.

Many prospects haven’t purchased from you but if they are on your email list, they will ultimately end up buying over time.

Develop the relationship by educating and dripping on your list with valuable and helpful content. Educate them on the value of cash value insurance, annuities or tax advantaged products that may benefit them with estate, retirement or tax planning.

I cannot over-emphasize the importance of building this list. When done properly, this will become your most valuable asset.

So the first thing to do is organize all of your contacts' email addresses. Look through all of your paperwork, Outlook, client files, etc. and find all the email addresses you have. Put the data into an Excel file with each piece of client information in a different column. Put that data together and then upload it into an email software system. A broadcast system like this one will do the trick.

From there, once you have a video and landing page created, start sending emails or postcards out to your list to generate traffic back to that website.

Remember the rule of seven in the follow-up process: A minimum of seven touches need to be made to convert most prospects into buyers. Send out a couple of different emails, make a couple of phone calls, send out a couple of letters or postcards to this list of people and they will convert into sales. Also, don’t give up on your list after just seven touches either, this is a lifelong process.

Putting together a list of 70 people and sending out one email is not going to get you results. You have to take the follow-up approach and make sure you do it on a regular basis.
The second step to getting free traffic to your sites is using “active joint venture leverage.” This is done by working with people who already have a list of clients. Active joint venture leverage means you take the bull by the horns, you take an active approach, and you don’t just set up referral sources or centers of influence and wait for referrals to come in. You get in there and actively market to their existing list of customers.

Approach them by adding value to their client base. Simply say “I have a great video that will show your clients how to do A,B,C. They’ll learn X,Y,Z and they’ll love you for it. I would like to send them a letter or email with your endorsement and encourage them to go watch the video, are you okay with that?”

The right joint venture partners will work with you on this. But you do have to develop a relationship and approach them with value for their clients, not a sales pitch. You are not going to be cold calling them; you are going to be sending them a letter or email.

The best way to work with joint venture partners is to do a multitude of different things. For example, you could send emails, letters, postcards or do a few live events. I guarantee you will find this is the absolute fastest way to start getting more deals. In fact, it can happen almost instantaneously. Often you will get leads the same day or that very week.

Now if you are a life and health agent, the best place to start this process is with P&C agents. P&C agents are always looking for relationships like this, so they will often be the easiest to start with, plus they have a list of clients they keep in touch with year after year.

Contrary to popular belief, don’t start with CPAs. CPAs have a tendency to be very stuffy with their relationships and difficult to deal with, so don’t start there unless you have an in with them already. Other good joint venture partners to approach are chiropractors, professional services, high end restaurants and high end retailers.

The other way to start getting free leads and traffic is working with associations and trade organizations. These groups are gold mines and are very targeted so you can make your message specific for their members. You can do email broadcasts, direct mail, live events and more to their huge lists of clients. Almost all of them have email addresses and send out newsletters, so it's a great way for you to take advantage of somebody else’s list and get free traffic to your website almost immediately.

You want to encourage all of this traffic to opt-in to your list or request your "shock and awe" package. There’s nothing better than getting high-quality prospects coming into your powerful marketing process for free!

The Wrap

Remember, your most important asset is to develop a list that is easily organized and easy to communicated with. Put together your own list of clients, and start marketing to them. Then go out and work with joint ventures to get free traffic.
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