Health insurance leads need to trust you

By Troy Wilson

Next Wave Marketing Strategies


The keys to converting health insurance leads are trust and patience.

Purchasing health insurance is a big decision. The buying process is often long and drawn out as prospects carefully consider their options. Some insurance companies fail to understand this and stop following up with a lead who might have, with additional nurturing, become a valuable customer.

Aged health insurance leads are often leads who were almost ready to make their purchase when a previous agent abandoned them. If you can earn their trust, you can often make that sale.

There are several tools that can earn you can use to build trust during the buying process:

1. Maintain a clean website

Before you start lead prospecting make sure that your website is attractive, easy to navigate and search engine optimized. Make it easy for leads to contact you by providing your email, direct mailing address, telephone number and an online opt-in form to get a free quote. Make sure you respond promptly and courteously to all requests for information.

2. Offer an informative blog

Use your blog to inform prospects about health insurance issues, breaking news and changes that are taking place within your company. A blog that contains accurate, helpful and up-to-date information gives you expert status in the eyes of your leads and makes it easier for them to trust you.

3. Keep up with social media

Social media is a great tool for lead prospecting. If you haven't already got your company signed up with the big three — Facebook, LinkedIn and Twitter — now is the time to do so.

You don't have to check your accounts every five minutes, but an agent should check at least twice a day for new messages and inquiries. Take a few minutes to post to your accounts several times per week. As with your blog, make sure the information you post to your social media accounts is timely and useful.

4. Don’t shy away from aged leads

In our minds, we tend to equate aged leads with stale leads. That may be true for some industries, but not health insurance.

In the insurance world, aged leads are often leads who haven’t yet made up their minds or who just haven’t found the insurance company that is right for them.