How to Generate Insurance Leads

How to Generate Insurance Leads?

Do you run an insurance agency? If yes, then you must know that the most difficult aspect of it is generating new leads. Even though there are several strategies for lead generating, it can be hard to find one that you find best. So, how exactly can you find the one that works for you? What you need to remember is that the foundation of the field of insurance is building strong relationships. In order to thrive, you have to establish solid relationships and nurture them.

In this article, we will help you learn some strategies that have been time tested and will definitely help you generate insurance leads:

1. Ask for Referrals

No form of marketing is better than referral. Getting recommended to a potential lead from a satisfied customer is something that cannot be beat. But, it can be hard to get referrals, especially if you are new to the field and have a small client list.

Fortunately, referrals don’t always have to come from a client. You can have people who already know you introduce you to potential clients. These can be your family members, friends, or colleagues. Also, if you receive the call from a client to cancel their policy, don’t forget to remind them that whenever they need you, you will be there for them. Conduct an exit survey to find areas for improvement.

2. Create SEO-optimized Content

SEO-optimized content can help you rank higher on search engines and let potential customers find you. However, when you are focusing on SEO for generating P&C insurance leads, niche down. Get specific. Think about what you can offer to your target audience in the form of educational content such as the process someone must go through when applying for insurance or the information about what happens behind the process.

Consider this, someone who is buying their first house and wants to know the cost of insurance will search for homeowner’s insurance. If you offer educational resources on this topic, you can get customers directly to your website. Apart from this, you can also create online web forms where your prospect can add their information and receive an instant quote. You can also add an interactive insurance calculator.

3. Cold Pitch

Yes, cold pitching has a bad rap. However, if you do it in the right way, it can be a great way for you to find new insurance leads, especially if you are a new agent. What you have to do is not be a robotic telemarketer. You also have to identify prospects who are more likely to buy insurance. To do this, you can search by job title and reach out to them in a friendly way. It is important that you don’t act in a very salesy way.

It’s a good idea to have a templated approach, but you have to try personalizing it. Instead of cold emailing them with a list of services, send them a note with some familiarity. You can talk about a social media post, a recent blog, news, etc. You have to remember that no stranger would turn into a customer immediately. You have to continue the relationship. Ask them if they would like to receive updates. If they are interested in your services, you can try setting up a meeting.

4. Be Active in the Community

You have to show your community that you are a committed and caring member. And, a good way to do this is by volunteering. You can show off your skills by hosting seminars for local businessmen, advising charities on their insurance, participating in online forums and area meetups, assisting friends or relatives of clients, speaking for business groups, and more.

However, an important thing to remember while doing this is to not make this a sales presentation. Even though you want these interactions to create insurance leads, the goal here is to contribute to your community. If you demonstrate your sincerity, when the people of your community need insurance, your name will be on the top of their mind.

5. Use Online Web Forms

Online web forms can help inquire about your insurance claims or policy quotes. Since you are an insurance agent, you have to focus more on providing personalized insurance service or advice to the clients. For example, if a lead wants to file a claim on a day when you are not in the office, you can provide them with integrated web forms. They can fill the forms for submitting the claim any time. Depending on the form, they will get an answer immediately or receive an email alert. Here are the questions that you should ask your leads in your multi-step form:

  • What is your annual income?
  • What insurance policies do you need?
  • When do you want the coverage to start?
  • How long do you want the coverage for?
  • Please provide your personal details like name, address, and contact info

This is just a guide and you can customize the questions to be interactive. You can set the forms up in a way that your leads have an answer instantly after filling the form, such as property valuation or insurance calculator. You can also extract their data and give an answer later. In general, online web form is a great way for you to extract specific information from first-time visitors.

6. Network

A lot of people need insurance, but you won’t find them right at your doorstep. You can start by getting active on social media platforms, join your chamber of commerce, connect with your alumni association, and attend networking events and meetup groups. If you have an independent insurance agency, you might find networking and looking for clients scary. However, you shouldn’t let this hold you back. By networking, you can have business come straight to your office.


Generating insurance leads is a difficult process. And when you are putting in the work, you have to convert the leads into customers to have your hard work pay off. Regardless of the strategy you are using for lead generation, have a process for sales and marketing that moves the leads along the funnel.