Understanding and addressing the four stages of the client life cycle — prospect, first-year client, renewed client and ex-client — can transform your insurance agency/brokerage. By leveraging automation, you can deliver targeted, timely messaging that builds trust, reinforces decisions, maintains connections and keeps doors open.
We typically are inconsiderate of the clients’ perspective when we email. Or we just don’t email them at all. Both are a tragedy.
Okay, maybe “tragedy” is too strong of a word, but it is definitely not the ideal. In our messaging to clients, we need to address the number one stigma of home and auto insurance agents.
“We are not trustworthy!”
Gallup has indicated that insurance agents/brokers rank higher than only two professions: car salesman and members of Congress.
Sales really is about trust. Read that again and let that sink in.
An insurance agent using effective communication with clients at each stage of their journey not only builds trust and loyalty but also drives growth for your business. Leverage that with automation, and you’ve just mastered messaging through the four life stages of every client.
Stage 1: The Prospect
Trust is key. Prospects are the lifeblood of your business. They need to know why they should choose your agency over their current agent. Automated emails that showcase testimonials, success stories and informative content about home and auto insurance can build trust and prove your agency’s value. Highlight how the firm can better serve their needs compared to their current agent and win them back in no time.
Stage 2: The First-Year Client
Reassurance Matters. Upon securing a new client, the first year is crucial. It’s about reinforcing their decision to trust your agency with their home and auto insurance needs. This is a great time for an onboarding campaign to introduce the client to your team, get them to follow the agency’s social media, learn what makes the agency different, have regular check-ins and ask for Google reviews and client referrals. If they like your agency, they want to help grow the business. All of these things reassure clients that they made the right choice. This not only fosters a sense of security but also lays the foundation for a long-term relationship. In other words, keep those commission dollars in your pocket.
Stage 3: The Renewed Client
Consistency is crucial. Renewal time is when you prove your worth all over again. Most clients leave an agent because they feel ignored. Not because the rate went up. If you communicate with your clients they never wonder if they are important to you and then are less likely to shop around.
Automated renewal reminders, policy updates and loyalty incentives centered around a client referral program can keep them loyal. Consistent communication ensures they always feel remembered and positions them as great referral sources for new business.
Stage 4: The Ex-Client
Keep the door open. Even the best agents lose clients. When this happens, it doesn’t always mean goodbye forever. This is a great opportunity to show former clients that they made a mistake by leaving. Automated exit surveys and win-back campaigns can prove how much your agency cares and get the clients and business with half the work!
Embrace Automation for Consistent Success
Automation ensures that messaging is consistent, reliable and on time. No one has the time to check in on every client, send every email and remember everything. You can’t! But your automation service can.
“KISS: Keep it Simple Stupid.”
An underwriter taught me that saying over 30 years ago. Many agency management systems offer at least some automation. We use EZLynx at my agency, and it does all of the automation for us. It is all-inclusive, without the complicated technical knowledge needed. And it’s simple to use. Don’t let your business suffer from neglected communication: embrace automation and watch your agency thrive.