In the insurance world, time is money and your producers should be spending their time where it counts: talking to qualified leads and closing business. But too often, they’re stuck chasing cold prospects or spinning their wheels with outdated methods.
Want to keep your producers focused and productive? Here are three lead-generating marketing activities that do the heavy lifting before your producers ever pick up the phone.
1. Lead Nurturing Email Campaigns
Not every lead is ready to buy on day one and that’s okay. A strong lead nurturing campaign builds trust over time and keeps your agency top-of-mind until the moment they’re ready.
Businesses that nurture leads make 50% more sales at a 33% lower cost, according to a study by Forrester Research.
What to do:
- Create a sequence of emails that educates and adds value (think coverage FAQs, claim tips, or cost-saving strategies).
- Include clear calls to action like “Get a Quick Quote” or “Compare Your Options” with a simple form for lead capture.
Why it works:
You stay consistently connected without being pushy. When someone clicks your CTA or fills out a form, it signals that the timing is right, giving your producers a focused, high-intent list of people to reach out to.
Instead of chasing cold leads, they’re fast-tracked to conversations that convert.
2. Customer Engagement Email Campaigns
New business is great, but retention and cross-selling are where the long-term growth happens. Keeping in touch with current clients through consistent, helpful communication opens the door for upsells, referrals, and loyalty.
Increasing customer retention by just 5% can boost profits by as much as 95%, according to research from Bain & Company.
What to do:
- Send monthly or quarterly emails with timely tips (like storm prep, policy reviews, or changing life events).
- Include coverage spotlights to remind clients what they don’t have (yet).
- Include a quick form for policy review requests, so clients have a simple way to get in touch and update their coverage.
Why it works:
Your clients stay informed and feel valued. Customers can easily request a quote to consolidate or bundle outside policies, ask about increasing coverage limits, review their renewal options, or even inquire about newly relevant products like umbrella or cyber coverage.
That means more conversations for your producers and more opportunities to retain and grow your book of business.
3. Google Business Profile Updates + Review Requests
Your producers aren’t the only ones selling, you’ve got a silent sales tool working 24/7: your Google Business Profile.
88% of local mobile searches lead to a call or visit within 24 hours, according to SEO Tribunal. This shows how quickly local searchers take action, making it critical for your agency to stay visible and responsive.
What to do:
- Post updates weekly: quick tips, team wins, client testimonials, or community involvement.
- Automate review requests after positive interactions or renewals.
- Monitor and respond to reviews to show prospects you’re engaged and professional.
Why it works:
A polished, active profile builds local visibility and trust. And when a client leaves a review, it’s the perfect opportunity to reach out, say thank you, and offer to review their coverage. It keeps the relationship warm and opens the door for retention, referrals, or even cross-selling.
Smart marketing empowers your producers. By nurturing leads, engaging current clients, and staying visible online, you create a steady stream of warm conversations and high-intent opportunities for your producers.
Not sure where to start? That’s where Lift Local comes in. Reach out to learn how we can help you fill your pipeline, boost retention, and keep your producers producing.