Back to the basics! These classic lead nurturing strategies are still as effective as ever.
It’s easy to get sucked into the world of technology and search for lead nurturing strategies that involve software, and other internet solutions. There is definitely a place for those newer techniques, but it’s important to remember the basics. Most lead nurturing can’t be done with a mouse click or a web search.
In fact, there are lead nurturing strategies that have been around for decades, and for good reason. They work. Whether you’re a new insurance agent or a seasoned professional, it’s worth revisiting some trusted lead nurturing strategies. Here are seven old-school techniques and strategies for insurance sales lead nurturing.
1. Pick Up the Phone and Call
When back and forth emails reach dizzying lengths, consider picking up the phone. As lead nurturing strategies go, it’s the simplest way to stay in touch with your lead. Make it a point to reach out to your leads regularly by phone. Phone conversations are more organic than written emails or texts, and your lead may offer useful information and context that they wouldn’t normally share in an email.
2. Follow Up on Time
Being timely with your lead communication isn’t just courteous, it’s essential for relationship building and lead nurturing. If a lead reaches out to you, try to follow up within 24 hours if you can. If you know you can’t touch base until later, shoot them a quick email or text letting them know you received their message. Set an expectation for a return call and stick to it.
3. Personalize Everything
Most agents use scripts, templates, and talk tracks because they are useful for organizing information and improve consistency. But that doesn’t mean you shouldn’t add personalized touches to each communication. Use first names in greetings and try to incorporate a sentence or two that calls back to a specific detail from a previous conversation. (ex. Ask about your lead’s new golden retriever puppy named Sam, or find out how Kindergarten graduation went for your lead’s youngest child). A small personal detail goes a long way in establishing trust and building rapport.
4. Write a Handwritten Note
Break out the stationery. It may feel like one of the more old-fashioned lead nurturing strategies, but putting pen to paper goes a long way in building a connection with your leads. It demonstrates your willingness to take time out of your day to craft a thoughtful note. Handwritten notes are highly personal. In an age when most of the physical mail is advertisements and junk, a handwritten note stands out.
5. Send a Small Gift
A small gift, like a holiday card with a desk calendar, or a magnetic notepad is a great way to keep your agency’s name front and center. If your lead has just bought a house, consider sending a small houseplant or another housewarming gift. If your lead welcomed a new baby, send along a small baby gift. A small gift lets your lead know that you value their partnership.
6. Take Them Out for Coffee
If you’re meeting a lead in person, offer to take them out for coffee afterward at a local coffee shop. The meeting may be over, but the added socializing will give you valuable time to learn more about your lead. If your meeting ends around lunchtime, invite them to a nearby cafe for a quick lunch. A simple gesture like a coffee or sandwich goes a long way in building a new client relationship.
7. Host an Appreciation Event
Consider hosting an appreciation event for all of your leads and current clients. You can rent out a roller skating or ice skating rink, or have a field day at the local zoo. Family-friendly events are great, but you can also tailor the event to adults by organizing a wine tasting event or brewery tour. Make your appreciation event an annual one so that your leads and clients look forward to it year after year. It’s a great opportunity to get some casual face time with your clients and leads, and it makes them feel special.
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