Top producing insurance agents realize they need a fresh flow of leads. And nothing beats a referral when it comes to landing a future policy-holder at your doorstep. Why? Because they are doubly ready to buy–they have a need, but they also have a built-in trust level because they listened and trusted their friend, who already trusts you.

You can reinforce that trust in the mind of your current customer base. You can nurture it, develop it and grow it like a garden. If you tend it right, your current customer base can pay “referral dividends” to your agency for years.

So a key action step is to get your name in front of more customers, more often. But, if you are just saying the same old thing in every communication, then you’ll find that even your best referrers will tend to start ignoring your insurance marketing message.

You absolutely must inject some variety in your communications to spice them up.

Email marketing can be a good start to ensure you are getting “yourself” in front of your client base. Remember, with email marketing long messages aren’t necessarily the best. You may find that simply sending out very brief, focused messages of one to two hundred words–using bullet points–can give your current policyholders a quick tidbit of information.

Focused content, delivered frequently, will often spur on more referrals more than long, more detailed content delivered less frequently. Why?

Because if a person has an opportunity to recommend somebody to you, say, 3 times a year, odds are that your insurance agency’s name will be much fresher in that policyholder’s mind the nearer your last communication was to them. It’s a lot easier to remember somebody’s name you’ve seen 30 days ago than a name you’ve seen 90 days ago.

Let’s look at some math, based on 12 pages of communication sent out each year.

1. Send them quarterly, 3-page reviews full of multiple subjects, like gardening, tax info, seasonal, info, insurance tips, family facts.

2. Send them monthly, one page sheets that have info about a subject of the month,

3. Send them 36, 1/3rd page emails that have focused, easy to digest content that is relevant and fast to read. If done properly, the info from that quarterly 3-pager can be broken down and reassembled into bite-size pieces with much more impact.

Now, if they are in a position to refer you 3 times a year, just think how your odds improve if they see your name 36 times a year vs 4. They are much more likely to be only 10 days away–at most–from your last communication.

Obviously, the above scenarios 1, 2 and 3 can be mixed together to form a very good, well-rounded marketing mix. If you have the resources, you might send Option 1 twice a year via postal mail. The obvious option is to send out at the holidays, but an alternative is to communicate with them when mail times are not at their peak: possibly just prior to their birthday or maybe 60 days prior to their policy renewal date.

Remember, your communication must reinforce your Brand. There’s no use sending out something that denigrates other companies or individuals. Slamming somebody else often reflects negatively toward your brand. If you are marketing your insurance agency

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