An easy, business-to-consumer application of a time-tested strategy
by Jeremiah DesmaraisMr. Desmarais is the founder of Agency Growth Academy, teaching insurance and financial advisors to develop sales lerads using digital marketing strategies. Visit here.
November 29, 2016 — Here’s a simple strategy anyone can use to build leads within a morning. You may have to step a bit out of your comfort zone for it, but there is really no cheaper way to generate life insurance leads I’ve ever heard of.
It comes from a friend and very enterprising life insurance agent, Mark Rosenthal. Mark adapted an old church recruitment strategy to garner more appointments.
Here’s how he tells it:
I went to Sam’s Club and bought some small water bottles. I printed my basic info onto size 5160 Avery labels and stuck them to the water bottles.
Then, I went to the local walking track here in Griffin, by the airport. I chose the track because most of the people there are trying to lose weight or stay healthy, and many are in great shape. Then, I started doing something I learned from my church recruitment days: I just walked up to people and offered them a cold bottle of water. Most accepted.
I didn’t try to stop them in their tracks or take up too much of their time. I just told them that, because they were out there exercising, they might be able to get a discount on life insurance. Then I asked if I could show them the type of rate I could offer them. One lady had just lost over 40 pounds. She went from a Table 2 to Preferred. If someone had given her a quote before she lost the weight, she would have been quoted a Table 2 instead of her new class. One lady was super healthy and it was hard to keep up with her pace.
After talking to her for a minute, I knew she would be Super Preferred. I was able to get three appointments out of just two hours of walking and around $6 worth of water. I’ve always said that it’s all about seeing the people. You have to get out, be seen, and interact with people. My goal was to do some walking, spend a little bit of money, and see if I could set some appointments.
How to Shift This Strategy Online to Reach Thousands More
This tactic works wonders online, too.
Buy Facebook ads and target people who “like” fitness-related pages, for example, BeachBody, Crossfit, Jenny Craig, and Weight Watchers.
If I were doing this, I’d show “before and after” pictures—a massive eye-grabber—accompanied by a headline such as:
- Have you lost more than 20 lbs on BeachBody? Then you’re probably paying too much for life insurance!
- Watch this free informational video now and learn one weird trick to save more money.
When people clicked on the ad, it would send them to a simple page featuring a blog about how to save money after weight-loss and a form to fill out for more information.
Now, Use This Approach On Even More Prospects—Offline
Here’s another option: Have a virtual assistant contact all the personal trainers in your town. Write a template email something like this:
I noticed you’re a personal trainer in the area, and thought I’d reach out about a potential business alliance.
I specialize in helping people who have lost more than 20 lbs get better discounts on their life and health insurance.
Most people don’t know this, but when insurance companies set a price for a person’s plan, they base it on his Body Mass Index.
So, when people start taking care of themselves and losing weight, they should always get an updated quote—and usually, their premium will go down.
I’ve seen this save people hundreds of dollars a year. Multiply that times several year, and it’s thousands in savings.
I’d like to refer some of my clients to you to get in better shape. In turn, I hope you can do the same for me with clients who lose weight.
I’d be happy to pay you a fee for every new client you find me.
Let me know if this might be of interest.
You can approach gyms and fitness clubs with the same offer. Ask them if you can make a presentation one day or set up a table. Ask them to post flyers in the locker rooms or on the bulletin board. The possibilities are endless.
Remember, what works offline can work online, too—and vice versa.
- Get a small case of water and head over to a track where your community likes to work out. Then use Mark’s strategy.
- Place ads on social networks that target fans of fitness programs. Invite them to get an updated quote based on their new Body Mass Index (BMI).
- Contact local personal trainers, gyms, and fitness clubs and offer a partnership.
- Anytime you encounter a strategy that works well online, try a version of it offline; same goes for an online strategy: Shift it offline and see what happens.