Insurance Agencies as a business are no different than any other Small Business in the world. The success of any Small, Medium or Large business is directly correlated to their ability to successfully and consistently MARKET. Yet what I find fairly consistently in the Insurance Industry is a tremendously high prevalence of inconsistent and non-existent ACTIVE Marketing!
Some of you are currently reading this message and asking yourself, “what is ACTIVE Marketing and/or if not ACTIVE what am I doing?” There are only two types of Marketing…PERIOD. ACTIVE VS. PASSIVE!
My message today will be extremely short but very direct so you can be crystal clear about the MAJOR differences and recognize that without one of them your Agency will fail!
ACTIVE MARKETING: Is any and all Marketing activity that is measurable and track-able! For example cold calling is very measurable. In a short amount of time you can answer these questions. How many dials lead to how many contacts? How many contacts lead to prospects? How many prospects lead to customers/clients? SIMPLE, PROFOUND but measurable. Another example Internet Leads. How many leads purchased lead to prospects contacted? How many prospects contacted turn into Leads (people interested in your offering)? How many leads convert to clients/customers? Extremely measurable.
PASSIVE: Any Marketing activity that is not measurable. Does not mean it does not work or is not effective yet answer this question; Do I want to build my Insurance Agency on Marketing I can not track or measure thus not having any way to know my results? Your answer is probably NO yet you are probably spending most of your efforts in PASSIVE endeavors. Here are some examples: Chamber of Commerce meetings, you attend religiously yet cannot with any certainty tell me OR YOURSELF, how that meeting turns into BUSINESS measurably! Another example REFERRALS. You half-ass ask for referrals or just simply take them when you get them and thus HAVE NO WAY TO MEASURE AND TRACK.
THOUGHTS TO PONDER: As you think about the simple difference between ACTIVE & PASSIVE Marketing and you evaluate your current marketing activity answer this question: If you had to sell 20 Insurance Policies this week can you with any certainty within your Marketing programs know what it will take to achieve that target? If your systems don’t answer that question they are not ACTIVE and thus outside of your control. You must develop measurable, track-able MARKETING systems for your Insurance Agency! Without this you are at the MERCY of chance!!!
P.S. I spend an entire Week on this concept in my 5-Week Course “Elevate Your Agency” The game changer in seeing your Agency from another perspective!
John Lucero, is a successful business owner with over 20 years of experience in multi-line insurance agency operations for several major National Brands. With an expertise in Recruiting, Educating, Coaching, Developing and Product Knowledge, his passion and drive to ELEVATE Insurance Agencies to higher levels of success is what keeps him inspired about the future and motivated about making a difference.
