Why do some insurance agents seem to get all the referrals? You know, the ones that clients rave about with their inboxes full of “Hey, my friend needs insurance, can you help?” messages, and they never seem to struggle for new business.
It’s not luck. It’s trust.
The agents who build long-lasting relationships and consistently get referrals aren’t necessarily the ones with the best sales pitch. They’re the ones who make clients feel heard, valued, and confident when it comes time to discuss insurance. So, how do you become that agent?
Stop Selling, Start Solving
People can sense when they’re just another number in a sales quota. Clients will notice if your goal is hitting commission targets, and they won’t send friends and family your way.
Instead of pushing policies for commissions, focus on solving problems. Take the time to understand each client’s unique situation, like as a homeowner, small business owner, or a growing family. Ask questions like:
- What keeps you up at night when protecting your home/business/family?
- What’s your biggest concern about insurance?
- Have you ever had a bad experience with an insurance claim? What happened?
Leading with empathy and education rather than a sales pitch earns you a client’s trust and their referrals.
Be Ridiculously Reliable
It sounds simple, but reliability is huge in an industry where clients often feel ignored or frustrated with long waiting times; being responsive and proactive sets you apart.
- Answer calls and emails promptly. Even if you don’t have an immediate answer, acknowledge the message and set clear expectations for when you’ll follow up. If the follow-up expectations are set, using AI or automation tools to do this will be okay.
- Be proactive with renewals. Reach out about a renewal or rate increase as soon as you learn about these items. You want to get ahead of any bad news with a check-in call or email explaining what will happen and how you’re there for the client to help them navigate to a solution they want or need.
- Follow up on claims. Clients appreciate it when you check in during the process to ensure everything is going smoothly and offer to help them smooth out the rough spots they experience.
Clients who feel taken care of will remember, and they’ll be the first to recommend you to others.
Educate, Don’t Confuse
Most people don’t read the fine print of their insurance policies. They want to know they’re covered when it matters.
That’s where you come in.
Your job isn’t just to sell insurance but to simplify it.
- Break things down in plain English. Avoid industry jargon and use real-life examples to explain coverages. Instead of saying, “This policy includes comprehensive coverage,” say, “This covers damage from things like hail, theft, or a tree falling on your car.”
- Use visuals when possible. Infographics, charts, or even a quick sketch on paper can help explain complex topics.
- Create helpful, simplifying content. Blog posts, short videos, or even a simple FAQ page on your website to streamline the content solidifies you as the go-to expert. The more you educate, the more clients trust you and feel comfortable referring people to you.
Show Up Online and Offline
In today’s world, a mix of digital and in-person presence is key to building trust. You don’t have to become an influencer, but being active in your community and online can make a huge difference in how you’re viewed.
Online:
- Use blogs and videos from you or your team to share useful tips on social media, such as Facebook, LinkedIn, Instagram, and TikTok.
- Answer common insurance questions through blog posts or short videos.
- Ask happy clients to leave online reviews on Google, Facebook, and Yelp to build credibility online for everyone to see.
Offline:
- Attend local networking events, chamber of commerce meetings, or community gatherings to build referral networks. Mortgage brokers, real estate agents, and financial advisors are partners to seek at these events as they work with people who need insurance daily.
- Get involved in local charities, sponsorships, or volunteer opportunities, showing you are there to help people.
People recommend people they know and trust. If you’re visible, active, and helpful, you’ll be at the top of your mind as someone to rely on insurance.
Make Referrals Easy
If you want referrals, you need to make it easy for people to send them to you.
- Ask directly. Don’t be afraid to say, “If you know someone who needs insurance, I’d love to help that person like I helped you.”
- Use referral incentives (where allowed). A small gift card or handwritten thank-you can go a long way to encourage future referrals.
- Make your contact information easy to share. Whether you use physical or digital business cards, QR codes leading to your website, or a simple “forward this email to a friend,” the easier you make sharing your contact information, the more likely it will be shared.
The most preferred insurance agents are known to be reliable, knowledgeable problem-solvers who are genuinely helpful. Consistently showing up for clients to make their lives easier generates trust, which will flow into referrals.
Agility’s entire product portfolio provides many solutions for agents to reference in building clients’ trust. Contract now on our contracting website for any ACA, Medicare, Life and Annuity, Small Group and Supplemental product to add to your insurance portfolio.
Register today for Agility training to improve your service and product knowledge to build trust with your clients. Contact Agility at (866) 590-9771 or email [email protected] for a free brainstorming strategy session. Agility can also add you to our weekly free email list for tips and vital information!
