Most follow-ups sound like desperate sales pitches. “Hey, just checking in to see if you’ve decided on the policy information I sent?” (Insert client ignoring your email here.)
If you’re tired of chasing leads who never respond, it’s time to consider a strategy for following up in a way that feels natural, builds trust, and gets clients to say “yes.”
Provide Value First
Don’t just “follow up,” but give your client a reason to engage.
- Send them a quick article about a coverage type they are interested in.
- Offer a free risk assessment or a checklist for policy renewals.
- Make them feel you’re only here to help, not just sell.
- Educate them on common insurance pitfalls.
For example, “Did you know that most homeowners’ policies don’t cover flood damage? Let’s make sure you’re fully protected.” Clients are more likely to respond when you’re seen as an advisor rather than a salesperson.
Use Multiple Channels
People have different preferences for how they communicate, so find out in your initial conversations with someone how they want to continue communicating with them and use the media they requested for follow-up.
If they’re not answering you using their preferred method of communication, try a different one to reach them. No response to emails, try a text. If they ignore texts, pick up the phone to call them.
Try connecting with them on social media or by sending a short video message. The key is persistence without being annoying, and using a mix of outreach keeps you on their radar without overwhelming them.
Ask Engaging Questions
A simple “Just checking in” is easy to ignore, so ask something that sparks a response:
- “Have you had a chance to think about coverage gaps in your current policy?”
- “What’s the biggest concern you have about switching carriers?”
- “Would it help if I walked you through solutions that fit your budget?”
Make it easy for them to reply by using open-ended questions, like: “If you could change one thing about your current insurance, what would it be?” Open-ended questions like this get them thinking to invite a real conversation.
Create Urgency Without Pressure
Nobody likes high-pressure sales, but a little urgency helps move the process.
- Mention upcoming rate increases.
- Current limited-time discounts develop urgency.
- Any upcoming deadlines for policy changes work to build urgency.
- Frame your solution as helping avoid a problem, not just pushing a sale.
For example, “Rates in your area are expected to rise next quarter. Let’s review your policy now so you can lock in a lower premium.” This positions you as looking out for their best interest.
Make It Personal
If a client mentions their kid is just starting college, or they’re buying a new home, bring it up! “Hey Sarah, I remember you were looking at homes in [area]. Have you found the right one yet? I’d love to make sure you’re covered when you do!”
Personal touches like this and other life events like a recent marriage, new baby, or starting a business enable notes congratulating them on their new life event to make that positive emotional connection. Establishing this connection allows for offering relevant coverage solutions for these milestones to provide personal value to someone.
Know When to Move On
Some leads just aren’t ready, and that’s okay. If you’ve followed up multiple times without a response, put them in a long-term nurture sequence. Send occasional value-driven emails, holiday messages, or industry updates.
Stay in their world without being a nuisance. A good rule of thumb is a “3-3-3” approach: Three direct follow-ups the first month, three light check-ins over the next few months, and three annual touchpoints (like a renewal reminder or holiday card). This approach keeps you on their mind without overdoing it.
The best follow-ups don’t feel like follow-ups but conversations. The more value, personality, and genuineness you bring to the table, the more likely you’ll get that “yes” to your follow-ups.
Agility insurance experts are ready to share their direct experience following up with clients to a successful close for your benefit.
- For her great Medicare follow-ups, contact our Medicare expert, Carolina Alcorta, at (305) 744-2588 or email [email protected].
• Contact Chris Gaston, Life and Ancillary expert, for his great follow-ups at (817) 291-9898 or [email protected].
• Contact Agility at (866) 590-9771 or email [email protected] for ACA and Small Group follow-ups that will get you more “yes” answers, adding more revenue to your pocket.
Let Agility experts in your field turn your non-responses into a “yes.”
