Using Geography to Increase Sales
As an insurance agent, you are going to be doing a lot of business with people, who live near you. As such, one of the best things that you can do is to learn your geographical area inside and out. That doesn’t mean simply knowing the name of your town and the outlying areas. It also means knowing neighborhoods, zip codes, and hyper-local cultures. Are you servicing a part of town, for instance, that houses a lot of new developments? If so, you may want to consider making a hard push for home insurance sales. Apartments? Focus on spreading the word about your rental insurance options. There are many ways to write new business as long as you’re aware of where you are and what is going on in each specific area. Here are some other ways that geography can really help you increase sales & close more insurance leads.
Search engine optimization (SEO) is an increasingly vital part of your marketing strategy, or should be if you want your business to show up at the top of Google for insurance products in the area. While you may already know that something like “Buy insurance in Colorado Springs” will take you further than “Buy insurance” on the engines, what you may not know is that there is an increasing trend toward hyper-local SEO (i.e. neighborhoods and other more specific proximities). The more specific you can be on your SEO, the more likely you will be to pop up first when someone in those parts of town looks to buy insurance online.
There is still a lot that can be said for face-to-face relationships, even as society continues to get stiff necks from all the smartphone-gazing it does on a regular basis. If you know an area well, then you are going to become a fixture to the people in it, and they are going to think of you when they have insurance needs.
Again, when you know an area, you are a lot more likely to become an active part of it. One of the fastest ways that you can do that at a single moment in time is to get involved with the community, hosting events and giving charities that are near and dear to the community’s heart. Being aware of the needs of a certain area or giving of yourself to a cause that supports the community’s youth are both great ways of outreach that you can put to use at once, and it’s only possible if you’re plugged into what is going on.
There is an old saying we will now butcher, and it goes something like this: you are an expert any time you know more than someone else on a given topic. Knowing your geographical area can clue you into some of the areas that are more likely to lack a certain insurance knowledge. This could be anything from working class to more affluent parts of the community. While you may not be surprised to learn, for instance, that working class individuals are largely underinsured in every aspect of their lives, they’re not alone. Middle and upper class individuals often fail to plan adequately for retirement and end-of-life care. Helping these individuals by connecting them to policies and financial solutions that deal with these types of things can be a great foot in the door.
You need every resource you can find when it comes to standing out as an insurance agent in the 21st Century. Not surprisingly, your level of knowledge and involvement in the community will still take you a long way both online and off. If you aren’t pounding a lot of pavement, consider changing things up, visiting local stores and restaurants, and connecting with people on a personal level. You may be surprised by the results.