Use the tools in your Partner XE agency management system (system search list, advanced search list, and query builder) to strategically target the right message to the right customer.
Consumer insurance costs are rising, the economy is shaky and the competition among agencies to acquire new clients is fierce. Targeted marketing (to both current customers and prospects) is more important than ever.
As insurance industry expert Steve Anderson wrote in, “A Balanced Approach to Agency Marketing,”
“Most agencies focus their time and resources on obtaining new business… (but) a balanced approach is the key to creating a profitable book of business.”
He goes on to say that agencies should focus on:
- Keeping existing clients
- Upgrading existing clients
- Rounding out the portfolios of each client
- Getting more new clients
Keep, Upgrade, Round Out
To address the first three bullet points, consistent communication with your customers is critical.
Studies have shown that insurance customers expect effective communication from their carriers. To keep your customers you cannot write a policy and then forget it until renewal time rolls around.
You need to be proactive and systematic in your marketing. Use the tools in your Partner XE agency management system (system search list, advanced search list, and query builder) to strategically target the right message to the right customer.
Targeting your prospect lists isn’t quite as simple as simply running a query of customers with auto insurance but not homeowners and vice versa.
Start by looking at your existing book of business. Identify the traits your best customers have in common (age, marital status, geographic location, etc.) then go after individuals with similar profiles. Discover common attributes, find others with those same attributes and then whittle it down to the best of the best of the best.
Eric Weisgarber, principal at Allegiant Marketing and SIS’ west coast branch manager, has developed a proven six-step marketing system that drives results. Over the next several weeks, we will share some of his secrets.
If you need assistance in maximizing the marketing potential of your Partner XE agency management system, just give us a call at 800.747.7005, Option 2.