Open enrollment might be over, but now is the best time to plan your strategy before it gets going again. The more organized you are, the higher your conversion rate will be — particularly when you have the right leads on hand. We’ll look at how everything from web opt in health leads to aged health leads can build your lists and make for better conversations all around.
New Providers, New Trends, New Laws, New Frustrations
The healthcare industry is undoubtedly frustrating for everyone, but it becomes particularly complicated when you’re watching your pennies. People are already paying a high premium and to add insult to injury, they’re often unclear about what portion they have to cover for any given health service. Most people will know the basics of their plan, but few will have memorized the terms.
This is also an industry that is rife with turnover. It’s common for people to change carriers and providers for any number of reasons (e.g., moving, changing jobs, wanting a different doctor, etc.). In addition to the standard reasons, there’s the growing trend of self-employment to consider, particularly as contract work and side hustles become more in demand.
Finally, insurance laws change from year to year, and often not for the better. New regulations introduce a host of new issues. More often than not, the consumer doesn’t realize what’s changed until they’re either rejected for certain services or receive an outrageous bill. Unfortunately, even the insurance companies might not know what’s covered until they have to interpret an obscure medical code and the intention behind the service! This presents opportunities at nearly every turn, ones where salespeople can connect with a lead on a more personal level.
It also makes for a lot of questions about coverage, and the right company can build trust immediately by being there to answer them. Building your strategy means having the facts about both the insurance products that you sell (or connect people to) and your leads. Contacting someone about their health is different from contacting them about their car, and each touchpoint you have with a web opt in health lead needs to be treated with the gravity it deserves.
Finding Your Stride
At Conversion Marketing, we recommend having as much information to start with. Rather than just names and contact information, anything from the number of children in the home to credit rating can affect how you approach each person. A healthy young person who doesn’t even have a regular doctor is unlikely to sign up for a Platinum plan, particularly if they’re already in debt.
Remember: you’re not insulting someone’s intelligence by assuming that they’re confused by the whole process. Seasoned HR managers still have to pore over policies to really understand them! And if you’re going with opt-in leads, you’re talking to someone who’s already expressed interest in learning more. They don’t need any more generic promises, what they need is real information based on their personal needs.
As with any call, email, or text message, you’re looking to start a dialog between you and the other person. Health may be a deeply private matter, but you can still explain the benefits to people and answer questions without overstepping your boundaries.
Should You Use Aged Health Leads?
Aged health leads refer to people who have expressed interest being contacted about insurance in the past. Considering health insurance is more of a necessity than a luxury, you may not think that these leads are as worthwhile when compared to more recent leads. After all, the consumer will have found a provider whether a salesperson or marketing team reached out to them or not.
Yet open enrollment is just a few months away, and it’s not uncommon for an aged health lead to be dissatisfied with their level of coverage. It’s all too easy to select a plan based on the price of the premium, only to find that the nickels and dimes of every appointment add up. From co-pays to prescriptions to percentages, aged web opt in health leads may have plenty to say about how they’d like to change their plan. Plus, they were already open to being contacted to begin with, giving you an easy way to grab people’s interest.
From Conversation to Conversion
There’s no need to rush the process when it comes to leads, but there also needs to be more than just meandering back-and-forths. There’s a balance here, one that can be found if you’re able to listen more than you speak. As you work to find and address the customer’s real pain points, there needs to be clear follow-up of how and what they can do to fix the problem.
Sometimes it’s as simple as filling out a simple form or saying yes over the form, but other situations are more complicated. For instance, a person who has COBRA now will need to cancel if they find another provider. A salesperson won’t have all the answers based on different carrier policies, but they should have some input and insight to make the process a little smoother.
Finding Better Opt In Health Insurance Leads
Conversion Marketing specializes in finding leads who are interested in health insurance and then building their profiles with accurate data. We’re here to give salespeople and marketers everything they need to form a relationship over any given medium. From print to digital to phone calls, you can contact people on their level according to their agenda.
Few things will catch a person’s eye (or ear) more than a statement that was tailor-made for them. This one-on-one strategy has untold benefits for your conversion rates, and we can help you get there. If you want to learn more about how we source our lists and what you can expect, call us today to find out more.
No matter how you get your auto insurance leads, you need a communication strategy. Every decision is a chance to make or break it. And as with any kind of marketing, you need to find the right balance between too aggressive and too timid. We’ll look at effective ways to start a conversation that matters.
Start with the Right Leads
This is probably the most important part of the communication process. And while you might also (reasonably) call it the most obvious, you’d be surprised at how often leads are ultimately useless to a company. Switching your auto insurance isn’t like buying a new brand of toothpaste. Crest isn’t going to dig out the terms of your contract if you switch to Colgate. If you’re going to lead people doing a path where they eventually have to give you their VIN and driver’s license number, you need to make sure it’s worth both of your time.
Have a Dialog
Selling is supposed to be about give and take, but the wrong salesperson will lean far too heavily on one or the other. Whether you reach out via email, phone call, or text message, the point is to get a dialog rolling. In an age of voicemails and junk emails where somehow no one is available, the last thing an employee needs is to make things any more difficult for themselves.
A real conversation usually begins with getting questions answered, so the salesperson doesn’t stray off track. Most people want to change insurance companies because they can’t get their questions answered in a timely manner or because they want to save money. Sometimes, they feel ignored by their current insurance company. They feel that they get a lot of communication about their bills and very little about matters they care about. If the salesperson is busy pushing another agenda, it will quickly cause the customer to tune out.
Of course, some insurance leads aren’t changing insurance companies at all — they’re new drivers choosing one their very first one. New drivers are high-risk, but they’re also high-reward. The loyalty you build with them can be enough to generate years worth of near-guaranteed revenue. When a salesperson talks to them, their messaging needs to be very different from that of a 30-year veteran on the road.
Stay on Top of Trends
Your marketing strategy has to be ready to change on a dime, which means that even the best spiels may need to be ready to go the way of the dodo. For instance, when the pandemic hit, people stopped driving their cars as much as they used to. They might have looked at a car sitting in a fortified garage and wondered why they were paying to insure it. If an auto insurance company was reaching out to leads during this time and using a script that was written five years ago, it would only frustrate someone dealing with today’s challenges.
Trends can also give you a better way to understand how people want to talk. There may be people who prefer phone calls, even if they originally signed up online, whereas some will want to be email or texted only. It’s important to pick up on what people are requesting, particularly if the auto insurance company has a demographic that targets a specific demographic (e.g., drivers over 50, parents getting their teens insured, etc.). This can help decision-makers map out different tactics based on who the new leads are.
Remember Your Numbers
The truth is that leads are a numbers game and that there’s something to be learned from every number. If you contact 200 leads in a row and none of them goes anywhere, it’s a sign your lists aren’t very good or that your messaging needs to change. Ultimately, you need to keep going to get all the data you need to understand the bigger picture.
How you talk to people depends on who that person is, what they want, and how external forces are shaping their daily routines. You can make generic statements, such as Baby Boomers will want a phone call while a millennial only looks at their email, but the truth is more complex than that. A true connection with leads takes an effort and understanding that results in more effective protocols and policies.
Taking the First Step
The good news is that there are ways to give yourself an advantage over the competition, so you spend less time talking to people who were never going to change their auto insurance policies in the first place. Conversion Marketing specializes in finding people who have a genuine interest in finding a better carrier.
From a junk car to a McLaren and everything in between, most people don’t understand very much about insurance policies. They know they have to meet a certain level of coverage or they risk getting into legal trouble, but their knowledge often ends there. Premiums become just another bill they have to pay rather than a policy that should be changing alongside the driver’s habits and lifestyle.
It’s only when something goes wrong when most people figure out they bought the wrong policy. A lead is a chance to go over these details before anything happens and help prospective customers understand why certain companies are just better at handling claims (billing, communications, etc.) than others.
Conversion Marketing can help you find people that will actively respond to your messages, so you can expand your customer base. We can’t tell you how to structure your policies or which incentives to offer, but we can bring you prospective customers who are more likely to listen to what you have to offer. If you’re interested in where we find our leads and how we customize them for our clients, contact us today to learn more about our auto insurance lead services.