Should I Have a Strategy Behind the Lists I Use?
So, do you actually need a list strategy?
Yes, but keep it simple. Having a plan for the lists you'll use will save you valuable time. While important, your list strategy doesn’t have to be overly complicated. There isn’t a right or wrong way to go about it as long as your list strategy reflects the goals you have in your agency. What are you hoping to get out of these appointments? Do you want a regular, consistent flow of appointments throughout the year? Are you using these appointments for policy specific rewrites or renewals?
We've talked to many agents we have on service to see what kinds of lists they use. Here's what we found:
The Consistent Flow
These first 2 strategies are effective in making policy review appointments a routine part of your business.
72% more business is written by agents who regularly and consistently meet with their customers.
Many of our long term customers divide their book of business into smaller chunks alphabetically. This is a great way to make sure that you’re reaching out to everyone in your book of business, and an easy way to stay organized.
Similarly, many agents split up their book of business by birthday, and have us call their customers whose birthdays are coming up.
Policy Specific Lists
A good amount of agents use lists that are specific to the type of policies their customers have. For example, clients with homeowners insurance, but no fire insurance with you, single lined customers, high propensity for life, etc.
Holding policy review meetings at the time of renewal can be problematic, but it also works for a lot of people. Some agents say that policy review at the time of renewal gets tricky, because if there is a price increase, they find that they spend the majority of the meeting justifying the raise in price. However, other agents don’t find it to be a problem. Use your discretion and do what seems to work best for your agency.
I spoke with Carly, an office manager, about their list strategy. She had some unique perspectives and ways they use our services alongside their own calling efforts. Check out this short video to hear her explain:
Ultimately, there's not one right way when it comes to list strategy.
If you don't know where to begin, start with the goals you have for your agency, then do what best aligns with those.
If you feel like certain lists aren't working well for you, change it up - you might be surprised by the results!
What are some other list strategies you use? Let us know in the comments below.