If you want to build your business as a wholesale insurance broker, you’ll need to make sure insurance agents in your industry know about your special areas of expertise—and the relationships you have with various insurance markets. Word of mouth, referrals, and business connections can do a lot for your business, but often you’ll have to take some targeted action to move beyond that. Here are a few ideas for getting the word out to inform insurance agents of the type of insurance products you work with—and how you can be a resource to them.
Make some gated content. “Gated content” is a great way to pre-qualify insurance leads. Simply write a report, paper, or short e-book about a specific type of insurance you specialize in. Make sure you pick a topic that’s a hot-button issue, either for insurance agents who sell this type of insurance or their customers. Answer a question that many insurance agents ask, or one they get from their buyers frequently and might not have the expertise to answer as well as you can. The more pressing the question you choose to answer, the better response you’ll have.
Once you’ve written your content, put it behind a wall that asks readers to give you their name, address, company info, and other key information before they can download it. Only those who are very interested will do that—instantly prequalifying themselves.
Make webinars. Another great way to reach out to insurance agents is to schedule a series of webinars addressing each insurance product you want to highlight. Once again, it can be very effective to address a pressing question or concern insurance agents or their clients have surrounding each product. Webinars don’t have to be long, but they should offer an interactive element—such as embedded polls or a question-and-answer session.
Do something interactive on social media. In between, you could take questions from agents in your network on social media. Use the conversations you start to gauge where the concerns are in your market—and identify promising topics for future webinars and gated content.
Getting the word out to insurance agents about your areas of specialization is key for any insurance wholesaler looking to expand. Whether you’ve recently taken on a new product or you’re looking to highlight your long-standing experience, creating information products for the agents you work with is a great way both to keep them informed and to prequalify leads.