Archive for June, 2012

What Really Constitutes A Qualified Insurance Lead?

Posted by admin On June - 28 - 2012

I got this response on a survey where I asked the question:  what’s your most important question about generating insurance leads online?

“How to get a qualified insurance lead, one that’s hungry for my solutions.”

In this post, I’m going to give you the answer to that and I guarantee you that it’s something that you don’t expect…

But before I get into the details, let’s talk about what most agents are thinking when they say the buzz term, qualified insurance lead, because the majority are using it incorrectly.

Most insurance professionals I talk to associate this term with someone who is already pre-sold and basically ready to sign on the dotted line of a brand new insurance policy on the first contact.

That this person was so “qualified” for the policy before meeting with the agent that they had plenty of money and no selling needed to take place whatsoever.

Let me ask you a really important question.

Have you ever had one of those situations?  Now I realize that a lucky few of you may be able to say yes to that question, but it’s not going out on a limb to say that the overwhelming majority of you are laughing at the thought…

So what really makes someone a qualified insurance lead?

My contention is that term is an oxymoron.  No one can be a qualified insurance lead! Especially if you are marketing for any type of insurance other than auto or home.

Let me explain why.

It all boils down to the stages that someone has to go through in the buying process.  A lead is simply someone who has raised their hand and said they are mildly interested in what you have to offer.

With a lead, there is no urgency.  There’s no desperate problem that needs to be solved immediately.  They can’t possibly be so hungry for your solutions that they are ready to buy immediately.

And let me tell you, the people who come to your office desperate for auto or home insurance are the people you either can’t write or you don’t want to anyway…

A lead for any other type of insurance can’t become qualified until it has passed into the prospect phase, at which point it is no longer a lead.  A prospect is someone who has made a commitment to solve a problem in their life within a given time frame.  That decision can’t be made without a certain level of marketing and sales.

If you are expecting to be able to get a qualified insurance lead, particularly life leads from the internet lead companies, you’ve got another thing coming.  It will never happen.

The vast majority of lead companies are only generating people who have raised their hand indicating mild interest in a product or service.

Usually the interest is generated by using the “save money on your insurance” appeal, which will never make someone a prospect on its own.

You’ll have to hit a much deeper problem in the person’s life to move them into the prospect phase.

Alright, so that begs the question – how can you move someone from lead to prospect as quickly as possible?

It all boils down to your marketing.  If you are dependent on the lead companies, you don’t have any control over that process.  You are stuck trying to turn the lead into a prospect on your first contact.

If you are doing your own marketing, particularly online – you can create a funnel that automatically moves your leads into the prospect phase prior to you ever having contact with them.

That’s really the only way to generate a qualified insurance lead, which technically isn’t a lead 🙂

You may be wondering why I keep using that term.  There’s a couple of reasons.  First it’s something that people understand.  Second, it’s really hard to change someone’s beliefs quickly.

One of the purposes to this article is to get you to shift your thinking and I’m trying to bridge that gap for you.  From here on out, we’re going to be talking in terms of prospects.

As you look around my website, if you see me talking about qualified leads, keep in mind that what I really mean is prospects as we are discussing in the scope of this conversation.  I just have to use terms that resonate the most with people before I try to change their perceptions!

What are the steps to generating prospects online?

I’m going to teach you a method developed by Dr. Glenn Livingston.  He’s a renowned internet marketer who has generated over $20,000,000 in sales online.

It’s really just his unique take on the age old marketing principle of A.I.D.A – Attention, Interest, Desire,  Action.

He calls it the “Golden Glove of Persuasion”.  Think of how your hand has 5 fingers.  Each finger represents one of the crucial elements of persuasion, which you absolutely must present to anyone you want to turn into a prospect.

The first finger is a desperate problem.  You have to identify the desperate problem in your ideal prospect’s life and call out to that on your website.

The second finger is your unique solution.  You have to take your product or service and conceptualize it in a way that makes it unique – something that the person on your site has never seen before.

You then clearly state your unique solution all over your site.

The third finger is overwhelming proof.  People are increasingly skeptical about stuff online.  You have to show every possible reason why the person visiting your site can trust you and that you can deliver on the unique promise you are offering.

The fourth finger is an irresistible offer.  I’m sorry but, “get a free quote” or “free consultation” is not going to fit into the category of an irresistible offer.

They may have worked in the past, but today you are going to need to come up with something far more unique and far more valuable to the person visiting your website before  he or she will fork over their information to you.

The fifth finger is one that will be a tough pill to swallow for most insurance agents, but it involves having an outrageous guarantee.

I know you compliance junkies are thinking that you can’t possibly guarantee anything – and you are right if you are talking about the product itself.

However, you can guarantee your offer for getting them to become a prospect.  Let me give you an example:

Let’s say your offer is for a no-risk, no-taxes financial blueprint.  You can say something along these lines.

I’m so confident that you will be blown away by my no-risk, no-taxes financial blueprint that I’m willing to back it up by an unprecedented guarantee.

If you don’t feel that this blueprint was worth your time and that I didn’t show you at least one new strategy that can allow you to significantly reduce your financial risk and taxes, than simply let me know in writing within 24 hours after your blueprint meeting.

I’ll gladly buy you a steak dinner to make up for wasting your time!

You see how easy that is?  It’s totally compliant and avoids all rebating laws.

When you incorporate all five of these elements appropriately on your website, you are going to generate a ton of prospects out of the traffic you send to it.

If you think this is valuable information, I have to tell you that it’s just scratching the surface of this concept.  It’s also only one of the three strategic pillars involved with marketing for insurance online.

In my Agent’s Lead Machine Internet Marketing Mastery Program, I’ll teach you everything I know about these strategic pillars in extreme detail.

It will allow you to short cut the failure process I had to go through before I figured all this stuff out and will allow you to have the fastest and easiest path to successful insurance marketing online.

Before you look into my ALM Internet Marketing Mastery Program, I highly suggest that you watch the free video I put together on the #1 secret to generating exclusive, qualified and affordable insurance prospects online.

The reason I suggest this is two-fold.  First, you are going to get some incredible free info.  Second, you’ll actually find a special offer on my ALM Internet Marketing Mastery Program that you won’t find any where else.

And it’s a really great offer if I say so myself 🙂

So to get this video, simply click the button below:

insurance leads




Insurance Marketing Ideas

Posted by admin On June - 22 - 2012


marketing insurance 

I just read an interesting article over on the NY Times website.  Click here to read it for yourself.

The article is about how the health insurance companies are putting on a full court press with new, creative and re-positioned insurance marketing campaigns in preparation of Obamacare going live.

They are also stepping up their spending on marketing, particularly using new media outlets to get their message out.

I think you can learn a lot from their insurance marketing ideas that you can apply in your own business right away…

This is a quote from the article that really drives home how important these new strategies are to the long term success of the health insurance companies:

Insurers say that even if the mandate is struck down, they will press forward with their strategy because future success will depend on engaging directly with the consumer. “I expect to see a fair amount of competition for the public’s attention,” said Michael B. McCallister, chairman and chief executive of Humana. “The individual relationship is going to be ever more important.”

I believe the last sentence in that quote is incredibly germane to marketing on the internet, particularly for insurance.  You see, the lead companies have made insurance out to be a soul-less, non personal transaction on the internet.

People fill in a form to get a quote and then get barraged by people that they don’t know calling and emailing them to get their business.

They have no way of making a connection to a person that is serving an important role in their life – helping them protect their family and finances.

This is exactly why retention numbers are down and customer loyalty is at an all time low in the insurance industry.  It’s also why you have to be promoting yourself throughout all of your marketing – both in person and in print (online or offline).

It’s that personal connection that will close more sales and keep people around much longer in your business.

Here’s some of the insurance marketing ideas these guys are doing that you can really benefit from:

1) Redefinition.  This is the process of giving a new definition to your product or service.  Basically you are saying it is this rather than that.  It’s objective is to remove a roadblock to your sale – if possible, before the prospect even knows it exists.

In the NY Times article, the insurance companies are trying to redefine themselves:  In January, Aetna announced it, too, was refreshing its brand to continue “its evolution from an insurance carrier to a health solutions company,” said Belinda Lang, the head of brand and consumer marketing at Aetna.

What you need to do is think critically about the lens that your prospects see you through.  How do they currently define you and your business?

Then you simply create your campaigns and marketing around a newly defined lens that you want your clients to view you through.

2) They are creating digital products that they can sell to their customers or use as incentives.

I think one of the best insurance marketing ideas I’ve seen out of a big company is what Humana is doing with their rewards points system.

These kinds of things get people engaged with your business and more importantly talking about it.

I would design a program that makes it easy for people to share and recommend my business.  Perhaps a “like us on Facebook” and get entered into a prize drawing or something along those lines.

There’s all kinds of cool and creative things you can come up with and still avoid rebating laws at the same time.

3) Telling stories about it’s employees is what Emblem Health is doing.  This is really understated in the article, but what you need to realize is that story telling is the most powerful tool in selling.

If you are looking for insurance marketing ideas that can be launched immediately with little to no cost, with the biggest benefit possible, this one takes the cake.

In marketing, you can build your entire business around telling your own personal story well.   You can take this page right out of my book, as I really focus on telling my own stories:  Marketing Insurance Online – My Pathetic Story

You have to go beyond telling your own story as an insurance agent however… An even more powerful story telling method is to tell the stories of your clients.

Find clients that have emotional stories that highlight how you have helped them using the product you want to promote.  The Life Insurance Foundation does this masterfully with the videos that they put out.

You can do the same thing.  Talk to your clients and see if  they’d be willing to do a video like that.  You can hire a local videographer from about $250 to shoot and edit the video professionally.

Put that video up on your website and send an email to your clients and prospects driving them back to that page.  If they won’t do video, ask if you can tell their story and put it online.

You really need at least 10 of these powerful stories that you can spread throughout your marketing.

There you go, three extremely powerful insurance marketing ideas that you can put in place right away.  Stuff like this is all around you, you just have to be looking and think creatively about what you want to accomplish.

Now if you haven’t gotten started marketing for insurance online yet or you have started and it hasn’t been the success you’ve been looking for, I have something that can help you.

You see, I’ve been doing this for a long time now.  Spending hundreds of thousands of dollars testing, tweaking and refining online marketing strategies.  Throughout that time, I’ve made some startling discoveries about what works and doesn’t work…

I put together a free video that reveals the #1 secret to generating exclusive, qualified and affordable insurance leads online.  You can get this video by simply clicking the button below and registering on the next page:

insurance leads


In this post I have a real treat for you.  I’m going to hand over the exact life insurance sales process that I developed to close big cases consistently.

This system is what is directly responsible for me being at the top of my company in life sales year in and year out.

There are some accompanying documents that you can download using the link below the post.  I’d also love to hear your thoughts and comments on this system.  Just post them below as well.

With that being said, let’s dive right in:

Rapport & Trust Building Phase
The first part of the initial meeting is to build rapport and most importantly trust between you and your prospect.

A key to this method is to begin each segment by explaining what you are doing and why you are doing it – then asking the prospect’s permission to move forward in the process.

The reason we do this is to build small levels of trust up toward the purchase as well as getting what is known as “yes” momentum.  That’s engaging the prospect in a series of simple “yes” answers so that they are accustomed to saying “yes” when it is time to make the purchase.

Another thing you will want to do is avoid small talk at the beginning.  You need to weave in the small talk in the middle of your sales process.  Studies show that most prospects are put off by small talk and that they think of it as fake.

Here’s a sample of what you’ll say:

Agent:  Well Mr. & Mrs. Prospect I want to first off thank you for meeting with me.  What I’ve discovered is that if I can help my clients to get what they want, things work out the best for everyone, and that is the way I’d like to work with you.

I believe that in order to accomplish this, we have to have an understanding of each other.  So what I’d like to do is start off by asking you some questions to get to know you and then sharing some information about me so that you know where I’m coming from.  Does that sound fair?

A couple of items to note with the beginning of the presentation:

1) You always want to start off asking them questions because people want to talk about themselves.  You’ll get them to open up right away and trust you.

2) You should have a fact finder form that you are taking notes about the things that they are saying.  It makes sense to even ask them for permission to take notes during the conversation so that you don’t miss anything that is important to them.

Some things you should share with the people about yourself are:

1) why you got into business
2) a bit about your background and qualifications
3) some personal things – family, hobbies, etc.

Fact Finding Phase
You’ll need to make a transition between each phase of this life insurance sales process, so once you’re done with the rapport building phase, say something to the effect of:

Agent: Mr. & Mrs. Prospect, I really appreciate you sharing everything you have with me so far, it will really help me to do the best job possible for you.  Now what I’d like to do is talk about what you want to have happen in life.

And I really should emphasize the word want.  Most insurance people are going to talk to you about what you need and I believe that is the wrong way to approach insurance.  You see, the term need implies the very least amount to get by, which is very difficult to determine.

Not to mention the fact that we live in a day and age where needs change rapidly.  If we construct a plan for you that gets you what you want, then you never have to worry if it’s going to do what it is supposed to for you.  Does that make sense?

Note:  Make sure that they understand this concept before going further.  If need be, develop the thought for them more.  You can use analogies like, you don’t buy the car that you need, you buy the car that you want, etc. etc.

After you have determined that the client gets that point, you want to launch into your fact finding session.  You should have a good fact finding form, if you don’t you can use the one included on the link below.

Start off your fact finding session by asking emotional questions that are built around the benefits that life insurance provides.  You might even want to move into these questions by softening the situation a little, like this:

Agent: You know Mr. & Mrs. Prospect, for most people life insurance is something that is difficult to discuss because they focus on the negatives that it implies, namely death.  What I am going to ask you to do during this process is think about the positive things that having this type of protection can do for your family, instead of the negatives.

Now you want to launch into your questions.  Here are some samples to get you started:

Do you have a will?

If you were to pass away tomorrow, what do you want to happen with your mortgage?

If you were to pass away tomorrow, what do you want to happen with your debts?

Note:  Make sure to phrase the questions using the term “want”.  After you ask the question, you want to probe down further.  Ask things like Why is that important to you? Also get specifics so in the case of the mortgage question, ask About how much do you owe?

Write down the answers they give you into your fact finder.  Pay particular attention to the answers they give you when you ask why it’s important to them.  You’ll want to tie everything you say to them later in the presentation back to these answers they give.

Now that you’ve collected all the data on what they want to cover with their life insurance as well as getting the figures you need to determine coverage amounts, you need to resist the urge to start making recommendations and talking about price.  The next step is to remove the price objection entirely.

Here’s how you do it:

Agent:  Thank you for sharing everything you have so far Mr. & Mrs. Prospect.  I know for certain that we can develop a plan that will address all of these things that are important to you.

At this point you are probably wondering what something like this is going to cost right? **Pause here and gauge what they say**

Well to be honest, I have no idea what it is going to cost to accomplish your wishes.  But what if I told you that where I can really provide you value is to show you ways to pay for this plan without having to spend any additional money than you already are each month?  **Pause and listen here again**

And I’m not talking about telling you to give up going out to eat once or twice a month or anything silly like that either.  You see, my specialty is in analyzing your current spending on insurance in particular – home, auto, disability, health, and even a few other areas.

With your permission, I could gather some additional information and do a savings analysis for you in these areas.  For the majority of my clients, I can save them enough money on these other insurance plans to fully cover the cost of the family protection we’ve been discussing.

In some cases, I’m only able to find enough to pay for some of the family protection, but in others I can find enough to cover your new family protection AND put extra back in your pocket each month.

Would you like me to do this for you?

**I’ve never had someone say no to doing this analysis, if you do skip the next fact finding section and go to explaining the types of insurance.**

If they say yes – begin the insurance analysis fact finding session.  It’s pretty self explanatory, just ask the questions you need to fill out all the data on the sheet.

Explaining different types of insurance
After completing your fact finding process you need to transition into explaining the different types of insurance to your client.  Use something along these lines:

Ok, Mr. & Mrs. Client, I’ve got what I think is everything to do my homework and develop a plan that fits your situation.  Before we move on, was there anything else that I didn’t cover that was important to you?  **Pause and listen, then address issues if they come up.**

Mr. & Mrs. Client, most of the people I work with usually think of life insurance as some complicated thing but what I’m going to do here is make it really simple.

There’s really just two types of insurance.  There’s term, which is temporary and there is permanent insurance which is meant to last your entire life.

Let’s talk about term first.  Term is by far and above the least expensive type of insurance UP FRONT.  You buy term insurance for a level period of time – typically 20 or 30 years.  The amount that you pay for the insurance is guaranteed for the time period that you choose.

So if you get a 20 year policy at $25/month then you pay that amount every month for 20 years.  After your 20 years is up, you have a choice.  You can discontinue the policy or you can keep going with it.

The cool thing is that it’s guaranteed renewable, which means that no matter what happens to you in the first 20 years health wise, say you got cancer or diabetes or something that could prevent you from getting a new policy, the insurance company HAS to renew you policy.

But after the 20 years is up, the policy premium goes up each year based on your current age, so it get exponentially more expensive each year.  At this point, term is the most expensive insurance to own.

Term is just insurance, so all the money you pay goes to the insurance company and the only way you will see any return of your premium is if you make a death claim on the policy.

There are some additional options called riders that can be attached to term policies as well.  That’s basically it to term insurance.

Permanent insurance is a little different and it comes in a few different varieties.  The main difference between term and permanent is that with the permanent insurance, you have what’s called a cash value account attached to the policy.

This cash value account is a very unique financial instrument.  With permanent insurance you pay a higher amount, but that is because most of that money is going into this cash value account and it gets interest.

There are tax advantages to the way the money grows within that account and there are several advanced financial planning methods you can use with this cash value account – like creating a tax free retirement and becoming your own banker.

I had said previously that there are a few varieties of permanent insurance.  And the differences between them involve how the cash value gains interest and the types of guarantees that are associated with the policy.

That is permanent insurance in a nutshell.

Which type do you think is best for you?  Do you have any questions?

Here you will go over all their questions and kill any possible objection that they may have.  Make sure to answer all concerns by tying back to the goals and wants they gave you earlier.

Closing the initial interview

Now that you have answered the questions and killed objections, you want to close the initial interview by setting the next interview as this is  a 2 interview life insurance sales process.  Use a transition like this:

Mr. & Mrs. Prospect, what I’d like to do now is take all the information that you’ve given me and go do my homework.  It seems like (name the day and time for this interview) worked well for you, would this time next week work for us to get back together again?  **set next appointment**

Ok, great!  When we meet next week, I’ll have 2-3 plans put together that will allow you to accomplish everything you told me you want to have happen.  I look forward to seeing you next week.

Note:  Now you are going to analyze their other insurance and put together quotes for life.  Do three quotes, one term, one whole life, one ul or iul.  Put all the data you come up with into the proposal form included with the link below.

2nd Interview – the close

The warmup phase

When starting this meeting you want to begin by recapping the wants that the client(s) had expressed to you in the first meeting.  You can begin this conversation by using language like this:

Mr. & Mrs. Prospect, I’d like to begin our time this evening by quickly revisiting our last conversation to make sure that I didn’t miss anything and also to answer any questions that might have come up after we met.  Are you okay with that?

After you receive permission to move forward start by going through the answers they gave you to the emotional questions and make sure that you incorporate the reason they gave you as to why that was important to them.  For example:

In our last conversation, you had said that paying off your mortgage was important to you because it would significantly lower your bills and make your situation much less stressful, is that correct?

Note:  Make sure that at the end of each recap, you ask the question “is that correct?”.  If you did your job right in the first interview, you will only get “yes” answers to each of these questions, which is a huge psychological factor.

They will become committed to making a buying decision at the end of the presentation because of the law of commitment and consistency.

Once you have gone through your recapping of their wants, simply ask them if there were any questions that had come up since the last meeting.  The reason you want to do this here is to kill any possible objections right now.

If you wait until the end of the presentation to address these issues, you will lose many sales because they will be fixated on these issues during your presentation instead of listening to you.

This marks the end of the warmup phase.

The Presentation

Now here comes the part where you start to make some money.  Upon answering your client’s questions and killing any possible objections, you need to transition over to your presentation.  Here is a way to do so:

Was there any other questions?  OK, great.  Now I’ve gone and done my homework by looking at a multitude of different options that will take care of everything that is important to you.  To make this simple, I’ve narrowed it down to the best three.

I’ve also completed the savings analysis of your other insurance products to see how much money we can free up for you out of your current budget.  So what I’d like to do is go over your savings analysis first.  Is that ok?

At this point you can break out the savings analysis form and go over this with your clients and show them how much you will be able to save them monthly.  The reason we do this here is to get in their head the monthly savings before you present the life insurance cost.

Make sure to ask them how they feel about the savings after you have showed it to them.

Here you are going to transition over to the life presentation.  Use some language like this:

Mr. & Mrs. Prospect, as I said before, here are the best three options I could come up with to protect the important things we discussed in our last meeting.

Note:  Now lay out the three options in front of them.  Make the term quote the first, the UL in the middle, and whole life last (in order of the most expensive).

Go over the details and ask them which they think is best for them.  At this point be silent and let the prospect speak first.  This is VERY important.  Whoever speaks first here loses – so don’t slip up!

The prospects will do one of two things here:  1) tell you which one they like (this will happen most often) or 2) ask some questions.  If they ask questions, clarify all of them and ask for any other questions.  Make sure to handle all possible objections by tying it back to their emotional wants.

If they tell you which one they like, ask them if there is anything from preventing them in moving forward with this solution.  Answer any objections and start the application process.

During the application process, explain to them how everything works:

  • The information you will be collecting and why
  • The exam process
  • The underwriting process
  • How a conditional receipt works
  • How long the process should take
  • That the premium could change
  • How you will communicate with them during the process
  • How you will deliver the policy after approval
  • The free look period

After you complete your application, call the exam company and schedule the exam work while you are sitting with the client.  Don’t leave this in their hands!  Many sales are lost here – you must control this piece of the life insurance sales process.

Before you leave, close the meeting by using statements to support the decision that they have made and diffuse buyer’s remorse.  Here are some examples:

Mr. & Mrs. Prospect, how does it feel knowing that your financial wants are going to be taken care of?

You’ve made a really tough decision today and I want you to know if you wake up tomorrow and feel regret, that is normal.  But as you feel that regret I want you to remember {list 2 or 3 of the emotional wants they gave you} that no matter what happens, these are protected.

Make sure to NOT thank them!!!  I’m going to repeat this – DO NOT THANK THEM!  Thanking them makes it about you and your commission.  Only use statements that talk about them and logically support their decision to purchase.

3rd Interview – policy delivery

When it comes time to deliver the policy, I recommend setting up a time to personally deliver the policy to their door step.  If there were no changes made to the policy this process is pretty simple.

Don’t even ask to come inside when you get there.  Hand over the policy and use a couple more statements to support the decision they made as being wise.  Doing so will keep policies in force for much longer.

If you have amendments to the policy, you need to address all of these prior to delivery.  Especially premium changes.  Do this part over the phone.


Following this advanced life insurance sales system will exponentially increase your life insurance sales.  You’ll close more deals and you’ll close higher premium policies.  It may take you a while to perfect this system, just keep working at it!

You can download the supporting documents for this system by clicking here

Now comes the more important piece…

You see, this whole system doesn’t do you any good unless you have butts in your chairs to use it with.

I’ve also developed a system that leverages the internet to create these insurance sales opportunities for any kind of insurance you can imagine.

But before you learn about this system, you have to understand insurance marketing on the internet.  In fact there’s one big thing that will make or break you online.

That’s why I put together this free report that will reveal to you the #1 secret to generating exclusive, qualified and affordable insurance sales leads on the internet.

You can get this free report right now by simply clicking the button below and registering on the next page.

insurance leads

insurance websites

I’ve discovered 3 strategic pillars that are fundamental to the success of anyone who wants to market online.

But before I get into those, you should know that the assumption here is that you already understand that having insurance websites are essential

I’m NOT going to be talking about building a website here today – what I have to share with you is far more advanced than that.

Ok, now that we have that disclaimer out of the way, let’s talk about the first pillar of success with insurance websites:  Understanding Traffic.

For those of you that don’t know, traffic is getting people to your website.  You’ll also hear the term visitors – visitors and traffic are interchangeable terms.

Having insurance websites don’t do you any good unless people see them – and just putting up a website won’t bring traffic to it either.

You have to put strategies into place that will bring those visitors to your site.

If you’ve been studying online insurance marketing for any period of time, you’ve probably seen all the so-called gurus shouting about millions of ways to generate traffic and how traffic is the key to being successful online.

You’ve probably also seen stuff about push button software that brings massive free traffic to your insurance websites.

I want you to know right now that all of that is total crap and couldn’t be further from the truth.  There’s no such thing as a push button software that will bring you free traffic – it’s all a hoax.

Traffic is very important, but it’s not the end all be all – it’s only 1/3 of the success formula.  And it’s more than just traffic – its getting targeted traffic.

What I want to do here is de-mystify traffic because it’s an area where so many people get confused, make mistakes and lose a ton of money.

The first secret you need to know about traffic is how to separate the different ways of getting it.  The most basic separation is between paid vs. free traffic.

Paid traffic is exactly as it sounds – you give money to receive traffic.  Most people associate paid traffic with the term Pay Per Click or PPC.

Examples of PPC traffic are Google Adwords and Facebook Ads.  But paid traffic doesn’t stop there.  Additional methods of paid traffic are banner ads, media buys and email blasting.

This is by no means a comprehensive list of all paid traffic sources, but I’m limiting it to these because they are the most effective for the scope of our conversation today.

Free traffic is a highly deceptive term.  While it’s true in the sense that you aren’t paying for clicks with these methods, it will cost you something to get this kind of traffic – it may be simply time and effort or it could be paying an outsourcing specialist.

The bottom line is that “free” traffic really ain’t free.  You will most commonly hear the term SEO or Search Engine Optimization associated with free traffic, but it certainly isn’t the only way to get people to your site under this category.

Here’s what you need to know about free traffic – to make it work it will take a long time and usually more money to get it going.  It’s a long term effort.  Also, it doesn’t provide the type of targeting that you’ll need to attract customers in your area, so you really should focus your time on paid traffic sources.

The second secret you need to know about traffic is how to separate the high quality paid traffic from the crappy paid traffic.

In marketing, to be successful, you need to be able to clearly define your target market.  High quality traffic will come from sources that most closely match your ideal client profile.

You need to evaluate all of your paid traffic options and choose the one that will allow you to put your ads in front of the most amounts of the people you want to reach.  If the source has people that have already indicated an interest in something similar to what you offer, it’s even better.

In the vast majority of cases, you will pay more for this kind of traffic.  The trade off is that you’ll generate more insurance leads and sales because of your targeting.

Where I see a ton of people make mistakes is in this traffic evaluation process.  They only compare sources by the actual cost of the traffic itself.

You should be comparing traffic sources by testing them.  There’s two metrics you want to look at: 1) Your cost per lead acquisition. 2) You cost per sale acquisition.

Let me give you an example:

Traffic source A has a cost per click of $1.75.

Traffic source B has a cost per click of $4.25.

You decide to run a test on each and buy 100 clicks from both sources.

Out of your 100 clicks, traffic source A generated 10 leads and 1 sale.  Your CPL is $17.50 and your CPS is $175.

Out of your 100 clicks, traffic source B generated 50 leads and 10 sales.  Your CPL is $8.50 and your CPS is $42.50.

Most people would have shied away from traffic source B because the CPC was almost 3 times higher, but in all my testing I see typically 5 times the amount of leads and 10 times the amount of sales from more expensive traffic when it matches my target client profile better.

A lot of people will also pick the cheaper traffic source, only make a sale or two and lose money.  Then they are left believing that online marketing doesn’t work and they simply give up.

Which actually brings up the first HUGE marketing lesson you must understand.

Testing is EVERYTHING!

Don’t let yourself be fooled into thinking that things are going to work perfectly right out of the gate.  They very rarely do – this discourages people and causes them to give up.

Also don’t fool yourself into thinking you know what will or won’t work.  You have to try everything and let the results make the decision for you.  Just look at our traffic source example we went through a moment ago.

Alright, so to recap this lesson, in order to be a success online, you must understand traffic.  And you absolutely positively must test everything.

The second pillar of success with insurance websites is understanding conversion.  Simply put, conversion is getting someone to take action.

There’s actually three levels of conversion.  The first level has to do with your ads.

With all traffic sources, you are going to be using ads to drive those visitors to your website.  The type of ad will vary depending on the source, but will be only one of three things:  A text ad like on Google or Facebook (these are actually a hybrid ad with text and a picture), an image ad when doing banners & media buys or an email.

You absolutely must put systems in place for tracking your ad’s performance.  The main metric you are going to use is called CTR or click through rate.  This is the percentage of people who have seen your ad and actually clicked on it.

The higher your CTR, the better the ad conversion you have.  The better your ad conversion, the more leads and sales you are going to get.  It’s a really simple equation.  And with many traffic sources, if your ad converts higher, you’ll pay less money for each visitor to your site.

The second level of conversion is turning your traffic into leads.  To turn your visitors into a lead, you need to have some type of device (often referred to as a lead magnet) that you give to people on your insurance websites in exchange for information that they want.

Common lead magnets are videos, free reports, white papers and webinars.  You capture a lead by requiring someone to give you their name, email and any other information you want in order to get the lead magnet.

When measuring lead conversion, you will look at a metric known as the opt in rate.  That’s simply the percentage of people who visit you site and request your lead magnet.

And of course, the more leads you have, the more sales and money you make.

The third level of conversion has to do with turning your leads into sales.  Here’s an area when the vast majority will fail with their marketing efforts.

You have to really understand your market.  Very few markets will people buy instantaneously and insurance, particularly life insurance ain’t one of them.

Which brings us to the second HUGE marketing lesson you must understand.

You need to develop a lead nurturing process.

Lead nurturing is getting someone ready to buy from you.  Far too many people go in for the kill right away and try to sell on their website or through their follow up emails.

You have to remember that people buy from people and selling online is no different than in person.

I recommend that you use an email auto responder system to send out a series of emails that take people to blog posts, articles, videos etc where you are not trying to sell them anything for a period after they request your lead magnet.

All you want to do is build a relationship and gain your lead’s trust.  Once you’ve done that, then you’ll have permission to sell to them.

Your lead nurture process could be as little as a few days or as long as a few months.  You’ll need to test out what gets the best results for you.

When measuring your sales conversion, you’ll just look at the percentage of people who go from being a lead to a paying customer.

Ok, so to recap this lesson, in order to be successful online, it’s critical to understand all three levels of conversion and that in order to turn your leads into sales, you need a lead nurturing process in place.

The third and final pillar to success with insurance websites is something you never hear any so called guru talking about, but it is the most critical piece of the puzzle:  Understanding Optimization.

Optimization is the process of scientifically improving your conversions.  Because there are three levels of conversion, you have optimization strategies for each conversion level.

Let’s take a look at the first – ad optimization.  To improve your ads, you must constantly be testing all of the elements on the ad.  The headline, body copy, images, color – all of these things will contribute toward how well or poorly your ad converts.

Next is lead optimization.  Here you are going to test your lead magnet, videos, copy – every element on your website.

Finally you have sales optimization.  To maximize your sales, you will want to test every element of your lead nurturing process.

You’ve probably picked up on the theme of testing here.  You are going to hear me hammering on this point often because it is so important.  All marketing is a test and even if something is working, in 99% of the cases it can be improved.

Dr. Flint McGlaughlin is the head of a company called Meclabs, they are the leader in online optimization strategies.  He has this saying that I absolutely love… he says that complacency is the enemy of excellence.

He uses this saying to bring home his belief that in order to truly succeed online you always have to be testing all three phases of your marketing.  It’s been my personal experience that this is 100% true.

Which brings us to the third HUGE marketing lesson you must understand.

You have to know exactly what your market wants and match your message to those desires.

You’ll be able to short cut many of the failures in the beginning by doing your homework and speaking directly to your ideal prospect.

Now I realize that a LOT of what I am talking about here goes way over your head.  It’s because I’ve been doing this for years already!

At this point, you really have a couple of choices you can make.  You can take all of the free information I provide (which is a ton) and go out and create your own insurance websites.

Or you can utilize some of the products and services that I’ve put together to help you with those processes.  I encourage you to take a look at how I can help you by simply clicking the link below:

See my products and services here

insurance leads

On this page, you are going to discover how getting less insurance leads will make you more successful as an insurance agent…

But before I get into that, let me ask you an extremely important question.

What do you think are the obstacles keeping you from achieving your goals with your insurance business?

You may know this already, but in case you don’t my company has interacted with hundreds of insurance agents since 2009.

We’ve done extensive surveys to your peers, asking them specifically what they think are the problems preventing them from reaching their goals in agency.

Here’s what we see over and over again:

“I need more insurance leads”

“I don’t have enough time to do insurance marketing

“There’s so many different options, I’m confused and am not sure what to do or where to start”

“I don’t know how to build websites”

“I spent a bunch of money on a website already and I don’t get anything from it”

This may come as a shock to you, but these really aren’t your problems.  They are actually just painful symptoms of a bigger problem – that is you are being misled about marketing and it’s forcing you to become dependent on lead companies.

Yes, that’s right – you have been guided down the path to failure – NOT the path to success…

Now I realize what I just said may have been like a punch to the gut, so here’s some good news.

Absolutely none of these symptoms you’ve experienced are your fault.

Let me repeat that – none of it is your fault!  And if you hang in with me here I’ll explain why that is and who exactly is to blame for all your frustrations with your prospecting and marketing.

But even more importantly, I’m going to give you the exact steps that you need to take to quickly and easily overcome what is holding you back from getting the freedom, security and wealth you want to get out of your insurance agency.

However I have to warn you about something here.  You see, what I am about to share with you is rather controversial in nature and is likely to ruffle the feathers of some really powerful people out there.

People that don’t want you to have this information…

Which means that I can’t guarantee exactly how long this post will be online.  So I suggest that you pay real close attention to what I’ll be talking about in the next few minutes and be prepared to take action on the solution I provide you.

Because now is NOT the time to procrastinate.  Every day that goes by in which you fail to take action is a day that you become exponentially less likely to ever achieve the lifestyle you want from your insurance business.

I started off my agency career as a captive in 2003, just like most people do – completely scratch.  I had never sold insurance before and was totally green.

I bought hook, line, and sinker into the promise from my hiring manager that I would easily be making $250,000 within a few years.

He told me that all I had to do was follow what I call the old school agency formula:

1) Get a good location

2) Talk to all your family & friends about their insurance

3) Develop some centers of influence to refer me business

4) Make cold calls – including door knocking

5) Send a few letters each month

6) Ask everyone that I write for referrals

Being a young guy and not knowing any better, I plowed right in and got to work.  And the formula produced.  In the first 3 years I grew my agency by over 300 households a year and only had 1 staff member.

I made all the company awards for all lines sales, commercial sales, and life sales.  They thought I was a super star.

But secretly I was burned out…to get to this point I had worked 70+ hour weeks for those 3 years without taking a vacation.

I had a young family at home who missed me and I simply wasn’t happy.  Not to mention the fact that for all my hard work, I still only made about $4000 a month – nowhere close to a quarter million…

In fact, I actually made more money than that selling wireless phones from a kiosk in the mall before starting my agency!

And it seemed like the old school agency formula was becoming less and less effective as well…

There were numerous occasions that I contemplated just giving up and going back to selling phones in the mall…but I’m not good at quitting, and I realized that there’s one thing I couldn’t live with in life – regret.

So I set out to discover a better way of getting in front of people every day to sell them insurance.

Up until this point of my life, I actually HATED the internet and hadn’t wasted my time buying leads… but since I couldn’t afford to hire more people in my office, I decided to give the internet insurance leads a try.

I signed up with three of the biggest – NetQuote, InsWeb, and Insurance Leads thinking that I was going to be easily writing a ton of policies.

Boy was I in for a rude awakening!   The dang internet leads were harder to get a hold of than cold calling people!  Plus they were actually nastier people than those I cold called because they were getting slammed by multiple agents all fighting over their business.

At very best, I was able to close about 10% of the insurance leads I got.  The worst part was the quality of client on the ones I did actually close was even crappier than the people I got from cold calling.  I got nothing but billing problems and people who’d leave me after 6 months.

What I thought would make my life easier, just made it worse…so I shut down the internet leads and went back to the marketing drawing board.

This really was my first big business discovery:  If you don’t create consistent quality prospect flow, you’ll be stuck in the position of a deal chaser – work won’t be fun and your business won’t be growing the way you want.

I decided that ultimately what I really wanted was to attract my ideal prospects to me instead of chasing people around begging them to let me write their insurance.

So I started seeking out marketing experts in other industries that specialized in client attraction, which led me to discover Dan Kennedy.

Now if you don’t know who Dan is, he’s an incredible marketer and copy writer and you should study his methods.  His philosophy is to utilize direct mail sequences to get people contacting you to do business.  He thoroughly convinced me that this was the golden ticket to my problems.

I spent just shy of ten thousand dollars on his books, courses, seminars and those of people he also recommended.

After months of studying these strategies, I started to write my own letters and test sending them.  I tried every direct mail trick imaginable.

And I was able to generate business at a small profit.  However, it was really time consuming because I could only afford to do it in house instead of using a fulfillment firm so I still was no closer to my goals.

This is when I realized how internet insurance leads are like cocaine for insurance agents.  To keep myself busy I begrudgingly crawled back to the internet lead companies begging them to take my money.

Now I’m willing to bet that some, if not all of my experiences I just shared ring true for you too.  And if that’s the case, I have some really good news.

These circumstances prove beyond a shadow of a doubt that you’ve got what it takes to win in the insurance business – if you identify with any of them.

It just shows that you are misguided and are following the wrong approach right now.  And trust me, I’m NOT saying this just to make you feel all warm and fuzzy.

I know it was the same underlying drive that caused these challenging times that also caused my biggest successes.

Speaking of which, you may be wondering just who I am and why you should believe a word I’m saying.

My name is Jason Hornung, I’m the President of the Jason Hornung Agency Inc.  We’re a company that’s dedicated to helping insurance agents with their prospecting and marketing problems.  I’m an active agent and registered representative myself having been in business since 2003.
On the screen, you’ll see a copy of my resident license to prove to you I’m the real deal.

I’m the author of two electronic books – The 7 Deadly Sins of Insurance Marketing & The Financial Crisis Survival Guide.  My insurance office was also recognized as a JD Power & Associates Distinguished Insurance Agency in 2006, 2007 & 2008.

In early 2009, I decided that after crawling back to the lead companies, I needed to figure out a way to beat them at their own game, so I started my quest to master online marketing.

Things didn’t go so well in the beginning, in fact I was a colossal failure.  But thankfully I’m wired in a way that I never give up and after a year of trying, I finally cracked the code to marketing for insurance online.

The strategies and systems that I have developed consistently bring in 20 or more insurance leads a day on total autopilot online.

Because of this, I now get to work from home.  I have no office staff and hardly any overhead as I’ve completely automated my business.  I’ve been able to eliminate all the headaches and frustrations I used to have as an agent.

I enjoy my work more than ever before because I’m having fun doing the things I want to do day in and day out.  My relationship with my wife and kids has never been better either!  We get to take vacations and do practically whatever we want, whenever we want.

The reason I started my training company is to make the same experiences I’ve just shared with you available to my fellow agents out there.  I totally understand what you go through every day because I’ve been there and it can really suck at times.

I know how much of a difference being able to automate your business online can make for your life and I want to help you attain that.

In fact, I put together a free video that reveals the #1 secret to generating exclusive, qualified and affordable insurance leads online.

All you have to do is click the button below to watch this video right now.

insurance leads

Ok for those of you that are still with me, now that you know about my story, let’s move on…

Just a little bit ago I had promised to reveal the evil souls who are responsible for the pain we’ve suffered, so let’s address the question:

Who’s to blame for your problems and frustrations with marketing?

Here’s the answer:  it’s the lead companies.

For those of you that were around before the advent of the lead companies, think back to how much different being an insurance agent was then.  How you had more respect, more prestige, more authority and made more money.

Retention was much, much higher and it was exponentially easier to hit your numbers and make a good living…
The lead companies have destroyed all of that and extorted you out of millions of dollars in the process!

Now you are probably wondering just how they’ve done that…

That’s a great question and let me give you the answer.
The first thing that they’ve done is to create an ultra competitive environment for agents where all you can do is sell on price alone.  And it’s all about speed – if you can’t get to that lead first you’re done and you’ve just wasted $10, $20, $100 or more…

It’s created more work for you and given you the poor positioning of a deal chaser.  You’re made out to look more like a used car salesman than the professional you truly are.

Because it’s so much easier for people to shop you on price, loyalty is no longer existent among the majority of your clients – forcing retention numbers down and your long term earnings with it.

This makes it even more critical for you to keep bringing in new clients consistently!

Here’s how it gets even worse…

You know that there’s got to be a better way – but what are your alternatives?  Everything you were taught to do – direct mail, telemarketing, networking and centers of influence are either too time consuming, expensive or just flat out don’t work anymore.

And you have to hit your numbers so you are stuck dealing with the lead companies because it generates “activity” along with a sale every now and then…

Finally you decide that you need to figure out how to do the online marketing yourself.  You start looking around for solutions and find stuff that leads you to believe it’s extremely difficult, time consuming and expensive to market online.

It’s this vicious cycle that keeps you dependent on their unqualified, cold and resold insurance leads.

Here’s a comment from one of my surveys that illustrates this point perfectly:

“I would be elated to find a way that really will generate insurance leads without having to buy them from lead companies.”

I get emails and comments just like this one all the time so if this is familiar to you, you are NOT alone.  In fact, I was snookered by the lead companies for years too – before I saw the light.

Ok, so you learned how you are getting forced into being dependent on the lead companies, so now let’s talk about how you can quickly and easily overcome that…

Insurance Prospecting – 5 Steps To Beating Lead Company Dependency



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About Me

Jason has been a licensed insurance professional and registered representative since 2003. He built 2 successful insurance agencies before starting several online companies. He developed the Agent\'s Lead Machine as a way for insurance agents to generate hot, qualified, and exclusive insurance leads online. He\'s the country\'s leading expert on internet marketing for insurance agents.



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