For all of you that have tried aged leads, you know that they are an exceptional value. Literally, they are one of the cheapest marketing options that actually give your people who have requested information about insurance or mortgages.
Warning! This exceptional pricing can lull you into losing a lot of the opportunity inherent in these super affordable leads.
The silent killer of aged leads is only giving them one call.
Start with Two Calls
One call isn’t enough, but starting with a call is a good way to re-warm the aged lead. Keeping in mind the lead is older I would start with a call or message like this:
Hi Mr./Mrs. Smith this is Troy following up on a request you made a few days ago on the Web. My company, AAA Insurance was matched with that request—I’d love to chat with you soon. We’re in your local area so if you’d like to meet for coffee, that’d be even better.Keep it folksy and casual. Don’t try to over explain how you got the lead, just try to get them remembering they wanted a call.
Now for the second call. This should happen the same day. I find it works best at the end of the day. Try these calls between 5:30-7:00 pm. If you’re lucky you might catch them on the commute home—bored and willing to talk.
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Mr./Mrs. Smith. This is Troy again. I was getting ready to leave the office for the evening and thought I would try to catch you. Sorry, I missed you today. I’ll shoot you a quick email with some info and try to get you tomorrow.
You might catch them. If not, you still move the lead forward–setting expectations for an email and another call. Ideally this gets them to review the email and conditions them to take your call the next day.
Follow-up with an Email
Email is a secret weapon of aged leads. It’s efficient and statistically on the highest returning marketing techniques.
Once you have made your second call be ready to queue the follow-up email. Keep it short and sweet and drive them to your website. This does two things that is important for email marketing to be effective:
- Allows you to keep the email short and casual—like a personal email, which people will open
- Allows you to track responses and click-troughs
- Allows you to segment your aged leads into responsive and non-responsive
Sorry we didn’t connect today. I know when you request info online most people don’t follow-up. But, I want to get you the info you need.
Visit our website: AAAinsurance.com to learn more about us and I’ll give you a call in the morning.
Your Insurance Lead Guy
P.S., Don’t hesitate to call or text my cell phone. I’m on call for you.
Make it that simple. The website builds credibility and again you are prepping them from a call. At this point, if they want a call they will probably call you. If they don’t or have already been helped they will reply or answer the call the next day to tell you. Either way you have a response and an opportunity.
Keep Dripping Email
That’s just my suggested opening act on your new batch of aged leads. From there, you can get really creative on how you proceed.
My rule of thumb—keep dripping the email. It doesn’t have to be daily, but certainly set up an organized email campaign to keep those leads as prospects for the future.
Will you try it? Tell me how it works.