Let’s face it: most people shy away from thinking about final expenses, such as those associated with their funerals and burial.
And for that reason, it’s a challenge to sway many individuals to purchase an insurance policy for such expenses.
If you’re in the final expense insurance business, it’s your goal to connect with potential buyers and share with them the importance of carrying the right coverage.
Doing so starts with implementing a plan for generating a steady flow of leads — but that’s just the start. You must also understand the strategies and tactics for converting final expense leads into paying customers.
Below, we dive into the finer details of converting online final expense leads. With these strategies and tactics by your side, you’ll engage with more prospects, close more deals, and earn more sales.
Understanding online final expense leads
The phrase “online final expense leads” can be broken down into two parts:
- Online: This means that the leads are generated via the internet.
- Final expense leads: A lead who is interested in purchasing a final expense policy.
There are various sources of online final expense leads, including but not limited to:
- Content marketing: The creation of content to engage and nurture your audience. Common examples include blog posts, videos, and infographics housed on your website.
- Social media: The use of social media, such as Twitter and LinkedIn, to connect with and share information with your audience.
- Lead paths and forms: If your website is designed well enough, it should guide the buyer to a form where they can submit their contact information.
- Email marketing: Another avenue to direct people to your website and prompt them to give you their information.
- PPC advertising: Bid on keywords related to “final expenses” and pay a predetermined amount per click.
You can also purchase final expense leads online, thus eliminating the time and effort associated with other generation strategies.
However you choose to generate leads, it’s important to know your audience. The “casting a wide net” method isn’t as successful as some may think. Get specific about who your ideal client is and create your lead generation based on that information.
Building trust and credibility
Building trust and credibility with online leads is crucial because it directly impacts your conversion rates and, ultimately, your sales.
Prospective clients are more likely to choose an insurance agent who has a trustworthy and credible online presence, as it signifies professionalism, expertise, and reliability.
By establishing trust, you can overcome potential clients’ apprehensions and make them feel secure in their decision to work with you.
Tips for creating a professional online presence
Cultivating an online presence is one of the easiest ways to build trust and credibility. Here are three tips for getting started.
Develop an easy-to-use website
Your website is often the first point of contact between you and potential clients. Invest in a clean, user-friendly, and responsive design that is easy to navigate on both desktop and mobile devices. Use a professional color scheme and ensure your branding is consistent throughout the site. Make sure to include all pertinent information that a client may need.
Share high-quality, relevant content
Offer well-written, informative content that addresses common questions and concerns about final expense insurance. This helps to position you as a knowledgeable resource and demonstrates your expertise in the industry. Publishing content based on your target audience’s searches will also help the visibility of your website on search engines.
Prominently display your contact information
Make it easy for potential clients to reach you by providing clear and easily accessible contact information, including phone numbers, email addresses, and social media profiles. This not only promotes transparency but also encourages communication.
Utilize social proof
Along with the above, consider the many ways to share testimonials with your target audience. Start by collecting testimonials by requesting feedback from satisfied clients. Ask for their permission to use their testimonials on your website and marketing materials.
In addition to displaying text-based client testimonials on your website, consider using video to enhance the experience. Video testimonials can be even more compelling than written ones, as they allow potential clients to see and hear directly from satisfied customers.
Social proof is a powerful psychological phenomenon that can significantly impact your leads’ decision-making process. People tend to trust and follow the actions of others, especially when it comes to making important decisions like purchasing insurance.
Once you have a handful of testimonials and reviews, share these on your website, social media profiles, and in your emails to leads.
You’ll demonstrate that others have had positive experiences working with you, which instills confidence in your leads and increase the likelihood of them becoming customers.
Tip: Get serious about managing online reviews for your business. Respond to both positive and negative feedback in a quick and concise manner.
Communicating with leads
Clear, concise communication is an area where many insurance agents struggle.
In today’s fast-paced world, consumers expect quick and timely responses. You either provide this or you risk prospects finding an agent who will.
To maximize your chances of converting online final expense leads into customers, make sure you’re responsive and proactive in your communication. Respond to inquiries as soon as possible and follow up with leads regularly. This means vigilantly checking your email and making yourself available via phone.
To optimize your time and keep the lead on the line, utilize chatbots or automated messages to respond to inquiries and acknowledge the customer until you can get to them.
Conversely, this doesn’t mean you should be pushy or overly aggressive. Instead, focus on providing valuable information and addressing any concerns your leads may have. Offer them guidance on the process of purchasing a final expense policy and be there to answer their questions.
By being proactive and responsive, you’ll demonstrate your commitment to helping every prospect find the best possible solution for their needs.
Tip: Make it your goal to be more responsive than every other agent in your industry. This alone will win you more business.
Tailoring your sales approach
When it comes to converting leads into customers, a personalized approach can make all the difference. It can be the difference between keeping a prospect on the phone and losing their interest forever.
To stand out from the competition, it’s crucial to tailor your communication to each prospect’s unique needs and preferences. Start by doing some research on your leads. Find out about their age, location, and any relevant personal details that can help you understand their specific concerns and requirements.
From there, use this information to customize your messages and sales content. Address your leads by their name and craft your communication in a way that resonates with their specific needs.
For instance, the way you address a lead who is 40 years old will vary from someone who is 70 years old. The more conversations you have with prospects the more you’ll understand what each group is looking for.
Use a CRM program to keep track of lead info. Record each point of contact and a brief summary of the conversation.
Streamlining the sales process
A smooth and efficient sales process is critical for converting online final expense leads into clients.
Streamlining the sales process not only saves time and resources but also enhances the customer experience, increasing the likelihood of a successful conversion.
Let’s start with some of the benefits of streamlining the sales process:
- Increased conversion rates: A simplified sales process reduces friction and removes barriers, making it easier for potential clients to move through the sales funnel and ultimately make a purchase.
- Improved customer experience: Streamlining the process reduces confusion and frustration for leads, resulting in a more positive overall experience and a greater likelihood of referrals and repeat business.
- Enhanced efficiency: By simplifying the sales process, you can save time and resources that can be better spent on other aspects of your business, such as marketing and relationship-building.
Now that you understand the benefits, it’s time to learn how to streamline the process.
Utilize a customer relationship management (CRM) system to organize and manage leads more efficiently. A CRM can help you track the progress of each lead, automate follow-up tasks, and store valuable client information for future use.
Automated email campaigns
Implement automated email campaigns that send relevant, personalized messages to leads at various stages of the sales funnel. Campaigns can be set up on platforms such as MailChimp or Drip. This not only keeps your services top-of-mind but also ensures consistent communication with potential clients.
Digital document management
Adopt digital signing and document management tools to speed up the application and approval process. By allowing clients to complete and sign forms electronically, you eliminate the need for physical paperwork and reduce the time it takes to finalize a policy.
The more you work through the sales process the more you’ll understand what you should and shouldn’t do.
Tracking and analyzing performance
Regardless of the plan that you employ, you must monitor and analyze your conversion efforts. What’s generating results? What’s chasing leads away? What can you change to boost your conversion rate?
Here are some key performance indicators (KPIs) that you should chart:
- Lead generation rate: The number of new leads acquired within a specific time period.
- Conversion rate: The percentage of leads that become paying clients.
- Customer acquisition cost (CAC): The total cost of acquiring a new client, including marketing and sales expenses.
- Customer lifetime value (CLV): The estimated total revenue generated by a policyholder during their time as a client.
- Return on marketing investment (ROMI): The revenue generated from your marketing efforts is divided by the total marketing expenses.
Converting online final expense leads into sales requires a multi-faceted approach that involves generating quality leads, building trust, personalizing your approach, and using persuasive sales techniques to close the deal.
Are you ready to fill your pipeline? You’re in the right place.
And of course, don’t be shy about sharing your experience using the strategies and tactics above!
Photo by LinkedIn Sales Navigator