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Why Insurance Agents Need Social Proof

By Chris Bibey
Why Insurance Agents Need Social Proof Feature Image
6 minute read

As an insurance agent, you’re always on the lookout for new ways to expand your business. 

If you’ve yet to learn more about how to use social proof to your advantage, now’s the time to do so. 

Before we dive into the finer details of using insurance social proof, let’s look at a few statistics that show just how important it is:

  • 92% of consumers are more likely to trust non-paid recommendations than any other type of advertising.
  • 82% of Americans seek recommendations from friends and family before making a purchase.
  • 61% of customers read online reviews before buying a product or service.

Now, do you see why it’s so important to use social proof?

What is social proof?

Buffer defines social proof as follows:

“Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.”

In other words, if a prospect hears good things about your agency from other consumers, they’re more likely to purchase from you. 

There are many types of social proof that are relevant to the insurance industry (more on this below). 

By experimenting with each type, you’ll understand which one(s) best resonates with your audience. 

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Why is social proof important?

As noted above, social proof is important because it gives consumers another reason to purchase from you. 

People are more likely to follow the actions of others, so you want to make it clear that you have an expansive customer base. 

There are many more reasons why social proof is critical to your success as an insurance agent.

Build trust and credibility 

If you don’t have trust and credibility as a business professional (regardless of industry or job title), you don’t have much. Social proof proves to your audience that other people trust you, and that makes you a more credible option.

Lower the barrier to making a purchase

It’s challenging to make sales as an insurance agent, so anything you can do to tip the scales in your favor is well worth it. Social proof helps lower the barrier to making a purchase, thus moving you one step closer to your goal. 

Build your brand 

A strong personal and company brand can help you better connect with your audience, establish yourself as a thought leader, and generate more organic sales. 

If you ignore social proof, you’re missing out on all of these things. And when you do that, you’re also losing sales to your competitors. 

Types of social proof

The more you learn about social proof, the more you’ll realize that there’s no shortage of options available to you. 

Get started by focusing on these three types of social proof.

1. Social media mentions and shares

Social media content is easy to consume and simple to share. 

This makes it one of the most effective tools for using insurance social proof to generate more interest and make more sales.

For instance, if you share a blog post on social media and your audience reshares it with their followers, you’ve just reached a large audience. Even better is the fact that the audience you reached trusts the person who shared the information with them. 

Even if you struggle to generate mentions and shares early on, stick with your social media marketing strategy. As it picks up steam, plenty of social proof will follow. 

2. Customer reviews

Did you know that 92% of buyers are more likely to purchase after reading a trusted review?

A number that big can’t be ignored. 

Positive customer reviews benefit you and your agency in many ways, including:

  • Build trust with your audience.
  • Help prospects assess your offerings before contacting you.
  • Boost your online visibility. 
  • Spread the word about what you offer. 

The more positive customer reviews you receive — especially on popular services such as Google My Business — the more social proof you have to drive your business forward. 

Tip: While you can’t tell current and past customers what to say about your business, there’s nothing wrong with asking them to leave an honest review. 

3. Case studies and testimonials

Case studies and testimonials highlight positive experiences with current and past customers. Here’s how this type of insurance social proof works:

  • Case study: This is a deep dive into what you and your agency have done for a satisfied customer. They tell a story, such as by providing the challenge the customer was facing, the solution you offered, and the end result.
  • Testimonial: It’s similar to a case study, but not nearly as in-depth. Instead, a testimonial takes on the form of a quote that acts as a recommendation from a satisfied customer. 

These are the most common forms of insurance agent social proof, but other options include:

  • Trust icons
  • Data, numbers, and statistics
  • Celebrity endorsements
  • Insurance industry awards

Experiment with each form of social proof to determine what moves the needle for your business.

How to build social proof

The best way to build social proof is by providing high-quality service to every prospect and customer you come in contact with. 

When you do this, you’ll naturally strengthen your brand and give people a reason to share their positive experiences.

Tips to build social proof for your insurance business:

  • Regularly post to social media and engage with your audience.
  • Ask customers to share an online review. 
  • Display testimonials and case studies on your website (make these easy to find).
  • Ask customers to share your contact information with friends and family.
  • Seek out media coverage.

Even if you only do one of these things, you’ll find yourself taking a step toward building social proof that leads to more sales. 

Summary

As you build social proof, continue to do your part in generating new leads

When combined with the purchasing of leads, you’ll always have a steady flow of prospects who are interested in what you offer.

At Aged Lead Store, we make it simple to buy affordable leads online. And with the right buying strategy guiding you, you’ll feel confident in the steps you’re taking to grow your business. 

Contact us for more information on purchasing aged leads today. 

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About Chris Bibey

Chris Bibey is a freelance writer with 15+ years of experience in the insurance and finance industries. Clients include Sales Hacker, Outreach, Discover, PayChex, and Moran Insurance. He has also worked as Head of Sales for Verma Media.

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