You already know how important referrals are to your insurance business, but what should you do when you need to inject new blood into your prospect pool? Aged leads can offer a good return for agents just like you, who are looking to grow their business while sidestepping the competition and getting the most for their money.
What Are Aged Leads?
Aged leads are those leads that are 30, 60, or 90 days old. Like all insurance leads, aged leads are the result of real prospects looking for insurance products, and filling out a paper or online form or responding to some other kind of insurance sales message. These leads may have previously been sold to other agents as exclusive, shared, or real-time insurance leads.
Working aged insurance leads into your sales process can offer several advantages on both sales competition and cost. The main difference is they’re just a bit older.
Sidestepping the Competition
When a prospect is interested in insurance products, one of the biggest challenges for agents is battling the competition. The competitive atmosphere can lead to pressure to be the first to contact the lead or to be the most persistent. The problem with that: you won’t always be first and spending too much time pursuing any one lead could hurt other parts of your business.
However, aged insurance leads benefit from a certain exclusivity that real-time insurance leads do not. Prospective customers are often bombarded by insurance agents as soon as they submit an inquiry.
95% of agents do not pursue leads after the first week. If you purchased an aged insurance lead, you are likely one of the only people contacting that lead now.
Once you get past voicemail, you’ll encounter one of several scenarios with an aged insurance lead:
- He bought from the first agent to contact him.
- He bought from the best phone salesman he talked to.
- He was turned off by the sudden flood of calls from agents and bought from no one.
In any case, you have an opportunity.
If he bought, you could find out more about what kind of coverage he purchased. Perhaps you can win a sale with a better deal or better fit of coverage. Or you can be the lone voice offering options in a less frenzied sales environment, presenting a plan that’s right for this customer.
You won’t always win a sale with every aged insurance lead. More than real-time leads, aged lead sales are a numbers game. But the advantage here is a more exclusive selling platform combined with the lower outbound cost to talk to this lead.
Getting the Most for Your Money
Speaking of outbound costs, price is the other major factor that makes aged insurance lead a sound option. In fact, aged leads can be purchased for significantly less than real-time exclusive or shared leads, in some cases, for as little as 25¢ each. Compare that price to the $7 to $10 to $25 you might pay per real-time lead.
Here’s how things might work out if you had $2,500 to spend on fresh aged insurance leads.
- You can purchase 357 real-time shared leads at $7 a piece. If industry figures say you can expect to sell 1 in 20 of these leads, you could expect to make 17 sales.
- You can purchase 100 real-time exclusive leads at $25 a piece. If exclusive leads have a rate of 1 sale out of every seven leads, you could expect to make 14 sales.
- You can purchase 10,000 aged insurance leads at $0.25 a piece — your $2,500 goes quite a bit further. Industry figures say you can expect one sale for every 60 leads, meaning you could expect to make 166 sales.
You’ll find your lead buying budget can take you quite a bit further with aged leads than exclusive, fresh leads. Why is this?
The aged lead represents someone who was once, at some point, interested in buying. They just haven’t been sold yet. Working with aged leads gives you a cost-effective way to speak to someone who has interest in your insurance products. With the right process, working aged leads like these can lead you to a sustainable and profitable business.
Working Aged Insurance Leads
Let’s talk about how aged leads work. If you’ve never worked with aged leads, you’ll find they require a different sales technique than what you may be used to. The key to working aged leads is to buy a lead pool in bulk, and then work through your new prospect list in a systematic and pragmatic manner. Calling up referrals one at a time this is not.
Manually dialing won’t work for aged leads, so arm yourself with an inexpensive predictive dialer. It will help you work through even more leads in the same amount of time. Such systems screen out all the busy signals, no-answers, answering machines, and disconnected numbers, so you can focus on closing that sale with a real person.
Next commit to a system to work through this larger volume of leads. A methodical system makes sure you go through your list thoroughly, stay consistent with your pitch and track your progress toward your goals.
You’ll also want to purchase a big enough pool of aged insurance leads to account for variance. A minimum of 2,000 age leads to start with is advisable.
When you consider that only 5% of agents are working aged insurance leads and that the ROI for aged leads is significantly better than real-time leads, you have quite a few reasons to consider adding aged leads to grow your insurance business.
Once you have a system in place, working aged insurance leads can become a sustainable business model on its own, or compliment your existing client pool. Agents who prefer working fresh leads can still benefit from working aged leads when their fresh lead reserves dip. And exclusive aged leads agents can take the time to perfect their system and their pitch.