First, let’s start with what a Consumer Choice Referral is. It’s simple. It’s a consumer who is shopping for insurance right now on one of our consumer websites. Based on the pages they visit and the information they give us, we present that consumer with a list of local agencies we explicitly recommend based on their specific needs and what we know about the agents\u2019 territory, service specializations, and appetite preferences.<\/p>\n
Here is the key. That perfect prospect for your agency, that fits your preferred appetite, sees your agency in that list of recommended agencies. They can select your agency and say, “yep, I would like to talk to those people.” We don’t think<\/em> they are interested in buying insurance; we know<\/strong> they are. We don’t think<\/em> they match your appetite; we know<\/strong> they do. We don’t think<\/em> they are interested in talking about insurance right now; we know<\/strong> they are.<\/p>\n But we want to deliver more than just exclusive high-intent referrals to you. We want you to take advantage of the opportunity to win those new customers and write those policies. So, the question is, how can we help you leverage those referrals?<\/p>\n We live in the age of Amazon.com; no one waits to buy anything anymore, including insurance. Referrals don’t age well. Referrals are not like fine wine or cheese (though I don’t know why you would want to eat old cheese!)<\/p>\n A workflow that ensures immediate contact with a referral is required<\/strong> to turn referrals into customers. You have a consumer’s attention for minutes rather than hours. They may look at your competitor’s site in seconds, and you may have lost your chance.<\/p>\n Of course, the gold standard of a referral is that the customer picks up the phone when you call and talks to you. Let me ask you. How often do you answer the phone when you don’t know who is calling or recognize the number, let alone have them in your contacts? Personally, I answer almost never! So, let’s not value the referral on a customer’s unwillingness to answer the phone immediately.<\/p>\n Plant your flag early. A phone call is always a great idea because you never know who will respond, but then let them know you are by sending a follow-up text or email. Over 98% of consumers read their text messages as opposed to listening to voicemails. Send your contact information and a link to your website. Most importantly, let the customer know you will be calling back.<\/p>\n Communicating with modern customers should be more than just a one-channel affair. The watchword in the industry is Omnichannel Communication meaning we are talking to customers via multiple interrelated platforms. It is more straightforward than it sounds. Call, send a text, send an email. Ensure each communication channel brings the consumer back to the same place and that you can engage with them there. Try multiple channels and vary the frequency, and don’t give up!<\/p>\n I LOVE self-checkouts! Why? I don’t want to engage in small talk with the cashier (I know that makes me a jerk). Does that make me less valuable to the grocery store? Nope. It probably makes me more valuable.<\/p>\n Engagement should be more than one thing, starting with the simple and getting more complicated. Customers want to interact with you on their terms, and we all must be flexible enough to adapt to the customer.<\/p>\n5 Best Practices directly from some of our most successful clients<\/h2>\n
“Fast, Fast, Fast.”<\/h3>\n
“Let them know who you are first!”<\/h3>\n
“There is no right way.”<\/h3>\n
“Engagement isn\u2019t just one thing.”<\/h3>\n