Homeowners Insurance Leads

Homeowners insurance is a P&C line that can be quite profitable with the right approach.  As with other lines of P&C there are multiple layers of value with new client acquisition due to the extensive cross selling opportunities.  We recommend going with a two tier lead strategy for homeowners insurance leads.  The goal is to pursue highly targeted prospects through lead generation and lead buying avenues to produce the best value for your money and time.

Recommended Lead Acquisition Methods
Lead Generation -  We recommend direct mail or telemarketing with a solid list to work from.  Lists can be bought through list brokers or you can generate your own through local title records.  This list is the key to your productivity so really try to put an emphasis on getting quality data.  There are several key pieces of information that can help us target a prime prospect such as purchase date, re-fi date and the appraised value.  Purchase and re-fi dates typically correspond with insurance renewals so it is a good idea to make contact a bit before these dates.  You will typically get a higher response rate with prospects that are inside 5 years of initial purchase so if you have a big list start with the newer home buyers.  When you do make contact via phone or direct mail you need to have a ballpark quote on hand based on the appraised value with a strong case for cost savings.  Personalized data will produce much higher response rates than a blanket card or script.  These methods should provide a nice foundation for generating high quality homeowners leads so let’s take a look at the next step.

Lead Buying - As we’ve mentioned throughout this guide we recommend exhausting all available options for leads.  This includes buying leads and specifically internet generated leads.  We like covering our bases on homeowners with internet leads because internet research has become instinct for many consumers and it feeds our need for instant gratification.  If you are able to generate interest with a mailer or phone call there is a good chance the prospect will explore additional options online before making a decision.  Because of this we want to make sure we didn’t generate a lead for someone else.  When calling or mailing a list it is a good idea to have your ZIP codes covered with at least one internet lead service.  These leads are typically well targeted when using the right filters and are often prospects that don’t respond to traditional generation methods such as direct mail or telemarketing.

Cross Selling Opportunities
Similar to Auto.  Do not miss an opportunity to cross sell other P&C lines and offer cost savings (if possible) with bundling.

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