My records indicate that 70% of insurance marketing, brokerage, and recruiting firms fail within 3 years. The reason is often the inability to implement insurance broker strategy techniques. Here is a review of a national mortgage protection insurance marketing firm, which is successful. Some of the info presented may either give you motivation and inspiration, or provide some insightful tips.
The mortgage insurance marketing firm is named, “The Mortgage Protection Doctor & Associates,” to which I have no affiliation. I thank Jeff Futrell, the president, for allowing me to share some of the reasons for his success dating back to 1995. The two main insurance products sold by the firm are mortgage protection life insurance and white and blue collar disability insurance to protect the client’s investment in their home. Each of the products account for 50% of the business produced.
Even firm needs uniqueness to attract brokers and get premiums written. Jeff says that competition in the mortgage life insurance business is extremely competitive. As a result, he has developed a three-part strategy to separate him from the competition and to ensure his brokers have excellent earning capabilities.
Insurance Broker Strategy One By representing over 40 insurance carriers, the brokers are free to chose which insurance companies provide the right benefits. In many of his competitors’ alliances, they write almost all their mortgage life insurance with one to four carriers. Here the agents have complete independence to select whom to write insurance with, and they do. One of Jeff’s mottos is, “Promoting clients needs and policy benefits over commissions.”
Insurance Broker Strategy Two Here comes in the strategy of multiple insurance policies selling. So many mortgage protection marketers focus on the mortgage life insurance sales. Jeff does this, but has his brokers at the same time implement mortgage disability insurance sales. His brokers have a very respectable closing ratio of 60%. When you consider this is a double sale, mortgage life insurance plus mortgage disability insurance, this takes on a different light. This closing ratio would actually be better than a mortgage life insurance expert would with a 100% closing ratio, as Jeff’s brokers are making two sales.
Insurance Broker Strategy Three Something overlooked by almost insurance marketers, is contracting brokers and then helping them find clients. This is why in many insurance marketing and brokerage firms, 50% of the brokers recruited have not written a single case in the last 12 months. The Mortgage Protection Doctor has developed a highly effective lead acquisition method in house. Brokers participating in the program have lead sent out by direct mail to pre-qualified mortgage insurance prospects. The broker then directly receives the exclusive fresh leads back to enable promptly setting up a sale. This is a jumbo advantage over using a third party to provide what may be unpredictable and untimely broker leads.
Marketing Strategy Besides the three broker strategy methods above, Jeff takes his recruiting of agents very seriously. He starts by acquiring from an insurance name list compiler, broker names for a key marketing territory. His goal is to use an ongoing, consistent mailing campaign to recruit only brokers that meet his specifications. The mail method is sending oversized postcards with a special reply incentive out to these brokers. Secondly, he has tried advertising in Craigslist with mixed results.
Secret to Success As you quickly notice, everyone successful in insurance marketing and brokerage has his or her own reasons and secret methods. In this case, it is a proven lead system for brokers, a consistent recruiting pattern, and a relationship with strong insurance carriers. Above this rides the strong commitment to independence, both for the brokers and the firm. This is demonstrated by the fact that the top five carriers selected receive 75% of the business produced. What is highly irregular is that these top five insurers share this 75% evenly. That is truly proof of independence.
Additional Comment When the average insurance marketer is questioned what a producing broker is worth to them over a three-year period, the answer averages $3,600. With Jeff’s operation the figure is $30,000. You have to spend money to make money. In addition you should operate a little bit unique from other so called competitors. Very important is that your brokers require close communication and every opportunity to write your products. This is an inspirational success story that engages all three key elements.