The renewal came in higher
This is the biggest one and it is pure comparison shopping. They are not looking for an agent, they are looking for a number, and the agency that makes getting that number easiest gets the call.
Industries · Insurance
Marketing for insurance agencies
Insurance has two sales in it. The first one is the comparison, where somebody is shopping three quotes and you have to be one of them. The second one happens every year at renewal, quietly, and it is the one that builds a book worth selling.
The buying moment
Somebody only shops when something forces them to
Four triggers account for most new business, and each one arrives with a deadline attached.
They bought something
A car, a house, a truck for the business. Coverage is now a step in a transaction somebody else is driving, usually with a closing date, so speed beats everything.
A contract demands it
A general contractor, a landlord or a client wants a certificate with specific limits by Friday. Pure commercial lines intent, high value, and almost nobody has a page that speaks to it.
The business changed shape
First hire, first truck, a new location, a new service line. The existing policy no longer fits and the owner knows it. This is where a producer earns a multi line account.
What we do
Win the quote, then keep the account
Four services. Each has its own page with the detail.
- /01Web design →A page per line of business instead of one Products page, quote forms short enough that people finish them, and certificate requests that route straight to the service team rather than into a general inbox.
- /02SEO →Content built around line of business and state, because you are licensed and appointed in specific places. Plus the Google Business Profile and reviews a local shopper reads first.
- /03Google Ads →Campaigns aimed at the lines where your appointments give you something to win with, and at commercial classes where the competition is thin, rather than bidding against the national carriers on auto.
- /04Marketing automation →X-date follow up on the accounts you quoted and lost, renewal outreach before the carrier letter lands, and cross sell triggered by what a household or a business already has with you.
The second sale
A household with three policies stays
A monoline account leaves over a price difference. A household with auto, home and an umbrella does not, and adding that second line to a client you already have is the cheapest growth in the agency.
Where the open ground is
Commercial, written by class of business
Personal auto is the most crowded search in the industry, and you are bidding against carriers with national budgets. Commercial is the opposite: higher premium, stickier accounts, and almost no agency has written a page for a specific class.
A roofing contractor looking for general liability and workers’ comp wants a page that knows what a roofer gets asked for. Three or four classes you already write well is a year of content.
- 01Pick classes from your book. Where you have appointments, loss experience and a carrier that wants more of it.
- 02Write what the buyer is asked for. The limits a general contractor demands, the certificate language, what trips up an application.
- 03Put a producer’s name on it. Commercial buyers want the person who understands their trade, not a quote widget.
What changes in insurance
Four constraints that an agency plan has to respect
Get these wrong and you generate quote requests your agency cannot write.
Licensing is state by state
Targeting follows your licenses and your appointments, state by state and line by line. A page that invites a quote from a state you are not licensed in creates work and no revenue.
Appointments decide the offer
What you can place, and competitively, changes by carrier and by class. The lines we push are the lines where you have a market.
Coverage copy gets reviewed
Anything describing what a policy does goes to whoever handles that at your agency before it publishes. We write the marketing; the coverage language is signed off by your people.
Your management system is the scoreboard
AMS360, Applied Epic, EZLynx, whatever you run. We check what yours opens up, then get leads in there with a source attached, so the report can show written premium by channel instead of form fills by channel.
More industries
Other industries
Each one has its own page: how that business wins a client, and where we start.
Questions agencies ask about insurance marketing
Let’s talk about your agencyOnly where you have a genuine edge, like a carrier appointment that prices a specific profile well, or a market the nationals do not serve. Otherwise the budget goes further in home, commercial and the classes you already write, and auto comes in as the second line on a household you already own.
Short enough to finish on a phone, with the rest gathered by a producer on the call. A long form in front of a rater loses the people your ads just paid for. It is part of web design.
In most cases, and it comes down to what your system opens up. Where there is an API or a supported integration, quote requests arrive in the system your service team already works out of, with the line of business and the source attached. Where there is not, they come in by email or file handoff carrying the same fields. We check yours before the proposal, so what you sign says which of the two you are getting. Either way the monthly report ties written premium back to a channel rather than counting submissions.
Record the X-date and come back before the renewal lands. Every quote you lost on price is a prospect with a known decision date. The sequence runs through marketing automation and the producer still makes the call.
Pages are organized by line of business first and by state where licensing makes that matter, with each office carrying its own verified Google profile and reviews. Campaigns are limited to the states and lines you can actually write, and leads route to the producer licensed for them.
Next step
Which lines do you write best, and which ones do you want more of?
Those two lists are rarely the same, and the gap is the plan. Send them with the states you are licensed in and what your management system is. We reply within one to two business days to set up a first call.
Let’s talk about your agency