Local Lead Generation: 12 Tips for Insurance Agents

Written by Matthew King, time it takes to read this article is  minute(s).

According to reports, local queries make up almost 50% of all Google searches.

If you’re an insurance agent looking for fresh leads, tapping into local searches can be very fruitful.

But this isn’t the only way you can generate local leads for your insurance agency. You can also expand your reach with local media, partnering with local businesses, buying local leads, and more.

Keep reading to find 12 tips that can supercharge your local lead generation efforts.

1. Leverage Local SEO

If you’re looking to lure in local insurance leads, one of the first things on your agenda should be leveraging local SEO. More than 75% of consumers search for a business’s online presence before visiting their physical premises.

Local SEO is the practice of optimizing your website and online presence to position yourself in local search. If you’re new to SEO, don’t stress, local SEO isn’t rocket science.

Create a Google My Business Listing

If you haven’t already, begin by claiming your Google My Business listing.

Statistics show that 64% of consumers use Google My Business listings to find business contact details and addresses.

Make sure to enter all your business details correctly, including your:

  • Address
  • Phone number
  • Business hours
  • Website

Optimize Your Website With Local Keywords

To ensure your website shows up in relevant local searches, you need to optimize it with the right location-based keywords. You can use a keyword research tool to identify the most searched local keywords related to insurance, or you can hand this task over to a web design and SEO service.

Once you have a list of target keywords, you’ll need to incorporate them into your website’s:

  • Page titles
  • Meta descriptions
  • Content

You might also want to create location-specific landing pages. If you serve multiple areas, you can create keyword-optimized landing pages for each location.

Get Listed In Local Directories

Local directory listings can help you reach more prospects and boost your local SEO efforts.

Local directories usually allow businesses to include a link to their website.

This might not be a massive traffic driver, but it is a powerful source of backlinks. Backlinks from local directories signal to Google that you’re a reputable local business worthy of appearing in search results.

Pro tip: When creating local directory listings, make sure your business information matches what’s on your website and what you’ve filled in on your Google My Business profile.

2. Use Local SEM In Your Search Ad Campaigns

Local SEM is a branch of search engine marketing that focuses on creating ads that are displayed above the results for relevant local searches.

For instance, if a person in your area types in “Medicare insurance agent near me,” your ad can pop up above the search results.

Given that 69% of insurance consumers run searches before scheduling an appointment with an agent, this is a powerful way to gain visibility.

One of the first ways you can leverage SEM is by using geo-targeting. With geolocation targeting, you can set your search ads to only display to prospects in your area.

This ups the chance of attracting local leads. It also ensures you aren’t wasting ad spend on clicks coming from outside your preferred area. 

Another way you can gain local insurance leads through SEM is by incorporating location-based keywords into your targeting parameters and ad copy.

3. Target Social Media Ads to Your Area

Social media ads are another great opportunity to leverage local targeting. Instead of serving ads to prospects across the country, you can define a specific target area. This could be your city, its surrounds, or the entire state.

The better you’re able to target your ads, the less you’ll have to spend on unprofitable clicks. You’ll also enjoy higher click-through and conversion rates. The idea is to only serve ads to people who have the highest chance of converting.

Fine-tuning your ad strategy to perfection can take time. You may also need some extra ad budget to devote to experimentation. 

While you’re busy figuring out the intricacies of online ad targeting, keep in mind you can always supplement your local lead flow by buying quality leads from a reputable lead provider such as TR King. 

4. Create Local-Themed Content

Content marketing is a powerful way to rank in search and attract new clients. You can use it to build trust and authority and keep leads in your sales funnel.

One of the most common ways to attract local leads with content is by creating posts that are optimized with location-based keywords.

If you want to reach locals, you can also create local-themed content that’s related to your industry. Local-themed content gives you another opportunity to leverage location-based keywords and stand out as an authority in your industry.

If you’re stuck for ideas, here are some locally-themed topics you could create content around:

  • State insurance laws
  • Local case studies
  • Local testimonials
  • Interviews with local experts

Keep an ear out for news that might impact your clients. For instance, if healthcare costs are rising in your state, and you sell Medicare plans, this is the perfect opportunity to create content on the topic.

5. Expand Your Reach With Local Media

Building up your online presence is essential in today’s age. But this doesn’t mean you shouldn’t utilize local media channels as well. Local media might not draw instant leads like a Facebook ad might, but it can still be a valuable way to build authority and brand recognition.

Appearing in local media can help cement your reputation as a go-to agent for your area. Local media can be especially powerful with older demographics.

Here are a couple of ideas for leveraging local media:

  • Writing guest articles on insurance-related topics for local newspapers, magazines, and blogs
  • Writing press releases for your business
  • Appearing on a radio show to share insurance-related information
  • Investing in local media advertising such as sponsored segments, radio spots, and TV commercials

6. Frequent Local Events

Frequenting local events is another strategy that might not lead to an instant influx of leads, but can help build your reach.

Depending on where you live, you might be able to attend events that are directly related to insurance or financial planning, such as:

  • Retirement seminars
  • Workshops on coverage options
  • Networking events

These kinds of events are where you’re most likely to make connections with prospects who have insurance needs.

However, general local events can also be good networking opportunities, especially if you live in a small community. Participating in non-finance-related gatherings can solidify you as an active and respected member of your community. Even if you don’t attract direct leads from this, it can help build your reputation.

7. Partner up With Local Businesses

Creating mutually beneficial relationships with local businesses and professionals is another way you can broaden your reach and attract local leads for your insurance agency.

Partnering with local businesses allows you to tap into their customer base and opens the door to referrals. For instance, if you partner with a local financial advisor, when they’re consulting with an underinsured client, they can refer this client to you.

Conversely, if some of your clients need financial planning as well as insurance guidance, you can recommend the services of your financial advisory contact.

Another way you can work with local businesses is by doing cross-promotional activities. For example, you can promote each other’s services on social media, via newsletters, or co-branded flyers.

You can also organize joint events and workshops, offer bundle discounts, or guest blog for each other.

8. Look for Sponsorship Opportunities

Most successful insurance agents have their online lead generation methods nailed down. But how many sponsor local events? Sponsoring a local event can help set you apart from the competition.

It can also provide you with networking opportunities, create positive public relations, convey a positive brand image, and trigger lead generation opportunities.

Insurance agents (and sales agents in general) often get a bad rap as being pushy, money-hungry, and untrustworthy. While there are some agents out there who will stop at nothing to generate a sale, with no concern for the needs of their customers, many agents truly wish to help and serve their clients.

Sponsoring local events can demonstrate to prospects that you care about your community and want to see it thrive. This fosters a positive perception of your brand.

9. Hold Seminars on Insurance

As well as participating in and sponsoring local events, you can also host your own physical event. Coverage can be a confusing area for people, especially when it comes to Medicare insurance and annuities.

Hosting a seminar on insurance can help you assist your community to make the best insurance-related decisions. It can also position you as an expert in your field, which is pivotal for local lead generation.

The trick to hosting these types of events is to make your presentations as non-self-promotional as possible. There’s nothing wrong with inviting attendees to contact you for further insurance advice, but don’t make the whole event a sales pitch. 

Instead, focus on giving away free information that truly helps people.

10. Make the Most of Reviews

Online reviews are pivotal for any business or brand today. But they’re especially important for industries where trust is at a premium. Insurance is one of those industries.

Statistics show that 49% of consumers trust reviews just as much as recommendations from friends and family. What’s more, 50% of consumers won’t go near a business if it has less than a four-star review.

So what does this have to do with local leads? If someone in your locality is thinking of using you as their agent, they’re probably going to google your insurance company or agency name.

If one of the first things they see is a negative review (or no reviews at all), they’re probably going to continue their search. To prevent this from happening, don’t be shy to ask current clients to leave a Google review.

If you do receive a negative review, make sure you respond to it in a positive, helpful way. This shows new leads that you’re dedicated to making your clients happy. 

11. Buy Local Leads

A lot of the local lead generation strategies we’ve listed so far aren’t things that will bear fruit right away. Local SEO efforts can take time to kick in. Locally-targeted ad strategies might need quite a bit of fine-tuning before you can rely on them.

Things like local event sponsorship and business partnerships can be even slower to yield insurance leads.

What if you need a guaranteed source of local leads to work right away? Buying leads can be an invaluable way to fill the gaps in your local lead generation efforts. 

Here at TR King, we know much time and effort insurance lead generation can take. We also know how hit-and-miss it can be, especially for new agents. If you’re not sure where your next batch of leads is coming from, this can place your insurance agency in jeopardy. 

Buying insurance leads from a reputable provider allows you to supplement your lead flow. It’s also a seamless way to generate local leads specifically. 

If you use our Leadstream Lead Portal program, you can control exactly where your leads come from and how you get them. You can select a radius around a specific zip code, city, or town. You can even exclude leads from specific zip codes. 

12. Try Out Direct Mail Marketing

This probably won’t be quite as effective or streamlined as buying leads, but it might still be worth a shot. As most marketers have moved away from direct mail marketing, people’s mailboxes are less likely to be flooded with promotional material.

If you can craft a classy flyer or letter, and distribute it to local prospects, this can help to build brand awareness and attract additional leads.

Do You Need to Supplement Your Local Lead Generation Efforts?

As you can see, there are lots of local lead generation strategies you can implement. Including local SEO, local SEM, leveraging local media, and participating in, sponsoring, and holding local events.

But, building a reliable flow of local leads can take time, trial and error, and perseverance.

In the meantime, you still need prospects to work. This is where we come in.

Here at TR King, we pride ourselves on being a reputable source of top-quality leads. Our Leadstream Lead Portal program allows agents like you to start and stop their lead flow with a few clicks.

All of our leads are entirely TCPA and CMS-compliant. 

Do you want convenient access to a guaranteed source of high-quality local leads? Sign up for a Leadstream Lead Portal account to get started. 

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