A lead is any person who indicates
interest in a company's product or service in some way, shape, or form. Lead
generation is integral to the success of any business, including insurance
agencies.
Broadly speaking, leads can be aged or real time. Real-time
lead generation is the process of generating high-quality leads on
autopilot or by some sort of online activity. With real-time lead
generation, your targeted prospects are already familiar with your
product/service, and they can be considered as “warm” leads from the moment
when they give you their contact information.
Aged insurance leads are
those that you find online that are one to three months old. In reality,
they’re actually any lead that’s older than “real-time.”For example- A company generated the lead in the past and
continues to sell them, even if another agent or agency purchased them. In some
cases, you may find aged leads as old as six months or more. Another thing to
note is that aged leads may have been exclusive when a company first generated
them. Now, they’re available for multiple agents and agencies to purchase.
Benefits of Aged leads
What makes
aged leads so attractive is that they’re affordable. These leads are beneficial
cost-wise, especially if you’re on a limited budget. When it comes to aged
leads, it’s more of a numbers game. It’s been a while since a lead submitted
their contact information. Some may have made their inquiry as long as three to
six months ago. As such, there’s been a significant passage of time. You’ll
have to be convincing enough to convert these leads to confirmed buyers.
Since these
leads are older, you’ll likely need to buy a lot of them. You’ll also need to
be ready and willing to work with a larger number of people to find prospects
who might still be interested in purchasing an insurance policy.
When it comes
to large quantities of aged leads, you may have better luck with direct mail.
That doesn’t mean you can’t call them. Again, strategy is critical. If you do
decide to call them, prepare beforehand with a unique sales script. There’s a
good chance that other agents have already contacted them. You’ll want to word
things just right to set yourself apart and get the attention of your
prospects.
The primary benefit of search-generated leads is that you can purchase
leads as per your requirements like age, geographic, financial and demographic
criteria. This can reduce unnecessary calling to people who do not fit into
your criteria. Aged leads have a higher close rate as they have been on your
list for some time and are likely to be more comfortable with you and your
sales staff. These leads know what they want. Aged leads are 70% more likely to
respond to a sales call than a fresh lead as they are more likely to be in need
of your product or service. You simply need the right agent to give them a call
and complete the deal.
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