The First Steps to Any Insurance Agency Marketing Plan

Discover Your Why and Establish Clear Goals

Pete is a 2nd generation insurance agency owner. He took over the business full-time 6 years ago from his father. Pete loves the industry, the local community, and the relationships that have been built over many years.

However, Pete is stuck. With changing technology, customer needs, and old systems in place, he wants to move the business forward, but simply doesn’t know how to make the necessary changes.

This is a common story in the independent insurance agency business. Maybe your story is similar.

There are hundreds of effective marketing and sales plans to choose from, but it can become both confusing and a huge time commitment to sort through all the available options.

Where should you start?

I believe that every insurance marketing plan must start with your “why.” Business owners get so caught up in the “how” and “what” that they forget “why” their agency started in the first place.

I have seen 1st, 2nd, and 3rd generation insurance agency owners that have simply lost their way because they forget “why” they do what they do every day.

In most cases, the hustle and bustle of reacting to client and employee concerns has consumed every bit of time and energy for insurance agency owners.

It’s time get back to basics.

Take some time to ask yourself these basic and important questions.

  • Why do you truly love what you do?
  • Why are you so passionate about helping business owners and families?
  • Why do you want to make a difference?
  • What legacy do you want to leave for your family and community?

If you answer openly and honestly, these answers will draw from somewhere deep inside you.

As Simon Sinek writes in is book, “Start With Why”, people don’t buy what you do, they buy why you do it. This exercise not only will help refocus your energy, but let your prospects and clients understand what you stand for.

Once you develop a clear purpose, it’s time to start setting specific goals for your insurance agency.

Before you jump into to any marketing or sales tactics, you must set clear and actionable goals.  The key is to begin with the end in mind.  What would a perfect customer experience look like? What would be an aggressive, yet attainable revenue number? Start with this information and begin to work backwards.

Too often agencies get caught up in a new shiny objects. Technology tools, advertising campaigns, or new products/services can often take an agency off course if they have not set up a clear vision.

Have you set specific revenue or commission goals over stated period of time? This should be done by department, line of insurance, and by sales producer. This also needs to include the average policy count and average commission per client.

Setting new revenue goals can be both scary and exciting, and it helps you plan for the future. Are your goals focused on high growth? With growth comes many changes and leads to important questions that must be considered when acquiring new clients.

  • How many new clients can you effectively serve at current capacity?  
  • How will you allocate time?
  • Will these growth goals require adding staff or new systems when achieved?
  • What potential opportunities and/or pitfalls could revenue growth cause? 

Every agency should set and seek to achieve specific goals to provide direction. These goals should also be shared with your entire team. Nothing frustrates a team member like changing workflow or systems without an understanding of why these changes are necessary for sustainability.

Whether you are an agency of 2 or 200, everyone needs to be on the same team. If someone doesn’t know where they are going, why would they help you get there?

Bottom Line

Your agency exists for a purpose beyond simply writing new policies serving customers. What do you really provide the business community, colleagues, employees, and your family? Why does that matter so much?

What are specific goals you want to attain for you agency? Maybe it’s simply a commission goal, but it could creating a better agency culture or being involved more in your community.

Discovering your why and establishing clear goals are the first steps to creating a marketing plan that works.

My name is Brent Kelly and I am the CEO of BizzGrizz. BizzGrizz helps insurance agents stand up, stand tall, and stand out. 


Please note: I reserve the right to delete comments that are offensive or off-topic.