Empower your insurance business with sales lead automation for Insurance Industry

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hey what's going on guys Sean Matt this here CEO and founder of surefire digital media and the creator of the insurance lead genie thank you for taking some time with me today I want to talk to you guys about something that has been really really important to me and its marketing automation obviously since the launch of lead genie this has been a hot topic this is a huge opportunity for insurance agents if you're unfamiliar with what marketing automation is or you're not really using technology to the fullest extent that you should be you're not really using social media but you know that you should be and you want to learn more about it stay tuned this is gonna be some important stuff that you need to understand and need to dive into so if you're interested in marketing automation or learning more about our system the insurance leads you need hop over to insurance leave Gina calm and check it out it's an amazing amazing platform but I don't want this to be a sales pitch for insurance Legion II I want to talk to you guys about marketing automation CRMs and how to leverage these technologies in your business as an insurance agent how you're going to be able to use it to grow and how I ultimately think in the next five years it is going to be a must it is going to be a must now this is going to be lightyears ahead of anything that most of you are probably using or have even heard of and that's okay because we tend to stay a little bit ahead of the curve but what is marketing automation simply put let's just look up the definition for you guys marketing automation research refers to software's and platforms or technologies designed for marketing departments and organizations to more effectively market across multiple channels and automate redundant tasks all right so simply put marketing automation automate your marketing right as the name would imply and they go hand in hand often times with crms although you can have a marketing automation platform on the cart from a CRM what does a CRM it's a customer relation management tool or client relation management tool or you know any any other sort of lead nurturing most oftentimes a CRM is going to have your your data your contacts your clients your prospects your leads and it's going to also provide a place for you to manage those relationships with tasks with the sales pipeline notes basically an online database of everything going on in your company simply put most of you if you're with a captive company you're going to have some form of a CRM now let me just touch on this really quickly because I think if you're a captive agent don't get confused CRM in the sense that you might have if you're with farmer Sims or with Allstate you've got a agent or State Farm has moved to Salesforce you know I'm not sure nationwide just went independent Liberty Mutual has their own CRM in-house those are fantastic tools and I don't want to take anything away from those those have a purpose right and you should be and most likely you're required to use them once you have a customer and it's a great place to be able to look people up and query your book and run reports and all kinds of good stuff like that where I think for those of you that are captive agents where I think those are a Mis is lead management and lead nurturing and certainly a big Mis in marketing automation they don't have it all right it's it's just falls flat on its face and the insurance industry tends to move sort of behind the curve when it comes to technology right there you know far behind where the rest of the world is when it comes to digital marketing certainly when it comes to automation and their CRM are so massive with these huge captive companies that it takes a lot for them to make a change even the smallest of change so it's nothing against the insurance industry in the serum and why they're so far behind now they do great things again and I think it's probably the best place for you to have and I want you if you're captivated to rely on your company CRM because they they are great alright for the reporting and getting it to managing those customers where they fall flat where I want you to really consider what I'm talking about today is for how you're managing and nurturing your leads alright for those of you that are independent agents you don't ser you're not provided one so you have to get one there's a ton of them out there there's hot spots there's Infusionsoft there's active campaign there's sharp spraying there's tons and tons of plethora of them there's you know things like pipedrive and the list goes on and on I mean there's a you know an infinite number of opportunities and platforms from which to choose and I'll say there's no wrong there's no right or wrong way to go about the CRM or marketing automation tool there's just different ways so after the last five years of working with the insurance agents both in the captive and the independent world providing leads and and digital marketing services I have found a massive need in the marketplace around marketing automation and CRM and the use of them it's you know unfortunate that most insurance agents have don't have a clue how to effectively use these platforms so what I did was I created the insurance liji and you can go to insurance me Jeannie calm and take a look at it and I'm gonna make some references here about the insurance lead you need just so that you kind of understand how this works and if you're using another platform a ricochet it UIL any of these other ones you you need to be looking for these these these functionalities and these uses within the platform that you're using because they're important all right so after years of working with over 1,800 agents I've noticed that it doesn't matter where the lead comes from as far as insurance agents go if you don't have a system or a process by which you are working these leads you are most likely going to struggle when I look at the top producers in the industry I look at it and it doesn't matter what company when I look at the top producers and when I say top producer I'm talking about guys that are hitting triple digit policy counts month in and month out you look at guys writing 100 150 200 even 300 or more applications or policies a month they have a system they're not doing things manually they are they have automated processes in place they have automated follow-ups they have automated tasks and reminders they have a system they are using technology there are I have never come across an agent putting up millions of dollars of new business or writing hundreds of policies a month doing so manually their team isn't working out of Outlook they're not jotting notes down in a calendar they're not using their cell phone Gmail they have a system in place and it's not always the best system but they have a system nonetheless when I look at the agent between three million and five million dollars of premium or less three staff to five staff there's this plateau that I see happening and that plateau is not having enough business to support new staff but also needing more staff in order to grow and not having a system in place to oversee all of the leads for the staff to have a clean and efficient and effective way to handle more leads although the agency needs to grow there's sort of in this stagnant pattern and there's this plateau that has - that has to be scaled in order to reach the next level and I see this sort of 10 year to 12 year agent maybe five to twelve year agent three to five staff mentor members three to five million struggling to get to that next level struggling to get to that hey I've got eight to ten people we're writing a hundred policies a month we're doing a couple million dollars in their business premium like getting to that well-oiled machine status and the reason is in and overwhelmingly these agents are looking for these bright shiny marketing services they're looking for exclusively they're spending sometimes five thousand dollars or more a month on internet leads on mailers on telemarketers on training program you name it like they are doing everything they can beating their head against the wall trying to find that magic tool that silver bullet to get them to the next level and I want to tell you that it's really not as difficult as you think it is it's not the leads I promise you it's not the leads it's interesting I've got hundreds hundreds of applications and forms that that agents fill out before we talk to them we get them to fill out a survey to tell us about their agency hundreds and hundreds of these just over the last 12 to 16 months I think we're like 700 of them filled out where we get some really good insight and data to really start to understand the makeup of the agency we get to find out how many employees they have what kind of premium what kind of application count what kind of marketing budget they're spending where they're spending their marketing and also where their businesses is being closed what Avenue are they closing business and this this 5 3 to 5 employee three to five million agent that that person struggling to get to the next level you see them spending money on marketing and you see a wide range of sources and then what you see when you ask them where are you spending your money overwhelmingly it's Facebook Google mailers internet leads top four not necessarily in that order everybody's got their own flavor but those are the four that we see most often you'll see some telemarketing you'll see some people will lump their life transfers in with the internet leads but that's where most people are spending their money the overwhelming majority 9 out of 10 of the agent that I talk to in this category are closing most of their business from referrals and from cross selling in book edit cars cross le in book referrals and in book business and you might say well yeah that's not normal listen if you're spending $1,000 or more a month on marketing but you're closing the majority of your business from referrals and in your book you will not scale that is a hamster wheel that is a vicious cycle that the vast majority of agents find themselves in and you will never scale your agency if that is the position that you are in today something has to change there's something broken and it's not the lead provider I'm telling you it's not because when I pull up the applications of the guys with five million to ten million dollar books who have 5 to 10 staff members who are writing 80 to 100 or more applications they're spending their money in the same places same places as you are they're spending their money on internet leads they're spending their money on direct mail they're spending their money on live transfers they're spending their money on social media but guess where the bulk of their business is coming from their internet leads that's that's every top producer that I've ever talked to most of their business is coming from the marketing whether it be the internet leads whether it be the live transfers it makes no difference but where they're spending their money is where they're getting most of their business those two things have to be in play you cannot spend most of your money here but close most of your business over here that means everything here is wasted everything you're doing here is wasted and you cannot you cannot survive that way you will stay stagnant you will struggle and beat your head against the wall every single year and you'll jump from lead provider to lead provider to lead provider to lead provider looking for the next best thing the pattice closing rates the best contact rates and I'm here to tell you that there's two things broken number one your process number two your salespeople insurance agents and team members today are spoiled because leads are abundant you can get them anywhere there's no shortage you can get leads anywhere and we've forgotten how to sell we've forgotten how to follow up if we don't have a system in place and our solution to that is either hire more people or buy more leads 99% of agents that I talked to have a database of at least a thousand people of at least thousand people whether that be terminated quota nuts olds purchase leads it didn't close friends and family if you were to say if I were to ask you give me every person that you have in your database that I could call and try to close how many people would that be 99 percent of agents have at least a thousand that same 99 percent is doing nothing with it they're doing nothing with it best-case scenario that I see is you have some agents who are direct mailing their database direct mail guys direct mail is so archaic it's not scalable it's rarely tractable it can be but it's not as accurate as anything that you can do online or in the digital space and it's it's very costly you're talking 60 plus cents per impression just to get one piece of mail in the mailbox to get it seen one time meanwhile on the digital forefront you can get a penny two pennies for an impression you can hit somebody sixty times when they log online 60 times in their newsfeed 60 times in their email 60 times on their text on an SMS message you can retarget them and follow them around show up on mobile apps show up on websites that they serve you can be omnipresent for one to two cents per impression meanwhile you're spending 64 cents for them to get a piece of mail look at it and then throw it in the trash and then you got to pay 64 cents again to get it in the mailbox again meanwhile 99% of the time you're branding your company they don't even know it's from you you're printing all-stater Steve Farmer farmers or wherever the mail is coming from is it possible yes do some agents get good results yes is it advisable in 2020 no absolutely not you got to be using digital so okay now that we've discussed that how do we do it what is marketing on what does marketing automation how do you use it so I'll just reference Lee Jeanne and what we've built so after seeing this problem if you can nod your head yes to a couple of these points and stay tuned keep listening stay with me here gonna get to the point so what I've noticed was it didn't matter what what kind of targeting we used it didn't matter how good the leads were it didn't matter if we live transfer the lead to the agent agents simply weren't closing not at the rate they should have and I really looked at that as and the more I started to digest the data the more I started to really look at patterns and see what's going on and and really look at my top producers from my mediocre and my average agents and really look and study the differences what's going on I started to see these patterns of consistency with the top producers having systems and I looked and I spent time with them and I looked at their systems I said what are you doing what is your sales process what are your scripts what does your follow-up process look like what are these systems doing what are you using dyo for what are your touch points what are your waiting periods what are your triggers what makes you call them what does that look like and what I see most of the time his agents will have a variety of different things they'll have a texting platform they'll have a dialing platform they'll have a you know maybe the email automation platform they may even hire a company to do some emails or maybe some some social media retargeting and things like that they'll they'll do a little bit of like this hodgepodge of like you know several different things and trying to tie them all together and really only half-ass using any of them because they're complicated they're you know time consuming to learn they're expensive it's even more expensive to hire somebody to build this stuff out for you certainly paying service time to develop it and a lot of times you you waste as much time as you do money but nonetheless they're doing something and it's getting the results right and so I looked at that and I looked at what the agents that are not getting the results that they really should be or that they want to be and I spent about 10 months figuring out okay how can I build something that agents need what is it that they need today that they're not getting ice see where they're going with this hodgepodge of things I see where you're going with it how can I create one system that does it all and then I see where agents are failing that are using these things and I see okay well why don't they using them to the fullest like there's all these other things that they could be doing but why not remember one they didn't know number two they didn't have the time they didn't know how to do it they didn't have the time or it was really expensive to get the developers they couldn't get their team to input the data they couldn't get their team to build the workflows to enter the follow-up measures like that's the other problem with CRN's and market automation tools you got to enter in data for the system to know what to do you can't have a workflow kick off if the if the trigger isn't entered if the data isn't put there if the tag isn't mating if the system doesn't know the person's ex date it can't put the X date workflow into motion right got to have people remember that but most sales people aren't detail-oriented they don't do that stuff they move on to the next thing especially in this churn and burn society that I see insurance agents and this OP this this environment that they're operating and if just get to the next person get to the next quote into the next quote and there's no there's nobody putting any emphasis on follow-up but I'm here to tell you most of the successful agents and the most the the most amount of premium being a written is in the follow-up the one thing I see with the top producers is they're spending an enormous amount of money and they're really lacking in the follow I've seen some guys with databases of ten to fifteen thousand people and there's no reason you should still be sending spending five thousand dollars or more with the database that big no reason none absolutely not so what I did was I looked at all this and I said okay let's put something together I want to create something that I build out totally it's completely turnkey every email drip every workflow every automation every SMS message everything is done the sales pipeline has already built I want every follow-up opportunity automatically tagged and picked up by the system placed and assigned to an agent placed into their needs contact sales pipeline notify that agent um the moment that it happens tell him who it was what happened why they need to follow up and give them a script of what they need to say based on the actions that Prospect took it wasn't undertaking it took about ten months to build it and perfected but it's their insurance Lee Joon Yeong that's what I've built I've built a system that you can bring your entire database into I don't care how old it is I don't care if you've been in business 20 years and you've got people that you put into an excel sheet from 1990 I don't care I can use it if I've got a name a bone number and an email our system will take your entire database and we will prospect an on autopilot in the background you can still do what you're doing every day maintain business as usual give us your database and our marketing automation tool is going to systematically and automatically prospect your entire database on autopilot we've got pre-built workflows and this this follow-up happens consistently on a daily basis until we nurture that lead that contact to the point of them saying yes I want to talk with an insurance agent yes I want a quote and the moment that happens we notify your team no more follow-up opportunities are missed that is the biggest the single biggest problem I see salespeople making today in the insurance industry is they're missing follow-up opportunities why because they don't have a system to tell them when there's one there they're so busy focused on the next lead the next lead and refund me this lead give me another lead next leave next lead and they've forgotten all about the people that they bought and talked to a week ago a month ago three months ago six months ago 12 months ago three years ago they're not following up they're only worried about today here now quote you're not buying great give me another one not buying great give me another one totally forgetting about the biggest piece of the pie year listen guys these people want insurance they have to have it even if they don't want it they have to have it so part Bava there's no reason they will buy insurance every six months there buying a policy they're either renewing or they're buying it from somebody else the question is will it be you and what at best insurance agents are following up on an ex date and that's if you're on top of it if you're on top of it you're following up on the ex dates every ex date but all you're doing is you're calling and trying to sell trying to sell trying to sell trying to sell that's all you're doing you're bringing no value to the marketplace you're not educating people and then you wonder why you're stuck selling on price because you haven't brought any value they know nothing but price that's all they see on TV that's the only radio commercials they see is save 15% save $700 switch and save bundle and save discount double check pay for only only pay for what you need pick your price pick your coverage that's the only thing insurance people are talking to consumers about so it's no wonder all they want to talk to you Barb's price but what if you had a system that will deliver that value that you want to have in the conversation you want to talk to them about endorsement you want to talk to them about actual cash value and replacement cost you want to talk to them about mold and earthquake and in water and seepage and leakage coverage you want to talk to them about towing and rental reimbursement and the difference between a $200 deductible and $1,000 deductible you want to talk to about uninsured motorist you want to talked about pit you want to talk to them about an umbrella policy you want to talk to about life insurance you're talking about term life whole life universal life but you know you can't why because you're only talking about price but what if you have a system that can deliver that content on an autopilot in the background and you've got them going to a website that has all the content there and you can track every time they open an email you can track every time they hit your website the system will look and say hey is this person working with anybody on the team no boom a scientist somebody notify has a person tell them who it is what they did why they're calling tell them even what to say the only thing you have to do with insurance Legion E is pick up the phone and call that's all we even automate the test the system will automatically create tasks for the agents you cannot miss a follow-up opportunity with insurance lead genie it does not allow to do so and the the prospecting never stops there's only two scenarios that will stop the prospect in one the customer opts out - you sell it that's it they opt out or you sell them other than that they will continue to be marketed to on a consistent basis and you will see everything that they see you will know exactly what the trigger is the workflows are predetermined but customized to the way that you want it I'm gonna give you an example let me just pull up my let me just pull up an example here so here here's an agent here and if you're listening on the podcast sendeth go to insurance Lee jae-yong you'll see this example right here on the on the homepage of insurance lee jinyu comm but here's an example of somebody who they imported a thousand contacts from a variety of lead sources we're talking underground elephant we're talking quote wizard we're talking hometown quotes you just a hodgepodge and they were over the last three to four years that this agent had collected these he gave me a thousand contacts we put them into the system the system started the workflows it started marketing to them started what we call a remarketing funnel we've got several different funnels we've got remarketing we've got new leads if you've got new leads coming into the system which you should always have new leads remarketing new leads life insurance and then we've got over a dozen other automations like site tracking open emails link clicks multiple emails it's got a custom scoring systems though it scores the the contacts based on their engagement they get points for having cars they get points for owning homes they get points for opening emails they get points for replying to emails they get points if there's a deal in the pipeline that's open they get points that they've ever bought a policy so you can see exactly what this customer looks like and how engaged they are with the content so that you know when you're calling them if you're calling a buyer you're calling a twenty five you'll know that so they put a thousand contacts in here the system kicks off the work phones it starts weeding through these thousand people to figure out who's interested now if you don't have a marketing automation system what is your alternative mail thousand sure you could do that cold call the thous I'm sure you could do that how did a telemarketing team sure you could do that at the end of the day what are you doing you're calling the thousand you're working through it to find who's interested right so how many people out of a thousand would be interested in a given time our system shows us that about ten percent of people at any given time we're willing to play ball and get a quote from you and that's exactly what happens they put a thousand in here we found one hundred and fifteen sales opportunities that's eleven and a half percent not great not great like oh wow you converted eleven and a half percent and believes yeah but we did it without you ever having to pick up the phone we did it on autopilot you didn't lift a finger you didn't build the work falls it was turnkey you joined you dropped them and boom we found him we found 115 sales opportunities now here's what's amazing and here's what you see so if I could give you a thousand contacts and I could say hey but don't call these 900 just call these hundred because these are the ones that are interested how many else do you think you talk to well they're interested should talk to him alright well should but you're not gonna talk to everybody never will but here you can see 73 we talked to 63% of them out of a hundred and fifteen 73 were made contact with out of that 17 people requested quotes now guys this was a 72 hour snapshot that we took this happened in 72 hours we work through that thousand that thousand contact list that thousand person contact list in 72 hours we found 115 of them who were willing to talk who were interested the agent made contact was 73 of them 17 quotes were requested no you found four of this to a week after this and we're sitting on about 40% of these 115 were out of these 73 had been may have been quoted but at this time the first 72 hours 17 had requested quotes and he sold five policies in the first 72 hours of kicking off this automation five thousand two hundred seventy three dollars of premium this happened on autopilot in 72 hours now let's look at what you'd have to do in the absence of this you'd have to somehow manually reach out that's going to costume an hours that's gonna cost you time I don't know how much how many calls can you make in a day I'd say if you're an aggressive if you've got an aggressive team they're making 80 to 100 calls a day all right let's say you got two people making 80 200 calls a day and I bet most of you watching this or listening to this don't have anybody in your office making $80 calls a day probably closer to 50 so if you had two people making 50 calls a day that's 100 calls a day right so it's gonna take you what 10 days two weeks to work through that list then you get the 115 that are interested then you got to work those and you got to get those to the point of taking a quote right that's gonna take you a bet a month I bet it would take you a month to solid to work through a solid thousand people and close business a month three weeks if you're good two weeks if you're really good we didn't in three days folks three days with insurance leading me that's what that's what marketing automation will do for you it will mark it on autopilot it will do all of your prospecting and look there's no right or wrong way to prospect there's just different ways right you can direct mail nothing wrong with that you can call nothing wrong with that you can run or a targeted ads nothing wrong with that you can buy internet leads nothing wrong with that there's just different ways but what I'm going to tell you now is this is the most cost effective way the the the quickest way in the highest return on investment on average if you've got a thousand contacts loaded into our marketing automation system with the full-blown CRM that's gonna build a sales pipeline that's going to capture all of the sales opportunities send the leads directly to your agents in real time as they happen with the full synopsis of everything get the full profile here's the lead score who's here it was here's what they did here's what you need to say call him now create the task for them they have to enter nothing you can never log into lead genie and still be successful with this system because it's completely turnkey we build it out we customize it our team does everything for you everything there is literally nothing like it on the planet right now there's plenty of serums we already talked about that plenty of cerium plenty of marketing automation options but when you buy them you're buying a license access you're buying access from there you either have to hire somebody or hire somebody in T in your team hire their team to build out your workflows and then let's say you've got an idea of okay here's what I think I want to have happen when a lead comes in I wanted I wanted to get an email and then I want to create a tasks to call them let's go ahead and send out a text that let's do that day one and then day two let's send an email you're gonna work through that now if you've never built a workflow or an automated follow process good luck hitting a homerun with that first one like I said we've got the the advantage of scale working with hundreds of agents from multiple companies and every in every major state every the state whether it's a major market or a urban market or a rural market we've worked with brand new agents we've worked with top agents we've worked with people on national advisory boards we've worked with independent agents you name it and we have a client that fits what you are currently doing promise you that we've worked with over 1,800 agents so we've got the economies of scale working for us and so we've been able to work through a proven automation system we've got the proven automation map we know what works we know what triggers we know what intervals we know what emails what text and what to say and we build it for you so you would have to get that you'd have to figure all of that out and then you'd say okay I want an email what email do you want what do you want it to say are you a professional copywriter a professional email writer or your professional email marketer no I've sent millions of emails and make millions of dollars from email marketing I know a thing or two about email marketing and I've done it specifically in the insurance niche my entire team has an insurance background we understand this industry in this space better than anybody on the planet there is no system that provides the complete turnkey workflows automations emails texts full-blown wordpress website that captures everything we even automatically build custom audiences for you based on the interactions happening guys you have to have something like this we are taking the industry by storm if you don't have this level of follow-up and this level of of efficiencies when it comes to working your leads you are going to fall behind and mark my words let this go down this will be online its 2020 January 5th let me tell you 2025 every agent in America will be using marketing automation every agent America right now you have the opportunity to get lightyears ahead of your competition by putting this in place agents simply aren't following up they're not doing it I'm telling you they're not because I've worked with them I understand most agents are not working and following up with their database this is an opportunity for you to get in don't thousands tens of thousands of people into a database they start pounding your name building top-of-mind brand awareness following them tracking them they are buying everybody in your database is buying insurance every six months at least twice a year if they got an annual policy at least once a year everybody your database is buying insurance at least once a year most of them twice a year are they buying from you that's the question