Insurance Agent Forum

[OBI Texas]

Those of you who have had experience with mailers, what is the best approach for subject matter if you are a carrier for multiple products (i.e. life & health and P&C)? For example, would it be better to target auto insurance and cross sell the leads that come in from the auto mailers? Or would it be beneficial to do a multiple markets mailer without a specific target? Thanks in advance for your input.

[atlantainsguy]

Whenever you mention multiple insurance products in a single mailer -- the return goes down. People get confused. If they feel they have to make a choice, the easy choice is simply to toss it.

You are much better off to cross-sell L&H off a P-C lead. If you mail personal passenger auto, for example -- wait until you deliver the auto policy to begin the L&H cross-sell.

Homeowners is a lot more difficult to roll, because of how that's packaged into the monthly mortgage payment amount. But, you probably already know that.

Good question!

Atlantainsguy

[dcorrp]

I send about 1,000 to 1,500 mailers a month that market homeowners insurance. I do almost all the work myself using Microsoft Word and Excel. I think homeowners insurance will give you the greatest rate of return because the information used to quote is usually accurate and can be found on public records. Everything about my mailers looks personal, including the hand written envelopes and stamps (I pay someone $.15 an envelope to hand write the address and place a stamp on it, I don’t use a postage machine.) I’ve wasted thousands of dollars on other marketing techniques that have been much more expensive and had worst rate of returns.
If someone calls about homeowners insurance, the cross sell to auto is a guarantee. I actually won’t quote someone’s home if they don’t want me to look at their autos, it’s a waste of my time. Once you have the home and auto, life and financial services comes easier.