Now that you know how to handle an appointment, you need to set one. Lead generation can take some money, but more than that, it takes a lot of time and attention. What separates the good agents from the great ones is the ability to generate more quality leads. You could close 100% of the appointments you set, but you won’t make it in this business if you don’t have enough leads.
Not all lead generation techniques cost tons of money. The most successful, long-term techniques cost as much as it takes to print a business card. As you read through the following information, aim to create a well-rounded plan for yourself that incorporates many types of lead generation. Set a goal to try a new technique or reach out to a new business contact once a month. Before you know it, you will have as many leads as you can work.
What You Need
- Marketing materials – business cards, flyers, etc.
- Digital presence – Facebook, Google, Nextdoor, LinkedIn, etc.
- A lead purchasing program you’re comfortable with.
- Referrals.
Essential Marketing Materials
Business Cards
Business Cards are easy to carry and a great way to get your name out there. You can post it on a local bulletin board, drop it in a fishbowl at a networking event, or leave a few with a client and ask that they give them to friends or family who could use your help. Having a blank backside is beneficial for taking notes if needed.
Fliers
Fliers with a professional photo introducing yourself as the local Medicare education specialist are great for leaving at local offices to build your professional reference base. You can also mail these out to locals turning 65 or 65+ who may reach out with questions for you. If you are hosting an educational event at a local senior center or setting up a table at a doctor’s office, make sure to hang fliers and have them on-hand at your event.
Pens
Pens with your name and number on them are a great resource to give out anywhere! They keep you in someone’s pocket if they need anything and build familiarity by putting your name in their hand. Everyone needs a pen!
Digital Presence
Facebook is the social media preference for the Medicare age demographic. It’s essential to have a business page set up and active. Having people like and follow your Facebook page is a great way to build trust in your community since people are more likely to call someone their peers recommend. Facebook is also a great way to share knowledge and information with your followers. Make sure you’re posting consistently to show you’re available if anyone has questions. Find even more tips & tricks for Facebook here!
You Tube
It may surprise you to learn just how much time senior citizens spend watching videos online. Recent research shows that 70% of those aged 50-64 use YouTube, as do 38% of those over 65. That means your potential clients are very likely getting their Medicare information from videos. Consider making your own and include the names of the states and counties you serve in your video description to boost your content above your competitors in local search.
Google/ Google My Business
Google is how everyone is searching for what they need. Setting up your “Google My Business” profile will make it much easier for someone to find you when searching for Medicare information near them. Google also provides a call button and a free website platform if you choose to utilize that.
Next Door
Nextdoor is a growing platform that is specifically designed for your local neighborhood. People will put in their address, and, based on where they live, they will be assigned a network of people to share news and recommendations, as well as ask questions. They offer business profiles that make it easy for neighbors to recommend your business.
A Business Website
A website is a great way to step up your digital game and be accessible to even more people. It gives you a platform for sharing education, you can place a form on your website for people to fill out if they have questions, and it will help you show up on Google easier. Several companies offer easy-to-create website options, or you can have a company create your website for you.
Check out our Online Presence Guide for a deep dive.
Lead Purchasing
Purchasing leads is an investment in your business. When starting out, you want to make sure you’re investing your money in the right place. Keep in mind, before you can contact a prospective client specifically regarding Medicare Advantage or PDPs, you need Permission to Contact (PTC). You can’t make cold calls for those products. A completed Business Reply Card (BRC), an email requesting contact, or a generic PTC form are examples of PTC. If someone initiates contact with you first, there is no need for a separate PTC (see Referrals section below for specific ideas).
Business Reply Cards
Business Reply Cards (BRC) are a great type of lead to start with. They send out 1,000 pieces of a generic mailer that goes to your targeted demographics (age, county, income). The person receiving the mailer can fill it out and mail it back, requesting more information. This gives you PTC and the freedom to call, mail, or even knock on their door to talk to them. Typically, 1,000 pieces will run around $500 with a 3-4-week turnaround time and a 2-3% return rate.
Lead Lists
Lead Lists are a much smaller investment, but they don’t give you the permission to contact you get from a BRC. You receive 1,000 names & addresses within your targeted demographics (age, county, income). Lead lists are an excellent option if you want to do your own personalized mailer, flyer, or postcard. You can also request, at no extra cost, the list to have scrubbed phone numbers. Be prepared to provide broader demographics in order to hit 1,000 names. If you are calling from one of those lists, remember not to market Medicare Advantage and PDPs. 1,000 leads will usually run around $40, and the turnaround time is generally same-day or next-day.
Internet Leads
Internet leads are another option. These can range from someone filling out a form via Facebook ads to using a lead company specializing in internet leads. The prices here vary, but they typically range from $10-30 per lead. If the prospect fills out a form for more information and acknowledges that a licensed agent will be reaching out to them, this gives you permission to contact.
Referrals
Referrals are so important because they cost nothing, they build your brand, and they provide a significant boost to retention. It’s essential to get familiar and comfortable with asking for referrals. Closing ratios for referrals are significantly higher than any other referral program.
Professional Referrals
Professional referrals are so important to have in your back pocket. These are people who have a customer base and may need to recommend a local Medicare expert. Remember: just as you as an insurance agent can’t offer investment or tax advice, unlicensed agents can’t offer advice on Medicare insurance. Some examples of professionals to build connections with are:
- Realtors – They know who has just moved into the area.
- Senior Centers – This is a great place to set up a booth for education, leave a flyer, and just make sure the employees know your name if asked about Medicare.
- Accountants – People trust their accountants with their finances, so they will also trust their opinion on insurance agents.
- Moving Companies – They also know when someone is moving into the area.
- Alumni Groups – Show up to events and post in your online groups, and make sure your peers know what you do. Everyone knows someone on Medicare.
- Financial Planners – Generally working with seniors, this is an excellent resource.
- P&C Agents/ Agencies – Offer consultations with their clients as a service to them and send them P&C business if you come across it.
- HR Staff – Offer consultations with their retiring employees who need a smooth transition from group coverage to Medicare.
- Parole Officers – They know individuals over 65 have 60 days to enroll in Medicare when they get out of jail.
Networking Groups
Networking Groups are a great way to connect with even more professional referrals. Networking groups usually allow only one group member to be in a specific industry, so there shouldn’t be much competition for Medicare business. Don’t forget to give plenty of referrals; the people who provide the most referrals are typically the ones who get the most in return. Check in with your Chamber of Commerce to see what networking events they have coming up. Even if you’re not a member, some chambers will give you a directory of members as well.
Client Referrals
Your current book of business is your single most significant resource. Don’t hesitate to ask your existing clients to give one of your cards and recommend you to friends and family. After meeting with someone, give them 10 of your business cards or send them a handwritten thank you card with some business cards thrown in. If you ask for referrals from every single person you help, you’ll soon generate enough free leads to keep you busy all the time.
When you get a referral from a current client, be sure to call and thank them, send them a card, or drop off a small (less than $15) thank you gift. A little gesture like that will go a long way in showing your clients you care and generating referrals in the future.
Marketing and Lead Generation Timeline
When purchasing leads or preparing for AEP, it’s essential to know what to expect and when. The last thing you want to do is wait too long to order your BRC’s or not prepare for AEP in the best way possible.
Use the timeline below to help you organize your marketing calendar.
January 1 – March 31: MA OEP
While you can’t advertise OEP, pay attention for beneficiaries who may have failed to switch plans during AEP, or aren’t happy with their choices.
Start your marketing to T-65s and Low-Income prospects early in the year. You’ll be glad you did over the summer.
Get in touch with current clients and offer ancillary products.
Early June: Take AHIP
You must take the AHIP exam if you want to sell Medicare Advantage and/or Part D. See the Contracting section for more details.
Late July: Oder BRCs
Order as soon as possible to be guaranteed addresses in your geographic target areas. Most lead companies won’t double mail in the same area for different agents. Order your BRCs at the end of July and plan to mail in Mid-August.
October 1: Begin Marketing AEP Plans
You can’t get signatures on any applications yet, but this is a great time to start contacting your leads or current book of business to set appointments and give presentations so your clients are ready to sign when AEP begins.
December – Get Ready for a New Year!
Order leads for January and February by the 15th so they mail right after
If you didn’t sell ancillaries during AEP, reach out to current clients and offer them
Make a lead generation plan for the coming year. See our guide to lead generation for more
January
February
March
April
May
June
July
August
September
October
November
December
April: Start Working Your Leads
Most of the business you write from now through September will be T-65 and Low-Income business. If you start marketing early in the year, you’ll have plenty of leads to work over the slow half of the year. Cash can get a little tight later in the summer, so make sure you are taking advantage of low- or no- cost marketing like referrals and professional relationships.
Early July: First Looks
Most of the business you write from now through September will be T-65 and Low-Income business. If you start marketing early in the year, you’ll have plenty of leads to work over the slow half of the year. Cash can get a little tight later in the summer, so make sure you are taking advantage of low- or no cost marketing like referrals and professional relationships.
Mid-August: Verify BRCs are Being Shipped
You want your leads to have mailers going into AEP. There is a 3- 4-week turnaround, so expect to see BRCs coming in around mid to late September.
October 15 – December 7: AEP
Use your leads, current book of business, referrals, and all other resources you have available to you to sell as much as you can. Don’t forget to post reminders on your social media for your followers to reach out if they have questions or need to review their coverage.
January 1 – March 15: MA OEP
While you can’t advertise OEP, pay attention for beneficiaries who may have failed to switch plans during AEP, or aren’t happy with their choices.
Start your marketing to T-65s and Low-Income prospects early in the year. You’ll be glad you did over the summer.
Get in touch with current clients and offer ancillary products.
April: Start Working Your Leads
Most of the business you write from now through September will be T-65 and Low-Income business. If you start marketing early in the year, you’ll have plenty of leads to work over the slow half of the year. Cash can get a little tight later in the summer, so make sure you are taking advantage of low- or no- cost marketing like referrals and professional relationships.
Early June: Take AHIP
You must take the AHIP exam if you want to sell Medicare Advantage and/or Part D. See the Contracting section for more details.
Early July: First Looks
Most of the business you write from now through September will be T-65 and Low-Income business. If you start marketing early in the year, you’ll have plenty of leads to work over the slow half of the year. Cash can get a little tight later in the summer, so make sure you are taking advantage of low- or no cost marketing like referrals and professional relationships.
Late July: Oder BRC’s
Order as soon as possible to be guaranteed addresses in your geographic target areas. Most lead companies won’t double mail in the same area for different agents. Order your BRCs at the end of July and plan to mail in Mid-August.
Mid-August: Verify BRC’s are Being Shipped
You want your leads to have mailers going into AEP. There is a 3- 4-week turnaround, so expect to see BRCs coming in around mid to late September.
October 1: Begin Marketing AEP Plans
You can’t get signatures on any applications yet, but this is a great time to start contacting your leads or current book of business to set appointments and give presentations so your clients are ready to sign when AEP begins.
October 15 – December 7: AEP
Use your leads, current book of business, referrals, and all other resources you have available to you to sell as much as you can. Don’t forget to post reminders on your social media for your followers to reach out if they have questions or need to review their coverage.
December – Get Ready for a New Year!
Order leads for January and February by the 15th so they mail right after
If you didn’t sell ancillaries during AEP, reach out to current clients and offer them
Make a lead generation plan for the coming year. See our guide to lead generation for more
As you’ve been able to see, there are countless ways to promote your business and generate leads. Different techniques work better for different people, so set yourself a budget and a plan for lead generation and adjust it as needed. Don’t get stuck on any one method, except ALWAYS ask for referrals.
As you hone your craft and find out what works for you, you’ll build yourself into a true “Medicare Expert” in the community, and you’ll build a successful business for years to come.
If you want a personal review of your marketing plans, please reach out to us. We’ll introduce you to one of our Marketing Specialists who will get to know a little more about you and your area.
They can help you with product information, marketing tips, and just general business advice. Please know that you’re never alone in this business. Even if you’re an independent agent doing all the work yourself, National Contracting Center is here for you.
