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5 Creative Ways to Nurture Leads That Aren’t Ready to Buy

I’ve got plenty of leads to write new cases…

That’s what insurance agents want to be able to say.

But what do you do with the leads that aren’t ready to buy?

According to various sources, about half of all leads aren’t ready to buy. So what should you do with them?

Ditch them?

Give them away?

Don’t even think about it.

These can be valuable prospects that you can nurture all the way to a sale.

Consider that 80 percent of these leads WILL buy from someone in the next year or two. But on the other hand, 79 percent of most leads never turn into a sale. That means that your leads are leaving your sales cycle and joining someone else’s!

Keep them in your sights with these tips for nurturing your not-ready-to-buy insurance leads.

1-Provide value to everyone

Keep in mind that these prospects are not one-size-fits all. Some might be just beginning to search for life insurance, while others are at the stage where they’re shopping for an agent. Therefore, you’ll need to create different website content, blogs and brochures to present to these leads.

This is called targeted content, because it will “nurture” leads with information that they need at the right moment.

Think about it: If you sent a blog about “what is life insurance” to a lead that was ready to work with an agent, you’d miss an opportunity. If you sent that lead an email guiding them through the five steps to hiring the right insurance agent, you’d hit the mark. That’s how targeted content works.

2-Use multiple channels

Don’t just rely on networking, cold calls or your website alone. Today, life insurance producers need to rely on multiple methods working together, like email marketing, video marketing, retargeting, social media, etc.

3-Reach out frequently

This is not a one-and-done game. You have to be in it for the long haul, which means you’ll need to “touch” leads frequently. Developing a sales and marketing system that takes them from the initial stages of the buying journey all the way to a sale ensures that you will convert more leads into sales.

4-Personalize it

Email marketing is still an effective lead-nurturing tactic, but if you’re still sending out generic email blasts  –  delivering the identical message to every lead  –  stop right now.

Your email messages should be personalized to get better results. According to studies, personalized emails get six times more revenue per email than generic emails. That’s an incentive to tweak your email messaging!

5-Follow up

In general, the quicker you follow up with a lead, the better results you’ll get. You may think you do a great job of responding to leads, but consider that the ideal timeframe in which to reach out to a lead is 5 minutes.

If someone fills out your “get a quote” form online, you have a 21 times better chance of qualifying that lead if you connect within five minutes, rather than 30 minutes  –  or a day or two.

Electrify your lead-nurturing process, and don’t waste a single prospect.

Because every lead is the one that you want!

What does your lead-nurturing program look like?

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