Where can I get the tastiest thin-crust pizza in the area? Hand me my smartphone so I can take a peek at Yelp. How about the lowest price on a 2011 Camry or the best B&B in Key West? Let me just hop online and check cars.com and Expedia. It’s 2016, and this is how research is done. It’s how we make important decisions, including whom we’ll trust to handle our insurance needs.
Why not help prospective clients do the research that will make it easy for them decide on your independent agency? Consider these factors that most prospects really want to know about when selecting an agency, and help them find the answers they need.
Yelp and Google reviews aren’t just for pizza joints. Make it easy for your satisfied clients to review your services online as well. (Check out these tips for getting started.) Post testimonial statements and videos on your business website and or social media channels. When prospects are looking for information about you, get it out there for them!
Don’t make clients spend all day clicking around to find out about your company’s financial strength. Put the information - or at least links for quick access - right there on your website or even in your email signature. And consider providing helpful blog posts like this one to show prospects that you encourage their doing their own research and choosing the best agency!
You can’t fight it. Even though cost shouldn’t be everything, most customers are going to at least consider the numbers, so why not help them do it right? Use your website and social media channels to offer helpful information about how to do apples-to-apples comparisons of rates of policies. Be forthright about the perks of going with a big brand, as well as the benefits of going with an independent agency. Remind consumers about the questions they should ask when comparing rates. Give them information about the actual algorithms used by online car insurance quote systems.
The bottom line is that today’s smart prospects are going to rely on research in choosing to work with an agent. By facilitating their research, you demonstrate right from the outset that you are a trusted partner who has their best interests at heart. And that can earn you even more than five-stars.