How Do Insurance Agents Get Clients

Written by: Nik Ventouris

Last updated:

Navigating the world of insurance sales can be challenging, especially for new agents looking to establish their client base. Attracting and retaining clients are essential steps in creating a successful career in this field. But how do insurance agents get clients in the first place?

This comprehensive guide provides insight into how you can successfully acquire clients, highlighting strategies to help you effectively connect with potential clients and grow your insurance business.

Understanding the Role of an Insurance Agent

As an insurance agent, your essential role involves facilitating transactions between insurance companies and clients. You handle policy renewals, assist clients with insurance claims, and simplify complex insurance policies for clients by providing them with a clear understanding of what they are purchasing.

This is achieved through expert knowledge and personalized guidance tailored to each client’s individual needs, as well as excellent communication and interpersonal skills and attention to detail.

Recommended: If this role sounds appealing to you, but you aren’t qualified as an insurance agent yet, we recommend checking out our How to Become an Insurance Agent state-specific guide.

Building a Strong Online Presence

In today’s digital era, maintaining a robust online presence is more critical than ever. With the vast majority of consumers relying on internet searches for their insurance needs, having a strong online presence can significantly increase your reach and visibility as a new business.

This presence should include a search engine optimization (SEO) strategy for your website, engaging social media profiles, and informative, value-driven online content.

Social Media

In the age of social media, platforms like Facebook, LinkedIn, Instagram, and Twitter have become vital tools for connecting with potential insurance clients. With billions of active users, these platforms offer a vast audience that you can engage with.

Below are some specific tips to help you take full advantage of these powerful tools:

  • Share useful content: Post content that is helpful and relevant to your audience, such as tips for choosing insurance policies, updates on insurance laws, or answers to common insurance questions
  • Engage with your audience: It is important to be responsive to your audience. Try to engage in conversations, answer questions, and show appreciation for your followers
  • Use visuals: Utilize images, infographics, and videos to make your posts more engaging and memorable
  • Promote responsibly: While it’s important to publicize your services, avoid being overly promotional. Strive for a balance of promotional and informational content

Managing social media effectively can be a daunting task, especially when you’re focused on building relationships and selling insurance. It involves consistent posting, engaging with followers, tracking metrics, and staying up-to-date with the latest trends and algorithms.

This is why so many other agents choose to employ a third-party social media management service to handle their accounts on their behalf.

Recommended Service

As an insurance agent, we recommend working with Arrow; Arrow uses AI in order to offer up to five personalized posts a week, online traffic boosts, and weekly reporting.

4.5 out of 5 starsArrow Now ($49 per month)

Building a Website

A professional website is integral to your online presence. Your website serves as the virtual face of your insurance agency because it often makes the first impression with a potential client.

Aside from basic information about your services, it is important to ensure that your website includes the following features:

  • Professional design: A clean, professional design is vital as it ensures your website looks polished and represents your brand well. When building your site, try to use easy-to-read fonts, coherent color schemes, and high-quality images
  • Clear navigation: Make sure your website is easy to navigate by including clear menu options and ensuring that information is organized coherently
  • Contact information: Include your contact information prominently on your website, such as in the header, footer, or a dedicated “Contact” page

Recommended Software

We recommend the GoDaddy Website Builder as a small insurance agent company. GoDaddy meets most small business needs while providing an extremely straightforward user experience.

Content Marketing

Content marketing is an effective strategy for attracting and retaining clients. It involves creating and sharing informative, relevant content that resonates with your target audience.

This could include blog posts, videos, infographics, webinars, or ebooks that provide answers to common questions, tips for choosing the right policy, or updates on the latest insurance industry trends.

By providing this information, you demonstrate your expertise and position yourself as a reliable resource in the insurance field — which builds trust with your audience and makes potential clients more likely to choose you when they need insurance services.

Remember, the goal of content marketing is not to sell directly but to provide value and build relationships.

Recommended: If you are interested in boost-starting your content marketing campaign, have a look at Sitetrail’s premium press release services.

Search Engine Optimization

Attracting clients online begins with ensuring your online platforms, particularly your website, are easily discoverable. This is where SEO comes in.

There are a number of strategies to focus on in particular, including:

  • Incorporating relevant keywords in your content
  • Establishing high-quality backlinks
  • Enhancing the mobile-friendliness of your site
  • Regularly updating your website with fresh and relevant content

The end goal of these activities is to increase your website’s visibility, leading to more web traffic and potential clients.

Personalized Client Outreach

In addition to building a strong online presence, personalized client outreach plays a significant role in attracting clients. This involves networking, seeking referrals, and sending personalized emails.

Email Marketing

When done correctly, email marketing can be a highly effective means of generating insurance leads. In order to ensure your emails don’t come across as cold calling and have the greatest impact possible, try to:

  • Segment your audience: Not all your clients will have the same needs. Segmenting your email list based on various criteria like policy type, renewal dates, and age group is an excellent way to send targeted messages that are relevant to each group
  • Build a quality email list: Start by collecting email addresses from potential and existing clients. Always make sure you have their permission to send them emails. This could be through a sign-up form on your website, at the point of sale, or during networking events
  • Send follow-up emails: After your initial contact, make sure to follow up on new leads politely but persistently. Remember, perseverance is key — while you may face rejection, consistency can lead to success


Referrals are often one of the most effective ways to attract prospective clients. People are more likely to trust and choose an insurance agent recommended by someone they know. Encourage current clients to refer you to their friends, family, and colleagues.

An effective way to incentivize referrals is to implement a referral program by offering discounts, free consultations, or gift cards to clients who successfully refer others to you.

Make sure to express your gratitude for referrals, as this encourages further recommendations and strengthens your relationships with existing clients.

Pay-Per-Click Ads

Pay-per-click (PPC) is a form of online advertising where you pay a fee each time someone clicks on one of your ads, which are placed on search engines like Google and websites across the internet, allowing you to reach a wide audience.

Here are some tips to help you use PPC advertising effectively:

  • Target relevant keywords: Use keywords that potential new clients are likely to use when searching for insurance services. These could include “auto insurance,” “life insurance,” or “home insurance,” along with the name of your city or area
  • Create compelling ads: Your ad copy should clearly communicate what you’re offering and why someone should click on your ad. Highlight your unique selling points and include a clear call to action
  • Optimize landing pages: When someone clicks on your ad, they should be taken to a landing page that matches the content and promise of your ad. This page should provide further details about your services and encourage visitors to take the next step, such as requesting a quote or contacting you for more information


When using PPC marketing, consider focusing on long-tail keywords (e.g., “affordable car insurance in [Your City]” instead of “car insurance”), as these are more specific and often less competitive than broad keywords.

How Do Insurance Agents Get Clients FAQ

How do you attract clients to insurance?

Attracting clients to insurance involves a combination of strategies. Start by understanding the needs and pain points of your target market before tailoring your services to your potential clients and communicating your value proposition effectively. For more information on this, see our How Do Life Insurance Agents Get Clients article.

How do I market myself as an insurance agent?

When marketing yourself as an insurance agent, it is imperative to highlight your expertise and value. Try to develop a professional online presence through your website and social media profiles, and regularly share valuable content such as insurance tips and updates on these. In addition to this, using digital marketing strategies such as PPC advertising, email marketing, and SEO tactics are great ways to generate quality leads.

How hard is it to be a successful insurance agent?

Becoming a successful insurance agent can be challenging but is also rewarding. It requires a deep understanding of insurance products, excellent communication skills, and a proactive approach to finding and retaining more clients. The first step toward becoming a successful insurance agent is to acquire your insurance license. See our How to Get Your Insurance License article for advice on doing this.

How do I sell insurance over the phone?

Start by understanding the client’s needs and how your insurance products can meet those needs. Use a script as a guide, but personalize your approach for each client. Listen attentively, address any objections or concerns, and highlight the benefits of your insurance policies. For more marketing ideas, be sure to read our Insurance Selling Strategies article.

What to do when you have no customers?

If you’re just starting as an insurance agent or are going through a slow period, it’s crucial to stay proactive. Engage in marketing activities to increase your visibility, such as improving your online presence, attending networking events, or running a promotional campaign. If you’re still looking for further guidance on this topic, check out our How Do Insurance Agents Get Clients article.

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