How to Sell Homeowners Insurance

Written by: Nik Ventouris

Last updated:

How to Sell Homeowners Insurance

Homes are more than mere buildings; they’re valuable assets. For this reason, careers in the homeowners insurance sector can be very lucrative due to the need for this type of policy.

However, selling homeowners insurance successfully requires more than just understanding this type of policy. It also requires you to take advantage of the most effective marketing strategies.

This comprehensive guide delves into these techniques with the aim of teaching you how to sell homeowners insurance effectively and boost your sales performance.

How to Sell Homeowners Insurance Successfully

Successfully selling homeowners insurance isn’t accidental. It’s a strategic process that entails understanding your client’s needs, building a robust online presence, and leveraging powerful digital marketing strategies.

Let’s explore some of these strategies in more detail.

Social Media

In today’s digital age, social media platforms serve as potent tools for reaching out to a larger, more diverse audience. Here are some of the best ways to harness their power:

  • Establish a presence: Join popular social media platforms that cater to your target audience. Facebook, LinkedIn, and Instagram are excellent starting points, owing to their vast user base and interactive features
  • Engage your audience: Communication is a two-way street. Don’t just post content and leave it at that. Respond to comments, participate in discussions, and engage with your audience — this not only makes you more approachable but also helps you understand your potential clients better
  • Promote your services: Regularly highlight the reasons to carry homeowners insurance and demonstrate the benefits of your policies with real-life scenarios to make your offerings more relatable and appealing

Because of how time-consuming it is to keep your social media accounts updated with new content, many insurance agencies prefer to hire social media management services instead.

These services handle the continuous flow of posts, making sure your agency’s online presence stays engaging and up-to-date, while you can invest time into other important aspects of your business.

Recommended Service

As a homeowners 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)

Content Marketing

Content marketing is a strategic approach that involves creating and sharing valuable content to attract, engage, and retain an audience.

Here’s how you can implement this strategy to sell homeowners insurance policies effectively:

  • Start a blog: A blog is a fantastic platform to share in-depth information and insights. Write about topics related to homeowners insurance such as the importance of insurance, tips on selecting a suitable policy, or explaining complex insurance terms in simple language
  • Use Search engine optimization (SEO): SEO is a key component of content marketing. By incorporating relevant keywords in your content, you increase its visibility on search engines, making it easier for potential clients to find your posts
  • Share your content: Don’t limit your content to your blog. Share it across social media, send it out in email newsletters, and distribute it through other channels. The more places your content appears, the wider audience you can reach

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

Pay-Per-Click Advertising

Pay-per-click (PPC) advertising is a form of online marketing where you pay a fee each time one of your ads is clicked. It’s an economic way of buying visits to your site, rather than attempting to earn those visits organically.

Here’s how you can use PPC advertising to your advantage:

  • Choose the right keywords: Select keywords that your potential clients are likely to use when searching for homeowners insurance. This increases the chances of your ads appearing in their search results
  • Create engaging ad copy: The effectiveness of PPC advertising heavily relies on the quality of your ad copy. Create engaging, compelling ads that highlight the unique benefits of your services and motivate users to click
  • Monitor your campaigns: PPC advertising isn’t a one-and-done deal. Regularly review your campaigns, analyze their performance, and make necessary adjustments to optimize their effectiveness


Try to align your PPC ad campaigns with peak periods of house sales to maximize your visibility and attract more potential customers when they are most likely to be searching for your services.

Building a Website

In today’s digital world, a professional and appealing website is essential as it acts as the face of your business — particularly if you are an independent agent.

Here are some tips to help make your website a powerful tool for selling homeowners insurance:

  • User-friendly design: A good website is easy to navigate, with intuitive menus and clear paths to information. Make sure your website design facilitates easy exploration for visitors
  • Informative content: Your website should provide detailed information about your homeowners insurance policies. Make the content as comprehensive as possible, addressing all potential questions a client might have
  • Contact information: Display your contact information prominently so that potential clients can easily reach out to you with their queries or to discuss their insurance needs

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.

Tips for Selling Homeowners Insurance

When it comes to selling homeowners insurance, these tips can prove invaluable:

  • Understand your client’s needs: Every homeowner is unique, with different homes and different needs. As an insurance agent, you must understand these individual needs to recommend the best policy
  • Build trust: Trust is a cornerstone in the insurance industry. Be honest, transparent, and consistent in your interactions to build a strong rapport with your clients
  • Provide exceptional customer service: Remember, your job doesn’t end with selling a policy. Be available to answer questions, handle claims, and provide support whenever your clients need it. These are powerful ways to maximize your insurance sales

How to Become a Homeowners Insurance Agent

If you aren’t licensed in your state, you will need to do this before you start selling homeowners insurance products.

Even though the specific process for this can vary from state to state, you will generally need to complete the following steps in order to get a homeowners insurance license:

  • Complete a pre-licensing education course in your state: This is a legal requirement in most states; even where it is not required, we recommend purchasing a course in order to ensure that you pass your exam on your first attempt. This additional step can end up saving you both money and time
  • Take your state’s property and casualty insurance licensing exam: State insurance exams are generally administered by Pearson VUE, PSI, or Prometric. Line-specific outlines are offered to help with your preparation
  • Get a fingerprinting and/or background check: The exact fee for this will be dependent on your state but is generally less than $100
  • File an official license application: You can usually do this with your state’s Department of Insurance. This can also be known as the Division of Insurance, depending on your location

Recommended: For more information, we recommend having a look at our state-specific How to Become an Insurance Agent article.

How to Sell Homeowners Insurance FAQ

What is the most common type of homeowners insurance policy sold?

The most common type of homeowners insurance policy sold is the HO-3 policy, also known as a “special form” policy. It provides broad insurance coverage for the structure of the home, other structures on the property, personal belongings, and liability. It covers all perils except those specifically excluded in the policy, making it a popular recommendation by real estate agents to homeowners seeking comprehensive protection.

How hard is the property and casualty licensing exam?

The difficulty of the property and casualty licensing exam varies depending on the individual’s preparation and understanding of the subject matter. It covers a wide range of topics, including policy types, insurance regulations, and risk management. For further guidance on how to pass this exam, see our Property and Casualty License (P&C License) article.

How to sell homeowners insurance?

Selling home insurance involves understanding your client’s needs, building trust, and providing excellent customer service. It’s essential to thoroughly explain the benefits and coverages of the policy. Our How to Sell Homeowners Insurance article explores these effective marketing strategies — such as social media engagement, content marketing, and PPC advertising — in more depth.

Is selling insurance a good way to make money?

Yes, selling insurance can be a lucrative career. It offers the potential for high income, especially when agents earn commissions on policy renewals, leading to residual income over time. However, it is no more profitable than working in auto insurance (i.e.,car insurance), for example. To read about how insurance agents can maximize their sales, check out our article on How Do Insurance Companies Make Money.

How do insurance companies make money?

An insurance agency makes money in two primary ways: collecting premiums and investing. When a policyholder pays a premium, the insurance company uses a portion of that money to pay claims and administrative costs. The rest is often invested, typically in bonds or other low-risk investments. The returns from these investments generate income for the company.