Insurance Lead Generation

Written by: Mary Gerardine

Last updated:

To achieve success in the insurance business, insurance professionals are required to generate qualified sales leads, and ultimately, convert these leads into customers. Leads can be individuals or businesses, and they can be interested in any type of insurance, including but not limited to health, life, and auto.

The level of interest in purchasing insurance can vary from lead to lead. Some may be ready to buy a policy, while others will be just starting to research their options.

Read on to learn why insurance lead generation is a crucial part of the sales process for insurance agents. We will also take a look at the process of finding these leads for health, life, and auto insurance.

Lead Generation for Insurance Agents

Lead generation is an important part of an insurance agent’s job and plays a critical role in the overall insurance agent marketing strategy. It’s the process of attracting and converting prospects who have shown interest in your insurance products or services.

Here are some of the strategies that you can use in order to gather insurance leads.

Social Media

Social media platforms (like LinkedIn or Twitter) offer significant opportunities for lead generation. These platforms allow you to reach out to potential customers directly, engage with them on a personal level, and guide them through the sales funnel.

Below are some of the ways you can use social media to get leads:

  • Promote gated content: You need to create and share content that draws potential customers that requires them to fill out a form or provide some sort of information before they can access it. This could be an ebook, a white paper, a case study, or a webinar
  • Advertise on social media: Your chosen social media platform should offer targeted features that allow you to put your ads in the exact demographic you’re trying to reach. You can create ads that drive people to a landing page where they can sign up, download a resource, or make a purchase
  • Social listening and engagement: Pay attention to what people are saying about your industry or your company on social media. Engage with them, answer their questions, and become part of the conversation. This can help you build relationships with potential leads
  • Find influencers or collaborations: Partner with influencers or other businesses that are relevant to the insurance industry. You can search for “top insurance influencers to follow” for starters. Their followers may just become your leads
  • Use social media analytics: These tools can help you understand what’s working and what’s not, so you can refine your strategy

The key to effective social media lead generation is offering value, building relationships, and being consistent. Regular updates, fresh content, and prompt responses to inquiries will help ensure your social media lead-generation efforts are effective in the long term.

Recommended Service

For all of your social media marketing needs as an insurance agent, we recommend working with Arrow. Arrow uses AI in order to automate your campaign, offering up to five tailored posts a week, traffic boosts, and weekly reporting.

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

Content Creation

Creating content is one of the commonly used methods for producing leads. By providing valuable content, you can build trust with potential clients and position yourself as an authority in the industry.

  • Blogs: Publish blog posts on topics relevant to your audience. This could include information on different types of insurance, tips for choosing insurance policies, or guides on how to handle claims. Use search engine optimization (SEO) strategies like using relevant keywords for potential leads to find you when they’re searching online for information about insurance
  • Ebooks and white papers: Create resources that users can download in exchange for their contact information. This is a form of gated content that can help you capture leads
  • Webinars or podcasts: Host webinars or podcasts on different insurance topics like “How to Navigate Your Health Insurance,” for example. Users can sign up using their contact information, which can generate leads
  • Email newsletters: Send regular newsletters to your email list with helpful tips, updates on your services, and links to your latest blog posts or resources. You should include a signup form on your website to attract new subscribers
  • Infographics: These can simplify complex insurance topics and make them easy to understand. Infographics are highly shareable, which can help increase your reach
  • Case studies: Show how you’ve helped other clients by sharing case studies or testimonials. This can build trust with potential clients and show them the value of your services
  • Interactive tools: You can create tools like insurance calculators or quizzes that can help users to save costs or choose the right policy. You can require users to enter their contact information to access these tools, thus generating leads
  • Videos: Create informational videos on various insurance topics. You can upload them on your website or share them on social media (like YouTube)

Paid Advertising

Paid advertising is an effective method for generating insurance leads. Depending on your target audience, you might choose to use one or more of the following platforms:

  • Google ads: Use pay-per-click (PPC) advertising to appear in search results when people look up insurance-related keywords. You can target your ads based on location, demographics, and even specific keywords. Google Ads also has remarketing features, allowing you to show ads to people who have previously visited your website
  • Social media ads: Platforms like Facebook, LinkedIn, Instagram, and Twitter offer targeting options. For example, Facebook lets you target users based on their interests, behaviors, and location. LinkedIn can be particularly effective for business to business (B2B) insurance providers, as it allows you to target users based on their industry, job title, and more
  • Display ads: These are banner ads that appear on websites your potential clients might visit. You can use Google’s Display Network to place these ads on relevant websites
  • Video ads: Creating engaging video content can be particularly effective to help you grow your subscriber count and likes


Make sure you track your results. Use tracking tools to see how many leads you’re generating from your ads. This will help you determine your return on investment (ROI) and understand how effective your ads are.

Build a Website

Your website is often the first impression potential clients have of your insurance business. Building a website specifically for insurance lead generation involves creating a site that not only informs users about your offerings but also prompts them to provide their contact information for further engagement.

  • User experience (UX): The website should be user-friendly, visually appealing, and responsive to different devices (e.g., desktop, tablet, mobile). 
  • Content: You must provide clear, concise information about your insurance services. Use language that your target audience can easily understand. 
  • Calls to action (CTAs): Use CTAs like “Contact Us,” “Get a Quote,” and “Download Our Free Guide.” They should be placed strategically throughout the site to encourage users to take action.
  • Lead capture forms: Include forms on your website where users can enter their contact information. This could be a quote request form, a form to download a resource, or a newsletter sign-up form.
  • Landing pages: Create dedicated landing pages for your specific insurance products. If you’re running paid ads, these landing pages should correspond to your ad content.
  • Testimonials and reviews: Include client reviews and testimonials from satisfied clients to build trust. If you have positive reviews on external sites, you can link to them as well.
  • SEO: Use SEO techniques to improve your site’s visibility on search engines. Use relevant keywords in your content, meta tags, and alt tags.
  • Informational content: Your website is where your blog posts, articles, and ebooks will be published. Creating content that educates users about insurance can help establish you as an authority and build trust with potential leads. This content can also improve your site’s SEO.
  • Social proof: Show logos of businesses you’ve worked with or awards you’ve won to build credibility.
  • Contact information: Make it easy for visitors to contact you by clearly displaying your phone number, email address, and physical location. 
  • Analytics: Use tools like Google Analytics or Google Search Console to track your website’s performance. Monitor where your traffic is coming from, which pages visitors spend the most time on, and how many visitors convert into leads.

Note that the goal of insurance lead generation is not just to get as many leads as possible, but to get high-quality leads that are likely to convert into customers. 

Recommended Website Builder

We recommend GoDaddy Website Builder for insurance agents and insurance lead generation companies. Thanks to its AI-powered generation process and drag-and-drop interface, it’s designed to be user-friendly, even for those without technical skills.

Health Insurance Lead Generation

Health insurance agents help individuals, families, and businesses choose and purchase health insurance policies that suit their needs. They assess the client’s healthcare needs and financial situation, and then recommend the most suitable health insurance policies.

These health insurance policies include individual or group health insurance, managed care plans, Medicare and Medicaid, long-term or short-term care insurance, and critical illness insurance. Many health insurance plans also cover preventive care, like vaccines and check-ups.

To promote and market these health insurance policies, health insurance agents can follow the lead generation strategies for insurance agents mentioned above.

In addition, health insurance agents can benefit from:

  • Partnering with businesses like medical clinics, hospitals, or wellness centers is a smart option. They may allow you to leave brochures or business cards and might refer clients who are looking for health insurance
  • Offering free educational webinars or seminars on health insurance topics can attract potential leads. The participants will provide their contact information to register, which you can use for follow-ups
  • Using lead generation services to provide a stream of potential clients and ensure the leads are high quality

For more information on how to generate insurance leads as a health insurance agent, head on over to our Health Insurance Lead Generation page.

Alternatively, you can hire an insurance lead generation company.

Life Insurance Lead Generation

Life insurance agents provide different types of life insurance policies to individuals and businesses, including term life, whole life, variable life, universal life insurance, and even securities.

Like any insurance professionals, life insurance agents need to actively market their services to attract new clients. They can get leads by doing one of the following lead generation strategies mentioned above.

Life insurance agents can also get leads by:

  • Establishing relationships with professionals like real estate agents, securities professionals, or financial advisors who can refer clients to you
  • Hosting webinars and seminars with topics, such as understanding life insurance, the role of life insurance in real estate planning, life insurance for new parents or seniors, and many more. These topics can attract your target audience and, upon registering, can provide you with their contact information for future engagement
  • Using companies that specialize in lead generation can provide you with leads of potential clients

For more information on how to generate leads as a life insurance agent, visit our Life Insurance Lead Generation page.

Auto Insurance Lead Generation

Auto insurance agents offer different types of auto insurance policies, such as liability, comprehensive, collision, and uninsured/underinsured motorist coverage. They help clients navigate the complex world of auto insurance and find the best coverage that protects them and their vehicles.

To market these auto insurance policies, auto insurance agents need to strategize to gain potential clients. You can check out the strategies mentioned above.

Here are also some of the ways you can generate leads for auto insurance:

  • Partnering with car dealerships, auto repair shops, real estate agents, financial advisors, driving schools, rental car companies, and local businesses so they can refer their clients to you when they’re in need of auto insurance
  • Hosting informational sessions, seminars, or webinars about auto insurance is another solid option. This can help position you as an authority in the field and attract potential leads through sign-ups
  • Using lead generation services can be a powerful tool for auto insurance agents looking to connect with potential clients who are interested in buying auto insurance coverage

For more information on how to generate leads as an auto insurance agent, see our Auto Insurance Lead Generation page.

Insurance Lead Generation FAQ

What’s the lead generation process in insurance?

The insurance lead generation process involves steps to attract and convert potential customers into leads. The common steps include identifying a target audience, developing a marketing plan, creating and distributing content across multiple platforms, getting visitor contact information, and then following up to convert them into customers.

How do insurance agencies make money from lead generation?

While lead generation itself does not directly make money for insurance companies, it is a part of insurance marketing where you attract new customers and sell insurance policies. When a lead decides to purchase an insurance policy, the insurance company makes money by collecting premiums from the new policyholder. Alternatively, you can check out our How Do Life Insurance Companies Make Money article.

What is an insurance lead?

An insurance lead is a potential customer who has shown interest in purchasing an insurance policy. They might express interest directly (for example, by requesting a quote or filling out an email form) or they could be identified as likely to need insurance based on personal information, demographic information, etc.

What are some challenges in insurance lead generation?

Some of the challenges include high competition, acquiring solid leads, and the time it takes to nurture and convert leads into customers. To get the best out of your lead generation efforts, a lead generation service can help you conveniently and effectively acquire quality leads.