Life Insurance Lead Generation

Written by: Mary Gerardine

Last updated:

Life Insurance Lead Generation

Generating life insurance leads is a vital component of the marketing and sales process unique to the life insurance industry.

New leads have the potential to become customers, thereby boosting revenue and broadening your client base.

In this article, we will delve into the life insurance lead generation process and explore how agents can gather valuable information in order to gain a deeper understanding of the needs and preferences of their prospective clients.

How to Generate Life Insurance Leads

Life insurance agents sell various types of life insurance policies designed to provide financial protection to beneficiaries in the event of the policyholder’s death.

Life insurance agents sell many different types of policies to individuals, families, and businesses. These policies may include term life, whole life, variable life, and even securities. Life insurance policies help cover expenses such as funeral costs, mortgage payments, outstanding debts, and educational costs.

To sell these life insurance policies, life insurance agents must include a solid insurance lead generation plan in their overall marketing strategy.

Below are some methods that you can use to generate leads for life insurance.

Social Media

Using social media can help life insurance agents connect with potential customers, share valuable content, and promote their services.

Check out some of the strategies that life insurance agents use to successfully generate leads on social media:

  • Promote gated content: Share gated content that your audience will find valuable enough to exchange their contact information for. This could be an ebook, white paper, webinar, guide, or any other type of content that provides in-depth information on life insurance topics
  • Engage with your audience: Social media is not just a platform for promoting content; it’s also a place to engage with your audience. Respond to comments, answer questions, and participate in discussions. This can help you build relationships with your followers and show them that you’re not just interested in selling, but also in helping them understand life insurance better
  • Run social media ads: Most social media platforms offer advertising options. For example, Facebook Ads can be targeted based on a variety of factors, including age, location, interests, and more. You can use these ads to promote your services, share valuable content, or offer a free consultation or quote
  • Use lead generation forms: Some social media platforms, like Facebook and LinkedIn, offer lead generation forms that users can fill out directly on the platform. These forms can be attached to ads or organic posts and can be used to collect information from potential leads, such as their name, email address, or phone number
  • Promote free consultations or quotes: Offering a free consultation or quote on social media can be an effective way to generate life insurance leads. Promote your offer on your social media profiles and in your posts, and make it easy for potential leads to contact you
  • Keep track of your leads: Monitor likes, shares, comments, click-through rates, and conversions using social media analytics. Use this information to understand what’s working and what’s not, and adjust your strategies accordingly

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 for life insurance lead generation is all about providing value to your target audience. Promoting quality content helps position yourself as a trusted expert, and encourages potential leads to take the next step, whether that’s filling out a form, requesting a quote, or contacting you for more information.

Here are some strategies for creating content that generates leads for life insurance:

  • Identify your target audience: You need to understand who your target audience is. What are their demographics? What are their needs and concerns when it comes to life insurance? What questions do they have about life insurance? This will help you create content that resonates with them
  • Use different types of content: Based on your understanding of your target audience, create content that provides value to them. This could be blog posts, videos, infographics, ebooks, press releases, webinars, podcasts, or any other type of content that your audience would find helpful
  • Optimize for search engines: Use search engine optimization (SEO) strategies like including relevant keywords to help attract organic traffic to your content
  • Include a call to action: Every piece of content you create should include a clear call to action (CTA). This could be to contact you for a free quote or consultation, download a gated piece of content, sign up for your newsletter, or any other action that moves the potential lead further along your sales process

Recommended Service

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

Paid Advertising

Paid advertising helps you reach a larger audience and target specific demographics and/or behaviors. This increases your chances of reaching the leads that are actually interested in your services.

Here are some strategies for generating leads through paid advertising:

  • Choose the right platforms: There are numerous platforms available for paid advertising, each with its unique features, audience types, and advertising formats (e.g., social media advertising, Google Ads, etc.)
  • Create ad copy: The copy for your ads should be compelling and relevant to the user’s search. Highlight the benefits of your life insurance policies, such as financial security, peace of mind, and affordable rates, and include a strong CTA
  • Track and optimize your campaigns: Use Google Analytics or other tracking tools in order to monitor the performance of your ads. This can allow you to make changes as you go a long and help you stay cost-efficient

Build a Website

Building a website for life insurance lead generation involves a combination of good design, compelling copy, and an emphasis on user experience (UX).

Follow these techniques to create a high-converting website:

  • UX: Design your website with a clean, user-friendly layout that reflects your brand and communicates professionalism. Make sure it is mobile-responsive, as many users will access your site from their smartphones
  • Clear navigation: Organize your website with clear, easy-to-navigate menus. Include essential pages such as “Home,” “About Us,” “Life Insurance Products,” “Blog,” and “Contact Us”
  • Informational content: Write informative, engaging content for your website that addresses your audience’s questions and concerns about life insurance. Include product descriptions, FAQs, and educational articles
  • CTAs: Use strong, persuasive CTAs to encourage visitors to request a quote, contact you, or subscribe to your email list
  • Lead capture forms: Create lead capture forms to collect contact information from potential clients. Place these forms strategically throughout your website, such as on product pages, in blog posts, and on your homepage
  • Landing pages: Create landing pages for each of your insurance products. If you’re running ads, these landing pages should align with your ad content
  • Testimonials and reviews: Showcase client testimonials and reviews on your website to build trust and credibility with your target audience
  • SEO: Optimize your website for search engines by targeting relevant keywords, creating high-quality content, and building backlinks from reputable sources
  • Privacy policy: Make sure to include a clear privacy policy in place that lets users know how you’ll use and protect their personal information
  • Analytics: Set up Google Analytics or another analytics tool to track visitor behavior and conversion rates on your website. This information will help you optimize your website and marketing efforts for better results

Recommended Website Builder

We recommend GoDaddy Website Builder for insurance agents and 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.

Lead Generation for Life Insurance

Life insurance agents can also reach as many potential clients as possible through these methods: 

  • Participating in networking events or conferences will allow you to build personal relationships with potential clients. During these interactions, you can answer questions, address concerns, and customize your pitch to the individual’s needs.
  • Building relationships with related businesses such as real estate firms, law firms, or financial planning companies can expand your reach. You can also partner with securities professionals, real estate agents, or financial advisors who can refer clients to you. 
  • Conducting educational webinars or seminars about life insurance and related topics can also help you to gain clients. This establishes you as an expert and provides a platform to interact with potential leads.
  • Using a lead generation service that specializes in finding, qualifying, and delivering a consistent volume of leads should also be considered. This means more sales opportunities for you.

Recommended Service

Our recommended lead generation service is Arrow, which uses AI to identify, attract, and qualify leads for your business content via social media ($49 per month).

Life Insurance Lead Generation FAQ

What is a life insurance lead?

A life insurance lead is a potential customer who has expressed some level of interest in purchasing a life insurance policy. The lead typically provides their contact information and some basic details about their interest or need for life insurance.

How are life insurance leads generated?

Life insurance leads can be generated through several methods including online marketing (e.g., websites, content, SEO, paid ads, social media), networking, hosting seminars or webinars, or purchasing from a reputable lead generation service.

How can I generate my own life insurance leads?

Generating your own life insurance leads involves utilizing marketing strategies and building relationships. Follow the strategies mentioned above in order to generate life insurance leads on your own.

What information is typically included in a life insurance lead?

A lead typically includes the prospect’s contact information and some basic demographic details. It might also include some specific details about their interest in life insurance, such as the amount of coverage they’re seeking, their general health status, and potentially their reasons for seeking insurance.

How much does it cost to buy life insurance leads?

The cost of life insurance leads can vary widely based on factors such as the lead quality, how it was generated, and the type of lead generation service you’ve chosen. Prices can range from a few dollars to well over $100 per lead.

How can life insurance agents make money with lead generation?

Life insurance agents don’t make money directly from lead generation, but by converting leads into actual clients who purchase life insurance policies. This involves using various marketing strategies like SEO, content and email marketing, social media, networking, paid advertising, and using a lead generation service. See our How Do Life Insurance Companies Make Money for more information. 

What are some challenges with life insurance lead generation?

Some common challenges include getting high-quality leads, managing the cost of leads, competing with other agents for shared leads, and following up with leads to convert them into customers.

What is lead generation for insurance brokers?

Lead generation for insurance brokers is the same as those for insurance agents, which also involves attracting potential clients who might be interested in purchasing various types of insurance. This could include digital marketing strategies (like social media, content marketing, SEO, or paid advertising), traditional marketing strategies (like networking), or using lead generation services.