Lead Generation for Insurance Agents

Lead generation is very important for businesses of all kinds, but even more so for insurance agents. Leads are the fuel to their business’s engine. It’s a dynamic process that involves a constant search for potential prospects. Successful insurance agents are able to generate a pipeline of new business opportunities.

The good news is you don’t have to figure it all out by yourself. The most effective strategies for lead generation are out there—and experts have already figured them out. If you want to generate more leads for your insurance agency, continue reading.

There are plenty of ways to find prospects out there in the real world. There’s the traditional approach of collecting business cards and advertising on print media. And then there’s also the “new school” approach of generating leads by optimizing your website, adding contact forms on every page, and promoting yourself on social media.

Today we are going to cover some of the most effective ways to generate leads for all kinds of insurance agents. Whether you want to go the old school approach or you want to adopt the more modern techniques for lead generation, we’ve got you covered.

How to Generate Leads for Insurance Professionals

Before we go into the various methods of generating leads for insurance agents, here is one tried and true strategy that can get you more clients no matter what you specialize in: being active in your community.

Networking is a huge part of selling insurance, no matter what type of insurance you are offering. Being an active member of your community, whether it’s by volunteering or taking part in area meet-ups, can help you build your own network of connections. You can develop strong relationships with different people. They may become a client somewhere down the line, or they can give referrals for potential leads and prospects. Either way, these relationships are valuable, so be sure to nurture them.

Aside from being able to give value to your community, you will also develop a reputation for yourself as a reliable and trustworthy connection. You will be seen as an industry leader, which will boost your insurance business.

One thing to remember though is that this should not be treated as a sales presentation. Being an active member of your community is not a direct way of generating leads, but an effective way to gain people’s trust and build your own network. You don’t take part in community activities just to sell insurance to the people attending—you don’t want to annoy everyone around you. Instead, use it as an opportunity to get your name out there without necessarily selling to them. Your goal is to stay top-of-mind by displaying sincerity. Let the prospects come to you.


As an insurance agent, networking should always be your priority. The more connections you have, the easier it is to find new clients and prospects. Building your network is a continuous process.

If you want to get high quality leads, just ask the people around you. A referral from a satisfied client is one of your most valuable assets. Referrals in general are extremely valuable. It’s a form of word of mouth marketing that uses an existing relationship between your client and their contacts. For most people, it’s much easier to trust someone who was recommended by an acquaintance, a colleague, or a loved one.

Even if you’re a fantastic insurance agent, they won’t take your word for it—but they will trust other people when they speak about your services.

Naturally, referrals are hard to come by when you’re just getting started on building your own network. But you don’t necessarily have to get your referrals from customers. You can ask for introductions to potential clients from people who know and trust you such as your friends and family members.

These are the people who want to help you succeed, so they will help promote your services. If you want to start getting referrals, start by letting everyone in your social circle know about what you do and what services you provide. Start cultivating your network today.

Once you get your insurance agency going, you can get referrals from satisfied customers who are more than happy to introduce you to people they know.

To make it easier for you to get referrals, start your own referral program. It doesn’t have to be anything flashy: you just need to have a system in place for getting a consistent stream of referrals. It could be something as simple as asking every client to keep you in mind if they hear about someone who needs insurance.

But it also doesn’t hurt to throw an incentive there for every referral. You can give them gift cards, movie tickets, a discount, or any sort of promo for referring your agency.

Referral Partners for Insurance Professionals

A referral partner is a business associate who recommends a company in exchange for something valuable. The company may reimburse the partner if the recommendation leads to a sale.

In this case, insurance agencies can have referral partners in the form of real estate agents, banks, etc. They are not in direct competition with one another, but their industries intersect often enough that a referral system can benefit both partners.

Having a referral partner is great because it means you can still benefit financially even when you find business opportunities that are not directly tied to your own insurance agency. You can benefit from nurturing a business contact who would not bring in income otherwise. In turn, both partners can generate leads for each other.

Find referral partners and start developing those relationships. This can greatly benefit your business, especially if you want to secure long term success for your agency.

Having a referral partner means you need to nurture that relationship. You should genuinely care about the people in your network. Help them generate leads to boost their own business.

Facebook Ads & Organic Leads

When it comes to finding high quality leads for insurance, social media is your best friend. It is your greatest weapon and your fiercest ally, especially in this digital landscape where everyone is spending time online.

If you know where to find your target audience, you can easily reach them and offer your services. The thing you need to keep in mind, however, is that different social media platforms operate in different ways. They have different user demographics, they support different types of content, and they have varying levels of popularity.

So take into account the kind of insurance you are offering and then choose the right social networking platform to promote your services.

If your target audience is on Facebook—and let’s face it most people are on Facebook these days—consider using Facebook ads to promote your insurance agency. Facebook has over 2.8 billion users all around the world. It caters to a very wide audience, and so you are likely to find people of all ages hanging out on this platform.

Facebook ads can be tailored to help you reach different marketing objectives. You can therefore focus on getting results that drive a positive ROI. Conversion, Consideration, and Awareness are the three main objectives you can aim for using Facebook ads.

A Facebook ad that is made for conversion will convince prospects to buy your product, while an ad that aims for consideration will encourage people to ask for more details about your offerings. Awareness-driven ads generate interest for a particular product or service.

So whether your goal is to increase brand awareness or boost your engagement, you can use Facebook ads to achieve them.

Here are the different types of ad formats available in Facebook ads: video, carousel, slideshow, photo, lead ads, canvas, link ads, and dynamic ads.

When it comes to Facebook ads, insurance agencies can benefit a lot even from low-cost ad campaigns. When setting your budget, you can specify exactly how much money you are going to spend on your Facebook ad campaign. Do keep in mind that the success of your insurance ads will depend on ad auctions and the performance of your ads.

You can still use an organic approach when it comes to all social media platforms, including Facebook. An organic lead generation strategy will complement your paid ads perfectly.

When it comes to Facebook, content is king. This is one of the best social platforms to post your content because it supports all kinds of content. You can post videos, pictures, text-based content, etc.—and they can all do reasonably well on Facebook, especially if you can reach the right audience. And let’s not forget the fact that Facebook has a lot of users. If you promote your content here, you will be able to attract tons of leads to your insurance business.

Instagram Ads & Organic Leads

We all know Instagram is the most popular photo-sharing platform at the moment. It now has roughly one billion users around the world, and it’s still growing. The thing about Instagram is that it has a lot of users who are on the younger side, particularly those who are most concerned about their image and aesthetics. But it also has plenty of adult users.

Generating leads on Instagram is not a bad idea at all. A lot of people are visual—that’s why Instagram is so popular in the first place. You can reach your target market quickly with Instagram ads.

Instagram ads let you appeal to people who want to know more about insurance plans but are not interested in reading long-form articles about the topic. They may pick up more information based on what they see rather than what they read.

Your ads can be targeted based on specific qualities like age group, gender, and interests. Target the right audience with an eye-catching Instagram ad, and you will be swimming in leads. Your Instagram account will collect new followers and you can then engage with them and work on converting them into clients.

Instagram is one of the highest-ranking social media platforms at the moment, so leveraging ads on the platform can help you grow your agency. If you’re still not using it to post high quality photos and videos, you are missing out on a fantastic source of leads.

Now if you want to try the organic approach on Instagram, it’s all about the quality of the photos you publish as well as your overall aesthetic. Your profile needs to be cohesive. Your visitors need to be able to tell what you do by just visiting your profile.

Maintaining a color scheme that fits your brand is a great idea because prospects will begin to associate those colors with your insurance agency. Instagram is purely visual, so you need to work around that. Don’t forget to add relevant hashtags to every single post so that it can reach the right people.

Keep your visual content fresh and interesting in order to generate leads organically on Instagram.

TikTok Ads & Organic Leads

It seems as though TikTok is only growing and growing—and it’s not going anywhere any time soon. Let’s face it: now is the time to start taking TikTok seriously. If you still have your doubts, TikTok now has over 1 billion users around the world, and it’s rapidly growing every day.

Yes, TikTok is full of silly videos, memes, challenges, and trends, but businesses are starting to realize the massive potential of this video sharing platform. For starters, we all know video marketing is king in this digital landscape, so the fact that TikTok is so popular right now only reinforces that idea.

For a social media trend, TikTok definitely has some staying power. Insurance agents may hesitate to promote themselves on TikTok because it’s not “serious” and it has a much younger user base. However, what these agents may not realize is that a lot of marketers are already using it to educate their audience and establish thought leadership. TikTok can be used for educational purposes and these videos attract a significant audience.

In order to use TikTok, you need to spend some time on the platform and figure out how content works here. It has a unique approach in terms of video marketing because the videos are extremely short. Savvy marketers know that shorter videos tend to have the best engagement because of how easy it is to view and digest the content. Even on other social platforms, short videos bring better results.

So on TikTok, where every single video is a short video, you need to find a way to stand out. You can inject humor into your videos, or find a creative way to present serious topics like insurance. This is perfect for showcasing the lighter side of your agency. It shows that you don’t take yourself too seriously and that you are an approachable insurance provider.

Give your followers tips on how to save on car insurance, share your funny insurance experience, talk about common insurance misconceptions, etc.

As for advertising, TikTok ads are still in its early stages, so most of it is organic. But TikTok does have a specialized advertising system that lets businesses reach a larger user base. There are hashtag challenge ads, native in-feed ads, and brand ads. Now is the time to learn about TikTok and all of its potential benefits. It might just be your greatest source of insurance leads.

YouTube Ads & Organic Leads

Since we’re on the topic of videos, we might as well discuss the biggest video sharing platform on the internet: YouTube. YouTube also happens to be the second largest search engine, right next to Google. It is the third most visited website in the world, and it is only surpassed by Google and Facebook. YouTube now has over 2 billion users around the globe.

So if you’re wondering if YouTube is a good place to generate leads for insurance, it definitely is. Over 4 billion YouTube videos are viewed each day. So it’s safe to say that YouTube can be your greatest weapon for lead generation—no matter what type of business you are running.

We’ve already talked about how popular video marketing is right now. One of the reasons why videos are so impactful is because they combine all the things that make other content types great. Videos have images, movement, audio, text, graphics, effects, and other elements that grab people’s attention. That’s why when people come across a video online, they immediately stop scrolling.

It’s no surprise that an increasing number of marketers are saying that video is now an important part of their marketing strategy.

On YouTube, you need to find a way to stand out, or else your content will be lost in the sea of videos. You need to provide value: whether it’s in the form of education, entertainment, or both. That’s how you get people to watch your videos on YouTube. Talk about insurance and let your expertise speak for itself. Cover topics that most people would like to know about your specific type of insurance.

Don’t forget to use SEO or search engine optimization. YouTube is a search engine just like Google. So if you use relevant keywords on your title, tags, and description, your video has a higher chance of appearing in search results. Use SEO to make sure people who want to know about insurance can easily find your videos.

Another tip is to create high quality and eye-catching thumbnails. There’s a lot of competition out there, so first impressions matter even more. Your thumbnail should give viewers an idea of what they are about to watch.

That’s the organic approach. But you can complement that with a paid ad campaign. Try YouTube Ads. Promote your content in order to maximize its reach as well as engagement. YouTube ads are known for producing massive results because of how many people use the platform every day. You can expose your insurance agency to the right audience for a relatively affordable cost.

Google Ads & Organic Leads

Google is the biggest search engine in the world, with over 4 billion users. It is also the most visited website. This is the reason why SEO is so important for any business that is trying to promote itself online.

Your insurance agency can generate tons of leads if your website ranks highly in Google search results. Marketers try their best to optimize their content for search results so their brand would be visible before any of their competitors.

Of course this is not the easiest thing to accomplish because all of your competitors are fighting for that same spot. They are using the same strategies and producing the same types of content. So SEO is best used as a long term strategy rather than a short term source of leads. Don’t expect it to bring you results right away—it’s something you need to work on continuously so that you could reap the rewards in the future.

Make sure you publish highly valuable and informative content regularly so that you can get a lot of engagement and traffic. This gives a signal to Google that your website is valuable and worth placing higher in search results.

If you want faster results on Google, we recommend Google ads. While you’re waiting for SEO to do its thing, you can run ads on the world’s most visited website. Google Ads is Google’s online advertising program. With Google Ads, you can reach the right people with the right offer. Create online ads based on what your target audience is interested in: in this case, it’s insurance.

Use Google Ads to promote your agency, sell insurance, and raise awareness regarding its importance. You can also use these ads to boost traffic to your website. One benefit of Google Ads is that it has no minimum spending requirement. You can set your own budget and control it. You get to choose where your ad appears and even measure its impact using analytics.

LinkedIn Ads & Organic Leads

Compared to other social networking platforms, LinkedIn is very unique. That’s because it has a professional user base made up of businessmen, CEOs, marketers, recruiters, managers, and decision makers from all industries. Right now LinkedIn has over 756 million users around the world, and the best part is that it is still growing.

Compared to giants like Facebook, YouTube, and Google, LinkedIn’s user base may seem smaller, but it boasts a higher conversion rate because of its professional user base. Professionals are always looking for ways to take their career to the next level. They are constantly on the lookout for amazing opportunities—and that’s exactly what they use LinkedIn for. This means if you reach them with the right offer, they are more likely to convert. LinkedIn users are more open-minded when it comes to these types of offers.

LinkedIn is therefore very popular among insurance agencies. If you’re looking for insurance leads, LinkedIn is full of them. LinkedIn is all about growing your business network—and that’s exactly what insurance agents need. Whether you need new clients or referrals, you can find them here.

The first thing you need to do to start getting more leads on LinkedIn is to optimize your profile. Upload a professional-looking profile image. It’s okay to smile on your LinkedIn photo, contrary to popular belief, because it makes you look approachable if you have a nice and friendly smile.

Next, write a descriptive headline—and don’t forget to use keywords all over your LinkedIn profile. LinkedIn is a search engine in its own right, so make sure you optimize your profile for maximum engagement. You want it to have keywords related to insurance.

Complete your profile with endorsements, skills, awards, certifications, etc. It also wouldn’t hurt to add a link to your website. A complete LinkedIn profile is much more attractive to visitors. They are also more likely to trust you if they can view all your information right there.

Once you’ve done that, you’re ready to start networking on LinkedIn. This is a social networking platform, after all. Don’t just join LinkedIn Groups—be an active member. Engage with fellow members and join discussions so you can gain visibility within that space.

Create your own content and publish them on LinkedIn. Unlike other social media, text-based content is welcome here. They actually do great on LinkedIn especially if they’re well-written and informative.

Try to expand your LinkedIn network by adding your 2nd degree and 3rd degree connections. You never know where your next client is gonna come from.

All of these strategies would work even better if you’re running LinkedIn ads. LinkedIn has one of the best advertising platforms out of all the social media networks. You can easily reach a specific group of professionals to target with your carefully-crafted message. This will allow you to start connecting with a highly relevant audience. LinkedIn Ads is one of the best when it comes to lead generation.

LinkedIn Automation for Outreach

One of the best qualities of LinkedIn is that it can be automated. Automation solves the biggest issue when it comes to LinkedIn lead generation: it’s that it is incredibly time-consuming. There are plenty of tools out there that you can use to automate your outreach on LinkedIn.

But here’s what you need to remember: LinkedIn does not like automation in general because it goes against their terms of service. So you can’t just use any automation tool—that can get your account restricted or suspended. LinkedIn Jail is another term for getting restricted on LinkedIn.

If you are going to automate on LinkedIn, there are certain rules you need to follow. First, you shouldn’t spam other users. That’s one of the reasons why low quality automation tools are dangerous for your account. They automate your outreach but also spam other LinkedIn users in the process.

Another important rule for automation is that you should only automate the tasks that can be accomplished by an ordinary human user. If the automation tool lets you do something that only a bot could do—like send thousands of messages within a short period of time—it’s not a safe tool to use.

There are high quality automation tools for LinkedIn that don’t compromise the safety of your account.

Kennected is the safest and most effective way to automate your outreach on LinkedIn, allowing you to reach more insurance leads while saving lots of time, money, and energy. Later on we’re going to talk about why it’s the best tool for your lead generation efforts.

Generate Leads for Life Insurance

Life insurance policies are designed so that the insurer pays a sum of money to the named beneficiaries when the insured policyholder dies. This is in exchange for the premiums paid by the policyholder during their lifetime.

It’s not easy to convince people to pay for these premiums. That’s why it’s always a challenge for life insurance agents to find good leads. You can’t survive in this business without leads. There’s also the problem of the market being overly saturated. There are hundreds of agents competing for the attention of very few qualified prospects.

For life insurance agents, a strong network of connections is very important. Out of all the insurance types, life insurance is probably the one that relies on referrals the most. If you are getting life insurance, you might as well get it from someone you trust, and that’s why referrals are so important.

Yes, it’s an old-school approach, but it’s still one of the most reliable strategies out there, especially for something as hard to sell as life insurance. However, you can’t rely on referrals alone, so we would still recommend finding leads on social media. LinkedIn in particular is great for life insurance leads because the demographic is on the mature side. Professionals are more likely to start thinking about these important investments, and so they are going to be more receptive towards your offer.

Generate Leads for Health Insurance

Health insurance is a type of insurance coverage that pays for the policyholder’s medical and surgical needs. It also covers prescription drugs, dental expenses, etc. Different policies may cover different health conditions. For example, some are only focused on life-threatening illnesses.

Health insurance will reimburse the insured for expenses incurred from illness or injury. They may sometimes pay the care provider directly.

Health insurance leads are generally easier to find. Most people don’t want to think about the concept of death and dying, but they do know that they are going to get sick at some point. That’s why health insurance is typically easier to sell than life insurance.

That said, you still need a way to find leads. Facebook and Instagram are great for generating health insurance leads because of the type of content they support. You can explain the importance of health insurance through pictures or articles.

You can also rely on word of mouth marketing to find more leads. Ask your customers if they know someone who might be interested in getting health insurance.

Generate Leads for Home Insurance

Home insurance is also known as homeowner’s insurance or HOI and it is a type of property insurance for private residences. It may combine different insurance protections like losses occurring to your home, its contents, or other personal possessions. It may also include liability insurance for accidents that happen inside the home. So basically, this type of insurance covers the home and everything inside.

Generating leads for home insurance can be tricky, but you just need to know where to find your target audience. A lot of homeowners are on social media platforms like Facebook, Instagram, LinkedIn, and YouTube.

You can use advertising to promote your insurance agency well beyond your usual circles. Eventually the well of referrals can dry up, especially if you’re not expanding your network. So advertising is a reliable way to still get the word out there about your services.

Sometimes it pays to get creative. Even though a lot of people are relying on the internet for news, entertainment, and information, you can still generate a significant amount of leads by using traditional advertising. Don’t shy away from newspaper and even Yellow Pages advertisements. Traditional ads are still alive and kicking.

Studies show that newspapers are considered to be among the most engaging and trustworthy media sources.  This means you can definitely use it to generate insurance leads. Just consider the size and location of your ad, and also if it’s a good fit for your target audience.

Generate Leads for Car Insurance

Car insurance, or auto insurance, provides financial protection against physical damage to the vehicle. Car insurance can pay for repairs, rental fees, and medical expenses. Without it, you would have to pay for claims out of your pocket.

Federal laws require drivers to carry liability insurance so that they can cover the cost of damage to people or property in case of an accident. All states in America require drivers to carry an active car insurance policy.

What this means is that all vehicle owners are a prospect by default. Since auto insurance is always on demand, you should have no problem finding leads.

Consider establishing a partnership with stakeholders from automobile businesses. You can partner with servicing centers and auto-dealers to find a reliable source of leads for car insurance. When a customer buys a car, insurance must be discussed. This is your opportunity to collaborate with the car dealer so they can suggest your services. As the insurance agent, you will help them get the best coverage.

Referral networks also work really well for car insurance agencies.

Another creative way to generate leads for car insurance is to participate in local auto shows. There are auto shows for different categories such as vintage, motorbikes, luxury, commercial, etc. You can join these events to find potential clients.

You can also partner up with driving schools so that trainers can influence learners to consider your car insurance policies.

Generate Leads for Commercial Insurance

Commercial insurance is for businesses. It is meant to protect them against risks that threaten their success. Commercial insurance may have varying levels of coverage, but they can be aimed at protecting a company’s reputation, employees, or financial situation.

Commercial insurance typically covers multiple employees and stakeholders. It also has higher coverage limits because there’s more physical property at stake. Commercial insurance agents are specifically trained to help businesses deal with various risks and threats.

Because of its specific nature, commercial insurance is often tailored to a company’s specific industry and situation. This is different from personal insurance that has a one-size-fits-all approach, generally speaking.

One lead generation strategy that we haven’t discussed yet is buying leads. It’s easy to buy a list of leads for commercial insurance. However, you still need to do your due diligence by vetting these companies that sell leads. You may want to do some research on how they acquire those leads in the first place.

Some lists are more expensive because they contain warm prospects and have a higher ROI. On the other hand, there are generic lists that are much cheaper but may not produce the same results.

Why Kennected is the Ultimate Blue Ocean Fishing Tool for Prospecting & Generating Leads

Those are the various types of insurance and some of the most effective strategies when it comes to generating leads. To conclude, your best sources of leads are referrals and social media. Never underestimate the value and potential of word of mouth marketing.

Meanwhile, social media remains an undeniable asset for insurance agents looking to find new clients.

If you want to make the most out of LinkedIn, we recommend using Kennected. It is the ultimate fishing tool for prospecting and generating leads on the world’s largest professional platform online, LinkedIn.

This LinkedIn automation tool helps you generate a stream of leads without ever putting your account at risk. That’s because Kennected only automates tasks that are repetitive and mundane. It is designed to save you time and energy so you can focus on profit-generating tasks like converting your leads, publishing content, and building relationships.

Kennected understands the importance of relationships. We help you build genuine connections with high quality leads.

That’s also why Kennected limits the number of messages sent per day once you’ve set up a campaign. This prevents you from coming across as a spammer—which is not a good look for any insurance agent. Kennected sends your messages and connection requests automatically, but not in bulk—as if you were sending them yourself.

Kennected also understands the importance of personalizing your messages so that you can get more responses. This automation tool for LinkedIn automatically personalizes your messages using tags like First Name, Last Name, Full Name, Company Name, etc. While Kennected can help you write copy, we also provide award-winning and effective templates to make your outreach easier.

Setting up a campaign is easy. Just look for your ideal audience on LinkedIn. Use the data-rich filters to narrow down your search, and then copy the search result URL onto Kennected. You can have multiple campaigns active at once.

Imagine being able to reach everyone in your target geographic area that has a LinkedIn account. That’s the power of Kennected.

It also sends personalized follow-ups up to a certain number of times or until the recipient responds. This keeps your response rate high and your LinkedIn account safe.

No need to wait for prospects to answer. Kennected will notify you when there’s a message so you can jump right into the conversation and take over from there. That’s the part you’re not supposed to automate: building relationships with your future clients.

Kennected eliminates the need for hours and hours of manual prospecting. You don’t have to waste time spraying and praying on LinkedIn. Kennected will bring you a stream of highly qualified leads.

Kennected even gives you important data and analytics to help scale your business. Simplify your lead generation with Kennected. We bring you smart prospecting on autopilot.

You can put all your energy on converting these leads and educating them on how insurance works. Kennected does all the heavy lifting for you.

You don’t need Sales Navigator to run Kennected. It works with or without a premium LinkedIn account, which means you can just use what you have now. However, you do need Google Chrome to use this amazing LinkedIn tool.

If that wasn’t enough, Kennected also scrapes important contact information from the people you connect with on LinkedIn. As soon as someone connects with you, you receive their phone number, company website, email address, etc., right inside your Kennected dashboard. As long as the information is available publicly, you can gain access to it automatically.

Book a demo with Kennected today to learn more about generating leads for insurance using LinkedIn automation.

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