Top 7 Ways to Generate New Medicare Leads in a Crowded Market
If you watch any live television during the daytime, you’ve seen more than a few commercials directed at seniors for Medicare insurance. We’re not talking about soap operas either. Watching baseball during the game? You’ll see a Medicare ad. Watching political news? You’ll see a Medicare ad. So how do you generate new Medicare leads in a crowded insurance market? We have some tips.
Tip 1 – Get Social
This idea that seniors are just sitting around watching TV is a little tone-deaf to start and offensive to anyone 65 and older. You have to remember that these folks who are getting ready to qualify for Medicare have seen some things happen.
Those turning 65 in 2023 were born in 1958. They were alive when we landed on the moon, they protested the conflict in Vietnam, saw two presidents shot, reformed the workplace, started using computers at work, and more.
They’re traveling to Europe, starting second careers, and more. They’re on Facebook connecting with their friends and family. They have Instagram accounts. They watch YouTube.
Creating a Facebook Page and engaging with your potential audience is a good way to develop soft leads. Meaning, you establish trust before someone needs to enroll in Medicare. Seeing how complicated Medicare plans are, emerging seniors will want to work with an insurance agent they trust.
There’s no better way to establish trust than by creating a relationship – and you can do that online.
“Among sites and apps specifically asked about in the survey, YouTube tops the list in the share of adults using it, and the platform has gained traction among older adults.” Pew Research
Tip 2 – Run YouTube Ads
More and more people are watching “TV” on YouTube. They’re creating channels at the peak of their careers and educating people. Take Canadian musician turned Agency Owner Paul Tobey. He recently decided to teach folks jazz piano tips on his YouTube Channel Jazzmentl. He has over 6,000 subscribers in just over a year.
So, not only are seniors creating YouTube channels, they’re watching YouTube. What are they watching? Yoga videos, gardening tips, car repair. Whatever you see people learning, you know seniors and emerging seniors are watching. Running a thirty-second YouTube spot is a great way to get some leads to your insurance agency’s website. When you’re trying to get new Medicare leads, think out of the box – think YouTube Ads.
“Over 70% of viewers say that YouTube makes them more aware of new brands.” YouTube
Tip 3 – Create Multiple Landing Pages
Landing pages are lead gen gold. Even better is to have multiple landing pages. It’s easy to overlook your website as a 24/7 salesman. Landing pages are single-focused web pages that have a singular call to action – to fill out the contact form.
Successful landing pages contain copy that is written for a specific audience persona. This means that the words on that page speak to the reader. For example, if one of your Medicare campaigns focuses on women from the age of 60 to 65 who didn’t work outside of the home, you might address their ability to manage a household. But first, you have to think of one of those women and write to her.
This woman, let’s call her Sally, is smart, organized, and has kept records for her three children from birth through college. She may not have had a 9-5 job or been the primary wage earner, but she has been managing medical records, doctor appointments, and insurance claims for longer than you’ve been an insurance agent.
The landing page you’d create for Sally would speak to her in a way that honors her intelligence and experience. Don’t go the way of a video or photo of a random lady in a white wig ranting on a rotary phone. (We know you’ve seen this hideous and offensive commercial.)
Even better, add a custom thank you page for each landing page. Meaning, once Sally fills out the form, she’ll be directed to a thank you page with a video that tells her what to expect next. Be it a phone call, download on Medicare, or simply the time you expect to email her back. The custom thank you page is that extra touch point to show that you’re insurance agency is in touch.
“You'll never get a second chance to make a first impression, and perhaps more importantly, attracting a new customer costs 7 to 9 times more than retaining one.” InsurGrid
Tip 4 – Sponsor Local Events and Conferences
Event marketing sponsorship – and attendance – is a totally underappreciated lead gen tool for any business. Think your insurance agency doesn’t need to go to the Master Gardener’s conference in town? Think again. Who has time to educate themselves to be a better gardener?
Likely, someone like Mary. This persona is a retired professional who spent their career in patient services, like physical therapy. Mary loves to see growth but needs a break from working exclusively with people. Being part of the conference gives you a step into her life, and allows you to craft better social media posts, more effective landing pages, and write better YouTube ads. How? Insight.
Conversations with prospects – listening more than you talk – give you valuable insights to shape and tweak your lead gen campaigns.
Are you seeing a pattern yet?
Tip 5 – Go Beyond the Golf Course – Volunteer Instead
When you were new in insurance, you probably joined BNI, the local Chamber, and closed a lot of deals on the golf course. How many club members do you think need to be educated on Medicare options? We’re guessing they’re well-versed and financially adept. Instead, volunteer in your community.
By volunteering at your local food bank or community garden, being on the board for a local nonprofit, or reading to kids in the library, you’ll encounter a variety of people from all walks of life. Again, you’ll have plenty of opportunities to share who you are, but you’ll also gain something not always associated with insurance agents who specialize in Medicare plans: community trust.
“Independent agents who thrive over the years are those that willingly adapt to navigate a continually changing world. They move through their career with an entrepreneurial spirit that is always open to new ways of finding customers, new kinds of products and new business strategies.” MacNeil Group
Tip 6 – Show Prospects and Customers the Attention They Deserve
There’s no point in collecting leads if you’re not going to be attentive. Whether it’s home, life, auto, boat, property, or Medicare, all insurance prospects want to be reassured. Reassurance comes from your availability – online, on the phone, or in your office. Spending time with each one of your prospects and clients – especially when they need you most – is the best lead gen program for any insurance agent.
Whichever way a customer prefers to engage, be available. This leads to increased trust, higher retention, and more referrals. Remember, referrals are a great lead gen source for Medicare clients.
“Agents who spend their time with customers understanding their financial vision and their concerns are in a better spot to suggest suitable products and programs. This personalization is what sets agents apart.” Zviki Ben-Ishay
Tip 7 – Andrews Wharton LG platform
We saved the best for last. Our new lead generation platform will provide customized data sets that can’t be beat. The only thing you’ll have to do with your leads is follow the previous six tips.
The Andrews Wharton LG Platform is a multi-channel platform that utilizes our state-of-the-art Owned and Operated lead generation web process for agencies and health brands.
The entire system sits on a proprietary opt-in, first-party database with 500 million emails in 100 million household records with dozens of attributes.
Our media and subscriber data is synthesized to fuel a multi-channel remarketing engine, built on advanced machine-learning methods that feature retargeting campaign capabilities in email, direct mail, Google, programmatic web, mobile, and more!
The Medicare Market is Crowded – Be Seen With AWI
In a crowded insurance market, you can’t afford to slack on lead gen. Andrews Wharton is the proven direct-response solutions provider with a long-standing reputation for solving the toughest marketing challenges.
Success. Delivered.
