Ways Agents Can Compete Against Direct Carriers

Direct carriers have dominated the insurance industry for a long time, creating constant competition for independent insurance agents. And it can be very hard for independent agents to compete against them: direct carriers use tactics like continually slashing prices, and they spend billions of dollars every year on advertising to lure in as many customers as possible. They’re even trying to muscle in on the one area where independent agents often do better – customer service – by getting feedback from surveys so they can improve client experience and increase brand loyalty. All of this means it’s much tougher for independent insurance agents to win clients, which is not ideal for your commissions, or for growing your insurance agency/business. But what if we told you there were ways that you could compete with direct carriers and get more sales?

Create Loyal Customers

illustration of a woman on the phone while looking at a computer screen
Create loyal customers by checking in on them from time to time, not just during renewal time.

You know what direct carriers’ sales teams have? Disgruntled customers. Oftentimes customers are unhappy with their carrier’s representative. You can take advantage of this and compete against these direct carriers by creating  loyal customers; the best way to do this is to keep up with their life and know what their needs are, as they might change throughout the year. Try to build meaningful relationships with your customers by remembering to add the little personal touches that make going to your business more appealing than using a big carrier. For example: 

  • Keep in touch with your customers by asking them to fill out a survey 
  • Handwrite welcome cards to new customers
  • Take the time to call your customers before their plan is going to renew to review their insurance needs. 

These things might seem small, but it will mean a lot to your customers if you are thoughtful, provide them with the information they need, and help them to the best of your abilities when they need it.

Work With Multiple Carriers & Take Advantage Of Their Resources

If you work with direct carriers, you are less likely to have to compete against them, especially because you’re selling plans for them, while earning a commission at the same time. And if you’re working with direct carriers, make sure you take advantage of their resources; you don’t need to try to fix every problem on your own. Direct carriers have service centers, which can help you improve your efficiency and customer satisfaction, so take advantage of those! Statistics show that agents who utilize these service centers report 46% more business. 

Market Yourselfsocial media outlets

As stated, direct carriers are constantly trying to improve their customer service and market themselves to attract new customers. The best way to combat this and grab more leads/clients is to market yourself, and your agency! Create a website, and post on different social media platforms about yourself and your business, as well as info about what’s going on in the insurance industry, and make it clear what you can offer people. The more people hear about you, read testimonials about your business, and see how knowledgeable you are, the more likely they will be to reach out to you for help. And don’t forget, the differentiator between you and direct carriers is the relationships you develop with your customers. 

But What If You’re Struggling To Find Customers?

You have options! If you are looking for more ready-to-buy leads, come to Benepath. When you work with Benepath, receiving reliable, exclusive leads is the easy part: we provide you with real-time leads through a secure process, and give you a customized thank you page so your leads will be ready for your call. To get more information, fill out the form above, or call 866-368-0377.

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