It's crucial to stand out above the rest, and if you're sending your clients elsewhere to research Medicare or Life insurance or any other senior healthcare product, you're doing yourself a disservice.
You're the expert and you need to let your clients know why they should choose you. Marketing yourself and your services is vital to growing your business. If your tell clients to go to another website to research Medicare, the likelihood of them buying a Medicare Supplement from you is nil. After all, why should they? You didn't explain their options to them. They had to research for themselves and it's quite likely they will either A) buy from another insurance agent who will help them with their choices or B) buy direct from the carrier. If you're going to make them read up on Medicare or any other insurance topic that you're knowledgeable about, at least send them to YOUR website.
In order to market yourself, you need to let your clients know why they should choose YOU. What do you bring to the table that another insurance agent doesn't? What makes you so special? Your clients and prospects are online researching insurance agents and products, just as they're researching doctors, restaurants and real estate agents. And with that being said, having an online presence is paramount. Make sure your face-to-face presence is in alignment with your online presence.
Having a website is an expense I can't really afford.
You can't afford a website you say? Well let me tell you, NOT having a website is an expense you can't afford. You already know your clients are online doing research on an array of topics. If you don't have a website or even a micro site you're just losing out on potential clients. Websites don't have to be complex and expensive. They don't have to be chock full of bells and whistles. They DO, however, need to be current, informative and user-friendly. Your clients and potential clients need a way to research you and your expertise online. If you don't have that available for them, it lessens your credibility. You hand out business cards and brochures, right? Your website is your online business card and brochure. It's yet one more way to promote yourself. Your competition down the street has one, you can count on that.
Your website may not generate thousands of leads for you, but what it will do is increase your chances of being found more easily. And? It will demonstrate to your clients that you're on top of your game. When your clients can go to your website and read up on the services you provide, just as they would if you mailed them a brochure, they are more likely to refer your site to someone else who needs your services. How easy is it to send a link in an email? VERY.
Where do I start? Who do I hire to build my website?
We have a myriad of solutions to help you with getting your presence online. Be it with a full-blown website, a micro site, or simply claiming your business on Google and building a free site with Google's tools. Don't let the internet intimidate you from realizing your potential. Think of it as a giant encyclopedia, and you need to grab your page in it. You'll be glad you did. And so will your clients past, present and future.
Carolyn Portanova is the Director of Marketing at The Brokerage Resource and has been with the firm since 2012.