How to Work Insurance Leads From Social Campaigns
At Secure Agent Marketing, not only do we have the marketing prowess to execute social campaigns, but our co-founder, Cody Askins, was one of the first large Facebook lead vendors in the industry. Cody is a sales guru and an insurance trainer with tons of experience selling leads.
Today’s topic is how to work social leads. So, you’ve got the campaign set up and the leads are pouring in. Now what?
We’ll walk you through the steps to be successful.
Step 1: Take Action Now!
As an agent, “speed to lead” is essential. Contact the person as soon as you possibly can. Someone else could swoop in and take it — if the leads are shared with other agents.
Consider the triple dialing method. Call now. If they don’t answer, leave a voicemail.
Step 2: Send Texts and Emails, Leave Voicemails
You may hear things like, social leads don’t work. Or, I’m used to direct mail. Social leads are different and unfamiliar to me.
Here’s the thing — you’ll have to actually work the leads.
With a direct mail lead, you could probably walk back to their mailbox and meet them there at some point in the day. With social leads, it’s different. We suggest calling them as fast as you can. “I love to call them 6-9 times in the first 72 hours,” says Askins.
“I also typically send a quick text message or leave a voicemail or email, like ‘Hey Betty, great news. Call me back as soon as you can.’
Short, sweet, and to the point. Or ‘Hey Betty, I just have one quick question for you. Call me back when you get this.’ ” Then, leave your phone number twice.
If you can’t get a hold of the person after three days, you could call them back and say, “We boxed everything up. If we don’t hear from you, we’re going to show up at your house.”
Step 3: Set Realistic Expectations
Let’s talk averages and numbers for a minute.
If you’re getting 30 leads through a social campaign, you should eventually get in touch with about 18-24 of them. And you should book roughly 12-16 appointments (40-60%) of those.
The key is confidence. Go into it saying, “I’m going to leave this call with an appointment set.”
How confident are you? The more your confidence goes up, the more your prospect’s confidence will rise, too. Envision yourself having success and keep a positive outlook on the situation.
Then, from those 12-16 appointments, aim to close on 60-70% of them.
Insidesales.com did a statistics study which they published in the Harvard Business Review. They called 15,000 unique internet leads over the course of three years. They made 100,000 calls and realized that:
Most people don’t follow up more than once
80% of sales are made between the 5th and the 12th contact
When someone called a lead 6 times, they had a 90% chance of contact.
If you make the calls, you can see tangible results. Follow up! Know that you can achieve the results, and work until you get them. Be determined. Be a go-getter. Don’t let laziness emerge.
Step 4: Work ALL Leads, Whether High or Low Buyer Intent
As long as you can make 12 contacts in 72 hours, you should be able to get a 75% contact rate. And those numbers should be consistent.
The reality of working leads is that some of them may be higher intent than others. At some point, you need to work them all. Think of it this way. If you’re getting 3-6 sales from a campaign where you bought 30 leads, you’re tripling your money.
Step 5: Calculate Your Return on Ad Spend
Return on ad spend is the marketing term we use to measure success. Typically, the goal here is a 4X return on investment. This means for every one dollar spent on social, you get four back. If you can hit that benchmark, you usually have a scalable program.
Why We Created Our Automation Platform, SAMSON
We created an automation platform, SAMSON, to help with those initial calls, emails, and texts to get you in touch with that person — by them making an inbound phone call OR setting an appointment — to help with some of those 12 contact touches.
For example, let’s say you’re triple dialing. When you’ve triple dialed the lead one time and SAMSON has run its course, you’ll have already touched the lead 10 times. The next day, if you want to circle back and triple dial a lead that hasn’t responded yet, the disposition goes from “opportunity” to “hot lead” — when they do react.
Ideally, you’re spending money to generate the lead, getting them into the “opportunity” zone. Do everything you can to push those opportunities to the “hot lead” disposition, and continue to push them on to “sale.” The whole point of doing automation is that it makes the job easier for the agent!
Nowadays, it can be difficult to buy 30 leads, put them on a spreadsheet, and hope you can sell to them. The industry is generally moving away from social leads.
Above all, understand how much effort it takes to be successful working leads.
Take action now. If you want to see results, and you push for success, you can get there.
If you’re getting leads but you want to reach the next stage of nurturing, we can help. Call Secure Agent Marketing at (833) 402-4368.