You’ve heard marketers talk about “your list”, but are you still a little unclear on what that really means?

Today I’ll break down what the key “lists” are in an insurance agency.  And what makes this even better?  You probably already have them and just need to put them to use!

List Basics

A list is simple.  It’s just a list of names, preferably with up to date contact info attached.  They’re frequently stored in your agency management database and can be viewed or worked through a spreadsheet.

A list can be as small or as complex as you need it to be.  Some people keep paper records, others have thousands of dollars invested in special software.  The key to great marketing is to just HAVE a list somewhere to begin with.  Then adjust and add to it as needed.

Prospect List

Your prospect list is comprised of anyone who has ever received a quote from your agency.  If they’ve raised their hand as a potential client, they go on the prospect list.  Now this can be divided in many ways.  You might have a list of auto insurance prospects, home insurance prospects, x-dates, etc.

If you’re consistently reaching out to your prospect list, then you’ve always got a pool of potential clients in the works.  The key here is consistent outreach.  If you’ve ignored some of these people for over 2 years, you might as well mark them off the list and start fresh.

Client List

These people are currently clients with an active policy.  You might have a list of clients who are mono-line with potential to multi-line.  Or clients who have 3+ policies and are VIP level in your agency.

Your client list needs EXCELLENT customer service and consistent outreach regarding your referral rewards program.  They are the people delivering you great quotes!  Nurture them.  Exceed their expectations.

Email List

This is frequently mentioned in online marketing.  This is simply a spreadsheet of names and email addresses.  It’s used in your email marketing software to send newsletters blasts.

Email lists should also be divided by prospect and client status.  The more specific you divide your email list, the more targeted email you can send.  And the more targeted your message, the higher conversion rates you’ll see!

Hot List

This is one I came up with on my own.  The hot list is a list of HOT prospects!  These are recent quotes (within the past week or two) that you are actively pursuing.  Each of your sales producers might have their own hot list to work.  It’s a clear picture of how many active quotes are in the funnel and ready to close!

By using marketing lists to divide your objectives, you’ll clearly know how many people are in the pipeline and be able to create immediate growth.  Start implementing this technique today.

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Robyn Sharp
Robyn Sharp

Robyn Sharp is an insurance marketing expert (and former agency owner). She specializes in Facebook content creation & marketing for P&C insurance agencies. Robyn has been a featured contributor to Exclusive Focus, PropertyCasualty360, IndependentAgent, and other insurance publications.

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