There are hard insurance markets and then there is this market. With 25 consecutive quarters of premium increases (and counting), things can’t get much tougher. Insurance companies want higher profits while consumers want lower costs. That leaves insurance agents navigating some shaky middle ground: selling more policies while helping clients get more bang for their insurance buck. After all, there isn’t a shortage of options. Policyholders can walk away at any time. That is unless the value their insurance agent provides is too good to leave behind.  

A hard insurance market requires some creative tactics to drive business and keep clients happy. With a little extra effort, insurance agencies can transform their business from a once-a-year renewal invoice to a year-round value-added protection service. Here are five effective strategies for every insurance agent looking to stand out among the competition and earn more business.  

1. Offer Annual Policy Reviews and Regular Risk Assessments 

Comedian Benny Hill famously said, “Just because nobody complains doesn’t mean all parachutes are perfect.” Waiting until a policy goes unrenewed to find out the client was unhappy is a missed opportunity. Successful insurance agents know that writing a policy is just the beginning of the work. Staying in touch throughout the year promotes client retention and helps keep policy protections current.  

Why It Works:  

• Proactive Care – Regular reviews show clients that you’re paying attention and want to protect them from life’s liabilities. These discussions uncover potential risks before they become true problems.  

• Adaptability – Life happens and things change that require insurance policy adjustments. Annual reviews and risk assessments ensure coverage keeps up.  

• Client Retention – Strangers don’t earn customer loyalty. Agents invested in truly mitigating policyholder risk strengthen client relationships and retention rates. They show they care throughout the year, not just at renewal time.  

2. Utilize Email and Social Media 

Missed opportunities. Lost competitive advantages. Reduced brand visibility. Stagnate growth. These are the costs of not marketing your agency and its services. 

Email marketing is a cost-effective way to stay in front of clients and prospects. Regular newsletters and targeted email campaigns keep your audience informed and engaged. Frequently posting informative and engaging content on social media helps build your agency’s brand and establish you as a trusted thought leader.  

Few people outside the insurance industry fully understand it. Write articles on the importance of different coverages, explain misunderstood topics, and share “this could be you” stories. Create insurance content that is valuable to current and potential policyholders. 

Why It Works:  

• Broad Reach – Platforms like Facebook, LinkedIn, and Instagram allow you to reach a large audience and engage with them directly.  

• Educational Content – Sharing valuable content like policy updates, tips for reducing insurance costs, and client testimonials helps educate your audience and builds trust.  

• Consistency – Regular emails and social media posts help keep your agency top of mind, increasing the likelihood of repeat business and referrals.  

3. Host Educational Workshops and Webinars 

Insurance can be intimidating. For most homeowners, they don’t know what they don’t know. Hosting educational workshops and webinars creates a safe space for people to learn and ask questions. These educational opportunities position you as an expert in the insurance industry. Presenting yourself as a reliable authority and relatable partner helps you connect with existing and potential clients in a more meaningful way. This transitions relationships from purely transactional to personal.  

Why It Works:  

• Expert Status – Using workshops and webinars to provide valuable information establishes you as an expert in the field.  

• Lead Generation – These events attract potential clients who are actively seeking insurance solutions and education, making them high-quality leads.  

• Client Solutions – Educational events allow for real-time interaction, helping agents better understand the needs and concerns of clients so they can solve them.  

4. Offer Additional Coverages for Comprehensive Protection 

One of the most compelling ways to differentiate yourself as an insurance agent is by offering additional coverages that complement the main policies you sell. For example, providing a system and appliance warranty like PWSC’s HomePRO offers protections that a standard insurance policy lacks. Homeowners gain valuable financial safeguards and a nationwide network of service technicians to replace or repair their home’s standard appliances and systems.  

People often mistakenly think their insurance policy covers everything. Actively addressing other liabilities through additional offerings keeps policyholders better protected against more homeowner headaches.  

Why It Works:  

• Enhanced Value Proposition – Homeowners appreciate the extra layer of protection additional coverages like HomePRO provide. The value of the coverage far outweighs the marginal cost to save homeowners from “uh oh” expenses that drain bank accounts and home equity.  

• Better Risk Mitigation – By bundling these coverages, clients can achieve a more comprehensive risk management strategy, ensuring they are protected against more potential liabilities.  

• Client Stickiness – Agents operating as a one-stop-shop for risk mitigation needs significantly increase client satisfaction and loyalty. They make insurance protection accessible, understandable, and easy.  

5. Implement a Referral Program 

Word-of-mouth (WOM) is one of the most effective marketing strategies. Research shows WOM can generate twice as many sales as paid advertising and five times more sales than paid media impressions. Why? People are more likely to trust a company when a friend or family member recommends it. The same applies to online reviews.  

Implementing a referral program encourages satisfied clients to recommend your services. But think beyond just clients to valued partners. Service technicians, lawyers, real estate agents, contractors—consider all third parties touching homeowners who could be referring business. Ensure your name is the first to come up by building extended relationships throughout your local community.  

Why It Works:  

• Trust Factor – Referrals come from trusted sources, making new clients more likely to choose your agency.  

• Incentives – Offering incentives such as discounts, gift cards, or cash rewards motivates clients and partners to refer others. The bonus prompts people to proactively make referrals rather than waiting for an opportunity to arise organically.  

• Growth – A well-executed referral program can lead to rapid growth as satisfied clients bring in new business. One insurance agent in our partner network publishes the names and pictures of referrers to thank them for supporting the business.  

Building Lasting Relationships Through Value 

Notice a theme among these five recommendations? Sales are a byproduct of adding customer value. By offering annual policy reviews, additional risk management solutions, and insurance education, you can significantly enhance your agency’s value proposition. These strategies protect clients more effectively while building strong, long-term relationships. Incorporating these service-oriented marketing strategies will position you as a trusted advisor leading to consistent growth in any insurance market.  

Interested in learning more about partnering with PWSC to add HomePRO systems and appliance warranty to your risk mitigation offerings? Speak to one of our experts for additional details and to join this innovative program.