The Insurance Call Conversion Playbook
This case study reviews the pay per call auto insurance conversions of an independent agency that resulted in a whopping 203% increase in policy sales within a very short span of six months. The plan derived its impetus from specific events – the emergence of new drivers, relocation, types of coverage such as SR-22 or those labeled as high-risk, or mentions of competitors such as, “a GEICO customer.” This agency has also incorporated a pay per call tracking software that has already established the value of making quotes available immediately through text messages; studies show that those receiving such texts convert 37% better. This resulted in call scoring that moved high intent callers directly to top performers as opposed to their former model of appointment taking. Emphasis in lesson delivery was placed on the coverage value rather than the cost, with the intent of reducing intent shopping behavior.
From Quote to Signed Policy
The conversion drivers were: 1) same-day policy binding during calls, 2) personalized follow-up sequences, and 3) testing various call-to-action phrases in their pay per call Google ads (“coverage review” outperformed “cheap rates”). The agency found that the calls from its 25 to 34 years old customers had the highest lifetime value by a 4.7-year average retention. Using CRM to integrate calls, they recorded a 22% call-to-policy conversion rate, assuming an average first-year premium policy for each $1 spent on call generation, referring to the might of performance calls in competitive insurance markets.
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