Direct mail is generally considered the best form of mortgage protection life insurance lead generation. Statistically speaking, it accounts for the biggest percentage of sales when considering all lead types.
How Direct Mail Works
The process starts when you receive a list of prospects, which consists of new homeowners with home mortgages. These lists are compiled using county and courthouse records.
You’ll likely have to buy the list of mortgage holders, but it’s worth it (unless you feel like sifting through recent property transactions and contacting lenders). It tells insurance agents not just the names and addresses of new homeowners but also their mortgage amounts, purchase dates, and other key data. The more information an agent has, the better the lead quality.
A lead house purchases information to compile lists directly from local courthouses. Insurance professionals can then purchase a compiled list of leads from a lead generation service.
Why Use Direct Mail?
All the top-performing mortgage insurance agents use direct mail leads. It’s what keeps them in business.
The key is to get leads that are both fresh and exclusive. There’s a window of opportunity for people replying to mailers. Recent homeowners are far more likely to invest in mortgage protection insurance because they’ve just made a huge investment. Look at their fear as your opportunity.
Exclusive Vs. Aged Leads
A fresh or exclusive direct mail lead is far more valuable than one that has already been aged. An exclusive lead is one that has been generated within the past few days and has never been resold.
Fresh leads provide greater opportunities for sales conversion. Just think about it. New homeowners who have yet to hear from any mortgage protection life insurance agents are very likely to be interested in your products. Those who have received multiple phone calls from different agents every week for the past six months since making their purchases may not be as happy to get another call.
The Problem With Agency Lead Generation Programs
It’s important to note that while direct mail leads are undeniably the best, they’re not all created equal. MLM-focused insurance agencies often claim to sell good, fresh leads. Instead, they sell you aged leads that have already been worked for weeks or even months. We’ll never do that to you. If we claim a lead is fresh or exclusive, that’s because it is.
Understanding Direct Mail Pricing
There are three price points for direct mail mortgage protection leads. Regardless of what price point agents are looking at, they’ll be charged on a basis of either:
- Fixed pricing, in which you’ll be charged per lead.
- Per-thousand mailers pricing, which offers no guarantees on response rates but is more affordable.
Direct mail is by far the best source of mortgage protection insurance leads, but it’s not the only one. You can also use online lead generation tactics.
Think of examples like Facebook ads. Facebook allows advertisers to target new homeowners. If you want to, you can take ads that perform well via direct mail, adapt them to online use, then pay for ads on Facebook to generate even more leads.
Some lead houses offer online lead generation help alongside direct mail lists. We’re one of those houses. Our agents can access Facebook-generated leads as well as lists from the county.
Where to Get Free Leads
Are you starting from nothing without investment capital? If so, you should know that there are also three ways to get free or almost-free leads. You’ll just need to put in some sweat equity instead. Here’s where to look:
County Courthouse Websites
As we’ve already mentioned, people who purchase new homes and take out mortgages have their names and addresses listed in the public records. You can go to the county courthouse to gain access to that information.
When you get to the courthouse, look for the deed section or ask an employee where mortgage information is stored. If you’re lucky, it will be freely available. Otherwise, you may have to pay a per-page or monthly subscription fee.
Before you head to the courthouse, you should also check online. Some courthouses already offer all of this information on the Internet.
Do you have strong relationships with other members of your local community? If so, you might like this lead generation strategy.
The best referral generation sources are usually other vendors that focus on recent homebuyers. These other industry experts know that buying a home requires making a lot of other purchases, too. These people are ready to spend money, and they may as well spend it on your mortgage protection life insurance products.
Realtors are a great source for referrals. They know who’ll be buying new homes before the information even gets registered at a courthouse. However, networking events for your industry can also be a good resource.
If you’re a good public speaker, it may be worth your time to try this free lead generation tactic. Just schedule short, 20-minute educational seminars on insurance-related topics.
You give a short talk to a local group. The people listening will then view you as an expert. As a result, you’ll be more likely to get a positive reception and develop high-quality leads. Just remember: don’t sell. Educate.
Key Points to Remember
Whether you’re a new agent or a seasoned seller looking for new ideas, we hope you’ve learned something from this article. The key takeaway is that direct mail still wins out over all other lead generation tactics. It requires paying for leads, but think of that fee as an investment.
It takes some money to make money, but don’t worry. The more experience you gain, the higher your lead conversion rates will climb.