Marketing vs. Sales
There’s a difference between marketing and sales. Marketing sets the stage by educating prospective clients about their need for flood insurance—and your ability to offer it. Convincing them to actually purchase a flood insurance policy is part of the sales process. A successful marketing plan will have prospective clients contacting you to learn more about flood insurance.
Exploring the Options
Your marketing approach depends on your overall goals, allotted budget, intended audience, and how you will measure success. There are many ways to promote your flood business, including online banner ads (see advertising options), social media (LinkedIn, Facebook, and Twitter), print, broadcast, direct mail, and public relations. The best options vary based on your time and budget, so it’s important to understand the potential limitations of each.
Setting Your Targets
The first step is to decide whom you want to reach. Groups to consider include:
- Clients you currently insure for other types of policies
- Prospects who visit you for other P&C lines
- Home and business owners whose properties have been newly designated as a different flood risk zone due to changes in the Flood Insurance Rate Maps (FIRMs)
- People who live or operate businesses on the coast; near a levee or other body of water, such as a river or creek; or other high-risk areas
Closing the Sale
Once your prospects contact you, it’s time to have the flood talk. See the Selling Flood Insurance section of Agents.FloodSmart.gov for more information on closing the sale.