It’s been suggested many times that health insurance sells itself. Individuals, families, and employers recognize the value of having insurance, and they’re eager to buy. The reality is that costs, provider networks, and plan benefits can sometimes make it hard for buyers to commit. Even the employer mandate of the Affordable Care Act (ACA) isn’t enough to ensure a steady flow of customers for all of the thousands of health insurance brokers doing business in California and Nevada.
Today, brokers need to have a lead generation strategy to help them compete more effectively and attract new business and referrals.
So, you may be wondering, what exactly is lead generation and how can I be successful in my efforts? Let’s break it down for you.
There are two types of leads: earned leads and paid leads. Here’s an overview of the characteristics of each.
| Characteristic | Earned Leads | Paid Leads |
| Cost | Free/low cost | Direct financial investment |
| Acquisition Speed | Slower | Immediate |
| Trust Level | Higher initial trust | Lower initial trust |
| Scalability | Limited by effort/network | Easily scalable |
| Primary Channels | Referrals, content marketing, social media | Google ads, LinkedIn ads, Facebook |
| Conversion Rate | Typically higher | Typically lower |
| Long-Term Value | More sustainable | Dependent on ongoing ad spend |
| Control | Less predictable | More controllable |
| Best For | Relationship-driven business | Quick growth, targeted outreach |
Insurance Lead Generation Tips and Strategies
There are virtually unlimited ways for insurance brokers to generate leads. The Insurance Splash website lists 100 ideas. Ringy.com, a Customer Relationship Management (CRM) resource, published 10 Tried and True Lead Generation Ideas.
We recommend you consider all or some of the following 10 lead generation tips:
- Content marketing (blog posts, infographics, guest posts on industry and community sites).
- Referral programs (consider offering an incentive for referrals from current customers).
- Search Engine Optimization (read our SEO-related blog post from September 2024 or check out this Forbes post, Best SEO Services of 2025).
- Social media engagement (LinkedIn, Facebook, and X, formerly Twitter).
- Email marketing (build an email list through website forms and opt-ins).
- Networking (establish connections with local professionals and businesses that can refer others to you and your business).
- Webinars (hosting webinars on important insurance-related topics can help you generate leads and build credibility in your community).
- Blogging (on your own site/others’ sites can also enhance your industry and community profile).
- Targeted advertising (launch a pay-per-click (PPC) campaign or use search engines and social media to target specific demographic groups like small business owners, retailers, manufacturers, etc.).
- Participate in industry or community forums (like your regional NABIP group, Chamber of Commerce, or organizations like Kiwanis International, Lions Club International, or Rotary Club) to increase your local visibility.
Look at what, if any, of these suggested strategies you’re already using. Talk with others on your sales team about their efforts, too. What’s working – and what’s not? What prospecting channels fit your target market and ideal customers?
If you’re working with a general agent, consider whether there’s anything your GA offers that could help you. Word & Brown’s Broker Development department empowers independent brokers to grow their businesses and achieve greater success. We offer personalized resources, expert guidance, and tailored strategies to attract and earn more business. Read our December 2024 blog post to learn more. If you’re not already working with us, call 800-869-6989 or fill out our online form to get started.
