Selling 101: Finding Your Insurance Niche


If you’re just getting into the insurance sales arena, you may not be sure if you want to be a generalist (and serve all types of consumers with a broad range of needs) or if there’s a market segment on which you want to focus. If a niche appeals to you, there are a lot of different paths you might consider: small group medical, large group medical, Individual & Family Plans (IFP), Medicare, Long Term Care, and others.

If your emphasis is on group medical, you can narrow your focus even more by specializing in a specific type of employer – for example, technology firms, medical practices, or hardware retailers. If you want to target medical practices, is there a sub-niche (like pediatricians) that is growing and offers you greater opportunity in your local area?

If you live in a community that draws a lot of new residents each year – perhaps as one of Kiplinger’s “10 Great Retirement Cities” or the U.S. News “Best Places to Live” list – you might consider focusing on Medicare Advantage or Long Term Care insurance sales. (San Jose was on the 2017 list from U.S. News.)

As you reflect on what might work best for you, ask yourself if you have a connection to a particular industry. Maybe you worked in another field previously. Or, if you’re a recent college graduate, maybe your parents, an aunt or uncle, or older siblings are educators who can introduce you to local school district contacts if you want to consider that niche. Talk with your friends and relatives about their experience with insurance sales professionals; they may be to help you identify your future niche.

Maybe there’s an “overlooked niche” not being targeted by your competitors. Look at what others in your community are doing and who they are – and are not – targeting. Use of trade group or business association membership rosters can help you identify potential prospects for your marketing outreach.

When you’re focused on a market segment, you differentiate yourself from others engaged in insurance sales. And if you’re good at your job, you can get referrals from your customers to others engaged in the same type of business.

Whether you are just getting started or have a 20-year history in the insurance industry, targeted marketing offers you a greater return on your investment – both in terms of time and dollars. It does require an increased commitment, but it can pay significant rewards. When you’re focused on one or more specific markets, you’ll develop a reputation as an expert and enhance your credibility. That can help you increase your referrals and word-of-mouth marketing, so you always have a pipeline of prospects.

How Much Can You Earn as an Insurance Broker?

Find out what you can be earning as an insurance agent in our handy, up-to-date salary guide. Produced by our in-house experts, this resource is bound to help you in advancing your career.

Word & Brown Salary Guide