The Importance of Seasonality in the Insurance Industry
Posted by: Cornelia Winn
When it comes to marketing your insurance products and services, what are your go-to strategies? While traditional marketing strategies can be effective, if you’re not thinking outside of the box, you could be missing out on qualified leads and new clientele. One often overlooked marketing strategy is leveraging seasonality.
It may almost seem too simple, but many insurance agents don’t leverage seasonality to their advantage. Leveraging seasonality, however, is simple. It can also be one of the most effective marketing strategies if you do it correctly.
If you’re not already utilizing this tactic to sell more insurance, here’s just a few reasons why seasonality is beneficial and how you can start implementing it in your current marketing plan.
Marketing Changes With the Seasons
It’s the day after Halloween and you need to go to the store for milk. You walk in and are immediately bombarded with Christmas decorations. Christmas? Already? Marketers waste no time with the shift from pumpkins and Halloween candy to Christmas wreaths and candy canes — or any other holiday for that matter. Ultimately, marketing changes with the seasons‚ so as an insurance agent, your marketing strategies should too.
Switching up your marketing efforts to reflect the season is important for more reasons than your clients might appreciate a cute holiday graphic. One of the most important aspects of leveraging seasonality is that it helps you reach your clients during every time of the year. Think about it — during the winter, many people are spending more time indoors to escape the cold. They’re also hosting family get-togethers or perhaps traveling to see family. In the summer, many people are spending more time outdoors, completing home improvements, or heading on a beach vacation.
This seasonal information is so valuable to you as an insurance agent. By understanding how the seasons affect what your clients are doing and where they are doing it can help you better market yourself to them.
How to Implement Seasonality to Market Your Insurance Services
1. Check for gaps in your client’s policies
Seasonality is rooted in the seasons. As the seasons change, oftentimes so do homeowner’s insurance needs. One of the most important factors of seasonality is that it can help you identify gaps in your client’s policies and see where they could benefit from additional coverage. Before the start of each new season, try sending digital or printed reminders to your clients who may be affected by flood, hail, high winds, and other weather-related damage. Along with the reminder, include useful tips on how they can keep their family and property safe. Providing something thoughtful and valuable to your clients is a great way to let them know you have their best interest in mind, and they may rethink their current insurance policy.
2. Offer seasonal specials
Consumer behavior changes during the holidays. Studies show that holiday shoppers are more likely to purchase a product or service on the first visit and are more influenced by cost — making it an especially great time to offer specials on products and services.
3. Build client relationships with seasonal marketing
Holidays are a great time to ramp up your marketing efforts with seasonal specials, but it doesn’t have to be about money all of the time. Ultimately, seasonality offers you a great opportunity to reach out to your clients with well-wishes throughout the year. Whether you send a Happy New Year email, a postcard welcoming the first day of summer, or a personalized letter at Christmas, use seasonality to remind your clients how much you appreciate them.
Learn More About ASI
ASI is one of the largest homeowners insurance carriers in the United States. Through a network of independent agents, the company offers home, condo, renters, dwelling fire, and flood insurance in more than 40 states. Find out more at AmericanStrategic.com.