High risk insurance covers auto insurance, property insurance and even health insurance. While certainly risky, many people in this category still need insurance. In this blog post, we’ll look at who high risk insurance is for and how you can attract high risk insurance clients.
High risk health insurance coverage is appropriate for those that lead an adventurous life, work a dangerous job or if they have poor health. Examples of high risk health conditions are:
- High cholesterol
- Heart disease (especially those that have had multiple heart attacks)
- Diabetes
- Smokers
- Multiple sclerosis
When it comes to occupations, these are considered high risk:
- Work that travels to any of the countries included in the dangerous travel list
- You have to wear a harness
- Work above three stories high or underwater
- Have to buy your own insurance because worker’s compensation is too expensive
Having bad credit can be a reason to be placed under high risk property insurance, though usually it is because of reasons you can not control such as:
- Location that is prone to natural disasters like hurricanes, wildfires and storms
- Urban area that has a high crime rate
- Mobile homes
- The home has had two or more claims filed in one year
High risk drivers become part of your client list for various reasons. This type of driver falls under the “high risk” car insurance market, where their insurance rates will be slightly higher than those in the standard tier.
Reasons for being under high risk auto insurance:
- Poor driving records (have tickets, DUI record, serious accident on record)
- Elderly (over 70 years old)
- First time driver
- Foreign driver’s license
- Bad insurance credit score
- Allowed coverage to lapse
- Wants minimum coverage
- Drives an exotic vehicle (sports cars, supercars, collectible cars)
Now, how to specifically attract high risk insurance clients? Just like any insurance agency marketing plan you have to pinpoint avenues to reach these types of clients. More likely than not, the first place people go to is the internet to start their search.
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Search Engine Optimization
Make sure that your website is SEO compliant so that your agency comes up in the first couple of entries of the search. To check how your website fares, first do a search by entering your website address in a Google or Bing search. If it does not appear, it has not been indexed yet.
There are a number of ways to get indexed but the easiest is to link your website to your social media accounts. You can do this by listing your website address on your Facebook and Twitter profiles. Other things you can do is submit your website to popular social bookmarking sites (like Digg and Stumbleupon) or to the Open Directory Project . When people can find your on search engines, then you’ll be able to to attract high risk insurance clients.
Search Engine and Social Media Ads
While we are on the topic of search engines, consider placing search engine ads. These ads appear on the top tier of search results and are based on keyword searches. With social media ads, on the other hand, you can promote your popular posts. You can tag whoever engages with the content with a cookie, track them and then target them with your ads. Placing ads gets your agency on people’s radar and when they need insurance, they will remember you and you can attract high risk insurance clients.
Mobile ready
If you have control over your own website, then you should make it mobile-friendly. Your website should be easy to navigate and it should be very easy for your clients to contact you with questions through the website. It is also critical that your website is mobile-friendly because people are accessing the web more and more through their smartphones.
Become an Expert
If you’re a non-captive agent, you can also write a couple of articles for your website and submit your work to various websites, journals, blogs, etc. Talk about the different kinds of high risk clients, situations and give advice on how to get insurance coverage and, for auto insurance, ways that clients can get out of being classified as high risk.
Reach out to other websites and ask the site owners if you can link your content to theirs and vice versa. There’s no harm asking and those backlinks will help drive traffic to your site.
If you do a quick search on the web right now, there are not that many stories and posts about high risk insurance. By creating posts you are making a way for potential clients to find out about your site and contact you for insurance coverage.
Try creating videos talking about high risk insurance and explain how you can help clients with their needs. Putting a face to your agency makes it more welcoming and potential clients can “get to know you” through the video. You can also use the video on your various social media accounts.
#highriskinsurance
There is an actual hashtag for high risk insurance! Carve out some time to sit and go through the search results for #highriskinsurance to see how people are using the hashtag – to promote themselves and their agencies, to complain about their insurance coverage, etc.
Use the hashtag yourself and create posts for your social media accounts. Make this part of your weekly marketing campaign so that you are continuously getting the word out there that you cater to this sector.
Leads
Leads are the lifeblood of any insurance agency. But you don’t have to spend a fortune on traditional marketing campaigns like billboard ads or postcards. Low cost leads such as referrals, in-house telemarketing and a consistent social media marketing strategy make for a steady stream of quotes everyday.
more quotes = more sales
You have to get quotes in a manageable way that doesn’t cost a fortune. Then you have to track where the quotes are coming from and focus your marketing on that sector.
Most of the time all you have to do is look at your roster of clients and check in on them. Their needs may have changed or they can give you a referral. Keeping an up to date file on your clients is essential, because they may have a child that is turning 16 and getting their driver’s license for the first time.
High risk insurance is definitely in it’s own niche, plus there isn’t a lot of content about it on the web. Keep these ideas in mind and get out there and attract high risk insurance clients.
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