Maximizing Online Reviews for Insurance Agency Growth

Online reviews are powerful, with consumers basing many of their purchases on them. A BrightLocal study, for example, found that 98% of people read online reviews before they purchase something.  While reviews are most often associated with physical products, they play a significant role in services industries, too. In fact, 69% of clients read online reviews and conduct online searches before setting up an appointment with an insurance agency.  This shows just how essential it is to have a solid online reputation, so prospective clients find positive feedback about your agency when they search. Below, we’ll discuss how you can maximize online reviews for insurance agency growth. 

Create Your Google Business Profile 

You need to take an active role in online reviews if you want to harness their power to grow your insurance agency. The first step in doing this is creating your Google Business profile.  It’s a free tool that all businesses can use to create an online listing that will include essential items such as your business name, address, contact methods and hours of operation. It will link to Google Maps so that if people click on the address listed, it will open up the maps tool so they can find you easily.  In addition, all Google reviews can be compiled through your Google Business profile. People can leave comments right on your profile, so that consumers can easily see everything about your business in one place. 

Seek Out Client Reviews 

Once your Google Business profile has been created, you should immediately seek out positive reviews from your satisfied clients. Straight from this account, you can find the “Share Review Form,” copy the custom link you will be provided and then send it to customers.  You can share this link via personalized emails and text messages directly to your valued customers. You can also copy it to your social media pages and ask people to leave reviews about you.  Asking for client reviews should be a central part of your strategy to maximize online reviews. So, make sure that the link is part of all of your digital correspondence with current and prospective customers.  You can also have it printed on business cards that you can hand out at networking events or local events in the community, and any time that you sign up a new client.  

Interact with Reviewers 

Online reviews are an excellent opportunity for you to engage with current and prospective clients — even those who may not have had a good experience, for one reason or another. It’s essential that you monitor your Google Business page, as well as other similar sites, and respond to the reviews people leave.  Even a simple thank you message goes a long way in building up trust and shows that you are interested in the feedback people are leaving about you, thus strengthening your reputation. This is especially important if someone leaves a negative review about you, as you will be able to respond in a polite way and see if there’s any way you can help them solve whatever problem or issue may have happened.  Never let a golden opportunity like this pass you by. As the BrightLocal survey points out, 88% of people are more likely to do business with a company that responds to every review, whether they are positive or negative.  So, staying active and engaged with online reviews and the people who leave them will go a long way in helping your insurance agency grow. 

Gain Referrals from Reviews 

A great way to gain new business is to actively use your positive reviews to gain referrals. After people have left positive reviews for you, reach out to them directly and ask if you can use their comments in marketing materials.  Then, you can share parts of their reviews on your social media platforms and website, as a form of user-generated testimonials. You can also include them in email newsletters, brochures and other marketing materials to improve your reputation and gain the trust of prospective clients.  Remember that insurance marketing guidelines prohibit you from offering a reward or incentive for gaining referrals. So, be careful not to promise customers anything in return for leaving a good review. 

Discover the Good Life

At Good Life Insurance Associates, our experienced insurance sales associates are here to provide support and training for both new and experienced agents. To learn more about us, remember to explore our business support services. Or, to speak with a member of our team about your journey to becoming an independent agent, contact us today!