Strategies for Marketing to Senior Policyholders

So much of marketing today is focused on digital channels to reach prospective customers and connect with current ones. In this digital age, though, it’s especially important to understand who your target audience is and the best ways that you can market to them. 

Many independent insurance agents serve an older population for at least some of the products they offer. Some agents may specialize in insurance products that cater specifically to seniors, such as Medicare Advantage plans. 

If you’re looking to attract an older audience, there are some tips you should keep in mind. Below are some strategies for marketing to senior policyholders. 

Understand Their Needs 

Regardless of your target population, it’s always important to fully understand what their specific needs are. This is especially important to senior policyholders, though, since they have many needs that are very unique. 

In this way, you want to ensure that instead of trying to sell them an insurance product, you want to be selling them how that product — or how your agency — can benefit them. 

Senior policyholders often want and need things that are dramatically different than what younger people want and need. That doesn’t mean seniors don’t need or want the exact same products, though. 

What this means is that while all drivers will need auto insurance, the way you  can effectively communicate how your product will solve their problems is likely much different. 

Simplify 

Many seniors today are very familiar with technology. But, while they may have an iPhone and social media accounts, these technological tools don’t come as naturally to them as they do to younger people. 

This means that the ways in which you communicate to senior policyholders — and what you ask them to do from a technological standpoint — should be catered to them. 

For example, email marketing campaigns that require recipients to click on an image to get a policy quote, or download an app to take advantage of an offer, might not be as successful with senior policyholders who would rather talk to someone on the phone or have an in-person meeting. 

That’s why it’s very important that you simplify your marketing presence for seniors. When you do, you’ll actually be serving every age cohort, as simple often means better in marketing circles. 

Use Various Channels 

Digital marketing gets a lot of the attention today, and for good reason. It’s very easy to create digital marketing campaigns, and they’re very cost-effective, too. 

Not only that, but you can easily integrate digital marketing campaigns with tracking software and CRMs, which allow you to track the success of your campaigns often in real-time so you know if you’re spending your marketing dollars well. 

At the same time, it’s important not to overlook the more traditional forms of marketing, especially if you’re trying to reach senior policyholders. 

It’s always a good idea to use various channels if you want to reach a senior audience, and this includes both offline and online outlets. Mailers, local newspapers and catalogs are often great ways to reach senior policyholders. 

Be Personal 

Many aspects of customer service have become robotic today, from both a literal and figurative standpoint. That doesn’t resonate very well with many seniors, though, who are used to personalized customer service. 

They grew up being able to pick up a phone and have a human answer the phone when they called a business. While such a scenario is no longer the norm, that doesn’t mean you can’t, or shouldn’t, do so. 

By personalizing the experience, you’re more likely to resonate with the people you are trying to reach.  

The customer experience you provide senior policyholders is often the separating factor between you and other independent insurance agents. If you’re providing them with a personal experience, you’re more likely to stand out from others. 

Educate Them 

Insurance products can be extremely complicated and hard to understand. As such, education is a huge aspect of your job as an independent insurance agent, regardless of who your target audience is. 

It’s even more important, though, when you’re trying to attract senior policyholders. This older population often looks to insurance agents as valuable resources to help guide them to make the best decisions for them and their family. 

That’s why establishing yourself as an expert in your field is so essential. When you teach senior policyholders why certain products are good for them — or how they can take advantage of different features of some products — you engender trust within them. 

As a result, they’re more apt to purchase insurance products from you rather than someone else — and also serve as a solid referral source for other prospective clients. 

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! 

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