MARKETING
Item 2 : Where each new policy comes from . Here ’ s the big one . The most important question each person must ask on every call is , How did you hear about us ? Everyone knows it . Without this , everything else falls apart . You can tell where the business comes from , which advertising dollars are most effective , focus your efforts , and more , just from this question . Once asked , then the tracking begins . The more detailed you get , the more you ’ ll learn . Here are ten basic tracking categories :
Total new business items : 1 . # from cross-selling efforts 2 . # from client referrals 3 . # from mortgage referrals 4 . # from real estate referrals 5 . # from walk-ins 6 . # from captive agent referrals 7 . # from print ads 8 . # from website
9 . # from Facebook / Instagram / LinkedIn 10 . # from other
You can also track on a much deeper level . You can break out referral leads by each producer ’ s clients . You can track referrals by individual mortgage companies , real estate agencies , title companies , and credit unions . This helps you understand which centers of influence are high quantity referral sources and thus spend time enhancing relationships . Or you can view the low production sources , so you can either change focus or drop the lead source altogether .
Item 3 : Close-ratio by category Learning your close ratio by category can also be a big boost . It ’ s clear where you should spend your time if you know , for example , that your close ratios for mortgage companies and certain captive agent referrals are near 80 %, and other methods are at 25 %.
Some of these agents who track close ratios know that
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