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you ’ ve taken time out of your day to care for them . If you do it thoughtfully , curated content can provide meaningful communication that increases client loyalty .
Curated content ( e . g ., shared blog posts and articles ) can also help agents position cross-sales to current clients . In many cases , if a client has only a single policy with their agent — perhaps they don ’ t have a life policy , for example — it ’ s not necessarily because they are unaware that the agency offers it . The issue could be that they didn ’ t know they needed it , to begin with . A well-positioned article could help inform clients of the initial need for a product or service and make it clear that you offer it , too .
Example : You could email an article to a client with a young family and tell her about the best time to buy life insurance . Include a note , something like this :
“ Hi , Jennifer ! Not sure if you ’ ve thought about a life policy yet , but I thought this article might be a good place to start ; it ’ s a quick read . Hope all ’ s well — and by the way , if you have any questions or are thinking about a policy after reading this , I ’ m here to help .”
So , there you have it . Curated , personalized , wellpositioned content wins out over generic , scatter-shot newsletters . Plus , it doesn ’ t have to be hard work to find the articles and write the messages .
In the meantime , test out sending specific messages with curated articles . You ’ ll find it makes a big difference .
Carl Maerz is the co-founder of Rocket Referrals , an automated communication strategy that helps agencies improve their referrals , retention , reviews , and relationships . He aims to help local agencies leverage their advantages over direct writers by replacing common industrial myths with relevant and practical advice . Contact Carl at carl @ rocketreferrals . com .
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