Like many types of life insurance, final expense insurance is often marketed directly to seniors or their adult children who may not be actively searching, but are deeply concerned about financial burdens that could be left behind. Inbound calls are important in this instance, and serve as a clear signal someone is actively seeking coverage and ready to have a conversation. To consistently drive high-quality, ready to buy prospects, your agency needs more than just a few Facebook ads and a basic landing page. You need a marketing funnel built specifically for final expense buyers that attracts attention, builds trust and ultimately compels prospects to pick up the phone.
Step 1: Reaching The Right Audience Searching For Final Expense Insurance
The first stage of the funnel focuses on visibility and initial engagement. Your goal is to place your agency in front of individuals aged 50 and older, or adult children helping aging parents. At this stage, the objective is not to sell a policy, but to introduce your agency as a trusted resource. Using targeted Facebook ads and Google Search campaigns can be incredibly effective in reaching initial prospects. On Facebook, you can target prospects based on demographics or even previous engagement with insurance content. On Google, bidding on high-intent phrases such as “affordable burial insurance” or “how much does funeral insurance cost” brings in users actively looking for solutions. Creating blog posts and FAQs about the cost of final expenses that are informative and answer common questions from prospects can also help your agency rank higher and reach buyers.
Step 2: Capture Interest From Final Expense Shoppers Using Lead Forms
Once someone clicks on an ad or visits your website, the next step is to turn that interest into a lead. This is where having an effective lead capture strategy becomes essential. A clean, well-designed landing page with a short form requesting basic information such as name, age, location and contact details can help convert curious visitors into potential clients. To increase engagement, consider offering a free downloadable resource like a Final Expense Buyer’s Guide in the form of a whitepaper in exchange for their contact info. For those who prefer to speak directly with someone rather than fill out a form, adding click-to-call buttons with clear CTAs such as “Talk to a Licensed Agent Now” can help speed up the process and boost conversion rates.
Agencies that offer final expense insurance can also strengthen their lead generation strategy by partnering with providers like Digital Media Solutions, which offer targeted inbound call campaigns that connect agents directly with high-intent final expense shoppers who are actively seeking coverage.
Step 3: Nurture Final Expense Leads Over Time To Build Trust
Most, if not all, prospects will need time to process, compare plans and talk over options with their families. That’s why nurturing leads over time is a critical part of the funnel. Email campaigns, for example, are a great way to stay in touch with leads without becoming overbearing. Your agency can use these drip campaigns to provide educational content including FAQs, policy comparisons and testimonials to guide prospects toward making a decision. You can also re-engage them through retargeting ads, reminding them about your agency and offerings. Online messaging should emphasize overall credibility. Highlight your experience, show reviews from real clients and offer helpful tips instead of sales pitches to build trust with engaged prospects. Make sure an appropriate phone number is also included in every email and on your landing page so when prospects are ready to speak with an agent, they can start the process easily.
Step 4: Match Final Expense Buyers To The Right Policies
During a call, the agent’s primary focus should be helping the prospect feel confident they’re being matched with a policy that truly fits their needs. The conversation should center around understanding the caller’s situation, including their budget, health conditions and goals for coverage. From there, the agent can explain the differences between available policy options in clear, simple terms. It’s important to frame the agency as a partner in the insurance buying process, and one that provides flexibility in finding the most suitable plan. Instead of pushing a one-size-fits-all product, the agent should reinforce that their job is to recommend the best fit based on the caller’s specific needs and budget, offering professional guidance without pressure. This approach not only builds trust, but significantly increases the likelihood of closing the sale.
Step 5: Encouraging Referrals And Retention
Post-sale engagement is one of the most underutilized strategies in final expense marketing. Satisfied clients are more likely to remain loyal and refer friends or family members, which can significantly reduce your agency's overall CPA. After a policy is sold, your agency should implement a structured follow-up process to ensure the client understands their coverage and feels confident in their decision. A brief check-in call or welcome email also can reinforce the new relationship. Following that, you can request an online testimonial or review that helps future prospects feel more comfortable reaching out to your agency.
Seeking New Ways To Maximize Your Customer Acquisition Efforts?
Digital Media Solutions is a technology-enabled, data-driven performance advertising solutions provider. Our advanced tools empower insurance agencies to generate high-quality inbound calls, making it easier than ever to promote final expense insurance policies and attract leads. Contact DMS to learn how our innovative solutions help consumers shop and save, while helping our advertisers achieve above average return on ad spend.
Want To Learn More About Optimizing Your Final Expense Insurance Campaigns?
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