The final expense insurance landscape is shifting away from traditional tactics like cold calling and heavy emailing, which can sometimes lead to low-trust interactions and high CPAs. Modern final expense shoppers start their research online, actively seeking clarity about coverage and costs. To meet their needs, successful agencies should pivot from chasing prospects to attracting them by serving as a trusted educational resource. This strategic use of educational content qualifies leads before they ever call, turning the agency into a service ready to finalize a well-informed decision, ultimately driving higher-quality inbound calls.
Final expense insurance is inherently complex, touching on sensitive emotional and financial concerns related to end of life planning. Consumers are highly resistant to sales pressure when confronting such a significant decision. By delivering consistent, transparent content that addresses topics like policy plans, benefit structures and health qualifications, an agency can instantly decrease the anxiety surrounding the buying decision.
The goal of an agency in the informing stage would be to get shoppers to understand the nuances surrounding burial insurance, and see the agency as a team of reliable experts who can help.
Final expense shoppers generally fall into two personas:
The Primary Applicant: Typically between the ages of 50-85, focused on costs and simple qualifications.
The Caregiver: Typically focused on financial protection, carrier reputation and ease of access.
An agency should be tailoring its educational content to these specific groups. Content targeting the primary applicant should emphasize simplicity, affordability and the minimum medical requirements needed, while content aimed at the caregiver should focus on comprehensive planning, and the administrative ease of the claims process. By speaking directly to the unique concerns of each group, agencies can ensure that the content is relevant, maximizing its ability to drive a high-intent inbound call.
Educational content should be delivered in formats that align with current prospects' consumption habits and preferred channels. Here are a few options:
By diversifying content across these channels, agencies can maximize engagement, ensuring a qualified and receptive audience is ready for a call.
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.
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