If you aren’t keeping your clients happy and informed, there are thousands of other agents waiting in the wings to fill in for you. The one trick up most successful agent’s sleeves is building loyalty. When you work to create client loyalty, you take action that keeps clients happy with your work and the information you provide and makes them say “not interested” when approached by other agents. One of the easiest and most effective ways to create loyalty with your clients is to offer a newsletter.
Newsletters provide professional and informative content.
We’ve said it before, we’re saying it now—and chances are we’ll say it again later. Content is king on a website, blog or newsletter. If you aren’t giving your readers content that informs and engages, you are going to breed contempt instead of loyalty.
Newsletters show how dependable you are.
Believe it or not if you set a schedule for your newsletter releases, your clients will notice. When you fail to deliver on that schedule—they’ll notice that too. By making yourself dependable in a small way, you show that you will be dependable in more important matters as well.
Newsletters give you a platform for communication when times are tough.
Clients are likely to be fearful when there are negative news stories about insurance companies—even if their insurer is not mentioned. It’s almost impossible to call all clients every day something happens that might concern them. A newsletter allows you to keep in touch with clients during the bad times, choose articles that will calm their nerves, and shows that you have the courage and dedication to deal with the issues head on.
Newsletters separate you from your competition.
Not all agents or agencies offer a newsletter to their clients. In fact, some agents have very little, if any, communication with their clients after they sell a policy. Many of your clients will have dealt with this type of agent in the past and will be grateful for your level of communication and accessibility via newsletters. Not only will that help keep them loyal, but it’s something they’ll tell their friends about when they complain about never hearing from their agent.
