Auto Insurance Call Conversion Secrets

Insurance agencies maximize pay-per-call revenues by marketing to high-intention buyers at renewal time or during life events. A nationwide brokerage earned 213 qualified calls monthly by using Bing Ads (better than Google for insurance keywords) targeting keywords like “SR-22 insurance same-day coverage” and “cheap full coverage after DUI”. They paid their pay-per-call network $85-$150 per qualified lead, with premium rates for calls regarding immediate coverage needs. The agency’s landing pages included live rate comparison widgets and click-to-call buttons, converting at 8.9% during the evening off-peak hours when most policy research occurs. Call tracking revealed that if the word “quote” is excluded (using “rate review” instead), calls from price shoppers can be reduced by 18% without losing lead quality.

Turning Quote Seekers Into Paying Policyholders

In doing display advertising with time-tight offers (“48-hour discount expires soon!”), the shop’s strongest tactic was retargeting site visitors who did not call. The ads played on the radio during peak commuting hours were found to perform 31% better than ads on other media, especially during promotion for “immediate proof of insurance” for new auto owners. Other sophisticated strategies included call whispering alerting agents to the lead source (“Caller clicked ‘teen driver insurance’ ad”) for custom pitching. To be compliant, the agency also implemented TCPA-compliant call recording and scrubbing the Do Not Call list. The agency then expanded further to focus on standard and non-standard (high-risk) drivers, which usually have 2-3 times higher commissions with low conversion rates. Their pay-per-call model had produced $2.1 million in policy sales over 18 months while tracking down how which call sources got the most lifetime customer value.

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