Outbound for Insurance Brokers
We run outbound for insurance brokers. Email, LinkedIn, and phone to owners and CFOs whose business just changed, all timed to their renewal, run by someone on our team who’s on your account. Your producers take the calls with people who already gave us a renewal date.
Most producers are good across a table and bad at prospecting, and nobody should be surprised by that. The two jobs have nothing in common. So the prospecting calls don’t happen, or they happen in the week after a big renewal when the pipeline looks thin. We do the part that has to happen every day. The list is built every day from employers that just crossed 50 or 100 employees, hired a CFO or an HR director, opened in a new state, or bought a company. The email goes first, about that change. Then we call and connect on LinkedIn to get one thing: the renewal date. Starts as low as $2,999 a month, month to month, for the email, with the calling layer priced for your volume.
Why the call is about the renewal date and nothing else
A CFO gets called by brokers. The call she hangs up on starts with “I’m with an independent agency and I wanted to see if you’d be open to a second opinion on your commercial insurance.” She has a broker. She’s not open to a second opinion in the abstract, and she has a meeting in four minutes.
The call that works asks one question. “Hi, David here. I sent a note Tuesday about the second location in Charlotte. When does your P&C renew?” That’s not a pitch. It’s a question she can answer in three words, and once she has, the rest of the conversation is about timing. “October. Okay, then we should talk in July. I’ll set a reminder.” She’s off the phone in 90 seconds and she’s on your calendar for July.
The call has one purpose, which is to get the date. We’re not selling coverage on the phone, and your producer isn’t either. We’re finding out the date, so your producer shows up 120 days before it with a reason the current program is wrong. Every appointment setter who ever booked you a meeting three weeks after the prospect’s renewal skipped this step.
LinkedIn does the same thing quietly. A connection request from a stranger at a brokerage gets ignored. A request from the person whose email about the Charlotte lease is sitting in her inbox gets accepted, and now your producer has a second way to reach her in July.
Who does the calling, and what to ask about them
On our programs the person making the calls is one named member of our team, on your account. They see the list every morning. They know which employer got which email about which change, what lines you write, which states your carriers write in, and what the email is and isn’t allowed to say.
That last one is why this vertical is set up differently. Insurance is regulated, and a call from your agency is marketing under state rules. So whoever’s calling for you stays inside the same three limits as the email. They can name the change and what it affects. They can offer a review before renewal. They can ask for the date. They can’t quote, bind, name a carrier, or describe policy terms, and if a CFO asks “what would you write it through,” the answer is “that’s for David, and he’ll be the one on the call in July.” Your compliance reviewer signs off on the call script the same week as the email templates.
Whoever you hire for this, ask them:
Does the caller understand what they can and can’t say under state insurance marketing rules? If the answer is a blank look, that’s a compliance problem you’ll own.
Do they capture the renewal date on every conversation, and where does it go? The date is the product. If it ends up in a spreadsheet nobody looks at in July, you paid for nothing.
Is the caller dedicated or shared? Shared across two accounts is normal for a single-territory agency. Shared across six means your employers get called on Thursdays.
What the sequence looks like
Here’s 14 business days for a 140-employee distribution company that just hired a new CFO. Every touch is about her first renewal.
Day 1. Email. Congratulations on the CFO role. Most finance leaders coming into a company your size inherit a benefits plan and a P&C program nobody’s re-marketed in three or four years, and the first renewal is where that shows up. When’s the renewal? Day 2. LinkedIn. Connection request to the CFO. No note. Day 3. Call. “David here. I sent a note about your first renewal at Halvorsen. Do you know yet when the P&C and the benefits come up?” Day 5. Email. Reply to day 1. One line about crossing 100 employees and how several carriers change how they rate the group past that point. Offers a one-page note on it, whether or not you talk. Day 7. LinkedIn. If she accepted, a message. “Sent you a note on the 100-employee threshold. Curious whether the benefits renewal is before or after year-end.” Day 9. Call. Second attempt. Voicemail if no answer, under 20 seconds, mentions the one-pager and asks for the month. Day 12. Email. Last one. Asks whether to close the file or check back 90 days before the renewal, and asks for the month so the reminder can be set. Day 14. Call. Final attempt. If nothing, the company goes back into monitoring, and it gets a fresh sequence the next time something changes there.
Eight touches, three channels, three weeks, all aimed at one date. The moment she gives it, the sequence stops. She goes into the renewal-date list with a reminder to your producer at 120 days out, and nobody from us contacts her again until then.
The five signals
The list gets rebuilt every day from these. Whoever’s calling sees which one fired for each employer before picking up the phone.
Headcount crossing 50, 100, or 250. The email names the threshold and what it changes. The call asks for the renewal date.
A new CFO, controller, or HR leader. That’s the sequence above.
A new location or state. The email asks whether the current program was extended to the new site. The call asks for the renewal date.
An acquisition. The email offers to consolidate two plans and two policies. The call asks which renewal comes first.
OSHA activity or a mod change. The email offers a loss-control review before the workers comp renewal. The call asks when that renewal is.
You’ll notice every call asks the same thing. That’s deliberate.
What we mean by “lead”
An owner, CFO, controller, or HR director at an employer that fits your line wrote back or picked up, and gave us a renewal date. If the date is inside 120 days, it’s booked as a call with your producer now. If it’s further out, it goes on the renewal-date list with a reminder, and we report it separately as a nurture.
We don’t count shared leads, because we don’t buy any. We don’t count an HR director agreeing to “receive information.” We don’t count a conversation that ended without a date.
Before anything sends we write down the line with you: employee range, industries in and out, lines you write, the states your carriers write in, and minimum premium.
You see every reply and every call outcome. We don’t report dials. We report what the CFO said and when her renewal is.
How it runs
Week one we set up sending domains and mailboxes in your producers’ names, agree the line, get your compliance reviewer’s sign-off on the email templates and the call script, turn on the five signals in your territory, and assign the person on our team who’ll be on your account.
Week two the first emails go out. Calling and LinkedIn start in week three, once the email’s shown us which changes are getting replies, so the calls go to employers who are already warming up.
Replies, renewal dates, and booked calls go to the producer the same day, with the change, the thread, and the call notes.
Every morning we look at yesterday’s renewal dates and booked calls against the target. If we hit it, we send more and we dial more. If we missed it, it’s one of four things: wrong employers, not enough of them, the message was off, or it didn’t land. We find which, fix it, and that’s what goes out today. You can follow it in the log, by signal and by channel.
When you leave, the domains and mailboxes are yours, and so is the renewal-date list with every reminder on it.
What it costs
Starts as low as $2,999 a month, month to month, for the email program on domains you own. No setup fee, no minimum term.
The LinkedIn and calling layer is priced per program, based on how many employers a month your territory produces and how much of a person that needs. We’ll give you the number on the fit call. It’s a flat monthly figure, not per appointment and not per bound account.
One way to think about it: a single mid-market account bound off a renewal date we captured in March usually pays for the year.
Results
Those are software, logistics, and restaurant clients. We'll put a brokerage number here the first time a broker client lets us use their name.
Book a 15-minute fit call
Tell us your lines, your territory, and which producers would be taking the calls. We'll tell you whether we'd take the account, what the calling layer would cost at your volume, and, if it shouldn't be us, who to call instead.
Other ways we work with Insurance Brokers
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if you haven't picked a channel and want the qualification line and the renewal-date report first.
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if you just want the email and your producers will make the calls.
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if you want to retarget the same employer list with paid social while the sequence runs.
Outbound Sales for other industries
Questions people ask us
We tried an appointment setter and the meetings were after the renewal. How is this different?
They booked a meeting. We capture a date. If the renewal is 10 months out, we don’t book a meeting, because a meeting 10 months before renewal is a wasted hour for your producer. We log the date, set the reminder, and your producer shows up at 120 days out. The two models look similar on a proposal and produce completely different pipelines.
Can someone who isn’t licensed make these calls?
The call asks for a date and offers a review. It doesn’t quote, bind, name a carrier, or describe terms. That’s the same standard as the email, and your compliance reviewer signs off on the script before anyone dials. Anything past that line goes to your licensed producer.
Do you call the CFO or the HR director?
Whoever owns the decision at that size. Under 100 employees it’s usually the owner or the controller. Over that it’s the CFO for P&C and the HR director for benefits. We ask for both renewal dates either way, because the two are often on different calendars.
Do our producers get a dedicated person?
Shared across two accounts is the default for a single-territory agency, because the list doesn’t produce enough dials to fill a day. If your territory does, we’ll say so, and dedicated is available.
P&C, benefits, or both?
Both, and the calls split by producer. Headcount thresholds and new HR leaders go to the benefits producer. New locations, acquisitions, and OSHA activity go to the P&C producer. Each producer’s emails go out under their own name and the replies come back to them.
How fast does this produce bound accounts?
The first renewal dates come in weeks three to five. The first bound account lands at the first renewal window after you start, which could be month two or month six depending on your market. The renewal-date list is what makes months seven through twelve better than months one through six.