While AEP is the source of most of an agent’s Medicare Advantage business for the year, it’s also the time of year when every agent is working, including the ones you might not be competing against during lock-in. This means it’s that much more important for you to make the most of the marketing opportunities you have available.
Insurance is, more than anything, a relationship business. Think about what sets you apart from an agent down the street who could offer a client the same products. Have you been involved in the community for a long time? Do you have a deep knowledge of a particular set of products? Do you offer a wide variety of products to provide a one stop shop for clients? Once you figure this out, incorporate it into your advertising, office signage, business cards, and your introduction to potential clients and colleagues.
If you’re still building your book of business, simply buying leads from a direct mail or online lead company is a great way to get started. Direct mail leads are generally the least expensive, but have a lower response rate, whereas online leads are more expensive but are more likely to lead to a sale. In many cases you can narrow down the demographics to particular zip codes, ages, and income levels to help you focus on exactly the prospects you want.
If you already have an established book of business, whether from Medicare or other products, AEP is a perfect time to get in touch with them. By sending your clients a letter or even giving them a personal call to let them know that you’re available and can help them with their Medicare plan needs, you can help your retention with any existing Medicare plan business, as well as generate referrals from your clients’ family and friends. Remember that you should also be planning a review with your existing Medicare Advantage clients during AEP, since their plan availability and benefits can change every year.
Another option for generating new business is to hold sales events in your community. These are public events where you invite prospects to either come to a presentation on Medicare and the benefits of a particular plan or plans, or to drop by a table or kiosk during a particular time to ask questions or get information. These events need to be filed with CMS through carriers with which you’re contracted, and you must follow the CMS guidelines for registering, advertising, and conducting these events. Each carrier’s requirements for conducting sales events can vary, so it’s important that you’re familiar with the process for each carrier with which you work. You can view our guide to deadlines and other info about registration here. If you have any questions about sales events, feel free to email our team at firstname.lastname@example.org.
Leverage Your Community
Are you involved in your local Chamber of Commerce, small business association, Lion’s Club, or other community group? Those groups and relationships are a prime opportunity for you to reach out and market yourself as an available resource. That kind of visibility and good will can be a great way to generate referrals as well as making your other marketing that much more effective. People are more likely to want to do business with someone who is seen as a trustworthy and active member of their community than someone with whom they’re not familiar.
AEP will be here before you know it, so get out there and sell!