Annuities are a great investment opportunity for seniors, especially those who may already have an insurance policy with your agency. Knowing how to market to your clients or potential clients can help you set up your agency and your clients for success.
Evaluate Their Risk Tolerance
Some clients like putting their investments in stocks while others want a safer, less risky way to build their money over time. If your client seems to want to avoid risk, you may want to bring up annuities. Annuities are a low-risk way for people to slowly accumulate tax deferred money over time without putting them into stocks.
Know How to Explain Annuities Simply
Annuities can be complicated and many people are confused about what they mean or what they do. Each agent at your agency should know how to explain annuities quickly and efficiently, especially over the phone. Know how to explain the difference between:
Along with explaining simply, having visual infographics both online and in print can help tremendously. Not only do infographics help condense complicated topics into digestible information, but they are more likely to grab attention from a potential client than a large block of text. Consider having infographics ready to email when you get a request or wish to explain annuities to a potential client.
Have a FAQ for Annuities
Whether your client is on your website or speaking to you over the phone, it is important to anticipate the questions they may face. Have a Frequently Asked Questions section on your website and readily available for clients and agents to refer to when asking or answering questions about annuities.
Consider the Right Social Media
Social media is often touted as the main way to generate leads. While this can be valid, the type of social media also matters depending on what you are selling. For example, most seniors don’t use Twitter, meaning that a marketing campaign across Twitter may largely be ignored. Facebook, however, is frequently used by adults and seniors as a means of information and keeping in contact with family. Focus on marketing your annuities in places such as Facebook and LinkedIn to generate leads and draw people to your annuities page on your website.
If social media or your website is struggling to generate leads, radio may be the way to go. Many seniors listen to the radio as opposed to sifting through the internet. Consider marketing your annuities through radio channels.