If you are looking for ways to expand your reach as a trusted restoration company within your local market, it can pay to make friends with insurance agents and property managers. These two demographics can be a great source of property damage and water damage leads. However, it is not enough to simply hope or expect these relationships to develop on their own – they require work. Knowing how to pursue these interactions can be tricky. Today, Restoration Digital Marketing provides helpful tips for social engagement with your neighborhood agents and property managers. Then, we will take a look at a case study in which engagement of these groups pays off.
Referrals from insurance agents and property managers generally are not born in the midst of a disaster. Keeping your restoration company top of mind requires a certain investment and reciprocal approach that happens between mitigation jobs. By attending to agents and property managers, you are able to focus on an accessible market that can pay dividends in the long run.
Many restoration companies have mastered the introductory marketing portion to insurance agents. However, they struggle to build, or eventually neglect, the relationship that is required to gain jobs.
All good things take time. In the restoration industry, you want to be great! Use this sample timeline to hone your strategy.
You would never approach a stranger on the street and expect them to immediately want to join you for dinner.
During this phase, you will need to develop a consistent presence at the office. Introduce yourself and the company you’re representing. Bring a business card, informational pamphlet, magnet, or some other branded item to build recognition.
Continue to stop by periodically to say hello and understand your potential client’s pains and needs.
Schedule equitable building events that benefit both your company as well as the insurance agents and property managers to whom you are marketing.
These are all great ways to get yourself in the door with a value-added approach. Once you have shown the insurance agent and property manager you are there to help them and you will be around for a while, it’s time to start developing the relationship. People buy from people they trust.
Now that you have provided some value to the agent or property manager, it is appropriate to schedule a simple one-on-one event. A lunch or coffee break is a perfect way to nurture the relationship. This shared time allows both parties to fully focus their attention outside of the office while establishing common goals and interests. By taking care of your markets, you can assure that they will return the favor later on.
You have done the initial legwork of building credibility and trust. At this point, you can start scheduling longer events and group events.
Put it on a calendar, have one scheduled for every month and be consistent!
Hosting an after-hours social event is the perfect way to make the personal connection needed to garner the respect needed for a future recommendation. The timing of the event allows agents and managers to fully focus on developing this rapport as opposed to disturbing them in the middle of their workday. That is key, you don’t want to only be known as the person who disrupts them in the middle of their workday. For their boss to be upset.
RDM was born out of First Restoration Services of Asheville NC. When this strategy was applied, we tracked that 75% of insurance agents who attended a social event had given us work in the last 12 months, accounting for more than 20% of total revenue.
Although optimizing this method of marketing requires some energy and effort, its advantages are evident in the dollars. Marketing to insurance agents and property managers is a rather simple idea that can create a lasting impact. Ask yourself when your competitor last went on a haunted ghost tour with some of your insurance agents. These relationships can be mutually beneficial while also creating fun, lasting memories.
