How to Generate Life Insurance Leads [Including Health, Home, Business & Auto]

Table of Contents

Table of Contents

Insurance is a sales-oriented industry, and your success depends on a steady stream of warm leads that are genuinely interested in getting insurance.

The problem is that the leads sent to you by vendors are mostly cold, and they're hard to qualify and nurture at scale.

So, if you were to call and email them all, you would spend too much time contacting leads who aren't even interested in insurance in the first place!

Today, we're giving you an alternative – proven insights on how to generate warm life insurance leads and on the best software solutions to help you get those leads.

Let's get started.

What Are Life Insurance Leads?

A life insurance lead is a person who shows interest in buying a life insurance pack by requesting a quote. Warm life insurance leads are actively looking to buy the insurance and have had some contact with your business through your website, social media posts or ads, or via telephone.

Cold leads, on the other hand, are just a list of people who may or may not be interested in your product and have not made any contact with your specific company yet.

Your company might store these leads in a spreadsheet or a CRM database with potential customers' names and contact details.

And as an insurance sales agent, it falls to you to turn these leads into sales.

How do you do that? By speaking to the prospects directly and…

  1. Categorizing them by their level of interest (warmth)
  2. Setting up a strategy to nurture them towards buying an insurance package

Here, the practical knowledge of finding warm insurance sales leads before your competitors do becomes essential to survival.

Types of Life Insurance Leads

Not all leads are created equal. Here's a breakdown of the different types of life insurance leads you might encounter:

  • Warm Leads: Warm leads are potential customers who have already expressed some interest in life insurance. They might have filled out a form online, attended a webinar, or contacted your company directly. Warm leads are generally more receptive to your outreach and have a higher conversion rate than cold leads.
  • Cold Leads: Cold leads are people who have not yet shown any interest in life insurance. They might be contacted through telemarketing, email marketing, or direct mail. Cold leads require more nurturing and education before they become interested in buying a policy.
  • Online Leads: These leads come from people who have interacted with your online presence, such as your website or social media pages. They might have downloaded a life insurance guide, signed up for your email list, or requested a quote. Online leads can be warm or cold, depending on their level of engagement.
  • Referral Leads: These are leads that come from your existing customers or network. Satisfied customers are more likely to recommend you to their friends and family. Referral leads are often considered to be high-quality leads because they come with a built-in level of trust.
  • Pre-Qualified Leads: These leads have already been vetted by a lead generation company to meet certain criteria, such as age, income, and desired coverage amount. Pre-qualified leads can be a good option for agents who want to focus on closing deals rather than prospecting. However, be aware that these leads may also be sold to other agents, increasing competition.

The Importance of Insurance Leads Generation

The main goal of generating insurance leads is to attract and nurture high-quality leads.

So, insurance lead generation is the process of sourcing leads from marketing efforts such as social media ads, website forms, and content marketing.

The insurance sales team then picks these leads from the marketing team and moves them down through the sales funnel.

Here are four reasons why insurance lead generation is important:

1. Broadens Your Market

Lead generation gets you traffic from high-quality prospects, which could be located in places that are essentially away from the geographical scope where you can physically visit as a field sales agent.

This is the beauty of lead generation. You can make sales and reach people who would've otherwise been oblivious to your product.

2. Generates Revenue

When you use the right messaging, content, and offers for specific customers, you generate genuine interest. Interest leads to contact, and contact eventually leads to sales.

Which is the goal of any business. To generate and increase revenue.

3. Builds Relationships with Customers

Through marketing techniques, such as highly targeted content that resonates with each customer or personalized content that makes customers feel valued. This makes customers' experience with your insurance company a lot more enjoyable.

A positive customer experience leads to customer loyalty. These customers become your advocates to their peers, further boosting revenue growth.

4. Helps You Identify your Target Audience

Lead generation efforts help insurance brokers adapt to new trends in the market.

Such as:

  • A new demographic you're not showing interest in your insurance products
  • The age groups or occupations of your current target audiences changing
  • New customer demands arising

Once you know what your ideal customers want, you can adapt both your offering and your sales tactics to suit.

How to Generate Insurance Leads

How to Generate Insurance Leads

Starting January 27th, 2025, a new FCC rule called "one-to-one consent" will make it illegal for telemarketers in the US to use leads where consumers unknowingly consented to be contacted by multiple companies. This means insurance agents won't be able to buy leads anymore and will need to find other ways to get clients, such as digital marketing.

That said, here's a quick overview of the types of insurance we'll talk about in this section:

Insurance Type

At a glance


  • Ask for referrals
  • Form partnerships
  • Churn old leads
  • Use cold emailing


  • Social media presence
  • Retargeting
  • Paid marketing


  • Up-selling
  • Cross-selling



  • Solid online presence
  • Participating in auto events

Now let's jump into the details and discuss the best lead gen methods for each of these different insurance niches:

Leads for Health Insurance

Leads for Health Insurance

Ask for referrals from current customers

Don't be shy to ask your happy customers to refer you to their friends and family who need health insurance. You can also create a rewards or referral program to motivate existing clients to recommend your services.

And whether you make the sale or not, make sure to thank the person who referred you. It motivates them to refer you another time.

Form partnerships

Here, you're looking for a mutually-beneficial relationship. So partner with local businesses who can refer their customers to you as you refer yours to them.

Travel agents, attorneys, medical facilities, tax accountants, and bankers are a good fit if you sell health insurance. Many of your clients might also need their professional services. So it's a win-win.

Contact stale leads

Every agent has leads who were not interested initially and are now at the back of the shelf. Some people turn cold in the middle of negotiations. Also, there is always a list of people who have never been contacted.

Use those as you never know, their circumstances might have changed, or they might be interested in changing health insurance providers.

So get on the phone and reach out to them.

Leverage email marketing

99% of email users check their emails daily. 58% of users check emails first thing in the morning.

Utilize this opportunity and:

  • Populate your email list with the addresses of everyone you meet
  • Share your health insurance package deals with your prospects via email
  • Stay in close contact by sending customers a monthly newsletter loaded with informative content
  • Remember to provide an “unsubscribe” option to them – stay compliant!

Life Insurance Sales Leads

Life Insurance Sales Leads

Build a social media presence

You can use social media to bolster your experience and display your competence. Make sure to add links to your official website, relevant experience, and customer reviews in your social pages.

Fill out all key information required on each social media platform. A solid social presence is a mark of legitimacy and builds customer trust, bringing in more life insurance sales leads.

Participate in listing sites

Find listing and directory sites and upload your insurance company information on as many as you can. And keep this up-to-date information.

Sites like Yelp, Google My Business, and Facebook Business Pages have become major online destinations for insurance prospects.

And to make it even better, these are all free listing sites!

Start a blog

Blogs are popular since they give solutions to buyers' questions on life insurance. Actually, 70% of consumers would rather learn about a business through a blog than an ad.

Use your insurance sales reps' experiences to create blogs containing a wealth of information and comparisons that can help a person make the best choice. This helps build trust, and you often gain customers without even picking up the phone to offer your services.

Turn to retargeting

This is reconnecting with prospects who have previously interacted with your insurance company's website.

Retargeting works best when used alongside other marketing strategies. For instance, use paid ads to drive traffic to your website. And then retarget the visitors once they leave the site.

It drives conversion by guiding customers to complete the buyer journey. Also, use retargeting to introduce new life insurance deals to clients.

Run drip campaigns

This means automatically sending out marketing emails on a schedule or in response to user action. Drip campaigns help you connect with the right person at the right moment.

You can set them up to accompany your prospect throughout the sales journey - from welcome messages to lead-nurturing campaigns and onboarding sequences.

These can help you nurture leads for life insurance and guide them down the sales funnel.

Home Insurance Leads

Home Insurance Leads

Ask your clients for referrals

There's no shame in asking clients for referrals. But timing is key.

Examples of correct request timings are when the client expresses their thanks, when they ask about referral incentives, or when they ask about other home insurance packages.

Asking happy customers for referrals boosts your referral marketing efforts.

Let clients know about your other home insurance policies

Create a service list highlighting all the insurance packages you offer - then send it to your clients. This way, your clients may buy an additional policy or refer you to someone who needs it.

Showcase your service list on your website and on social media to gain even more home insurance leads.

Give referral incentives and freebies

An incentive program is an awesome way to give back to clients who refer you to their friends and family. People love freebies. This makes incentives super effective!

Common incentive programs are gift cards from Starbucks, Amazon, and spa or wellness facilities.

Follow up on prospects to nurture them

The hard truth is that not all home insurance leads become paying clients…

But no one can tell the future, so keep these prospects on your contact list and reach out to them from time to time. This can be through drip email or SMS campaigns.

It keeps you top of mind whenever they're ready to get a home insurance policy.

Business Insurance Leads

Business Insurance Leads

Build a social media presence

Most people who are into various businesses are now online. You can set yourself up as an authority in the business insurance niche by answering prospects' questions about business insurance online.

You can also create social media posts that center around customer pain points and provide solutions.

Participate in business events

Business conferences are a chance to network with professionals and learn. There are many ways to participate and set yourself up as an authority.

For instance:

  • You can apply to speak in a session that talks about protecting construction businesses during a home-building conference
  • You can also sponsor the event

A pro tip is to look into the conference's past agendas to help you see which topics you can tackle to benefit your business.

Ask for referrals

Referrals save you time. You don't have to introduce what you do to new business insurance leads briefly.

You can also automate most of your referral programs – through marketing automation, for instance – so you don't have to spend time asking clients directly.

Don't forget to add freebies to the referral program – hey, incentivize your clients to refer your policies to others.

Get cold calling

Although it's not the first option on the list, cold calling is a great way to receive instant feedback from prospects and learn more about them directly.

Have your pitch ready and rehearsed before you start cold-calling prospects.

Keep a list of common questions that prospects usually ask – this helps you anticipate prospect objections and know how to handle them like a pro.

Auto Insurance Sales Leads

Auto Insurance Leads

Collaborate with vehicle dealers and driving schools

Collaborate with vehicle dealers in your area and offer them incentives to refer their customers to you.

Students who've just finished driving lessons are also good candidates for auto insurance – talk to driving school instructors and offer them a fee for each referral.

These kinds of auto insurance sales leads are highly qualified and likely to buy from you, depending on how quickly you can build trust.

Participate in auto events

People attending auto events have a high probability of buying a vehicle or motorcycle in the near future.

Participating in such events is a great opportunity to reach these warm auto insurance sales leads. It is also a chance to network with businesses that can be good collaboration partners.

Find the events that mostly attract new buyers, as this can help to focus your efforts and save costs.

Use referral networks like insurance news websites

These are professional niche websites that advertise your company to their connections and get you unique leads.

Start by researching websites in the insurance industry, such as comparison or informative sites, that can promote your business. You can then request their terms and consider collaborating with them.

Another strategy is to find websites that offer information and offer to become an expert writer through guest posting opportunities.

Answer customer questions online

Check review sites like Quora or Reddit for questions asked on auto insurance. Questions like “is XYZ a good car insurance policy?”

Ensure that your answers provide value, and then show them how your auto insurance policy can help.

You want to find recent, week-old posts. These people are ready to buy.

Add old posts to your cold calling/emailing list and reach out. They may be interested in what you offer.

Tools and Technologies for Managing Life Insurance Leads

Now, let's explore the tools and technologies that can help you manage the leads generated effectively.

Customer Relationship Management (CRM) Systems

A CRM system is a central hub for storing and managing all your customer interactions and data. It's an essential tool for any life insurance agent who wants to stay organized and improve their conversion rates. Here's how insurance CRMs can help you manage life insurance leads:

CRM Features


Centralized Lead Database

Store all your leads (warm, cold, online, etc.) in one place for easy access and organization.

Lead Scoring & Qualification

Assign scores to leads based on their demographics, interests, and online behavior to prioritize your outreach efforts.

Automated Workflows

Set up automated tasks like sending follow-up emails, scheduling appointments, and assigning leads to specific agents.

Communication Tracking

Track all your interactions with leads, including phone calls, emails, and meetings.

Reporting & Analytics

Gain insights into your lead conversion rates, identify areas for improvement, and tailor your marketing strategies accordingly.

Lead Management Software

While CRMs offer comprehensive customer management features, lead management software can be a more specialized option. These tools focus specifically on capturing, tracking, and qualifying leads. They can be a good choice for agents who need a more robust lead nurturing system with features like landing page builders, email marketing automation, and lead capture forms.

Marketing Automation Platforms

Marketing automation platforms allow you to automate repetitive marketing tasks, such as sending email campaigns, managing social media posts, and nurturing leads with targeted content. These platforms can be a powerful tool for generating new life insurance leads and keeping your existing leads engaged.

Predictive Analytics and AI-Driven Lead Scoring

Predictive analytics and AI can help you identify which leads are most likely to convert into paying customers. These tools analyze vast amounts of data to predict a lead's behavior and assign them a score based on their likelihood to buy. By focusing your efforts on high-scoring leads, you can improve your ROI and close more deals.

Communication and Collaboration Tools

Effective communication is essential for building trust and converting leads into customers. Communication and collaboration tools, such as email, video conferencing, and instant messaging, can help you stay connected with your leads and provide them with the information they need throughout the buying process.

Best Practices for Nurturing Life Insurance Leads

Having a steady stream of life insurance leads is crucial, but converting those leads into paying customers requires nurturing. Here are some best practices to help you build relationships, educate prospects, and ultimately close more deals:

1. Establishing Rapport and Trust

People are more likely to do business with someone they know, like, and trust. Focus on building rapport with your leads by being friendly, approachable, and a good listener. Take the time to understand their circumstances and concerns. Let them know you're there to guide them, not just sell them a product.

2. Understanding the Prospect's Needs and Goals

Don't take a one-size-fits-all approach. Before diving into specific life insurance products, take the time to understand your prospect's unique needs and goals. What is their current financial situation? What are their long-term plans for their family? By asking insightful questions and actively listening to their responses, you can tailor your recommendations to their specific situation.

3. Providing Personalized Solutions

Not everyone needs the same type of life insurance. Once you understand your prospect's needs and goals, you can present them with personalized solutions that address their specific circumstances. Explain how different life insurance products can benefit them and their loved ones in the long run.

4. Following Up Consistently

Don't let your leads go cold. Develop a follow-up strategy that involves regular communication but avoid being pushy. Schedule follow-up calls or emails to answer any questions they may have, provide additional information, or simply check in and see how they're doing. Consistent communication demonstrates your commitment to their well-being and keeps you top-of-mind when they're ready to make a decision.

5. Leveraging Automation and Technology

Technology can be your friend when it comes to nurturing life insurance leads. Utilize marketing automation tools to send personalized email campaigns, schedule automated follow-up messages, and nurture leads with valuable content relevant to their interests. CRMs can also help you stay organized and track your interactions with each lead, ensuring no one falls through the cracks.

6. Offering Educational Resources and Value-Added Services

People buy from those they perceive as experts. Position yourself as a trusted advisor by offering educational resources such as webinars, ebooks, or blog posts on topics related to life insurance, financial planning, and estate planning. Providing valuable content not only establishes your expertise but also demonstrates your genuine interest in helping people make informed decisions, even if they don't buy from you right away.


Warm life insurance leads are people who show interest in buying your life insurance offerings by requesting a quote for it. They may have visited your website or social media or placed a call to your company.

You may also get cold leads who've had no contact with your company but may be interested in insurance. You need to nurture them.

Ringy is a great CRM for life insurance agents. It gives you automated text and email send-outs, callback and appointment and follow-up reminders, and more.

If you're looking for great life insurance leads CRM, request a demo with Ringy and prepare to be impressed!

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Skyrocket your sales with the CRM that does it all.

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