5 Ways to Make Your Marketing Work Harder

For the past 12 years, I’ve had the privilege of working with more than 1,000 insurance agents and several national carriers—across big markets, small markets, and everything in between. In that time, I’ve heard just about everything: success stories, frustrations and plenty of excuses.

One month, an agent tells me, “Direct mail doesn’t work in my area.” Two months later, that same agent says, “It’s killing it—let’s double our spend!” The difference? It’s rarely the market. It’s almost always the approach.

We’ve seen campaigns flop simply because no one answered the phone, and others take off because an agency followed a few simple, consistent strategies.

Instead of giving you theory or marketing fluff, here are five strategies that separate top-performing agents from the ones still saying, “I tried marketing once—it didn’t work.” If you apply even two of these, you’ll see a difference in your response rates and lead quality. Apply all five, and you’ll wonder why you didn’t do this sooner.

1) Audit Before You Add

Before you roll out your next campaign, take a step back and audit what you already have. Review every touchpoint: your mailers, emails, voicemail greetings, website, Facebook posts—even your Google listing. Ask yourself, “Is what I’m putting out there really what I want to be known for?” This is your marketing mission statement.

Make your message simple, clear and unique—with a strong call to action that reflects who you are. Keep it consistent across every platform. Remember, prospects don’t see channels, they see your brand. If they get a postcard from you and then Google your name, it should feel connected.

Small tweaks can make a big difference. Consistency builds familiarity, and familiarity builds trust. Think of your favorite song: you don’t love it the first time you hear it—it’s the fifth time you start singing along. Great marketing works the same way.

2) Make Every Interaction Count

Marketing doesn’t end when someone picks up the phone—it starts there. Every interaction, from how your phones are answered to how your postcards are designed, shapes how customers perceive your agency.

A few numbers tell the story: 73% of customers fall in love with a brand because of friendly customer service, according to RightNow, and 96% of unhappy customers don’t complain to the company, they tell 9–15 other people instead, according to Shep Hyken, which means one bad call can undo the impact of a thousand mailers.

Make every touchpoint count by:

1. Shortening response times. Long hold times kill deals.
   2. Personalizing your communication. Use names, reference past conversations, follow up with empathy.
   3. Empowering your team. Give them tools and flexibility to solve problems quickly.
   4. Asking for reviews. Positive Google and Facebook reviews are free—and powerful—advertising.

People may forget what you said, but they’ll never forget how you made them feel.

3) Measure What Matters

Too many agents focus on vanity metrics—impressions, clicks, or call counts. The best agents focus on conversions.

Track what truly moves the needle:

• Cost per lead (Campaign cost divided by the number of leads generated)
• Conversion rate (What percentage of those leads converted to policies)
• Average items per sale
• Average premium per sale

At DART, we use call tracking technology to help determine these numbers. Our call-tracking system doesn’t just count calls—it analyzes them for tone, engagement and intent. That’s how we uncover what’s working and where improvement is needed.

When you measure what matters, you stop guessing—and start improving.

4) Stay Flexible and Use Technology to Your Advantage

Marketing should be written in pencil, not stone. What worked yesterday may not work tomorrow. The best agents are the ones who test, adapt and evolve. Try small experiments early, learn quickly and keep what works. This might not be just about different mediums, but also about testing different messages or different target audiences within the same medium. The last place you want to find yourself is forced to cancel one form of marketing before you have tested a replacement.

Today’s winning agents seamlessly blend offline and online worlds—and technology makes that possible. Here are two tools transforming agency marketing right now:

Dynamic QR codes. Modern QR codes can do far more than open a webpage. They can trigger a text, initiate a call, open directions to your office, or connect customers to your Google reviews. For younger clients who prefer messaging over phone calls, this is how they want to connect.

AI call coaching. This breakthrough tool uses artificial intelligence to score inbound calls in real time. Each team member receives a rating and actionable feedback, helping them improve tone, engagement and close rate. It’s like having a personal sales coach listening in on every call.

These tools don’t replace traditional marketing—they amplify it. The goal isn’t to chase technology; it’s to use it wisely to make your marketing more efficient and effective.

5) Slow the Churn

Retention is marketing. The more customers you keep, the less you have to spend finding new ones.

Consider these numbers:

• It costs 5 times more to acquire a new customer than to keep an existing one.
  Repeat clients spend 67% more.
• Improving retention by just 5% can increase profits by up to 95%.
• Keep in touch. Show appreciation. Add value long after the sale. Your best leads are the ones who already trust you.

Great marketing isn’t about doing everything—it’s about doing the right things consistently. If you focus on what you can control—your message, your consistency, and your effort—the results will follow.

Author

Dave Banko

President, DART Direct Mail