In the world of pre-need insurance, understanding what motivates consumers to take action can be the key to boosting your sales. It’s not just about offering a product—it’s about addressing real concerns, delivering value, and providing peace of mind.
From a marketing perspective, we need to add the ability to reach these consumers. After all, if you’re not reaching the right people, everything you’re doing is in vain.
There are four key drivers of pre-need sales that Preneed insurance brokers should focus on. Let’s dive into each one and explore how you can leverage these drivers to connect with your audience effectively.
1️⃣ Uncertainty: Planning for Life’s Unpredictability
Life is full of unexpected twists and turns, and consumers are always looking for ways to prepare for the unknown. Pre-need insurance fits perfectly into this category, offering peace of mind in the same way life insurance or a will does. People want to know their final arrangements will be handled, easing the burden on their loved ones.
How to quell uncertainty:
- Offer value and education: Instead of just selling, focus on educating your audience. Share the benefits of planning ahead, and why pre-need is a smart choice for families who want certainty in uncertain times. The more you help them understand the advantages, the more they’ll feel empowered to act.
- Deliver peace of mind: Frame your messaging around the comfort and relief that comes with knowing their affairs are taken care of. You need to stress the emotional benefits as much as the practical ones.
2️⃣ Mortality: A Stark Reality, Especially Post-Pandemic
Mortality is something every consumer knows they will eventually face, but recent years have made it more top-of-mind. The Covid pandemic brought death and loss into sharp focus, and as people age, losing friends and loved ones can make the inevitability of death even scarier. This heightened awareness pushes many to consider their final arrangements more seriously.
How to target this motivator:
- Consistency in communication: Consistently remind your audience about the importance of preneed without being overly morbid. A balance between gentle reminders and practical information helps keep the conversation open.
- Offer service and guidance: Provide a service that is compassionate and empathetic. Pre-need planning is deeply personal, and the tone you set can make all the difference. Be there as a trusted advisor to help them navigate their choices.
3️⃣ Financial Ability: Cash or Home Equity at Hand
For consumers to prepay their final expenses, they need to have the financial means. This could be through personal savings, cash set aside, or even tapping into home equity. While not every consumer is in this position, the ability to afford pre-need services is a significant driver of sales. The good news is, many Americans have been able to save more over the past few years, giving them the means to plan ahead.
How to target your best prospects:
- Targeting the right audience: It’s important to market preneed services to consumers who are financially capable. This is where targeting becomes essential. Using well-researched marketing lists, you can narrow down your audience to those of the right age, income bracket, and homeownership status. Identifying those with home equity, for example, can help you zero in on potential buyers who are more likely to prepay.
- Offer value upfront: By offering free consultations or guides on how pre-need can help financially, you show that you’re not just selling but offering a valuable solution that fits into their financial planning.
4️⃣ Reachability: Finding the Right Audience
Even with the best offer, your message won’t have an impact if it’s not reaching the right people. Effective lead generation starts with highly targeted marketing. Whether you’re using direct mail, email, phone outreach, or in-person meetings, the ability to pinpoint your ideal prospects is what will set you apart. Pre-need services are effective when marketed to the right audience—those who are in the right life stage, have the means, and are thinking about their future. Those are the important drivers of preneed sales.
How to maximize your marketing approach:
- Leverage marketing lists: To effectively reach the right consumers, you need targeted lists that filter by age, income, homeownership, and life stage. This ensures you’re connecting with those who are most likely to benefit from your services.
- Consistency and follow-up: Once you’ve identified the right audience, consistency is key. Follow up with your prospects through multiple channels to reinforce your message and ensure it’s reaching them at the right time.
Bringing It All Together ⭐️⭐️⭐️⭐️: Offer Value, Build Trust
Ultimately, what ties all of these drivers of preneed sales together is your ability to offer value, build trust, and provide peace of mind. Pre-need insurance is more than just a product—it’s a service that helps people take control of an unpredictable future. By educating your audience, offering consistent communication, targeting the right people, and guiding them through their decision-making process, you position yourself as a valuable partner in their financial and emotional planning.
The key to success is simple: target wisely, communicate clearly, and always provide value. When your clients trust you and feel that you understand their needs, the decision to prepay for their final expenses becomes much easier.