Lead generation for insurance agents
Lead generation for insurance agents on the commercial side means picking the business classes you write, listing those companies by industry and headcount, and reaching the owner, CFO or HR lead months before renewal. It puts your pipeline on your own schedule instead of a referral's.
This page is for agents and brokers as the seller, winning general liability, workers comp and group benefits. Personal lines leads are a different route. Selling to agencies instead? You want the insurance agent email list. New to the topic? Read what lead generation is.
Who signs for each commercial line
| You sell | Who decides | Job titles to search | Employee Headcount |
|---|---|---|---|
| General liability | The owner | Owner, President, CEO, Managing Partner | 1 to 10, 11 to 20, 21 to 100 |
| Workers comp | Owner or finance lead | Owner, President, CFO, Controller, Safety Director | 11 to 20, 21 to 100, 101 to 250 |
| Group benefits | HR lead, with the CFO | HR Director, VP of Human Resources, Head of People, Benefits Manager, CFO | 21 to 100, 101 to 250, 251 to 500 |
Under Exclude job titles, add Product Owner, HR Coordinator, Recruiter, Accounts Payable, Intern and Assistant. The CFO email list and CEO email list go deeper on those seats.
Fill your book one class at a time
A quote for one roofer teaches you what the next roofer needs. Run one saved search per class of business you want more of.
| Class and line | Industry and Services | Employee Headcount | Job titles |
|---|---|---|---|
| Trade contractors: liability, comp | Construction > Specialty Trade Contractors. Services: HVAC Services, Electrical Services, Plumbing Services, Roofing Services | 11 to 20, 21 to 100 | Owner, President, Controller, Safety Director |
| Manufacturers: comp | Manufacturing > Machinery Manufacturing | 21 to 100, 101 to 250 | CFO, Controller, Plant Manager, Safety Director |
| Trucking: comp | Transportation and Logistics > Truck Transportation | 11 to 20, 21 to 100 | Owner, President, Safety Director, Fleet Manager |
| Restaurants: liability | Hospitality and Travel > Restaurants | 11 to 20, 21 to 100 | Owner, Franchise Owner, Director of Operations |
| Software firms: group benefits | Technology > Software Development | 21 to 100, 101 to 250 | Head of People, HR Director, CFO |
Where commercial lead generation goes wrong
- Pitching a quote on the wrong day. A company that renewed last month won't look at you for eleven months. No list shows renewal dates, so make getting the date the job of your first email.
- The wrong seat for the line. A benefits pitch to a plant manager goes nowhere, and so does a comp pitch to a recruiter. Match the title to the line using the table above.
- Titles that mislead. Owner also finds Product Owner, so set the industry first and keep the excludes on.
How to build it in ContactYard
ContactYard searches 100M+ verified B2B prospects, and results appear with a total as you filter. The example follows Brightpath Risk Partners, a fictional agency writing workers comp for HVAC and electrical contractors in Georgia and Tennessee.
Step 1: Pick the class
In Industry, choose Construction, sub-industry Specialty Trade Contractors. In Services, add HVAC Services and Electrical Services.
Step 2: Set territory and size
Add Georgia and Tennessee in Company Location. Under Employee Headcount, pick 11 to 20 and 21 to 100.
Step 3: Add titles and excludes
In Job Title on Smart, add Owner, President, Controller and Safety Director. Add the excludes from above.
Step 4: Check, save and export
Turn on Email required, and Phone required for a call list. One credit covers the verified work email, the mobile when available and the verification. Click Save, export the CSV and rerun monthly to catch new companies.
Tip: Sell into your own book. Paste the websites of clients you only write liability for into Company Domain (up to 1,000), search HR titles, and pitch group benefits to people who already know your agency.
Open by asking for the renewal date
The first email wins a date, not a policy. Log every answer in your CRM and follow up 60 to 90 days before it. With a CFO or Controller, offer a review of last year's audit and losses instead of a plain quote.
Subject: {company}'s workers comp renewal Hi {first_name}, We write workers comp for {trade} companies around {city}, {number} of them about your size. When does {company}'s policy renew? I'd like to send you a side-by-side quote 60 days before, so you have time to compare. If your current agent has it right, the comparison will show that too. {Your name} {Your agency}
For HR leads, swap in group benefits and ask for the renewal month. Many group plans renew January 1, so run that search by early summer. Then use how to follow up on an email, and phone numbers for cold calling for owners who answer their own line.
Partners who send commercial business
| Partner | How to find them |
|---|---|
| CPAs and bookkeepers | Business Services > Accounting |
| Payroll providers | Services: Payroll Services |
| HR consultants | Business Services > Human Resources Services |
Other channels are ranked in lead generation for small business.
What it costs
One click on “lead generation insurance” runs about $22. On ContactYard's Scale plan ($99 a month for 30,000 contacts, about $3.30 per 1,000), that same $22 is worth more than 6,000 complete contacts. Published prices per 1,000 elsewhere: Apollo $18, Lusha $75, ContactOut $131, UpLead $371.
ContactYard verifies every work email and refreshes its data every 30 days, so one commercial policy pays for the list many times over.
Brightpath Risk Partners, fictional agency (illustrative numbers)
- Contacts
- 1,500 contractor owners and finance leads
- Data cost
- Growth: $49 a month for 10,000 contacts
- Same contacts elsewhere
- 6,000 to 18,000 credits at 4 to 12 credits per contact
Ready to fill your renewal calendar? Start free, pick one class and see how many buyers are in your territory.
FAQ
- What is lead generation for insurance agents?
- Finding businesses that could buy from you and the person who signs. On the commercial side, that means filtering by industry and headcount, then reaching the owner, CFO or HR lead.
- What is the best lead generation for insurance on the commercial side?
- Your own list of one class of business, built in ContactYard, with a first email that asks for the renewal date. Add CPA and payroll referrals on top.
- How much does lead generation for insurance cost?
- A single click on “lead generation insurance” runs about $22. ContactYard is $49 a month for 10,000 contacts or $99 for 30,000, mobile included when available.
- Who should a commercial insurance agent target?
- Owners in the 1 to 10, 11 to 20 and 21 to 100 headcount bands for liability and comp, and HR leads and CFOs in the 21 to 100, 101 to 250 and 251 to 500 bands for group benefits.
Keep reading
How to build an insurance agent email list
Reach independent agency owners, producers and brokers, and keep captive agents and carrier staff off the list.
Lead generation for small business
Nine lead generation methods ranked by cost and speed, a 30-day plan and a real budget.
What is lead generation?
Lead generation is finding people who could buy from you and getting a way to reach them.