How To Create An Online System To Generate Insurance Agent Leads pdf

How To Create An Online System To Generate Insurance Agent
Leads
By: Jason Hornung – President
Jason Hornung Agency, Inc.
Below you will find a transcript from a coaching call I did with my client Russ Sims, who is an
agent in Seattle. We are discussing how to use the Agent’s Lead Machine system to start
generating insurance agent leads as quickly as possible.
Just so you know, these coaching calls are normally $97 each for 30 minutes. However, if you
enroll in the Agent’s Lead Machine Program by clicking the link below, you can get two of these
calls for free.
Plus, you can also get 8 weeks of my group coaching worth $497. You can see by reading these
transcripts how much of a difference these coaching calls can make on your success with getting
exclusive insurance agent leads online!
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Jason: Okay, great. So here we are, Russ, and I appreciate you sending the questionnaire back
in. So I guess what I’d like to start by doing is just going through the questions that you had on
this document and then we’ll leave it open to anything else that comes up and I’ll try to guide
you on the right path here to, you know, get going, building your insurance agent leads machine
right away.
Russ: Okay. Cool.
Jason: All right. Let’s just start off here. So the first question you had is, you have examples of
other advisors are doing with this system. I don’t have anybody else that has been submitting in,
you know, case studies from what they’re doing, but I do have some case studies up on my blog
from some of my personal sites, and I’m also getting ready to submit a case study from a project
that I did for one of the largest insurance companies, insurance agencies, in the country. They’re
the number one producer for Aviva and I did a project for them that produced quite a bit of
results generating insurance agent leads, so I’m getting to release that here soon because my
contract’s over now and the time period has expired where I can show their results now.

Russ: Okay. So, I’m sorry, now which company is this? Or are you able to even tell me?
Jason: I can’t say the company’s name, but I can tell you, they’re the number one producer of
IULs for Aviva and we put together an indexed UL system for them.
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Russ: Okay.
Jason: One of the things I’m going to be doing is actually releasing to my Agents Lead Machine
customers like yourself, you’re going to get a copy of the script and the slides that we used in the
sales video that we used on their website to generate IUL leads. And this whole script and slides
have been approved by Aviva’s compliance department.
Russ: Okay.
Jason: So if you’re interested in doing IUL at all, you know, that’ll really help you out with
these type of insurance leads.
Russ: Yeah. I’m currently contracted with Aviva and I’m used to selling their product, so that’s
awesome. I mean, I know you can’t say who it is, I’m willing to bet it might be Federal
Financial, but you don’t have to say yay or nay. So, I definitely have some experience with
them, so. But, yeah, cool, cool, so looking forward to that.
Jason: Yeah. And I would be willing to say that you have pretty good intuition.
Russ: All right. Cool.
Jason: So yeah, I’m actually working on putting that stuff together on Friday and then I’ll be
releasing it to my Agents Lead Machine customers toward the end of next week and then, so
you’ll see that in the member’s site and I’ll shoot out everybody an email letting you know it’s in
there.
And I’m also going to be selling that, actually, to other people that aren’t Agents Lead Machine
customers for 97 bucks. So, that’ll give you a real jump start if you want to promote IUL.
Russ: Yeah. Well, I’m looking forward to that then, awesome.
Jason: Cool. All right. So does that satisfy that question that you had?
Russ: Yeah, yeah. You know, and I know as I’m going through some of the video content,
going through the training here, there are interspersed some testimonials and those are
encouraging. In fact, I think one of the testimonials that you have is from somebody out here in

Seattle. So I was a bit intrigued because she eluded to the fact that she’s also getting residual
income aside from insurance agent leads and I know that’s probably content for a later time, but
and I didn’t ask that question on the form that I submitted to you, but I am interested in learning
about that possibility, too.
Jason: Oh, sure. Yes, I mean, what we’re getting at there is, with the strategies and tactics that
I’m teaching you, you could actually apply those to doing other forms of marketing online to get
some residual income coming in. So, I mean, like for example, I’ve got several websites in a
variety of different markets. I do a lot with real estate investing. I’ve actually worked on some
consulting projects and put some things together where, you know, we’re generating leads and
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selling products online. And so you can use the same techniques that you’re using for insurance
marketing to put stuff like that together and do things like affiliate marketing. You can put
yourself out there as a consultant and then charge, you know, your fees where you get a
percentage of sales. So there’s a lot of different things that you can do to kind of add some
additional revenue streams using these techniques.
Russ: Interesting, interesting. Yeah, I’m an old real estate investor myself, so that’s intriguing.
Okay, cool.
Jason: Awesome. So the second question you had was, “What ongoing costs should I expect?”
Well, I mean, your ongoing costs are going to be, you’ve got, you know, hosting for your
websites, you’ve got renewals on your domains. I mean, you know, web hosting is cheap, it’s 10
bucks a month if you don’t have that already.
Russ: Yeah.
Jason: And we have links to Hostgator in there, who we recommend. You know, your domain
name is going to be about $10 a year to renew that. So, you know, depending on if you’re
targeting a lot of different domains, you know, you’re going to have your expense for that.
You’ll have your email autoresponder system, we recommend Aweber. It’s 19 bucks a month
until you get over 500 people on your list and then it starts going up a little bit each month,
depending on how many subscribers you have on your list.
I think it only goes up like 50 bucks a month at like the 2,500 person level, so it usually takes a

while before you, you know, start increasing your costs on that side of it.
Russ: Okay.
Jason: And those are the minor, kind of ongoing costs that you have just to kind of keep your
system up and running. Then you’re looking at the cost of driving traffic into your website.
Those costs are going to vary depending on the traffic source that you’re using. But, you know,
to have any decent amount of traffic that’s going to convert and generate leads for you, you’re
looking at probably about a minimum of $500 a month is what you really should be spending to
drive that traffic to your site.
Russ: Okay. Yeah, that’s helpful. And I have already taken the subscriptions that you
recommended to GoDaddy and Aweber and Hostgator, so I’ve got that all in place. So, yeah,
that’s helpful to know kind of what to expect in terms of ongoing marketing costs to really kind
of hit my stride here and get the kind of leads that I really want to have coming in. So you’re
thinking in the neighborhood of $500, obviously that’s going to vary.
Jason: Yeah, and that’s going to be a minimum for generating insurance agent leads and I would
consider that to be your testing budget. Because like I say throughout the training, if you’ve
gotten to any of those parts yet, I really talk about how everything is initially a test, because you
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got to make sure that the traffic is converting to the message that you’re using and you’re going
to go through the optimization process.
So what you’ll find in the beginning is your cost per lead is going to be higher in the beginning
and as you apply these testing and optimization strategies that I teach you in like the training
course, you’ll actually be able to lower your cost per lead over time. So, you know, for your
same $500, you’ll generate less leads in the beginning, but as you get better at it, you’ll generate
more off of that same cost down the road.
Russ: That makes sense, yeah. Okay.
Jason: Yeah. And you know, what’ll also happen then is you’ll start to scale up as you get better
at it, so, you know, you’ll start with $500 to test because you don’t want to, you don’t want to
spend a whole crap-load of money and not get the kind of leads that you’re looking for. But, so
you start, you start looking and you test, and then you get your numbers down and if you know,

“I spend 500 bucks, I get 20 quality leads off that, but I want to have 60 quality leads a month,”
then you know you got to spend $1,500.
Russ: Yeah.
Jason: So you want to use that testing to get your numbers down and then you do the math
backwards to figure out, you know, what kind of insurance agent leads volume you can handle
and then you’ll be able to determine, you know, how much you got to spend to get that lead
volume.
Russ: Right. Right, okay, well, that makes total sense. So in my case, you know, I’m sure
you’ve talked to, you know, advisors that are kind of in the situation where we’ve tried a lot of
different things that either through lack of implementation, you know, correct implementation, or
just because they were bad programs, haven’t really worked out all that great. So my income
level is far from where I feel it should be, and, you know, making another financial commitment
at this point is a real challenge for me. So my challenge is going to be to take that initial
investment, not only in, you know, what I paid for your program, but also the money to get the
campaign up and running and turn it into pretty quick, you know, business, so then I can really
leverage those early dollars into, you know, expanding my efforts.
So that’s just my personal challenge, that’s what I’m going to be looking to do. Because, you
know, I can’t afford, I really can’t afford to have three to four months of just, you know, bad
trials where, hey, you know, nothing seems to be working and there’s no dollars to further the
campaign at that point.
Jason: Yeah, I completely understand that. I mean, and that’s why we give you the templates
and things like that so you’re not trying to build something completely from scratch that you
don’t know if it has a chance of working at all. Everything that we include in there with the
templates, for, you know, the Power Point presentations, and the landing pages, and all of that,
those are all designs and presentations that we’ve used in the past to generate leads. So, you
know, you’re getting—
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Russ: Yeah, **** in.
Jason: Oh, go ahead?

Russ: I’m sorry, go ahead.
Jason: Oh, I was going to say, you know, you’re going to have a real high probability, you
know, I can’t guarantee that you’re going to generate insurance agent leads, but you’re going to
have a super high probability that, you know, using that stuff and making some small tweaks to
it, you know, you’ll be able to generate leads out of the gate. And, you know, as long as you can
sell them, you know, then, you know, you’ll profit handsomely off of that.
Russ: Yeah. Yeah. Great. Okay.
Jason: So did you have any additional questions that were tied into ongoing expenses?
Russ: No, I think that’s about it. I mean, well, I guess there is the side of, you know, as far as
ongoing coaching, because I know you were running a promotion where I have eight weeks to,
I’m not sure what this is called, forgive me, but I don’t know, they’re not really coaching
sessions, but are they kind of like mastermind calls, or I’m not sure what you call them.
Jason: Yeah, so that’s, I have an eight-week group coaching program where we do a weekly call
and then everybody that wants to attend that’s paid for it can get on and then we, you know, it’s
basically just a live Q&A, kind of like what we’re doing right now, and I’ll help you with that.
Then you also get access to my personal email and you can email me, like, you know, I know
one of the things you said on here was, you know, “What kind of help would you get developing
content for your ads and website?”
Russ: Yeah.
Jason: So, you know, you can submit to me, you know, stuff that you’re putting together and I’ll
give you my feedback and kind of make some edits on it and stuff like that for you, that’s all part
of that program.
And then you also get free website review. So once you have your site up, you can submit it to
me through my personal email and I’ll go look at it. And what I do is I’ll do a screen capture
video where I’m looking at your site and I’ll point out the things that I would change, how I
would change it, and deliver that video to you so that you can, you know, get everything set up
right on your site.
Russ: Okay. So in terms of optimizing, you know, once you get the campaign up and running
and you’re starting to get feedback that you feel there’s room for improvement, in terms of
optimizing and the best, probably the best way to go about that is to just utilize that coaching,

you know, that ongoing coaching and seeing what other people are doing and getting
suggestions. Because, you know, I may not be the best judge in the world as far as how to tweak
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a campaign.
Jason: Yep. Well, and I while we’re on the subject of optimization, there’s different places
where you’re going to optimize. So the first thing that you always want to optimize, if you’re
not getting the conversion that you’re looking for, is actually your offer.
So on your website, your offer is what you’re using to get people to take action. So, you know,
you can choose to, your offer could be where you’re just trying to get them to request an
appointment with you. Some people take the approach of, you know, they’re offering a free
copy of a book, like a lot of people will use Patrick Kelly’s Tax Free Retirement book. So they
get them to fill out a whole bunch of information for the book, they send them the book for free,
and then they take them through a sequence after they have requested the book to move them
toward an appointment.
Russ: Right. Yeah.
Jason: So there’s some different angles you can take, depending on, you know, how long you
want to stretch out the process.
What I can tell you, is that you’re going to generate less insurance agent leads if you go straight
for trying for the appointment. You’re going to have a higher cost per lead doing that, but you’ll
also typically generate a little bit higher quality lead. So those are some things you got to kind of
factor in.
But that’s the first thing when you’re optimizing, you want to look at your offer first. You know,
how can I make this offer really appealing? What do my target prospects really want and how
can I give that to them in a way that is just so appealing that they have to take action now.
That’s really the first thing that you want to do.
The second piece of optimization then would be, you know, the copy that you’re using in your
ads. And your ad copy is going to be driven by your offer, because the copy that you use on
your landing page all ties right into your offer, and you want to have that conversation that you
have on your website regarding your offer, it needs to start at your ad, so it all works backwards

from that offer.
So really, you just use language that you’re using right on your website to convey your offer in
your ad copy so, I mean, that really, your offer writes the ad for you.
Russ: Makes sense, okay.
Jason: I mean, that’s really how optimization works. I mean, it’s not a real rocket science, but
you’ll, the thing you really want to think about is, what are the desperate problems that your
prospect has and how can your product solve it, but you have to be able to be able to position it
in a unique way that is appealing to them and they, you know, is something that they can’t really
look at and say, “Hey, I’ve heard that before,” you know?
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Russ: Yeah. Right. I know that your course is endorsed by Brett Kitchen and I’m assuming
you’ve got quite a bit of experience with Brett and Ethan over at Insurance Mavericks, and I
know they’re real big on tracking and those kinds of message that you’re talking about, you
know, where it’s very compelling and very oriented toward solving problems. They’re people
that I hold a lot of respect for and that’s one of the reasons I, you know, decided to give your
course a try is because, you know, you have the endorsements from at least Brett.
Jason: Great. Well, I appreciate that. Yeah, Brett and Ethan are personal friends of mine. I’ve
actually started off as a member of theirs back in 2009 when they first launched their first
product and, you know, I was doing a lot of stuff that they taught and some things that I learned
and was sharing my results with them and they got kind of impressed by that, so, you know, we
started actually working together when I left my State Farm agency and I helped them build out
True Financial Aid, and some of the stuff in Safe Money Millionaire. So, you know, all the
systems that they use, I’ve had a hand in helping them build.
Russ: Wonderful. Yeah, in fact, I was thinking that Safe Money Millionaire might be a good,
you know, product giveaway, too. I’m familiar with Patrick Kelly’s book, you know, Tax Free
Retirement, but Safe Money Millionaire is probably even a little bit more pointed toward IUL.
Jason: Yeah. Now, the one thing I would be really careful of if you’re giving that book is
because, I mean, the book is positioned to drive people that read it down into their own funnels.
Russ: Yeah, I know.

Jason: So I would give it away with an appointment. So, you know, they’ve got to meet with
you to physically get a copy of the book instead of just sending it to them, or you’re probably
going to be generating leads for them and not you.
Russ: For them. I’m sure that’d be fine with them. Okay.
Jason: I don’t think that’s what you want to do though.
Russ: No, no. So, cool. Okay. I have, let’s see, I’m just reading, you covered a lot of the stuff
of what I wanted to ask.
As far as, you know, generating insurance agent leads that are in my area, how complicated is
that? I mean, I’m in the greater Seattle area and until I get really good at phone sales and also
increase my licensing into other states, I probably just want to keep it in my greater metropolitan
area. What’s really the best way to do that?
Jason: Oh, yeah. So I mean, all the, the traffic methods that I teach in the training, they all allow
you to geotarget down to even really small cities. So, you know, that’s why I include Facebook
as the first traffic method, because very few insurance agents are using it and the ones that are,
are doing it wrong. So if you follow my methods, you can actually, you know, actually clean up
with Facebook. And, I mean, you can, I’m from a tiny town called Sauk City, Wisconsin, that’s
where I grew up, it’s like 5,000 people. And I can target and show my ads only to people in
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Sauk City, Wisconsin, that’s how narrowly you can do your geotargeting with Facebook.
Russ: Yeah.
Jason: And it’s super simple. I mean, when you go in there and you set up your ad, you can, it
asks you where do you want to show your ad? You just type in the city and it’ll pull up a list and
you click on it and, you know, if you want this just to be Seattle, you type in Seattle and it’ll
show, it’ll only show your ads to people in Seattle.
Russ: Awesome. Okay.
Jason: Good. And then the other traffic sources that get released over, I do one a month and the
reason we do one a month is because you don’t want to get a whole bunch of different traffic
sources coming into your page at one time because there’s a learning curve with figuring out that
traffic source, because each one is different. And so you got to be able to see what’s happening

with the people that are coming from that traffic source on your page and go through that
optimization process.
Russ: Right.
Jason: And that takes a few weeks to do that. So I release those traffic trainings on a monthly
basis and there’s six core traffic sources that we show you and I release them in the order of how
simple they are and how well they convert for insurance offers. And all of them have
geotargeting down to city level, so you don’t have to worry about like getting people in New
York or something like that.
Russ: Cool. Okay. Great.
Jason: Now, I see on your coaching questionnaire, you said, you know, “In order to make a
consistent six-figure income, you know, what should you expect your yearly investment to be?”
That’s kind of a tricky question to answer, simply because, you know, I don’t know how well
you convert the people that you meet into, into sales and then it’s, you know, it’s going to vary
depending on, you know, what size of premium you’re writing with your policies and stuff like
that.
But I mean, you know, just to give you kind of a ballpark idea, you know, I would say if you’re
looking to make six figures, you’re typically going to have to spend about 20% of the amount
that you want to earn on advertising. So if you want to make $100,000, you’re probably going to
have to spend about $20,000 on advertising. That’s just kind of a blanket rule of thumb that I’ve
experienced over the last decade in all forms of marketing, not just online.
Russ: Okay. Well, that is helpful and I understand, you know, there’s a lot of variables and it
depends on me and my implementation and how well I can convert. But if I’m going to make a
commitment to this long term, I have to have at least kind of a notion.
Jason: Yep. Yep.
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Russ: Because it is so foreign to me, you know, it is so foreign, I’ve never done this before.
Kind of why I want to be **** but the whole idea is to get, you know, a string of successes early
on so that I can leverage those dollars into further, you know, further campaigns.
Jason: Yep. And so what I would recommend that you do, in addition to, because you always

want to drive people onto your mailing list. That email list is so powerful. And what you can
start doing is looking for different products and services that are out there that those people
would be interested in, and a lot of them have affiliate programs and you can go sign up to be an
affiliate and they’ll give you pre-written emails and you can start sending those things out to
your list and you can, you know, you can make money off of selling them other things if they
won’t meet with you insurance. That’s a way for you to kind of, you know, leverage that and
cover some of your advertising expense up front. You want to make sure you’re really using that
email list to your advantage.
Russ: Okay. You kind of lost me on that one. Can you just kind of touch on how that works
one more time? I’m sorry.
Jason: Sure. I’ll give you an example straight from what I’m doing for one of my real estate
clients. So what we do is we drive people, drive our traffic onto our mailing list through a bunch
of different opt-in offers, videos, free e-books, things like that. So once they get on our mailing
list, we try to sell them our primary product, and we get a fair percentage of the people that do
that.
So in your circumstance, what you would be doing is, you know, you’d get them to opt-in and
then you’re trying to, your primary product is trying to get them to meet with you and talk about
their insurance, right?
Russ: Right.
Jason: So the people that don’t, in the real estate business, the people that don’t buy, what we do
is we start to show them offers from other companies that are related to what we do and we
promote it as an affiliate, where we get paid a commission for every product that this person
buys from this other merchant.
Russ: Okay.
Jason: So relating that back to insurance, what you would do is take the people that don’t
respond to you for an appointment and you can go out and find different things that they would
be interested, and maybe it’s books on Amazon, or you know, stuff related to what you brought
them on your list for. And then you can sign up as an affiliate and email them out, they’ll give
you free, they’ll give you pre-done emails that you can plop into your autoresponder and email to
your list. And if they click through your affiliate link and go and buy one of these products, you

get paid a commission on it.
Russ: I see. Right. Okay. Cool.
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Jason: And so you can use those affiliate commissions to leverage, to cover your traffic
expenses. It’s what we call in the industry a self-liquidating offer, so you use your list and those
commissions that you get to cover your traffic so you’re really not spending any money on
traffic. It’s a wash.
Russ: Okay. Well, that’s kind of, that’s my world, isn’t it? That’s where we all want to be.
Jason: Exactly. Exactly. And if you get a good enough offer, you can actually profit on the
front end of that. I mean, the client that I work with in the real estate space right now is
DoHardMoney.com, they are a hard money lender. And one of the things that we do is we
promote real estate investment training courses by different gurus and, you know, I put together
a promotion last week and, you know, we’ve done over $5,000 in commissions in the last week
just off of that.
Russ: Oh, wow ****
Jason: Yeah, and we only spend about $3,000 a month in marketing for that site.
Russ: Okay. That gives me some ideas and how, you know, how to increase revenue streams
here, so wonderful.
Jason: Cool. So, yeah, and I think we touched on all the questions that you had on the document
here. Is there anything else that came up that you wanted to cover on this call?
Russ: I don’t think so, Jason. I think that pretty much covers it. I’m just really, really getting
into content here, I’m going to be devoting the next two or three days to it. So just get this up
and running as fast as I can and I have a lot of faith in it and I have a lot of faith in you. So, you
know, I just need to make this work, but I’m committed to it. It feels right to me, you know,
versus the other ways I’ve been marketing, this just seems like it’s a real good, intuitive fit for
kind of my style.
Jason: Well, that’s great to hear and I appreciate your confidence. And we’re here to help you
be successful, so you know, let me know how we can do that and we’ll help you with the whole
insurance agent leads process.

Russ: All right, Jason. Well, thanks so much for your time and stay tuned to hear great things
from me.
Jason: All right, awesome. You have a good one, Russ.
Russ: All right. You, too. Bye.
Jason: Bye bye.
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