Why You Should Ask Policyholders for Online Reviews

If you’re an insurance broker, let’s face it, growing your brokerage is always on your mind. No doubt, you’ve put some energy into building your online presence with a polished website and social media footprint. But, if you’re not asking existing customers to help you toot your horn online, you’re missing out on a big opportunity to gain the trust of prospects who already have a ton of options when it comes to insurance brokers.

Like them or not, online reviews help you stand out from the competition. Prospects are more likely to choose your brokerage, if they see a string of positive reviews about your service and responsiveness. In fact, online search experts BrightLocal say that 84% of people trust an online review just as much as they do a personal recommendation.

Even more encouraging is the fact that 54% of people actually take the next step and visit a business’ website after reading a positive review. Now that’s the type of traffic you want to attract.

So, why aren’t you asking for the review?

Afraid to Open Pandora’s Box?

Many brokers admit that they’re afraid to ask for online reviews because they fear getting negative feedback. In their minds, the possibility of a negative review is far too risky.

But, let’s say a customer does leave a less than favorable review. They’ve just opened the door for you to offer to solve their problem in a public way that demonstrates how important it is for you to keep your customers happy.

Your response to negative feedback goes a long way in leaving a good impression on potential policyholders.

Just Ask

It might surprise you, but you don’t have to jump through any hoops to get your policyholders to leave a review about your brokerage. The BrightLocal survey found that 7 out of 10 people you ask for a review, will post one.  

3 Great Places to Be Reviewed

  1. Yelp is one of the first places customers go to check out online reviews, so naturally, you want to have positive reviews there to greet prospects.
  2. Facebook is the next best place to lobby for reviews. That is, if your brokerage has an active Facebook page. Your policyholders that are on Facebook can easily leave you a review and give you a star rating that appears right on your page.
  3. Google search results on your brokerage will automatically bring up your Google reviews. That’s why it’s a good idea to ask customers to also leave a review for you on Google. Those reviews help build immediate credibility since they are the first thing people see when they search for your brokerage.

When & How to Ask for a Review

Timing is everything when it comes to asking for reviews. If you ask customers who haven’t heard from you in 8 months, you’re probably not going to get optimal results. The best time to ask for a review is right after a policy renewal. Your client has a recent interaction with you coupled with enough experience with your brokerage to give a solid review.

There are 2 easy ways to ask your policyholders for a review:

In person: Every time you meet with a client in your office, and the meeting ends on a high note, ask them to go online and give you a review. Have some review cards printed to make it easy for your clients to know exactly where to go to leave the review.

Email: For clients who don’t make it into your office, email is the best way to ask for a review. You can automate the process of sending review emails using an insurance marketing platform like Pathway, which has a built-in workflow that sends an email requesting an online review shortly after a policy renewal.

Responding to Reviews

Remember, online reviews are a great way to interact with your policyholders. Whether good or bad, let clients know you appreciate their feedback. If the feedback is good, say thank you. If the review is negative, find out how you can make things right.

Now that you know how important online reviews are when it comes to influencing new and repeat business, don’t put off asking your clients to generate more positive buzz about your brokerage.

Need Help Getting Started?

Schedule a Pathway demo to learn how ClientBuilder can help you launch an effective online review email campaign.