V
vikram kumar
So, I've been thinking about something lately. Everyone in insurance talks about getting “high-quality leads,” but barely anyone talks about long-term leads—the kind that sticks around, buys again, refers people, and actually becomes valuable. I used to think all leads were basically the same, but the longer I've been around Insurance Advertising, the more I've noticed there's a huge difference between one-time policy shoppers and repeat customers who stay with you for years.
When I first started running insurance ads, I was just concerned with lowering my cost per lead. That was it. If the lead was cheap, I felt like I was winning. But then I noticed something: a lot of those “cheap” leads would fill the form, take a call, ask questions… and then vanish. No purchases, no engagement, nothing. Meanwhile, the leads that cost a little more upfront are expected to convert better and actually stay longer. That was when I realized I was measuring the wrong thing all along.
At one point, I remember thinking maybe this was just a normal part of insurance. Like maybe people will always shop around and churn. But I started asking a few other people in my circles who were also running Insurance Advertising campaigns, and I learned that there were people getting stable, loyal leads—they were just approaching things differently. They weren't trying to appeal to everyone. They were focusing on the type of people who value ongoing protection, not just low price deals.
For me, the biggest turning point was when I stopped writing generic ads like “Get the best insurance quote now” and started understanding what the actual motivation behind a buyer was. Like, why is someone looking for insurance at that moment? Some people are reacting to life events—maybe they bought a new house, had a baby, or started thinking more seriously about health. Those leads tend to have higher long-term value because their purchase isn't just impulsive—it's emotionally driven and tied to life plans.
Another thing that changed the game was how I structured communication. Instead of trying to close quickly, I started guiding leads slowly. A bit of education here, a bit of reassurance there. For example, sending follow-ups that explains how premiums work or why it helps to review coverage yearly. It sounds simple, but it builds trust, and trust is what determines how long someone stays with you.
One thing I tested (and I didn't expect this to matter as much as it did) was tone. When communication feels too “sales-y,” people ignore it. But when I just talked normally, like I'm doing right now, people respond more openly. It seems obvious, but the insurance world is full of scripted language that feels robotic and distant.
Around the time when I was figuring this out, I came across an article that went deeper into this exact idea of focusing on lifetime value rather than just quick conversions. It talks about identifying long-term buyers, messaging that builds trust, and how to structure outreach for nurturing instead of pushing. I found it quite helpful because it matched what I was learning through trial and error. If anyone's curious, this is the one I came across: How To Generate 10x Lifetime Value Leads In Insurance Advertising?
I'm not saying there's some secret hack here. Honestly, it's more about patience and shifting perspective. The insurance buyers who stick around don't respond to urgency or discount pressure. They respond to clarity, reassurance, and consistency. If someone is just price-shopping, you'll lose them the moment someone undercuts you by ₹50. But if someone trusts you or feels like you understand their needs, they'll stay even if they could technically find something slightly cheaper elsewhere.
Another thing I'll add—retention starts from the first conversation. If the first interaction is rushed or feels transactional, it's hard to shift that later. I started asking better questions upfront like:
So yeah, if you're struggling with getting long-term leads in Insurance Advertising, it might be worth rethinking the approach. Don't just chase the cheapest leads. Don't push the fastest conversion. Slow it down just a bit, learn what matters to them, and build from there. It's less flashy, but the results stack over time.
When I first started running insurance ads, I was just concerned with lowering my cost per lead. That was it. If the lead was cheap, I felt like I was winning. But then I noticed something: a lot of those “cheap” leads would fill the form, take a call, ask questions… and then vanish. No purchases, no engagement, nothing. Meanwhile, the leads that cost a little more upfront are expected to convert better and actually stay longer. That was when I realized I was measuring the wrong thing all along.
At one point, I remember thinking maybe this was just a normal part of insurance. Like maybe people will always shop around and churn. But I started asking a few other people in my circles who were also running Insurance Advertising campaigns, and I learned that there were people getting stable, loyal leads—they were just approaching things differently. They weren't trying to appeal to everyone. They were focusing on the type of people who value ongoing protection, not just low price deals.
For me, the biggest turning point was when I stopped writing generic ads like “Get the best insurance quote now” and started understanding what the actual motivation behind a buyer was. Like, why is someone looking for insurance at that moment? Some people are reacting to life events—maybe they bought a new house, had a baby, or started thinking more seriously about health. Those leads tend to have higher long-term value because their purchase isn't just impulsive—it's emotionally driven and tied to life plans.
Another thing that changed the game was how I structured communication. Instead of trying to close quickly, I started guiding leads slowly. A bit of education here, a bit of reassurance there. For example, sending follow-ups that explains how premiums work or why it helps to review coverage yearly. It sounds simple, but it builds trust, and trust is what determines how long someone stays with you.
One thing I tested (and I didn't expect this to matter as much as it did) was tone. When communication feels too “sales-y,” people ignore it. But when I just talked normally, like I'm doing right now, people respond more openly. It seems obvious, but the insurance world is full of scripted language that feels robotic and distant.
Around the time when I was figuring this out, I came across an article that went deeper into this exact idea of focusing on lifetime value rather than just quick conversions. It talks about identifying long-term buyers, messaging that builds trust, and how to structure outreach for nurturing instead of pushing. I found it quite helpful because it matched what I was learning through trial and error. If anyone's curious, this is the one I came across: How To Generate 10x Lifetime Value Leads In Insurance Advertising?
I'm not saying there's some secret hack here. Honestly, it's more about patience and shifting perspective. The insurance buyers who stick around don't respond to urgency or discount pressure. They respond to clarity, reassurance, and consistency. If someone is just price-shopping, you'll lose them the moment someone undercuts you by ₹50. But if someone trusts you or feels like you understand their needs, they'll stay even if they could technically find something slightly cheaper elsewhere.
Another thing I'll add—retention starts from the first conversation. If the first interaction is rushed or feels transactional, it's hard to shift that later. I started asking better questions upfront like:
- “What made you consider reviewing your insurance now?”
- “What are you hoping your plan will be secure for you long-term?”
So yeah, if you're struggling with getting long-term leads in Insurance Advertising, it might be worth rethinking the approach. Don't just chase the cheapest leads. Don't push the fastest conversion. Slow it down just a bit, learn what matters to them, and build from there. It's less flashy, but the results stack over time.
