A marketing plan template for lead gen: insurance, lending and mortgage.
Insurers, lenders, mortgage brokers and agencies that win customers through quotes and applications. Quote starts, abandoned quotes, applications, underwriting, bound policies or funded loans, and renewals.
What you start with.
A starter strategy
Quote to bind growth, with goals you can edit.
- Bind more policies and fund more loans
- Finish more of the applications we start
- Keep customers at renewal
15 audiences
Labels for who you market to.
- In-market for the product, search intent
- Readers of guides and comparison pages
- Broad adults, life-event interest
- Lookalike of bound customers
- Quote abandoners, last 7 days
- Quote abandoners, last 30 days
9 conversion events
The events your results are measured by.
- Lead captured
- Quote started
- Quote completed
- Qualified lead
- Agent or broker contact
- Application submitted
9 objectives
- Brand trust and consideration
- Quote starts
- Qualified leads
- Quote recovery
- Application completion
- Bound policies or funded loans
- Renewals and retention
- Cross-sell to existing customers
2 starter plans
- Always-on quote to bind: Search and prospecting, quote recovery, application completion, onboarding, renewals and referrals.
- Seasonal push (open enrollment or rate change): A time-boxed push for a busy season, such as open enrollment, a rate drop or spring home buying.
Everything here can be renamed, replaced or removed, and applying a template never overwrites what you have already set.
Start from this template.
Pick it in setup, review the starter strategy, and edit from there.