Connecting with new prospects isn’t just about reaching out—it’s about reaching out the right way, at the right time, using the right channels.
A consistent, personalized outreach can set your agency apart and help you build lasting relationships. This 7-step prospect campaign is designed to blend automation with authenticity, so every interaction feels thoughtful, not transactional.
Let’s walk through each step.
Build a good list
Before you start your campaign, collect several key pieces of information about your prospects: full name, email, mailing address and phone number. These are the essentials for personalized messages that feel human, not automated. Remember that while you can email, call and send items via direct email—you can’t text people without prior opt in.
Step 1: Send a handwritten card to introduce your agency
First impressions matter. A handwritten card is a powerful way to say hello without asking for anything. Keep it short and warm—just introduce yourself and your agency and let them know you’re available if they ever need help. Cards like this are unexpected, so they stand out in a pile of generic mail. And when it’s handwritten? It doesn’t just get noticed—it gets remembered.
Step 2: Follow up with an email
A few days after the card arrives, send a friendly follow-up email. Share a bit more about what makes your agency different. Keep your tone conversational and helpful, not salesy. Remember, it’s not about pushing a product—it’s about starting a conversation and making prospects think of you when the topic of insurances comes up. Include a clear call to action, like scheduling a quick call or visiting your website.
Step 3: Mail a branded letter
A formal letter builds trust by showing professionalism and attention to detail. This is your chance to explain how your agency helps real clients in your community, Address your letter directly to each contact and mention something local or personal if you can. Include your contact info clearly and make it easy for them to get in touch.
Step 4: Plan an informational event and invite them to join
Hosting a local event or webinar gives prospects a low-stakes way to get to know you. For example, team up with a local coffee shop and host a free informational “Bagels and coffee” get-together where those you invite can ask questions about insurance. It’s a low-cost option for you to get in front of prospects. If an in-person event is not an option, host a webinar. Consider asking for an RSVP to gauge interest.
Send a handwritten card to invite your prospects. Let them know it’s a no-obligation event just for their benefit. They can join and get their insurance questions answered, no purchase needed.
Step 5: Send a reminder email before the event
Send an email to confirm the details of your event and remind prospects to attend. Include the time, date, location (or link), and a quick highlight of what they’ll gain from coming. A warm, helpful reminder shows you're organized and thoughtful.
Step 6: Follow up with a thank you
After the event, send a follow-up thank you card. This shows gratitude and persistence without pressure. A good follow-up can often do more than the initial invitation. If your budget allows, include a small gift card they can use locally as your token of appreciation.
Step 7: Call them
This is your final step, and it brings everything together. Pick up the phone and call your prospect with the goal of simply connecting—not closing. If they attended your event, thank them again. Ask if they have any questions or if now’s a good time to talk coverage. Even if you leave a voicemail, your voice adds a real human element to all the previous communications. And when done right, it’s what turns a warm lead into a client.
You can automate the whole thing
This kind of campaign doesn’t have to take over your day.
With ClientCircle, you can automate each step—cards, emails and letters—so prospects hear from you at the right time, in the right way. You can even add reminders and tasks for your team to make phone calls. The best part? It all runs quietly in the background, making your agency feel personal, consistent and professional—without you having to lift a finger after setup.