As you get capitalized, you consistently increase your budget until you
are spending somewhere around 10-15% of revenues on marketing. Your goal
with this type of marketing budget is to make sure you are consistently spending
money on marketing but not spending more than you can maintain. The
problem with this system is that what you can afford does not always produce the
number of annuity leads required to keep your calendar full.
is Annuity Lead Management?
Your #1 business
goal as an annuity agent is to get capitalized enough that lead flow becomes
more important than managing lead expenses. At
point, you realize that the most expensive annuity lead is the lead you
don’t have and your focus changed from managing your marketing budget
to identifying how many annuity leads you need every week to
keep a full calendar Once you have
determined the number of leads you need each week, add 10% (i.e. if you need ten leads you will manage for 11 leads).
The next step separates the men from the boys. Now you need to
spend whatever is required
to give you and average lead count that will keep your calendar full.
When you start the process of annuity lead management your ROI might shrink and
your lead expense as a percentage of revenues might increase.
Don’t be alarmed! Eventually
your revenues will catch up and you will get to a stage in your business where
you cannot out expense your revenues.
This is the point where momentum becomes as powerful as the concept of
compound interest and
where your confidence goes ballistic.
This is also the point where you don’t need your clients, they need you,
and you become a low hanging fruit picker. If you got to the point where
you are selling 2 to 3 million per year you have already proven you can sell.
Now all you need to do is keep your calendar full by switching your priorities
from lead expense to lead flow and your production will reach levels that very
few annuity agents ever experience.
both circumstances you never turn off your annuity marketing for vacations, holidays, or