Connecting with Millennial Prospects & Clients

With the start of a new decade less than sixty days away, astute agent planners are thinking seriously about target groups to which they can most effectively direct their 2020 marketing efforts.

During the new year - ‘millennials’ - loosely defined by combining multiple sources, as those born between 1978 and 2003 – will comprise nearly half of the American workforce. Obviously, they are strong sales targets for traditional P&C insurance, particular commercial and cyber-related products. Having ‘grown-up’ in the internet age – which, by the way, is celebrating its 50th birthday this year – millennials should be especially aware of the constant risks of cyber-related activity.   

​Agents ask: “How do I effectively connect with millennials?” One of my most successful agent friends recently reminded me that most millennials prefer texting, rather than email and phone calls, as their primary means of communicating. If agents are going to target this group, they need to be comfortable with texting as their main and probable exclusive way of connecting with many millennials. Whatever marketing approaches are employed, enhanced texting skills within an agency can provide a significant edge in attracting and retaining this strong target group.