Shauna Thoresen breaks down why insurance leads go silent: the problem starts before you call. She maps four touchpoints from ad to follow-up, showing how misaligned messaging at the landing page or thank-you page kills engagement before the phone ever rings.
Chapters
Why is it that whenever you try to call leads, they don't remember completing the form, or they're not even sure what you're talking about? Let's talk about the lead experience, because if you are running your own ads, this is super important. And if you're purchasing leads from lead vendors, this is also super important, because for you, your first experience with this lead happens the moment that they show up in your inbox, on a Google Sheet, the moment that you decide to give them a call. That's your first initial experience with them, but the lead has already had so many other experiences that are either going to help the interaction that you're about to have with them, or they're going to set you up for failure from the beginning. So the very first interaction that the lead has is with an ad, most likely. So whenever they see the ad, you want to know what is the message that the ad says? What is the promise that was made? What does the page say, the Facebook page that it's connected to? What is the branding? What are the expectations? All of these influence the way that the lead is perceiving the ad and making the decision whether or not they want to give you their info. You have to remember, when we're asking for a cold brand new user's information, we're actually asking for a lot from them. Like we're saying, give us your personal information and also be willing to probably give up some of your time to speak to us. So we want to know what is the promise, what is the page, what is the branding, what is it they're actually perceiving that is pushing them towards wanting to even give their information to begin with. Next interaction that they have, step 2, is they're going to go to the form or the landing page. What is the headline that is getting them to stick around and stay? What is the promise that that form is making if they just complete their information? Do they understand what next steps are and what type of questions are being asked. All of these things set up the entire lead experience and what they're expecting from actually giving their information. The 3rd point that they have interaction is on the thank you page. And the thank you page is once they complete the form or whatever it is on the landing page, the first thing that they see. Now, leads 100% read what is on the thank you page. This is important real estate that is going to set you up for what's going to happen next. It's going to set their expectations and gives you a moment to actually build a relationship. So when land on the thank-you page, what does the headline say? Does it talk about what the follow-up is going to be? Do they set expectations of what's going to be happening next? I've seen a lot of lead vendor ads that run for specific agents, and they say, we even put the agent's name in the ad and everything. No, they put the agent's name on the thank-you page, and the thank-you page is literally just this plain box that says, thanks, you're all set. Agent Brittany Smith is going to contact you. Her number is this. And that's the only thing that they have. So this thank you page is valuable real estate that needs to be utilized to push the right message forward. And the last step is what is going to be the actual first follow-up that they get? Are they going to get an email from you? Are they gonna get a phone call from you? Are they going to have someone else's automated system reach out? What does it say? And most importantly, what do they expect? There is a very big difference between running an ad that's going to allow you to collect users' information and Technically compliantly reach out to them versus running an ad that takes them on a journey where they realize, yeah, you know what? I do have that pain point. I do wanna save for retirement. I do wanna protect my family. That's right. I could be leaving my family vulnerable. I don't want them to have to pay for my burial expenses and so on. Knowing that they are going to be talking to an expert about solving that pain point and bringing forth a benefit, there is such a different experience whenever you talk to a lead that moves through this process thinking that they're gonna get like some Outback Steak gift card. or a secret check from the government that no one is telling them about versus if they actually are going to be talking to you about what you can actually provide. When you have a lead that does not remember filling out a form and does not want to talk to you, the problem started before you ever made the dial.
