How to Get More Clients as a Insurance Broker
Forget the marketing hype. For most insurance brokerage owners, more clients comes from doing one thing well: showing up at the top of Google when someone searches for "insurance broker near me". Here's how.
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Where Insurance Broker Clients Actually Come From
Most insurance brokerage owners overestimate social media and underestimate Google. The honest breakdown for a typical insurance broker: roughly 60% of new clients come from local Google search, 20% from word of mouth, 10% from directories like Feefo, and the remaining 10% is everything else combined.
Local Google search
Someone types "insurance broker near me" and clicks one of the top 3 results in the map pack. Owned, ranking-driven, compounds.
Word of mouth
A friend, neighbour, or family member recommends you. Often they'll still Google-check you before calling.
Directories
Platforms like Feefo send paid leads. Useful for top-up — terrible as a primary channel.
Everything else
Social media, leaflets, vehicle wraps, Google Ads, and your existing customer database all combined.
Why Google Reviews Bring You Customers
60% of your clients come from Google search. Insurance brokers add value that comparison sites can't — personalised advice, claims support, and understanding complex needs. Reviews about successful claims handling and saving money on renewals prove that value. Reviews are the bridge between someone typing your search term and someone calling your number — the higher you rank and the more reviews you have, the wider that bridge gets.
"insurance broker near me"
Google shows the top three results for this search based heavily on review count, rating, and recency. Most clicks go to those three.
Trust signal
For a insurance brokerage, reviews are the first social proof potential clients see — long before they ever talk to you.
Permanent asset
Unlike Feefo, Google reviews are free, owned by you, and don't disappear when you stop paying.
Why You're Not Getting Enough Calls
It's almost never because you're bad at the work. It's one of these four reasons — and they're all fixable.
Comparison sites have commoditised personal lines insurance
Clients don't value brokers until they have a claim
Annual renewals are routine and don't prompt reviews
Commercial insurance is complex but clients don't appreciate the complexity
Top-ranking insurance brokers typically have 20-50 Google reviews.
The Acquisition Engine Behind the Calls
Customer acquisition for a insurance brokerage is mostly a review collection problem in disguise. Fix the collection and the calls follow. Grow Our Reviews handles the collection automatically, so the acquisition takes care of itself.
Finish a policy
Wrap up the work the same way you always have. Nothing changes in how you operate.
Add the client
Drop their name and mobile into the app — fifteen seconds, from your phone.
Reviews land
Happy clients post directly to Google. Unhappy ones give you private feedback first.
Examples — From Search to Client
Three real journeys. A homeowner searching for a business insurance, someone urgently needing a home insurance, a referral checking your profile before they call. Each one is a client won or lost on what they see.
business insurance
A client who's just had a business insurance from you is the easiest review you'll ever ask for — when the moment is right. The system catches that moment.
home insurance
A client who's just had a home insurance from you is the easiest review you'll ever ask for — when the moment is right. The system catches that moment.
landlord insurance
A client who's just had a landlord insurance from you is the easiest review you'll ever ask for — when the moment is right. The system catches that moment.
van insurance
A client who's just had a van insurance from you is the easiest review you'll ever ask for — when the moment is right. The system catches that moment.
Pricing to Get You More Customers
14-day free trial on the plan you choose. Card required. Cancel from the dashboard anytime.
Lite
Enough credits for around 30 policys a month.
- Up to 30 message credits per month
- SMS review requests
- Automatic follow-up nudges (can enable/disable)
- Sentiment gate (review filtering)
- Analytics dashboard
- Email support
Starter
Enough credits for around 150 policys a month.
- Up to 150 message credits per month
- SMS review requests
- Automatic follow-up nudges (can enable/disable)
- Sentiment gate (review filtering)
- Analytics dashboard
- Email support
Growth
Enough credits for around 300 policys a month.
- Up to 300 message credits per month
- Everything in Starter
- Priority support
Common Questions
What's the fastest way to get more clients as a insurance broker?+
Improve your Google ranking. Reviews are the fastest lever — typical lift in 4-8 weeks of consistent collection. Paid ads are faster but don't compound, so the moment you stop paying, the clients stop.
Should I advertise on Google or build organic ranking?+
Both, in that order. Organic ranking via reviews is the long-term asset. Paid ads make sense once your profile converts — they don't make sense to a profile with 12 reviews.
Do directories like Checkatrade still work?+
For insurance brokers they can — but the ROI rarely beats Google. A pound spent on review collection compounds for years. A pound spent on Feefo stops working the moment you stop paying.
How many extra clients can I expect from better reviews?+
A typical insurance brokerage moving into the top three local results sees enquiry volume roughly double. From there it compounds — more clients mean more potential reviewers, which means even better ranking.
Your next client is already searching.
They typed "insurance broker near me" five minutes ago. The question is whether your insurance brokerage shows up in the top three or the third page. Reviews decide which.
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Other Professional Services we work with
The same approach works for adjacent professional services — same automation, different defaults.
More for insurance brokers
Same topic, different angles — useful if you're researching how reviews fit into your wider insurance business.
Further reading
Articles from the blog that go deeper into the topics on this page.