The Settlers — 2022 Insurance Consumer Profiles
In today’s digital landscape, things are constantly changing and evolving — and insurance clients are no exception! The client of the future, which may already be the client of today, is going to have different wants and needs from their insurance broker. Fortunately, with a data-driven approach, AlStar Brokerage Solutions is here to help you feel ready and confident to go above and beyond for your clients. Today’s post is going to look at one group of these newly emerging clients known as ‘The Settler’.
The Settler
‘The Settler’ is a young, Gen X or Millennial client who is at a stage in their life where they want to settle down and establish genuine, long-lasting connections in their community. Influenced by today’s unstable economy, this is a demographic that wants to support its local community and see it flourish. They place great importance on buying and supporting local businesses as a way to give back — which includes insurance brokers like you! Ambitious and career-driven, these clients embrace the accessibility and efficiency of technology in today’s digital age. Social media and e-commerce sites play a large role in influencing this demographic’s purchasing patterns. They like to stay connected and in the know and are sure to check out what people are saying online before making any final decisions.
Tip: Don’t Underestimate the Power of Social Media
With more people working from home and spending more time online than ever before, a strong and engaging social media and online presence is key. Before they even ask for a quote, clients like ‘The Settler’ will have already checked out what people are saying online about you and your brokerage. Clients are no longer relying on just their own opinions. From comments and reviews to articles and reports, insurance clients want to see what their peers and neighbors think before finalizing any policies. But it doesn’t end there. For this demographic, they want to see a strong social media and e-commerce presence that successfully engages with their community and facilitates community interaction. It’s more than just posting a few statuses and photos or having a working website. For ‘The Settler’, it’s about authenticity. This is an opportunity for you to define your brand and showcase why you’re the best in the industry and what you can do for your community. You know that you go above and beyond for your clients and it’s important to make sure future customers see that too! Plus, clients like the career-driven ‘Settler’ will appreciate your easily accessible and streamlined insurance process.
Tip: It’s About More Than Sales
When thinking about how to take advantage of the benefits that e-commerce and a strong online presence offer, it’s important to understand that it’s about more than making sales. To successfully integrate social commerce into your business model, focus on reaping tangible benefits such as the wealth of client information, feedback, and customer engagement that’s available at your fingertips. This is invaluable data that you can use to stay on top of the market and make sure that you are your community’s first thought for insurance. This approach ensures that you are catering to the newly emerging ‘Settler’ demographic while also taking positive steps to cultivate a trustworthy and dependable reputation online. While monetary success is not the main goal with this approach, it’s sure to follow.
Conclusion
In sum, when targeting the ‘Settler’ demographic, social commerce and a strong online presence is key. It’s your chance to not only establish and define your brand in the online space but to take advantage of the wealth of customer data available as well. This is a demographic that wants to see how you are engaging with your community before making any decisions, so be sure to take the time to ensure that you’re putting your best image out there. And remember, while the insurance client of the future has unique wants and needs, AlStar Brokerage Solutions wants you to feel confident that you’re ready to face them head-on. Stay tuned for future posts that will tackle different client demographics like ‘The Settler’!
