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Grassroots Marketing for Medicare Agents: Building Your Book of Business

In an increasingly digital world, there’s still no substitute for genuine, personal connection; especially in Medicare sales. Grassroots marketing for Medicare agents can be one of the most effective and affordable ways to grow your book of business, especially in local communities where trust and reputation go a long way. Whether you’re a new agent or looking to reinvigorate your outreach strategy, grassroots marketing tactics can build lasting relationships and drive referrals.

Volunteer in Your Community

Volunteering is a powerful way to connect with people on a personal level while giving back. Choose causes that align with your values and attract your target demographic; such as food banks, senior centers, or veterans’ organizations.

Consider wearing a name badge or shirt with your agency’s logo while volunteering, and carry business cards or branded leave-behinds. In these settings, people often ask what you do, giving you a natural way to mention your services.

Ask for Referrals from Satisfied Clients

Even in today’s world; word-of-mouth remains king. Clients who trust you are your best advocates. Don’t be afraid to ask for referrals, just be compliant and tactful in how you do it.

Tools:

• Create business cards for clients to pass to friends. It is a good idea to put a picture of yourself on your cards to help people become familiar with you.
• Follow up with a handwritten thank-you note and a small token of appreciation; such as a $10 coffee gift card or a some small token (keeping it under $15 to stay compliant).

Additionally: Consider including a line on your business card or email signature: “Know someone who has questions about Medicare? I’m happy to assist!”

Build Local Business Relationships

Partner with local businesses that serve your ideal clientele; pharmacies, barbershops, community banks, independent living facilities, senior centers, libraries, etc.

Strategies:

• Offer to leave business cards, flyers or brochures at the front counter.
• Cross-refer: If they refer customers to you, do the same for them.
• Host joint educational events (e.g., “Medicare and Medication Q&A” with a local pharmacist).

Leave-behind ideas:

• Branded pens, pill organizers, or reusable shopping bags are all affordable and practical.

Host Seminars and Educational Events

Educational seminars are a compliant and effective way to attract new prospects. People appreciate clear, unbiased information about Medicare—especially when it’s presented in an easy-to-understand format.

Watch a quick YouTube on Educational Seminar Best Practices

Some Ideas on Where to Host:

• Local libraries
• Senior centers
• Churches
• HOA clubhouses

What to Bring:

• Printed guides or FAQs
• Sign-in sheet (for permission-based follow-up) voluntary only
• Medicare-compliant presentation materials
• Small giveaways like notepads, magnifying glasses, or bookmarks (again, under $15 in value) with your logo and contact information

Be sure to check with carriers and CMS for current marketing rules around events and materials.

Stay updated on agent events and information

Be Where Your Audience Is

Don’t wait for people to come to you; go where they already are.

A Few Ideas:

• Set up an information booth at a farmer’s market or community fair (with proper permission).
• Attend Chamber of Commerce or Rotary Club meetings.
• Sponsor a senior bingo night or lunch-and-learn event.

Use these opportunities to show up as a helpful resource, not a salesperson.

Consistency is Key

Grassroots marketing takes time but builds true connections. It’s not about flashy ad budgets; it’s about showing up, being authentic, and providing value. If you make it easy for people to refer you, remember you, and trust you, your Medicare book of business will grow; one interaction at a time.

Are you ready to join the team at Crowe; click here for contract

Suggested Leave-Behinds or Referral Gifts (All $15 or Less):

• Branded pill organizers
• Magnifying bookmarks
• Reusable grocery bags
• Hand sanitizers with your logo
• Small potted plants or succulents
• Coffee mugs
• $5–$10 gift cards (compliance-checked)
• Mini first aid kits
• Magnetic calendars with your logo and contact information

Looking to grow your Medicare practice? Start with your community; the most powerful marketing tool you have is you!

If you are a Medicare agent with a large book of business you may wonder where to focus; existing clients vs new business. We will go over the benefits of focusing on each one and why you should put effort into both. Each one adds to the bottom line of your business and help it keep going.

Existing clients (Medicare Book of Business)

In general, Medicare clients want to build a long term relationships with their Medicare agent. Clients want to feel confident in the person who provides guidance on their healthcare coverage. They need to know they have someone to turn to for questions and concerns who has their best interest at heart.

It is important to contact them throughout the year to ensure they are happy with their coverage. It is especially important during the AEP to compare current coverage to new options. Existing clients bring in a steady stream of income as well as the potential for new business. These clients often help bring in new clients when they recommend their agent to family and friends.

Learn more about maintaining your Medicare book of business

New business

The importance of expanding your Medicare book is obvious. If you want to keep your business growing and generate more income, you need to add new clients. There are many ways to find new clients including through recommendations of existing clients. Our agents have access to some great lead companies as well as a seminar sales program that has been proven to be very successful. Another good way to meet new prospects is by setting up a table at local events and providing free Medicare guidance to those who ask for it. This to get their name out there as trusted a source for information.

Learn how to get more Medicare referrals

Effective marketing strategies as well as community outreach help establish you as a trusted resource. It is always important to follow all permission to contact rules as well as any CMS marketing guidelines before hosting any event or initiating contact with potential clients.

If you are an agent looking for the right FMO, click here to see what we have to offer.

Join the team at Crowe – click here for online contracting

Existing clients vs. new business

Please note; successful agents put in the effort required to maintain their books as well as to add new clients to it. Once your book reaches a certain level, it may be wise to hire office staff and adjust your stategy to ensure both old and new clients receive the service they deserve. Setting both long and short-term goals for your agency will help keep you on track.

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Medicare leads

If you are a Medicare agent, one thing that you are always looking for is Medicare leads.  There are many places you can find leads. The most valuable leads are T-65 leads.  These leads are the best to get because insurance carriers pay the highest commissions for new to Medicare enrollments.

Watch a YouTube video on Medicare commission payments

Individuals turning 65 are also a great lead to get because an agent that does their job well, now has a new client on his books for quite a long time to come.  As long as the agent provides useful guidance to the beneficiary and ensures they are happy with their plan choice, they can develop a mutually beneficial relationship.

Before you contact anyone, it is very important to understand the CMS rules of how to do it.  Click here for details.

Click here to find out about our Medicare lead program.

In reality, many leads sources like online leads, inbound calls and pre-set leads do not produce many T-65 prospects. What they do provide is the contact information for current Medicare beneficiaries.  In reality, many of the people already have an agent and are not seeking guidance, although agents may find individuals who are unhappy with their current plan and/or their agent.  If you find a valid enrollment period, you can provide the assistance and coverage that the beneficiary is looking for.

If the potential client decides to enlist your assistance as an agent, you may need them to list you as their AOR.  Some Insurnace carriers allow clients to designate an agent as AOR even if they do not write a plan at that time.  When this happens, you have a client added to your book and can help them change their plan at a later date if it is appropriate. Learn how to make AOR changes.

T-65 Seminars

A great way to meet several individuals turning 65 is by hosting an educational event.  Our seminar selling program is an effective tool to provide needed information to the people who need it. This is truly a turn-key program that guarantees agents get in front of T-65 leads. Find out more about the seminar program.

Watch a video on the T-65 seminar program

If you decide to host an educational event, it is important to follow CMS guidelines for hosting an educational event.  If you decide to do a sales event, there are specific guidelines to follow as well.

Additionally, Crowe agents can access to a preset lead program.  This program provides leads at a very good close ratio.

Watch a video on our preset lead program.

Free leads

Agents who put in the effort to ensure their clients are happy with their coverage choices can easily earn referrals.  In order to ensure clients are happy, agents must be in contact with their clients and go over new plan options each year during the AEP.  As well as other times during the year to maintain the relationship and ensure clients are happy and do not seek answers to Medicare questions elsewhere.

Read more about how to get Medicare referrals

Establish relationships with other local professionals

It is a great idea to introduce yourself to healthcare professionals, doctors and clinics in your area as well as other professionals who work with clients that may need your advice.  Once they know you and are aware of the services you provide, it is easy to build a partnership and open doors to new lead prospects.  This will help establish you as a knowledgeable resource for anyone who needs advice.

Take a look at a few more Medicare marketing ideas

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Medicare Educational Events

Although Medicare educational events are a good way to generate Medicare leads, it is important that you follow all rules put in place by CMS before hosting one. It is important to remember that educational events are very different from sales event and conduct them accordingly.

These events are an opportunity to build relationships with local beneficiaries.  Agents can make them aware of the products and services they offer and that they are available to help answer their questions.  If you make a good impression, the beneficiary may ask the agent to help them make the right plan choice when it is time for them to enroll.

Although agents may not discuss specific plans during an educational event, they can hand out generic materials that offer basic information.  It is important to remember, agents must advertise the event as educational.

Click here to see the difference between educational and sales events.

How to Promote Educational Events

There are several ways to advertise events including newspaper and radio ads, flyers, direct mailers or online with email, Facebook or on your website. Although, there are guidelines to follow.  Educational events must be marketed as educational.  All advertisements must contain the disclaimer: “for accommodations of persons with special needs at meetings call (insert a phone number and TTY number).

Click here to watch our Medicare Educational Best Practices YouTube Video

Follow the guidelines below to help ensure your compliance.

Compliance

It is important to remember that both CMS and carriers are serious when it comes to compliance.  A carrier can send a secret shopper to your educational event and if they see any violation, agents could face:

1. Administrative hearings and penalties
2. Cease and desist orders.
3. License suspension or even revocation.

Watch a few videos on more compliance information

Learn about the 48-hour scope of appointment rules

Elements for a Medicare compliant call recording – click here

Find out about the Medicare marketing rules

If you follow the rules, keep up on carrier plan updates and get yourself out there in front of clients, you can build a successful Medicare business.

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Medicare turning 65 leads

If you are in the Medicare sales field, you know how difficult it is to find good Medicare turning 65 leads.  Medicare leads play a pivotal role in connecting agents with individuals who are looking for advice on the best coverage options available to them.

Understanding T-65 Leads

T-65 Medicare leads refer to individuals who are nearing the age of 65 and are therefore eligible to enroll in Medicare.  T-65 leads are very valuable to Medicare agents because they represent a target audience that is actively seeking information and guidance regarding their Medicare options.

Learn about our lead program

Join the team at Crowe – click here for online contract

The Importance of T-65 Leads

T-65 leads provide an opportunity for agents to establish important relationships with potential clients. Once an individual approaches 65, they often have questions and concerns about their healthcare coverage options. By reaching out to T-65 leads, agents can offer valuable assistance navigating the complexities of Medicare enrollment. This is an opportunity to earn the trust of a beneficiary and add a lifelong client to your book of business.

Learn the details of how commissions pay out – watch a quick YouTube video

Unfortunately, most leads sources such as online leads, inbound call leads and pre-set leads are not going to have many turning 65 prospects. These lead sources usually provide contact information for people who are already on Medicare.

One way to ensure you get a good number of T-65 leads is with the use of our T-65 Seminar selling program.  This turn-key program is one of the only ways to guarantee you get true T-65 leads.  It is easy to use.  Agents get their own portal that keeps client contact information so the agent can follow up and be sure the client knows you are there to help them once it is time to sign up for Medicare. Crowe reimburses our agents for 1/2 the cost of their first seminar.  Get all the details of the seminar program.

Watch a video on our T-65 educational seminar program

Be sure you follow all CMS guidelines for hosting an educational or sales event.

Crowe agents have access to a preset lead program that provides leads at a very good close ratio.  To learn more about this program, click the link below:

Watch a YouTube video on our preset lead program

Tips for effectively leveraging T-65 leads

1. Targeted Marketing: Use targeted marketing strategies to reach individuals who are approaching the age of 65. Think about doing this up to 1 year ahead.  This may include digital advertising, direct mail campaigns, and partnerships with local community organizations.
2. Personalized Communication: Tailor your communication to the specific needs and preferences of T-65 leads. Listen to their concerns and provide customized solutions that address their unique circumstances.  Many agent use a Medicare fact finder to collect important client information.
3. Educational Workshops: Host educational workshops or seminars to provide T-65 leads with valuable information about Medicare enrollment, coverage options, and important deadlines. This helps establish your credibility as a knowledgeable resource in the Medicare field.
4. Follow-Up and Support: Stay in touch with T-65 leads throughout the enrollment process and beyond. Offer ongoing support and guidance to ensure that they make informed decisions about their healthcare coverage.  This helps build a good long term broker/client relationship.  It is important to remember renewals are a large part of your income and this also leads to referrals.

Find out how to get Medicare referrals

T-65 Medicare leads represent a valuable opportunity

This is an opportunity for insurance agents to connect with individuals who are nearing eligibility for Medicare benefits. By understanding the unique needs of T-65 leads and employing strategic approaches to lead generation and engagement, agents can effectively serve this demographic and grow their business in the process. By providing personalized guidance and building lasting relationships, agents can become invaluable allies.

Here are some marketing ideas

the best way to get almost exclusively t-65 prospects is through our T-65 seminar program.  T-65 mailers are a good way to target new to Medicare but you have a very low response rate and mailers are a ton of work and follow up.

Before you contact potential clients – you must understand how the permission to contact works

Click here to see Medicare Advantage commissions 2024

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AEP Plan

Develop a Marketing plan for AEP in 5 easy steps.  Even though Annual Enrollment Period 2024 is fast approaching, agents cannot actually begin marketing or selling Medicare Advantage products to clients until October 1st. However, there are plenty of things a savvy agent can do while they’re waiting to prepare themselves for what can be the most fast-paced time of the year. One way to get ahead is to develop a marketing plan. Here are five easy steps to creating your individual strategic AEP plan.

Get specific about your target market

The more specific you can be about who you want to reach, the better. Too often, the target is just “people over 65.” But who, really, are your key demographics? Are they married? Urban? Do they have any health conditions you can help them find specific coverage for? Are they from an area with fewer in-network providers? Essentially – who are the people you can most effectively help?

AEP Plan – Know your audience

It’s always valuable to get to know the people you’re selling to. This not only builds human connections and relationships between you and your clients, but it will help you integrate their unique needs and worldviews into your recommendations for their healthcare coverage. So, what kind of people are these? What do they watch, or read, or listen to? Who are their trusted news sources? Etc.

AEP Plan – Get to know your competition

This is an obvious one, but it’s important to find out what other agents and Field Marketing Organizations (FMOs) are doing in your area. If they have a specific niche covered successfully, you may want to develop a separate one. It is also worth asking if there is something you do well that they do not or cannot do. This will help you stand out from the crowd.

AEP Plan – Make sure marketing is compliant

Before October 15th, every marketing material, channel, video, website, and handout needs to be in compliance with all of the new regulations from CMS. That way, nothing will cause delays when AEP starts in earnest.

AEP Plan – Check on returning clients

Although you can’t talk about anything but their current year plans, it will be helpful to find out now what their experience of their Medicare Advantage plan has been like this year so that you can use that information to predict what kind of changes, if any, they’ll need to make in their coverage during AEP.

Licensed Agents –

AEP Plan – Click here to see what Crowe and Associates has to offer 

Keep up with all of our current events by clicking here. 

Ready to contract?   Begin here.

Subscribe to our YouTube channel.   We provide weekly training.

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Sales Dialer Discount

If you are like many Medicare agents, you are doing a lot of work from home.  That is why Crowe and Associates and ProspectBoss are offering agents a special sales dialer discount.

Any agent contracted through Crowe and Associates for at least 1 carrier, is eligible to take advantage of this offer.  Our agents have access to the Prospectboss.com Power Dialer CRM system at a reduced monthly cost on both programs listed below.  The Power Dialer CRM integrates a 3 line power dialer and a CRM (Customer Relationship Management) system.  Take a look at our pricing below. Please note, agents need to be contracted with at least one Medicare plan through Crowe and Associates in order to access the discounts.

Discounted Sales Power Dialers programs and rates:

• 3-line dialer with unlimited calling for $89.00 a month Triple your productivity! This is an exclusive 3-line dialer link for Crowe and Associate agents.

• 3-line dialer with unlimited calling and unlimited data for $199 a month.  Unlimited data allows you to run and download unlimited phone lists and contact info both scrubbed and non DNC scrubbed.

If you choose the data option, the monthly rate provide access to the dialer, CRM, and data as well as other features.

ProspectBoss offers many tools that can help you grow your book of business from the comfort of your own home.

Learn about the ProspectBoss Time management CRM dialer productivity tool

Read how to triple productivity with ProspectBoss

If you are not sure how a power dialer works;  take a look at a short video below to learn more or CLICK HERE for more information about Power Dialers vs. Predictive Dialers

CLICK FOR PRODUCT DEMO WEBINAR

Are you ready to contract with an agency that provides personal agent support:

CLICK HERE FOR ONLINE CONTRACTING

Find out what we can do for you.

Watch our YouTube video for AEP Medicare Marketing Rules

Best Medicare FMO For New Agents

Having a good field marketing organization (FMO) can be a huge boost to an agent’s career. Crowe and Associates is one of the best Medicare FMO for new agents. They can offer access to lead money, free training programs, enrollment platforms, and support from the people who have already done the task of building an agency. Crowe and Associates can provide agents with access to Medicare in all 50 states in the country, as well as access to other lines of insurance businesses such as life, annuity, final expense, health, indemnity products, and long-term care.

One of the reasons that Crowe and Associates stands out from the crowd of other FMOs is that they started as literally one agent without a single Medicare client. They have built themselves from the ground up, and understand all the steps and missteps that new agents and agencies are likely to take as well as the support they will need to succeed. Their agent programs are designed on the real-life experience of their founder, and they are still independently run and now backed by Pinnacle Financial Services.

Services that Crowe and Associates offer agents and agencies who join them.

The Turn-Key Turning 65 Seminar Program

This is an educational seminar that Crowe and Associates provides that averages at more than 50 attendees per session. They also provide sample seminars, hands-on training, and guidance from start to finish. Crowe and Associates can also cover 50% of the first seminar for new agents and up to $500 of the cost for future seminars.

Monthly Medicare Lead and Marketing Reimbursement

Every agent who works with Crowe and Associates has access to up to $500 in monthly lead and marketing reimbursement, without decreasing their commissions. Agents send in their receipts and Crowe and Associates will send them up to $500 a month in support.

Access to Connect4Medicare Online Enrollment Software

Agents with Crowe and Associates can access Sunfire, Connecture, and MyMedicarebot for quotes, comparisons, and enrollments at no charge to them. This can lead to direct sales and enrollment without even a need for a face to face meeting, increasing agent’s commission easily.

Free Website, Graphics, and SEO for Agents

Crowe and Associates will also provide a free URL for agents.   This URL is CMS-compliant. Quote and enrollment platforms are built right in. Again, this is at no cost to the agent. There is also support and guidance available for SEO and advertising on sites like Youtube, Google Ads, Facebook, and more.

Support and Training

Full-time, in-person support is provided at both the CT and PA locations of Crowe and Associates. They provide training for day-to-day sales, online training programs from both locations, and their favorite activity is helping agents and agencies build their business and their revenue.

Medicare agents – Click here to see what Crowe and Associates has to offer 

Keep up with all of our current events by clicking here. 

Ready to contract?   Begin here.

Subscribe to our YouTube channel.   We provide weekly training and informational webinars.

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Online Medicare Lead Program (Exclusive and Shared Leads)

Crowe & Associates offers an online Medicare lead program to our brokers.  The program has two types of leads- Exclusive leads and shared leads.  The Exclusive leads are sent to only one broker and are never redistributed.  The shared leads are sent to multiple brokers at the same time.  The lead costs for street level (full compensation paid directly from the insurance company) contracted brokers are $15.00 for exclusive leads and $5.00 for shared leads.  The lead cost for our in-house lead program brokers (reduced compensation paid from Crowe & Associates) are $6.00 for exclusive leads and $1.00 for shared leads.

This program is no longer offered.  Please view the link at the bottom of the page for new lead program information.

It is required that street or in house brokers hold their Medicare contracts through Crowe & Associates in order to utilize the reduced cost leads.   Call Ed Crowe at 203-796-5403 or by email at Edward@croweandassociates.com to talk about contracting. Click below to sign up for the program.

CLICK HERE FOR CROWE AND ASSOCIATES LEAD PROGRAM INFORMATION

learn more about Crowe and Associates