Blog

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!

How to get more Medicare referrals

Agents who generate a steady stream of referrals not only build their client base but also establishes their credibility in the industry.  We will go over how to get more Medicare referrals with a few ways agents can build their referral network and achieve sustainable growth.

Build good relationships with your existing clients

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.  Agents should use a good CRM to keep client information up to date.  This includes a list of their current doctors and medications so you can quickly update it each year when you run a plan comparison for AEP.

Watch a YouTube video on Sunfire and Connecture our quoting and enrollment tools

Collecting your clients email and phone number can be a good idea.  This way agents can send out a mass email that contains any pertinent information for your clients.  The phone numbers are useful not only to contact your clients in general but can be used as a tool if they want to opt in and receive text messages from you.

They also need to be available when a client calls with a coverage question.  If a client has confidence in the service they receive, they are more than happy to tell friends, neighbors or anyone else who asks.  This a very valuable source of new business.  It is also ok to ask clients for referrals, just find a way that is comfortable for both you and the client.

Click here to watch a quick YouTube video on AEP marketing rules

Establish relationships with local healthcare professionals

It is a great idea to introduce yourself to healthcare professionals, doctors and clinics in your area.  Once they know you and are aware of the service you offer, you can create a partnership. Establishing a good relationship with healthcare providers can open doors to a continuous stream of leads. Volunteer to attend healthcare events, workshops, and seminars to connect with providers who may refer individuals seeking Medicare coverage. Position yourself as a reliable and knowledgeable resource for their patients’ needs.

Build a strong social media and online presence

In today’s digital age, a strong online presence is essential. Agents should consider creating business profiles on social media platforms.  Once the profile is created, it is important to maintain the the platform with any pertinent information potential clients may find valuable.  Information about Medicare options and answers to common questions are a couple things to post on your platform to engage your audience. An online presence not only helps you reach a broader audience but also positions you as an expert in the Medicare field.

See how we can help you build an insurance website

Host free educational workshops

Host workshops or webinars to educate the community about Medicare coverage options and changes. If you provide valuable insights into the complexities of Medicare, you will gain status as a valuable resource.  Anyone who attends may be more inclined to refer friends and family to you when they are looking for guidance on their Medicare choices.

Want to learn the best practices for educational seminars, click here

Offer Referral Incentives

Create a referral program that rewards clients and other individuals for referring new clients to you. Incentives for clients can include a gift card or anything appropriate with a value of $15 or less. It is important to be complaint when offering referral gifts. By acknowledging and appreciating referrals, you encourage your existing network to actively promote your services.

Referral gifts for another agent or business professional (ACA agents, P&C agents, Medicare agents not licensed in a particular area) can be a cash payment of up to $100 per sale.  It is important to remember to pay them this so they will be more likely to refer other clients to you in the future.  Please note:  in most cases, financial planners cannot accept the referral gift.

Collaborate with Local Businesses

Explore partnerships with local businesses that cater to the senior population. Establishing connections with senior centers, fitness clubs, or retirement communities can be mutually beneficial. These businesses may refer clients to you, and in return, you can refer clients to them for services.

Find a FMO that will help you reach your full potential

Stay Informed

Because Medicare plans change each year, it is important to stay informed on any updates and adjust your strategy accordingly. Be sure you are up to date on compliance rules and attend product training sessions, workshops and conferences regularly.  This is a good way to build relation ships with broker managers and other agents in the industry who may send you a referral if they have a beneficiary who needs an advisor.  An informed and well known agent is more likely to attract referrals from clients and other professionals.

Click here for AHIP test tips

As a Medicare sales agent, building a large referral network is essential if you want to achieve long-term success. By focusing on client satisfaction, and following the other suggestions noted above, you can build a successful referral-based business that continually brings in new clients and opportunities.

Click here, if you want to view more images by this artist

Medicare Sales Tips

 Let’s be honest: generational differences are real, and people do change as they age. And they should! Priorities change as your life changes, and with advanced age usually comes advanced experiences and perspective. As Medicare insurance agents, the majority of your client basis is likely going to be 65 or older. Here are four Medicare sales tips to keep in mind when communicating with this population:

Use the proper terms

Ever had to hesitate before using a term for older people in a conversation? Do they prefer seniors? The elderly? Aged? No one wants to be offensive, and everyone has different preferences for how to be referred to. The good news is that there have been studies done on which terms for older people are the most well-received. In general, the term “older” is the most widely accepted by this age group. There’s nothing wrong with being an older person, and it’s true to their experience. Most people also like “seniors,” although not “senior citizens,” as they feel that it’s patronizing. The least liked term according to these studies was “elderly,” as people thought it made them sound frail. “Elder,” however, has a positive connotation associated with advanced wisdom and experience. Now, there are always exceptions to every rule, but with this knowledge you’ll be less likely to unintentionally offend your clientele.

Don’t use Senior Speak

This is one of the important Medicare sales tips when dealing with individuals over 65.  Speaking of seniors, there’s a verbal phenomenon that we’ve noticed that they really don’t like. Ever heard of Senior Speak? It’s when people use simplified language and even a higher pitched voice while talking to older people. Sometimes they use names like “sweetie” or “dear” instead of the person’s actual name. They might even be unaware they’re doing it. It can come off as extremely patronizing and condescending, since they wouldn’t be doing that with younger clients. It’s based on the assumption that the older clients cannot understand what you’re saying as well as younger ones, which is not only a rude assumption but, most of the time, completely incorrect. Making a conscious effort to communicate normally with older clients will prevent you from unconsciously slipping into Senior Speak and risking your sale.

Medicare Sales Tips – Practice patience

Let’s just be frank: You’re going to have to repeat yourself with clients over 65. Not because they are slower or don’t understand what you’re saying, but because for most of them this is the first time hearing all of the information you’re telling them. And it is a lot of information, with jargon and acronyms and things that take time to understand. They will have questions that seem obvious to you because you work in the industry and deal with the information every day. For people outside the industry, it can be very complicated. Using analogies and real-life examples can be very helpful for clarification.

Guide, don’t decide

Everyone wants to be in charge of making their own decisions. While you may think you know what’s best for your client, you still need to allow them to make the final decision on the best plan for their healthcare needs. A good mantra here will be, “Guide, don’t decide.” You cannot make the decision for them, but you can gather enough information about their healthcare needs and desires to guide them in the right direction towards choosing a plan that compliments their lifestyle.

Putting these four tips into your toolbox can help ensure that you’re practicing effective and respectful communication with a large portion of your client base.

Licensed Agents

Medicare sales tips  – 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.

Click here to view more images by this artist

Medicare Sales vs Educational Events

There are strict guidelines for how to ethically market and sell Medicare insurance plans. According to the Center for Medicare and Medicaid Services, the Marketing Guidelines reflect their interpretation of the marketing requirements and related provisions of the Medicare Advantage and Medicare Prescription Drug Benefit rules.  Regulations apply to both types of event.  In addition, different regulations apply to  how each can be marketed. Learn the differences of  Medicare sales vs educational events.

Medicare Sales vs Educational Events:  Medicare Educational Events

These events are purely for education and communication. This is not a sales event. However, for many agents and agencies, this is a good time to get to know their prospective clients and teach them about what kind of services they can provide. Most of the people who attend these educational events are future beneficiaries, current beneficiaries, and their caregivers, all looking for information to make the best informed decisions they can about their healthcare.

Agents may not discuss specifics of plans during educational events.  However, the are permitted to hand out generic marketing materials, and even collect the contact information of interested parties. Set up all sales appointments for a later time.  This is a hard and fast rule.   Educational events must be advertised as education, as well. Snacks, promotional materials, business cards, and education materials are all encouraged to be given out or displayed during educational meetings. Agents are allowed to answer questions that are asked, but may not provide information beyond those answers related to sales. These educational meetings must be in a group format, and should not be one on one.

Medicare Sales vs Educational Events:  Medicare Sales Events

Medicare Sales Events are events in which the purpose is to discuss plan-specific information and enroll beneficiaries in a Medicare plan. There are typically two categories of sales events: formal sales events and informal sales events. Formal sales events entail presenting plan-specific information to an audience. Agents present Informal sales events at a kiosk or a table.   These present information at an individual’s request, not to a captive audience. The marketing materials for sales events may include things like carrier benefits, benefit structures, premiums, cost-sharing, and comparisons to other plans, as the purpose of these events is to eventually collect enrollment applications.

Just like an educational event,  clearly advertise sales events as such.  Additionally, the rule includes both informal and formal events.   Prohibited marketing tactics include requiring attendees to sign in or provide contact information.  Prohibited items include full meals or subsidized meals, give away rebates and cash prizes.  Do not discuss non-healthcare related products.  Prizes etc are prohibited at Medicare sales events.   This rule maintains the ethics of the agents and the agencies that provide the services advertised.

Agent Resources

Every agent gets $500 to cover monthly lead costs. – No gimmicks!  No production requirements to start.

Learn why to work with a better FMO.

Click here to begin contracting. 

Subscribe to your YouTube Channel.

How To Become A Medicare Agent

Although there are many facets to becoming a licensed Medicare agent, the job description at a glance is rather simple. You are marketing Medicare insurance to two groups of people: those who are 65 years or older and eligible for Medicare benefits, and those who are under 65 years old, disabled, and also eligible for Medicare benefits.

Here are seven simple steps:

Get your health insurance license

It goes without saying that agents should be well-versed, experts even, in all things Medicare. Some of the most common topics to study are deductibles, compliance, health care laws in your area, claims, and the general ins and outs of how Original Medicare works, as well as Medicare Advantage. There are courses that offer Medicare training, which must be state-specific. For most states, the prospective agent must take a course to study for the health insurance license. The course is led by an instructor, lasts about a week, and has an exam that must be passed at the end of the course. The other option is self-studying to take the same exam.

Some courses also offer life insurance certifications simultaneously – many agents choose to take advantage of this opportunity as the marketing group for Medicare and life insurance is often very similar.

Complete the AHIP Medicare training

Once licensed, the next requirement is passing (with a 90% minimum) the annual Medicare training and certification through America’s Health Insurance Program (AHIP). The Center for Medicare and Medicaid Services (CMS) is the agency that regulates Medicare plans, the agents who sell them, and the insurance carriers and brokers. AHIP certification typically starts in June and certifies those who pass for selling the following year. The exam is currently a cost of $175.   Our agents take AHIP at the discounted rate of $125.   Click here for details. 

Errors and Omissions Insurance

Even with the best of intentions, every agent will make a mistake eventually. This coverage, known as Errors and Omissions Insurance (E&O), will help in the event that a client decides to take legal action against you. If they feel that you gave misleading or incorrect information and decide to litigate, these policies can cover between one and three million dollars in coverage. Their cost however, is only $300 to $500 a year. Most carriers will not work with agents who do not have Errors and Omissions Insurance.  Purchase E&O here.

Contract with a Medicare Field Marketing Organization (FMO)

A Field Marketing Organization is a company that distributes health insurance plans to agents and agencies on behalf of the insurance carriers. Once contracted with an FMO, that organization will be able to help you get contracted to sell with multiple insurance companies, which increases both your clientele options and potential income. Some FMOs provide E&O insurance, as well as other benefits.

Get contracted with multiple Medicare companies

Each insurance carrier requires its own individual contract to sell their products. Most carriers require the following criteria be met before contracting with an agent:

• A copy of the agent’s health insurance license
• Proof of an E&O policy
• Legal questionnaire written by the carrier
• A background check
• Some carriers require their own specific annual certifications that pertain to their plans.

Complete annual certifications

Depending on the state, you may be required to complete additional continuing education training and certifications annually. These are essential to keeping your license active in your area. Some of the most common ones are hours of Ethics and Anti-Money Laundering Training and hours in your area of concentration as an agent, whatever that may be.

Maintain continuing education when required

Your FMO will provide additional information as to what is required to maintain your contract with them.  Most states have individual continuing education requirements. 

Through these relatively simple steps and some effort on your part, a career in Medicare sales as a licensed Medicare Insurance Agent is well within your reach.

Licensed agents

We offer $500 to every agent for Medicare leads.   Learn more.

Click here to start contracting.

Subscribe to your YouTube Channel.