Targeting Young Customers

Ahhh … young customers. I’m proud to say I’m still one myself. Sure, I don’t have a big stake in the insurance marketplace yet–I don’t yet own a home (hey, it’s Southern California!), nor do I have any reason to dabble in commercial lines, but I have been driving for at least a decade now, and I do have a need to protect my possessions in my apartment.

As a young customer, I know what I do and what I don’t want when it comes to purchasing insurance. First off, I want it to be fast and easy. I don’t want to have to spend a lot of time thinking about buying insurance (I spend enough time thinking about insurance as it is!), so I want the process to be as unobtrusive as possible.

Secondly, I want to know I am getting a good deal. Money is a bit of a concern for me (again, did I mention I live in Southern California?), so I want to be sure I’m getting the best value for my money, and that my coverage is coming from a reputable company, so if the time ever arises that I might have to file a claim, I know that I’ll be taken care of, no questions asked.

Finally, and perhaps of the most importance, I want to know that I can go to someone who will listen to me when I have questions or concerns. That’s where you come in.

As a young customer, I know that I want to be treated with respect, and at the same time, have my questions clearly and concisely answered. I don’t want to walk away feeling confused or uneasy about the process of purchasing insurance, or making a claim. I also know that I tend to, like many others, be very loyal to people who have treated me fairly, and that I know are looking out for my best interests.

As an agent or broker, you have the opportunity to create lasting and profitable relationships with “young customers,” that is if you take the time to listen to them and understand their concerns. The insurance cycle doesn’t just apply to hard and soft markets, but with customers as well. By making the effort to recruit young customers early, you can ensure that they will look to you in the future for their insurance needs.