Agent Link April 2019

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APRIL 2019

RECRUITING UNPRECEDENTED NUMBERS OF TOP-LEVEL PRODUCERS IN 2018

How One of the Largest Annuity IMOs in the Country Is Using Predictive Targeting

Last month, we caught up with Jeff, senior vice president for one of the largest IMOs in the country. In 2018, Jeff ’s organization saw unprecedented growth in the number of high- quality agents they recruited and contracted. Recruiting percentages were through the roof. But, as Jeff says, “It wasn’t just that. You can recruit all day long, but these guys are writing business.” It wasn’t just the quantity but also the quality of agents that was different.This resulted in a massive increase in annuity premium for 2018. Here’s how they did it. THE COMPANY As one of the largest annuity Independent Marketing Organizations in the country, situated in the Southwest, they’ve been in business for more than two decades.They are deeply involved in product design and national sales distribution, and they target active, top- Since opening their doors in the 1990s, this organization has found that recruiting solid annuity agents has become increasingly challenging due to market saturation and growing competition from other IMOs. Over the years, the organization’s marketers noticed a trend in the leads they were getting — an increasing number of hobbyists rather than serious producers. Prior to adding more Marketing Staff, the organization wanted to implement positive changes to expand more efficiently. level annuity producers. THE CHALLENGE

handcrafting a unique value proposition that would stand out from the sea of sameness that the annuities market had become. Rather Continued on Page 2 ...

OUR SOLUTION Working with Agent Link’s creative team, the marketing organization’s first step was

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