AmFam’s Digital Maturity Model: The Proof is in the ROI
October 31, 2019
You may have seen the blog post we did in May, featuring American Family’s digital maturity model. After winning the Hearsay Summit ‘Transforming the Enterprise’ award, we were anxious to have Josh Feyen share secrets to his team’s success with guiding agents to not only get started on social media, websites, and texting for their businesses but how to really fly. In the post, Josh gave us AmFam’s top three tips for maximizing their ‘Crawl, Walk, Run, Fly’ program:
- Educate your reps (and don’t forget to take advantage of their competitive spirit)
- Provide lots of content and leave room for agents to post their own original content too
- Track metrics and review/revise the maturity model yearly, since the rules of digital success are continually changing
As follow-up to the first blog post, we decided to catch up with a few American Family agents and staff who have progressed through the program to demonstrate how a digital maturity program truly produces measurable results.
Heath Burchill has a large agency, managing 14,000 policies and 11 employees. His agency is consistently at the head of the pack in driving traffic and leads through his agency website. He has seen a traffic increase of 130% to his Google listings resulting in a 70% increase in total calls. Through 2019, mobile searches on Google directly generated 200 calls to his agency, which is significantly helped by 20 years in business and 189 positive reviews on Google. And the Burchill agency has a 50% close ratio on website leads!
Monica Hoskins spent 10 months ‘Walking’ on social media before she decided to try her hand at increasing her original content posting. That original content increase began in October 2018, and now she’s a ‘Fly’ agent most months. She is also one of the top agents driving leads directly through her agency site and AmFam.com, both of which convert higher than the state sales average.
Monica has a couple of tricks up her sleeve when it comes to creating original posts that really drive engagement. First, people love getting a glimpse of who she is as a person. Insurance is a business built on trust and customers want to know that the person they’re putting their faith in for guidance is a real person. Monica’s most popular posts are pictures of her grandkids, which make engagement “go through the roof,” with 300-400 engagements. Next, she makes sure to respond to social engagement. This may seem like common sense, but you’d be surprised how many business people don’t take the time to do it and how often it results in leads.
Christina’s agency ‘walked’ for all of 2018 but in 2019 moved on to ‘run’ and ‘fly’ as she delegated social media ownership to her staff Kristie Pecard. Kristie focuses on original postings and managing the content calendar. Kristie also updates the agency website a few times a year and they’ve even had a few reviews recently which Christina responded directly to. Finally, the agency’s calls from their Google listing have also increased year over year by ~120% from 100 to over 220.
There are a few best practices Christina and her team follow that have contributed to her success. First, Christina has built a team and delegates across multiple office locations for digital and sales. She has a talented social media program manager in place, Kristie, who subscribes to campaigns that keep corporate content flowing. She also uses the Hearsay calendar feature to change some of those dates to spread corporate content out. This allows her to pepper in customer content like staff highlights and funny stories.
Todd’s agency is driving leads through the digital channel and creating more original content in 2019 compared to 2018. The agency is not only driving leads but consistently has an above-average conversion rate. He is also receiving more calls each month from Google, over 55 for last month. He credits some of his success to delegating ownership of digital marketing to his staff Brianna Merz. She makes sure all agency profiles are up to date, sets content for Facebook, and uses her mobile phone to stay on top of any new notifications.
The agents and their teams told us some of the things they like about Hearsay and use to increase success:
- Relate has saved team about 4-5 days/month worth of time
- Appreciate Hearsay as a ‘one stop shop’
- Keep Hearsay Relate IM desktop open so they can respond to text messages immediately
- They get notification emails when they are getting a text message, in case they aren’t using their phone in that moment
- By posting to Facebook through Hearsay, they don’t always get new business but tend to get a lot of clients wanting to reinstate and/or add policies.
- Delegation is key. If you have hired staff, let them help keep your social media going – it pays off!
- They use the resources and guidelines that the home office provides to the field, like the agent site profile suggestions when just getting started, and the dynamic campaigns to “keep the content lights on”
One large trend we noticed is that the agents are not spending a lot of time in the Hearsay dashboard. We love to hear this because as you get up and running, you shouldn’t need to spend much time using Hearsay. Hearsay hopes to set each agent up to be out meeting with clients and nurturing relationships. These agents are really on their way to digital mastership!