Growing Your Distribution – Insurance Agent Recruiting Tips & Tricks

As an insurance carrier, recruiting and retaining talented agent partners is crucial for expanding your distribution and driving growth. Whether you're looking to augment your existing team or seeking guidance on effective recruitment strategies, these insights will help you attract and retain top-performing agents to write more business for you.

Understand the Recruitment Process

Recruiting top-performing insurance agents requires a thoughtful and proactive approach that goes beyond simply identifying individuals with sales experience. To build a robust distribution channel, carriers must adopt a strategic recruitment strategy that encompasses networking, relationship-building, and opportunities for professional development.


Networking is a vital step in the recruitment process, allowing carriers to connect with potential agents and build relationships that can lead to successful partnerships. Effective networking involves more than just attending events; it requires a deliberate approach to identify and engage with top talent. Some ways to network with insurance agents include:


  • Leveraging social media platforms
  • Attending industry events and conferences
  • Seeking referrals from existing agents or industry professionals
  • Joining networking groups and associations
  • Participating in business seminars and workshops



By entering these networking opportunities with a clear plan and a focus on identifying specific qualities and skills, carriers can maximize their chances of attracting and recruiting top-performing agents to their distribution channel.



Leverage Your Network

As an insurance carrier, you have a wealth of connections at your fingertips. Leverage your existing network of colleagues, friends, and industry professionals to identify potential agents who can help grow your distribution channel.


Social media platforms provide an easy and efficient way to reach out to your network and spread the word about job openings. With just a few clicks, you can reconnect with industry professionals and let them know you’re looking for new agents with specific skills and experience.


Word of mouth is a powerful recruitment tool, especially when it comes to job openings. By sharing your recruitment needs with your network, you can tap into a vast pool of potential agents who may be looking for new opportunities. Post your job openings on social media, reach out to industry professionals in your network, and engage in virtual coffee chats to explore potential referrals.


By leveraging your professional network and social media channels, you can quickly and efficiently identify and recruit top talent to expand your distribution channel.


Identify Potential Candidates

The primary goal of networking is to locate potential agent candidates. But what does an ideal candidate look like? A successful insurance agent should possess these skills:


  1. Excellent Communication Skills: Most of the job requires talking to people. They need to be able to explain insurance policies in a simple and understandable way.
  2. Empathy and Listening Skills: Being empathetic and attentive helps build trust and rapport with clients, leading to better understanding of their concerns and providing personalized solutions.
  3. Product Knowledge: They must know the products inside and out in order to recommend the most suitable policies for their clients’ needs.
  4. Sales and Negotiation Skills: Strong sales and negotiation abilities enable agents to identify leads, overcome objections, and negotiate terms effectively to close deals and secure new clients.
  5. Customer Service Orientation: Exceptional customer service ensures client satisfaction, retention, and referrals, contributing to long-term success in the insurance industry.

It’s easier to find what you’re looking for, when you KNOW what you’re looking for. Having a specific checklist of qualities will make it easier to find the right agents. 

Establishing Your Value Proposition

Once you get in front of the right agent, what are you going to say? This is a crucial step in the process that many people overlook.

In this conversation, you must highlight the benefits of joining your team. Agents will ask questions like:


  1. What is the commission structure and payment schedule?
  2. What products and lines of business are available for me to sell?
  3. What is the target market and ideal client profile?
  4. What kind of training and support is provided for new agents?
  5. What are the sales and production expectations?
  6. What is the carrier’s reputation and financial stability?
  7. Are there any bonuses or incentives for meeting or exceeding sales targets?
  8. How does the carrier support agent marketing and lead generation efforts?

Prepare for these questions in advance, so you can effectively communicate the benefits of your partnership.


Provide Mentorship and Support

For new agents, having access to updated learning resources can make a huge difference in their career growth. Agents are more likely to work with someone who outlines a clear path to success.


Offer learning materials that can help agents develop their skills and knowledge in the insurance industry. Sharing video content is always valuable. Here are some of the top YouTube creators in the insurance space:

David Duford

David is a best-selling published author and successful insurance agent specializing in final expense, annuities, mortgage protection, and Medicare. He has helped over 1,000 agents become top producers in these products using his sales and marketing strategies.


Cody Askins

At just 28 years old, Cody owns and operates five insurance-based companies that gross over $6 million in yearly sales. At age 20 Cody jumped into the insurance industry with a goal to hit six-figures his first year. He crushed that goal in only eight months.


Jason Whaling

Jason Whaling is an online entrepreneur with a YouTube channel that covers an assortment of topics ranging from content marketing to sales funnels and landing page design. This YouTube channel has just about any topic a business owner could think of.


David Duford

Training programs, ongoing coaching, and mentorship opportunities help new recruits develop the skills and knowledge they need to excel. Don’t shy away from sharing the materials that have helped you through this process.

Provide guidance and support every step of the way to ensure their success and foster a culture of continuous learning and growth.


Build Relationships

It seems like a no-brainer, but it’s way harder to say no to a friend, than it is to a stranger. Take the time to get to know candidates on a personal level, understand their goals and aspirations, and offer guidance and support throughout the recruitment process. 

Giving free advice and offering value without expecting anything in return shows that you actually care about their success and want to help them achieve it. By building trust and rapport, you can increase the likelihood of attracting top talent.


Utilize Technology

Obviously, social media is important, but a platform that is overlooked in the insurance space is YouTube.


Sharing free content about becoming a successful insurance agent is a great inbound strategy for attracting more clients. Video content enables your audience to connect with you on a deeper level by seeing and hearing you before ever meeting.


In the process of recruiting, technology can play a vital role in helping you stay organized and keeping all the necessary information in one place. It can also automate tasks that might take up a lot of your time, allowing you to focus more on building deeper connections with people.

Online tools every insurance agent should consider:

  • Customer Relationship Management System – Salesforce or Hubspot
  • Agency Management System – Hawksoft or AMS360
  • Quote Software – EZLynx
  • Marketing Software – Marketo or MailChimp
  • Document Management – Docusign

Appoint More Agents

TLDR: In order to appoint more agents, follow these steps:


  1. Get out there and meet people
  2. Know what you are looking for before having any conversations
  3. Have a clear concise value proposition for why an agent should get appointed with you
  4. Provide value for free
  5. Share the best learning materials you have
  6. Genuinely care about helping your agent partners succeed
  7. Create content that brings agents to you