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How to Recruit Agents

By Gillan Boyer

How To Recruit Agents

Are you looking to recruit agents and grow your insurance agency?

Setting goals and then working ridiculously hard to achieve them sets you on the path of living a purpose-driven life. This article outlines the strategies we’ve used to help multiple agencies recruit agents and grow their businesses.

Decide how many agents you want

The first thing you need to determine is how many agents you can realistically support.

Think back to when you first started selling insurance. Do you remember how difficult it was to grow your book of business? Are you prepared to help others learn?

This is no longer just about you, and you don’t want to recruit more agents than you can handle. 

Identify your target audience

Growing an agency begins when you identify a set of specific needs that are shared among agents and provide the best solution. You aren’t just recruiting agents to sell insurance.

You are resonating with people and inviting them to come along for your journey. 

Target Recruiting Audience

Are these agents brand new to the business? Are they seasoned professionals looking for better support? Do they live in your backyard or are they in expansion markets?

There are already agents who have the needs, desires, and values that might inspire them to join your agency. They are waiting for you to connect with them and lead them to your solution. 

Develop your unique value proposition

Now that you have identified your target audience, you should be telling a story that resonates with their worldview.

Here are a few examples:

  • Telling the story of how you came into the business, the struggles you had along the way, the lessons you’ve learned, the relationships you’ve built, etc.
  • Highlighting your FMO/Upline’s value-added benefits such as technology, marketing support, and contracting assistance.
  • Collaborating with well-respected carrier representatives who can speak about your success and recommend you as a trusted partner.

Agencies partnered with The Brokerage Inc. get access to the latest electronic enrollment platforms, production-tracking software, and marketing dollars that can be offered to their downline agents at no cost. 

Make sure that your messaging resonates with your target audience and presents your agency as the obvious solution. 

Leverage multiple strategies

Now that you have set goals, defined your audience, and developed your messaging, it’s time to grow your team.

Remember that the insurance industry is all about relationships. Start by leveraging your existing network, as you probably know people who are a good fit for your agency. 

Try scheduling a few in-person meetup events and invite people to hear your message. A quality FMO will be able to support your recruiting events through direct mail invitations, call center outreach, and financial co-op. 

Multiple Recruiting Strategies

Invite a local carrier partner to collaborate with you and offer a testimonial, and make sure you have a solid online presence where agents can learn more about you.

Finally, talk with your FMO/Upline about supporting some of their direct agents.

Make it easy to take the next steps

If you effectively implement the above strategies, you will be recruiting agents in no time. That’s why you need to make sure it is easy to take the next steps.

Provide all the necessary contracting links and documents in an easy-to-understand format and make sure you are available to answer any questions your agents have.

Once they are contracted, follow up with them to develop a business plan and review their progress on a regular basis. 


“There are no great limits to growth because there are no limits of human intelligence, imagination, and wonder.” – Ronald Reagan.

Whether you are just starting your insurance agency or you are a seasoned agency that wants to grow, the strategies described above will help you succeed. 

If you are ready to take your agency to the next level, we are here to help!

Gillan Boyer

About Gillan Boyer

Gillan leads The Brokerage Inc.'s marketing and communications initiatives. When he's not working, he's probably playing with his kids, making music, or reading a good book.