Goals Every Insurance Broker Should Be Setting

By: Kate Webb

Focus on Controllable Actions
Most importantly when choosing growth goals is focusing on aspects that you can control. Additionally, focus against setting goals blindly. Many brokers are unsure exactly how and where their time and money are being spent. There are individual KPI metrics you should be paying attention to in order to provide a benchmark of where you are and where you want to go.

Example metrics:
- Calls to close a sale
- Cost per acquisition
- Cost per policy
- Call response rate
- Email open rate

Define Your Why Before Framing General Goals
To kick off setting your goals, it is best to start with reflection and broad goals before moving into measurable specifics. The goals you set should revolve around your “why.”

A goal setting study at the Dominican University in California found you are 42% more likely to achieve your goals if you write them down.

Set Smart Goals
Setting smart goals helps you create a framework to clarify your ideas and focus your time and efforts productively.

Specific — Answer the five “W” questions
Measurable — Determine your metrics
Achievable — Identify the tools and skills needed
Relevant — Align with your company objective
Time-Based — Create a deadline

Smart goal example: To enhance my website and create content that is valuable and information to my target audience consisting of 1,000-word blog posts written and promoted 3x a week on my website and company Facebook and LinkedIn pages. A content strategy will be created by June 1, 2021 and will result in an increase in traffic by 30% and an increase in leads by 15%.

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