At ProStar Insurance, we’ve learned that keeping clients happy and loyal is the heart of running a successful personal lines insurance agency. For over a decade, we’ve poured our energy into a strategy that’s become our secret sauce for retention: reaching out to every client at renewal to schedule a friendly, personalized review call. This approach has not only deepened our connections with clients, but has also sent our retention rates soaring. In this article, we’re excited to share our process, explain why it’s such a game-changer, and give practical tips for agencies to adopt this strategy.
Why Keeping Clients Matters
In the personal lines world, holding onto clients is everything. It’s no secret that winning a new client can cost five to seven times more than keeping one you already have. Loyal clients don’t just stick around—they add policies, send referrals your way, and are more forgiving when little hiccups happen. By focusing on retention, we’ve built a steady foundation for ProStar Insurance, earning trust and standing out from those big, impersonal insurers. Our renewal call strategy is all about showing clients we care, which ensures they feel valued and never want to leave.
Our thoughtful, proactive approach has pushed our retention rate above 90% for personal lines clients, well above the industry’s 83–85% average. Here’s why it works so well:
- Personal touch
Warm outreach and tailored calls make clients feel like family, not just policyholders. - Stronger bonds
Regular check-ins make clients feel valued, sparking loyalty and word-of-mouth referrals. - Staying ahead
By tackling pricing or coverage gaps early, we keep clients from shopping around. - Growth opportunities
Exploring cross-sell options like life or small business policies boosts revenue and client value. - Team efficiency
Our VAs handle outreach and prep, letting us scale without losing that personal connection.
Our Renewal Call Strategy: Building Connections That Last
For more than 10 years, we’ve made it our mission to connect with every client at renewal to schedule a review call. It’s about catching up, checking their coverage, and finding ways to serve them better. Here’s how we make it happen with a warm, client-focused approach using HawkSoft, our virtual assistant (VA), and other tools. Our agency uses EZLynx Rater, Outlook, and AppointmentCore, but you can use your preferred tools for quoting, email, and scheduling.
Step 1: Friendly Outreach and Scheduling
Our process kicks off with a little help from technology and a lot of heart:
- Download renewal data
Our VA gets the auto-renewal list from HawkSoft, spotlighting the personal lines policies—like auto, home, or umbrella—that are coming up for renewal each month. - Make the first call
Our VA reaches out by phone with a warm, friendly vibe, inviting clients to schedule a quick renewal review call. It’s all about showing we’re here to help keep their coverage just right. - Follow up with care
If we don’t connect, the VA sends a heartfelt email through Outlook, explaining why the review matters and including a link to my calendar so clients can pick a time that works for them. This VA-led step keeps things personal and efficient, letting us reach every client without missing a beat.
Step 2: Get Ready for the Call
Once a client books a call—either through the VA or the calendar link we sent—our team gets everything ready:
- Check client details
The VA dives into the client’s file in HawkSoft to spot any life changes, like a new car or a growing family, that could affect their coverage or open doors for new policies. - Run the numbers
Using our comparative rater, the VA pulls fresh quotes for the renewal, comparing options across carriers. This means we’re ready with the latest pricing and coverage ideas when we talk. This prep work sets us up to focus on what matters most: having a meaningful conversation with the client.
Step 3: The Renewal Call
The scheduled call is where the magic happens. I lead these chats with a personal touch, using the info from HawkSoft and our rater:
- Warm hello
I start with a friendly greeting, maybe mentioning something personal, like, “How’s that new SUV treating you?” - Coverage check-in
We go over their current policies, using the updated rate quotes to talk through any changes in premiums or coverage. We ask about what’s new in their life to make sure their insurance fits perfectly. - Suggest opportunities
We explore cross-sell options, like adding life insurance, an umbrella policy, or small business coverage, tailoring suggestions to their unique needs. - Address concerns
I ask if they’ve gotten other quotes or have worries about costs. With the rates ready, we can tackle pricing questions on the spot.
Step 4: Keep the Conversation Going
After the call, we make sure every client feels cared for by doing several things:
- Post-call follow-up
For clients we’ve spoken with, we log notes in HawkSoft about our chat, including any cross-sell ideas, and set reminders for next steps. The VA updates our rater with any new rate info. - Reach out again
If a client hasn’t scheduled a call, our VA sends another friendly email, summarizing the renewal and including the calendar link to make booking easy. - Keep track
Every interaction gets recorded in HawkSoft, so we have a full picture of our relationship with each client.
Tips for Your Agency
Here are few tips on how to bring this strategy to life at your agency:
1. Use a dedicated VA or admin
- Train a VA to handle calls, scheduling, and emails. Equip them with a script and access to scheduling software.
- If VAs aren’t an option, use admin staff for these tasks.
2. Lean on rating tools for quotes
- Run renewal and cross-sell quotes in your rater to have accurate options ready. If you don’t have a rater, you can use HawkLink to get bindable quotes from carrier sites using the client and policy data in HawkSoft.
- Include life, umbrella, or small business policies in your quote prep.
3. Train with heart
- Teach VAs and agents to be warm yet professional. Practice handling objections or pitching cross-sell options.
- Stick with the same team members for client familiarity.
4. Focus on key clients
- Use HawkSoft to identify clients with multiple policies or cross-sell potential that will be especially important to handle with care.
5. Track your wins
- Check retention rates, appointment bookings, and cross-sell success with HawkSoft’s analytics.
- Set goals, like reaching every renewing client or cross-selling to 20% of them.
Craft Your Strategy
At ProStar Insurance, our renewal call strategy has been a game-changer. With VAs leading warm outreach, HawkSoft providing data, our rater prepping quotes, and personalized calls uncovering cross-sell opportunities, we’ve built lasting client relationships and a retention rate above 90%. You can adopt this approach by starting small, embracing technology, and infusing every interaction with care. In the personal lines world, where loyalty is everything, this strategy can help your agency shine.
Author
Anthony Schulz
ProStar Insurance
Bothell, WA
