Your sales funnel, or conversion funnel is the path that a lead (prospective patient) takes through the buying process that ultimately results in a conversion (paying patient). The shape reflects the fact that a large number of your leads will never complete the journey through the funnel. You’ll expose your practice and services to a lot of people at the top of the funnel, but only a small fraction of those will actually convert.
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July 6, 2020
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Matt Coffy: Just so you have a little bit of history from a high level perspective. T he gentleman who runs or has been running high level or running a lot of the classes, his name is Chase Buckner, and he’s been engaged with a lot of the folks. He was our previous VP of operations. So we’re very tied to high level from operational and executional aspects. So we get a lot of people who come from high level who need sort of a different viewpoint of building out the infrastructure. So maybe there’s more exploratory here then there’s, you know, just a perpetual sort of like, “Hey, let’s just set it up and run it.” It’s more like, to think through it and to put the diagram together. And I’ve got some ideas that I can share with you. The reason why I’m talking to you guys about taking you down this path is to think through infrastructure.
Matt Coffy: When when when we start to build these things, we want to look at the different cadences and the variables that could be set as alternatives to get people, to maximize the ability to close through the appointment or the close through any of the variables. So I’m going to show you some things that maybe you guys, it will give you some ideas on how to do this with some variables in there to maximize the flow-through of the patients. Are the patients the clients? I do so much doctor stuff, sorry, my brain’s on the line. But I think it’s looking at the variables and then thinking about the constructive nature and where are these leads coming in from Marty?
Marty: On social media. All from Facebook currently.
Matt Coffy: Okay. So Facebook, are you doing any Google ads yet?
Marty: Nope. It’s all social media.
Marty: We do Google ads for other clients, but in this case, no.
Matt Coffy: Okay. I get you. All right.
Matt Coffy: I’m going to share my screen. Oh, by the way, did you guys have any other questions about, I don’t know if I answered that first question, which is: Do we work with other agencies?
Matt Coffy: We’ve been working with other agencies since 2015. Yeah, sure. We’ve worked with everybody. We try and be judicial about what we put our efforts towards. So if, you know, if it’s not gonna be a fit, I’ll tell you, and if it is a fit, we can certainly work something out. You know, I think ideally what we’re trying to do is educate you guys on the possibilities, because we see so many variations of a theme and we’ve been working in these types of platforms for long time.
Matt Coffy: But I think the goal for me, always to sort of think through, you know, we’ve built so many different models. One that I think would fit for you, or at least we could start to have the discussion around how it could fit for you is what I’m going to bring up, which I think has got a lot of articulation and it built for what you’re trying to accomplish. And again, you kind of have to think through this and it may not be exact. It’s just to think through the processes. So you guys can see the benchmarks of where we’ve had successful implementation of this. We do a lot of like hierarchy discussions and thoughts around like: “How do we split things up?” But I’m going to show you one, I think would make sense. So in this case, you know, Facebook ads, Instagram ads, or whatever, and Google ads, they come to the offer Claim Landing Page. Once they get to the Claim, are you guys doing a specific claim strategy? Is there anything that you’re offering in your ads or is it just come here to get your…
Marty: Yes. They’re currently filling out a Facebook form because we have better conversions and CPL is required, but less there versus putting into a lane. So that information just gets pushed right in the high level.
Matt Coffy: Got it. So they come in and now the first trigger would get them to get the contact added to the new lead stage of the pipeline, which is typical for them, but also is the Nurture Campaign for an RFQ or to Book a Call. Right. So, I mean, in your case, there’s a couple of variables here, which I would like go through. So then we’ve got four different variables here. If they, if they don’t do anything, they go down this path, which means that they, you know, they’re going to go into a different sequence, right. They’ve put information in, but they haven’t done it in the next step. The main goal is to get them to kind of like get through the process and again, walk through this and think about how you could do this for yourself and this particular case, they could just go right, to Request a Quote. They can just go to Book a Call to Learn More, or they could Ask a Question, right?
Matt Coffy: So there’s, there’s a couple of variants in this particular first set of sequences. So in the next set of sequences, we see, you know, Lead Asks a Question. We Moved them to Hot Leads Stage in the Pipeline and high level. And we Notify the Sales Agent for the Lead. If the lead clicks directly to Book a Call to Learn, we take them right to the Booking Page. If they just want to continue on Request a Quote, we take them to the next, Request to Quote Landing Page. Right. So they can actually just go directly to the, to what they’re trying to accomplish. Now, again, I know you guys have a little bit different of a model, but I’m just trying to show you this. Again, if the lead does nothing, we put them in the Long Term Nurture Campaign and trigger them back to the Quote Page. And then in the Lead Status Gets Changed to Abandoned, which would mean that they literally have not responded back over a period of time. So there’s a couple of signatures. When the lead request to Book a Call to Learn More, we get them into the book. A sales call, that moves to the stage of Book the Sales, you know, stage of the pipeline, it Notifies a Sales Agent and then gets them to the thank you page, right. In the case where the Lead Asks a Question. And again, we’re just staying in the same model where they Notify the Sales Agents, there’s a Hot Lead and they would take it manually into either booking or into a direct, you know, conversation over the phone for closure. Again. Now we’re, we’re looking at the next set of pipeline variables, which would be now that the person is booked or they’ve gotten into the agent, we were getting them into this particular case. You know, we’re still kind of moving through the process of working with a direct sales.
Matt Coffy: Again, if they go directly into the Thanks for Requesting Quote, that’s when they would obviously just get right back to a person. Again, same thing when they get that Request Landing Page or getting Notified of the Sales Agent for a New RFQ quote. And then in this particular case, we started to direct that, send out the quote based off of the information. Again, and this trigger also puts them into move them into the Request to Quote pipeline stage. So these are basically near closing. And then, you know, in this particular case where we’re using Panda Doc, which was the most effective way and this particular, and again, I’m not paralleling everything with you guys and trying to give you some ideas about bringing them through this process is once they’ve gotten, you know, you’re pretty much at the end here where they’re either getting a quote back or they’re speaking with someone to directly go with the phone.
Matt Coffy: Again, these quotes sent could be, you know, call sent in your case or call setup again, Move to Quote Sent Stage of the Pipeline in this particular case. And then we’re looking and seeing if they’ve opened their quotes and then, you know, depending on what they’ve done with those quotes, we’ve, you know, we send them a quote to remind, I’m sorry, send them a reminder trigger to quote up to, you know, Sign the Quote, and then obviously if they sign it and go to the Quote Open Stage. And then, from there on, if the quote gets signed, it gets lead to, you know, gets moved into the Quote Sign Stage, and then Sales Agents Notified, Next Step Campaigns, which would be your referral process after that. And then it would be, you know, moved into the Lead Status Updated to WON.
Matt Coffy: So this is an idea for you guys to take take a thought process of how to build like an entire infrastructure. A lot of this is based off of automation strategies, plus having a lot of the, you know, sort of, what we call today, sort of the automated also quote strategy, try and build that into the infrastructure so that we can move the client along as quickly as possible in the different stages. And a lot of the interaction we’re trying to have today is just to get them into opening the quote and then starting the process of doing that themselves. And, you know, I can remember for me for like my auto insurance, I don’t even do anything, just go online and just put my stuff in. I get the quote and I just sign it. And then I move on. So I don’t know if that’s stuff that you guys had ever thought about. Does it, take someone always to have to close these people. And again, there might be so many variables that I don’t know enough about what your business is, but I wanted to show you sort of a way of looking through the interpretation that was the closest designated to your niche. We have so many niches that we work with, but this is, insurance niche that we’ve been working with. This is the one that we just did literally like a week ago.
Kevin: So in our field, I mean, client compliancy and there’s a lot of variables. You can’t, there is no automation of quotes and signing documents. The agent has to be involved, they have to do a screen share. So there’s certain things that have to be done. It can’t be, and there’s no generation and send and sign and it all has to have that kind of as close to personal as you can, even though it’s technology and screen share.
Matt Coffy: Yeah, well, that’s why I wanted to take you through this because it might give you some ideas. And basically if you were just to take out the process of pulling the green cubes out of this one, you would have your process that you just talked about, which is all basically intervention of some rep, you know, getting through the process of that whole engagement. and the questions from a triggering standpoint are, you know, sort of variants of how you want to think through the process. Each one is unique to the individual business owner, but a lot of the time it’s more or less just drawing up the map and just filling in the squares in case, you know, it’s kind of more simplistic than, than actually what you’re seeing here it would basically be taking just out a layer out of it and then engaging in those particular. But my question is on the back-end. Once thst you have a client who’s put their hand up and say, “Okay, send me a quote.” How does it work from there?
Kevin: So when a client puts their hand up and says, “Yes. I’m interested in plan options and pricing,” then we have to book the appointment. Then they won’t. When the client books the appointment with the agent, the agent, if that particular appointment is to do what we call probing, a health probing: height, weight, date of birth, any medications, any history of health issues, so forth so on. Is it an individual plan, a family plan, small business plan. When that small, you know, 20 minutes booking happens and sometimes, it flows all the way through right then and there and generate the policy. It can, if the client has time, then once the probing is happening, they might even book a second appointment depending on the client’s schedule. And that’s true. That second appointment is to review. Probably in 60 to 70% of the time, that one appointment, once the client is engaged with the agent on the phone in a screen share, it’s pretty much completed right there. They reveal their options on a screen share, education happens, all the stuff. And then the client will say, “Okay, I want to apply to that one. That one plan over here on the left,” the agent goes ahead, does the application. Submit. And we wait for an outcome.
Matt Coffy: So is the entity your client and how are they getting the documentation of that? Are they sending it through like some sort of electronic documentation?
Kevin: From the carrier. The carrier does everything. It’s an online application through a screen share process. Like for instance, if you were the client and you gave me your upfront probing information, your zip code, date of birth, height, and weight so forth, it was just for you. We did a little bit of background on health issues, medications, so forth. I’m going to share a screen with you at that moment. And I’m going to pull up all the plans that are available through all the different carriers. And I’m going to educate you on all these different variables. Once you say, “Okay, that plan fits my needs and my budget. How do we do this?” All right. We’ll click on create application, you’ll see the application process. You’re just gonna answer for me, I’m typing. And we hit submit.
Kevin: Now, depending on if it’s a plan that requires an MIV background check, which is done by the carrier, not the agent, you may take, you know, a couple hours, it may take 24 hours for the carrier to notify the agent and the client, you know, if it was approved or not. So, you know what I’m saying, but there’s no paper applications done. There’s no “Okay. Here’s your list of seven quotes.” It’s not like car insurance. Health is a lot more, there’s a lot of compliance issues, so it’s gotta be done through screen share and so forth and so on. Like I said, 60 to 70% of the time, the plan is chosen right then and there, the application is chosen right at that first appointment book.
Matt Coffy: Are you finding through the, at least the ads and the ad sets that are coming through once a person is somewhat qualified or at least somewhat you know, engaged? What’s your percentage of closing rate to get to the appointment? Just so as the leads come through, do you have a percentage of what’s closing from the ad sets? I’m just curious from a general perspective.
Kevin: Well, creating all of that, you know, we’ve, like I said, we’ve only dabbled in this, what three weeks, Marty? So, I mean, we’ve got a really high contact ratio.
Matt Coffy: Yeah. So yeah, I think what he’s asking. So we’re currently using another NoSQL. He’s using another CRM where the, you can, it takes 20 contacts, right. And let’s say there’s 20 contacts or 20 outreaches where they don’t get a hold of them. But as soon as they start using a system like this, where you have a fresh number attached to it, you’re getting like right now, I think we’re like a 40% conversion on just initial taxes. Right. So usually two out of three, I would say, I’m sorry, three and a four out of 10 will book an appointment. Right. So 30 to 40% of the book an appointment pretty quickly. But we attest that mostly being that the system and high level we’ll send out those tools, numbers that are pretty fresh, where their current CRM, which they were using previously was using, you know, kind of spammy numbers. Right. So you couldn’t get in touch with the person.
Matt Coffy: We mean by spamming numbers, like outbound phone calls to them? Is that what you mean?
Marty: Yeah. Phone calls and tax would show up as spam. Okay.
Matt Coffy: Okay. So when you look at the infrastructure, so I’ll get into just sort of like seeing, showing campaign level type of, you know, variation, because I only went over our top level view for you guys to see some variables from you know, from a thinking strategy. But if we looked at the, so let’s just, let’s like, look at a typical back-end and I don’t know how deep you guys have gotten into the back-end of this stuff, but I’ll just pull up the first account I have. So I can show you like an example of a campaign strategy. So, if we look at like the actual campaign strategy, so I’ll just say the first core campaign I see here. You know, they start as soon there’s an inbound lead. It starts with an SMS to the client to get them to book, then an email to get them to book again, two minutes later than three minutes later, they connect a phone call between the client and the office. The day later, they send an email, day later they send an email. Again, if they don’t break the chain of command. And this goes on sort of consistently until they do voicemail drops and SMS as well to sort of follow up. And, and I know how deep you guys are into these sides of the campaigns or campaigns.
Matt Coffy: But I think when you start to do the basic flow, you start to see it. You know, when you see, when you start to see the open rates, as you can see here, we see that second email gets opened, you know, 13% of first one gets open 22%. It depends on the clients capability to, I guess maybe, be engaged with the initial set of instructions that were given to them from the ad sets. So it also depend on your variable language and, you know, what are the emotional triggers that you’re pushing and following up with them within these frameworks of emails and calls a lot of it, you know, when we do, you know, this, in this particular case, it’s sort of trying to explain things at an emotional level. Like if they don’t do this, they’ll get that. Like, there’s a lot of, sort of infrastructural dialogue with emotional content that we’re piping down this pipeline, and that can improve your rate to conversion. That was my question more or less in the beginning, which was, you know, over the leads that are coming in and how many are actually getting to booking. And that would be sort of, you know, how do you improve that lot.
Matt Coffy: Because we would like each stage that comes through, you know, when we sort of saw the overlay stages, but I again take out the, you know, request for quote piece in the middle of that. But if it’s sort of the same process, which is that, how do we have the bigger impact as quickly as possible on the practice the, I’m sorry, the client through the process. And I’m sure you’re doing some of this, and I guess your questions are, you know, are you doing it to the extent of, you know, some of these higher level functions. I don’t know. You have to tell me.
Marty: Yeah, we’re doing, I think elementary-ish right. So we have probably, on the first campaign, probably 10 or so, SMS and emails going on surely, but we’re not using any of the call drops. Right. What I see there, which I have to read up more on that, but that is a system just calling and then a round robin, back to an agent for an ACS office, there’s a connection.
Matt Coffy: Yeah. You can do that. Or you can also send a voicemail dropout, which has been predictably interesting because they always open voicemail. Right. So people, you know, there is a hundred percent open rate on a voicemail cause no one’s gonna leave a voicemail box, the voicemail message in their box. And what we found was voicemail combined with an SMS, a few minutes behind, it has been a great trigger because people listen to the voicemail go. Oh, it’s that thing again. And then they get an SMS, “Hey, click here and get on your consultation.” Like, alright, you win. That’s been interesting to say the least. I think, a lot of this also has to do with again, you know, there’s not just one engagement in here. There’s, all these different triggers that you guys have got obviously in your, and it’s sort of working through those formats, having different variables, testing things out, which works better.
Matt Coffy: If you have strong salespeople and they start to see this stuff pump in, I don’t know what their validity is, but as you guys probably understand, the conversations are really what’s happening, you know. So we see these conversations for these clients going back and forth, and then it’s maybe engaging on those conversations. So when we pick up this person, you know, as an individual and we see what’s happened and we see their long-term conversations, so we just go into the opportunities to have, and I’m sure you guys know a little bit about this, but if we looked at the, I’m just going to pick some random hot lead or whatever here, right. So here’s this whole long conversation that started from the very beginning, outbound call, inbound call, inbound SMS, SMS, SMS, email, email, SMS, like just going back and forth and maybe, you know, working and then obviously since you can then SMS and email them right from this platform, it makes lot more sense. So I could just say, ” Hey, are we still on time for this appointment” or whatever, right. Then you can start to text and email them through the platform. So I think a lot of that has to do with, you know, your triggers and how quickly the sales reps are going to be on the conversational aspects of this. And of course all that stuff’s coming through anyways, on a day to day basis, when you look at just the consistent flow of activity, that the notifications that are coming down from not this particular client, but from a lot of the clients that we’re working with, those conversation tabs are really the things that are driving a lot of the behavior for the clients to convert to closure. Does that help? I hope I’m talking to you guys at some level where it’s making some impact.
Marty: Oh yeah, yeah, yeah. I get it. I just don’t think we have these opportunities set up. Right. Because the lead is getting pushed in. Right. But it’s not, it’s assigning to an Asian technically, but that’s not the assignment he liked. He liked the assignment to be neutral until there’s a response. Right. So until that customer responds back to enable automation, that’s when the lead should be assigned.
Marty: Right. Right. Correct.
Matt Coffy: Well, and that’s what I was saying. In the thing that I had showed you before, where it was the overview of sort of that dialogue. You could engage at any particular point where the thirst of the client finally reaches a level where it’s worth the dialogue. Right. Cause you don’t want to burn your sales reps time on garbage. So, there could be some filtering in there as again, you know, since you’re just doing a Facebook lead only, I don’t know what type of filtering you’re getting out of it, but maybe there could be some specific filtering on a landing page to take them through some set of small diagnostic to get basic information. And then you could trigger based off of results from the landing page of what they clicked on and filter them faster into production. You know, there’s variables in there that will help, you know, decide and route the call or route the lead based off of, you know, what criteria you’re assessing them.
Matt Coffy: And you might have your own like, out of one, out of 10 things, like if they had these four, get them in as quickly as you can to the sales rep or, you know, only three out of the thing, put them back into the thing and put them in you know, a nurture they’re not ready yet. Again, those are, I think you’d have to like lay all these things out in a broader discussion to get the right infrastructure built. But I certainly agree. I think there’s probably a lot of things that, from a core pipeline strategy, you could probably lay down as frameworks to build out the infrastructure. These are, you know, these are things that are also malleable. And I think you have to understand that, you know, you might come up with a conclusion that might not be perfect, or it might not be the right way, but you’ve at least started the pipeline.
Matt Coffy: A lot of our pipelines started one way and then they end up being converted to other elements as we start to understand the customer journey a little bit better. And I’ve found that, we tend to find where we get the channels to line up eventually with what the strategy is going to be, which is the goal to get the client through the process the most simplest way has been the best process so that we don’t complicate this. We try and create some streamlined ability for the journey, for the customer to be as quickly done as possible. Cause that they’re trying to accomplish the same thing, which is they just want to get it done. Right. And I think you just have to make sure that you’ve got the right set of circumstances set up in the beginning so that it’s pushed into the right pipelines so that people who are aware of these opportunities, which have got head-end good closing capability and good match to what you’re trying to accomplish would be probably the best suggestion to, you know, build those pipelines based on the intelligence that you’ve put into the design of the, you know, engagement and triggers.
Matt Coffy: So again, I’m trying to be as helpful as possible, but I don’t have a magic wand. I would just, it would be more of like, okay, let’s put this all out into a table and figure it all out.
Kevin: In the three weeks we’ve been involved in this, I think we have pieces of the puzzle, but there’s holes in the puzzle. And it’s like, somebody may able to look at it and once they, you know, they understand the path that we’re just trying to go down and say, “Oh, okay, I see a link missing here or links missing over there. And, and this may be better if we reconnect this to that,” you know what I’m saying. There’s pieces there of functionality, but the whole picture is not there and we’re trying to get it to the whole picture. And like you said, it’s a development ongoing, but you know, at least basic functionality and there’s different channels. That’s what we’re looking for.
Matt Coffy: Yeah. And I think one of the advantages we have over probably a lot of other people who are been in this space is that we’ve done a lot of different pipelines. So we can take an assessment of the goal for you guys and to true reverse engineer. It based off of some of the filtering you probably want to have set up because to me, I bet dollars to donuts. If we just took a customer and you are, if I was to pretend I was a customer, that’d be even easier. And just, I go through your experience, I pretty much would, okay. Like, I’d know where to start.
Kevin: Where to understand it. It’s a pretty simple path.
Matt Coffy: Yeah. I wanted to show you a complex path, but still it’s the same thing, which is that, the complex fashion has actually the ideological results of trying to get the triggers built off of the seriousness of the client, right. If we know how, if we can get them filtered and we understand that they’re, you know, within the time frames of what you guys, it’s leading up to the decision of trying to create a simple form to get the process, they’ll have all of the follow up mechanisms that take the clients who are in some other decision making process, you know, into another format where there’ll be pushed along automatically. And I know you guys have been doing well at this. I guess my question is, you know, where do you think we might be able to help you with this and engage with you to help support this? Do you need us to functionally draw this out and then do the actual execution? What would you ideally like to see us help you with?
Marty: I see two ways, both being honest, right. Building out the flows, funnels, and we, or you building out, you know, providing the content and build it out and then possibly just provide us the content with us, setting up those certain triggers, voicemail drops, all that fun stuff. Right. But I think, you know, since we’re so new to this, right, I think we don’t know what we don’t know. Right. And every day we go into the tool and we see something better, but I think initially we need help with making sure the leads that are coming in are getting in front of the right agents at the right times. And secondly, the goal right now is to no matter qualified or not just to get them on agent’s calendar. Right. So how we do that. Right. And then second phase of that would be to then put people into certain funnels of possibly qualifying them.
Marty: Right. All that fun stuff. You know, I’m trying to do this in phases. The first phase is obviously build out the funnels, build with the drips for a little to triggers and see.
Kevin: The way it’s kind of happening at the moment when they, you know, building into that, building it to the point, which it’s already kind of there to where the client, you know, responds appropriately. The agent scheduled the appointment, and the reminder goes out to the client that you have an appointment one hour with, you know, XYZ. but then they actually are in the appointment. Now, the agent’s sitting there, they’ve completed the appointment. They go back in and re-disposition that appointment. Well, what’s in there now is one W O N meaning successful appointment. You know, I wrote a policy, reschedule, for whatever reason rescheduled it, not qualified.
Kevin: We found out that due to maybe income reasons or health issues, it wasn’t qualified if we, if it was a won, in other words, WON then now we’re going to take it down a kind of a congratulatory scenario and working that new client for referrals. If it was a non-qualified scenario, you know, we can still work it as referrals, to that point. So, you know, it’s not a very complicated scenario. It’s just getting that appointment to where it is. If it’s a reschedule, if it’s a no-show, we’ve got to bring it back to the table. If it’s a reschedule, well, it’s gotta be rescheduled. And a new reminder set has got to go out. So it’s, you know, it’s not really complicated. What we’re doing is we’re making, we want to make sure. Yeah, well, yeah, I mean, it’s kind of there, but it’s not showing up and it’s not creating the appropriate, information on the dashboard. So it’s trackable, you know, how many people responding positively, how many appointments are being booked. Out of those appointments, how many are this, how many are that. You know, there’s a lot of pieces of the puzzle missing, and that’s what we’re trying to do.
Matt Coffy: I guess, you know, the next step would be, to have you speak with one of our operations people to get the pipeline built out. And, you know, since now I have the call recording, I could send that over to our ops folks and say, “Here’s an opportunity for us to work with these guys. And we could price out engagement for you guys to get this built.” And then I think it’s more about, you know, going forward. My question would always be the same thing, which is that, you know, how much of this do you guys want to manage and monitor from you know, cause obviously it’s also post-production work when you start to think about like what happens afterwards and who’s going to do sort of the AB testing of the content or looking over the flows to make sure that there’s, maximum usability and come up with, you know, sort of secondary ideas.
Matt Coffy: I always wonder, you know, that’s really at the end of the day, what will help you even more, which is to improve this thing over time and then have maybe a process of catching up with you to say, “Okay, like how do we motivate you to look at this?” And I don’t think it would happen unless we were engaged, I think at a post-level. And I’ve been trying to get this going with a lot of the agencies. Cause most of them will just take it, build it, and they’re gone and I’m like, well, but you probably never will look at it again. And you know, and that’s that big challenge of saying, you know, maybe there’s a way for us to also help you from a mechanic, like working on a car, you bring it in every once in a while and tune it up. And I suggest that type of activity for your own.
Kevin: Our relationship is just a little bit different because the agency is mine. I will look at it constantly. Okay. I am a test.
Marty: So, well I think what he’s saying, Kevin is, you know, he’s gonna give his input. So if he’s looking at this on a monthly basis, we see based on Test A versus Test B and Test B might be doing better i f we do option C with them, right.
Matt Coffy: Do we have a client on with a call with an agency it’s 99% of the time, just the agency. And I don’t know what happens afterwards. Cause usually they don’t come back and say, “Hey, you know, let’s take another look at this.” It’s usually, they’re gone. And you know, we don’t see them.
Marty: Kevin and I have a special agreement. We’re obviously good friends. So we’re going to take the slides out…
Matt Coffy: I would bring it up because now that now the customer can see what I think, which is that I think, you know, if you don’t put the, some sort of strategy into re look at this stuff, I think you just do yourself a disservice, unless, you know, you’re doing such a simple thing that doesn’t really matter, but for the complexity, you guys not really complexity, I would say you have a couple of different moving parts. And I think the filtering aspects of this will probably be the determination of whether or not you can move through these phases with these clients at different States of different rates of, improvement. Because I have a sneaking suspicion that if I’m a client and the closer you get to the questions that you should be asking in the filtering process, the faster you can get a client to come to the front who needs help first. And then those people can close faster and the sales reps can have more efficiency based off of chances of the client close. And is this all insurance. It’s just like a panoply of different insurance policies that someone says, hey, or is it just one specific niche?
Marty: It’s health. Health. Yup. Health insurance.
Matt Coffy: Right. But I meant, is there anything specific within those policies. Like, is there any where you guys are looking, is this a regional thing or is it a national thing or how? I’m just trying to understand that the client base, and then I can get a little bit more.
Marty: You know, the ideal, is anybody who is preferably healthy between the ages of 26 and 64. And I think there’s roughly 26 to 30 different States that they are able to write it. Right. What makes them unique is just the way the plans are put together. And they’re really targeting people who have no pre-existing or at least somewhat healthy. Right. So that’s what makes them a little bit unique, right. Where if you’re like an ACA plan or will open a Roman, you can kind of qualify for whatever, right. So here are, these are unduly, medically, underwritten plans.
Matt Coffy: And the ACA stuff, obviously, that stuff that, you know, and I don’t know a lot about health insurance, but I would think that would be like your, that you would get people coming off of those plans. Is that what the…
Marty: Yeah, or their ACA plans really high? Like a plan on ACA with me would probably be 1,800 to 22,000. Where a plan with Kevin’s company might be 11 to 1500 for the family. So there are some better savings and Lord was all that good stuff.
Matt Coffy: Very interesting. Very interesting. Well, let’s, this is a fascinating discussion because it’s a big question mark right now. Right. You got a lot of people who are out of work. What are they going to do and I don’t know how you, if that’s the determinant, if it’s an employment thing or if it’s just like, if you have the money, then you can get on a better plan from ACA.
Marty: Yeah. Usually, yeah.
Kevin: It’s agent-health-driven. ACA is agent-income-driven.
Matt Coffy: Yeah. Well, that’s what I was saying. Like, you know, you’re going to, I’m assuming you probably getting a pickup because of the current conditions that are out there.
Matt Coffy: No?
Marty: No, actually no. So I’m generating self-employed health insurance leads, and we’re not seeing a depth really in traffic. What you’re doing, it’s a little bit harder to find those qualified individuals because they might be holding off to see kind of what happens with the economy maybe a month or two, but as people are going back to work lately, you’re going to see a lot more people actually getting coverage again. Right. So that’s why it’s imperative that we have something built like this. So that way when open enrollment does happen or when it does, when it happens, we’re prepared to make sure we can maximize those leads as they come in.
Kevin: In everyday of the week, I mean right now, we have real time requests that come in. So every day that I don’t maximize this, my profitability is lower than it should be.
Matt Coffy: I just had a general question because you know, we, as a business owner and beyond this discussion around the high level stuff, is the majority of the leads coming through Facebook?
Marty: Yes, they’re all coming in. These are strictly Facebook ad campaigns. And the reason we’re doing that as a CPL is pretty low, where we can maximize and feed a whole team, a CPL on health insurance. If for Google ads would probably be 11 to $12 a click, not conversion. So it’s usually $50 to $60 a conversion there.
Matt Coffy: So there’s no organic traffic coming through on this?
Marty: No, because they’re purchasing leads from me to get there. So they can’t generate, they have organic traffic on their end from their company, right. But we’re not looking for again, a traffic, right. We’re doing some GMB stuff, but we’re not looking to rank nationally or locally, just because too much work. We’d spend all that time. And we wouldn’t, I mean, to get a handful of leads, it wouldn’t work the work, the effort where we can spend that same amount of dollars run ads and get a lot more traffic.
Matt Coffy: Right. We have a pretty core team in this area and we did something very similar. And just so you can see it, this is why I’m business-owner-interested. We get a national loan program and we were able to get it to be ranked within the top four of the search nationally and it’s doing about five or six hundred inbound loan requests just on the organic a week. Because we had been able to rank it within about four to six weeks. And it was interesting. Cause I’m always thinking like there’s probably, you know, things that I don’t know that we could create these, you know, these pages or what we’ve constructed, which were, standalone sites that weren’t the main business, but were secondary sites that we pumped up.
Marty: Like microsites?
Matt Coffy: They were somewhat similar to microsites. They were full sites, but they were just additional brands. Like we just created secondary brands, but the client doesn’t give a crap. They’re looking for whatever they’re looking for right. They we’re looking for…
Marty: Yeah. That’s exactly what we’re doing.
Matt Coffy: Exactly. And I was thinking, man, this is a good industry to potentially do that in. And, it’s just good to hear that you’re able to accomplish that.
Marty: Yeah. And what works with the plan is we have about a hundred GMBs that we’re going to attach to websites eventually. But it’s been kind of put on hold with everything we’re kind of doing here just make sure we can maximize these leads. So I think there is, I think Kevin is currently working on healthcare Ohio. So he wants to focus locally there that’s really important to me now, but important to him. He wants to be kind of the, when you think healthcare in Ohio, he wants to be the guy. Right?
Kevin: Yeah. There’s just a little touch on that. We have actually 32 States that I concentrate on. I’m licensed in 32 States. All my agents are licensed in portions thereof, but 32 States that I can do business in. But then I wanted to take this same concept that we’re working on right now for the whole 32 States, the large picture. And then see if I can condense it into a from 350 v 8 into 10 horsepower Honda engine and make it like healthcare Ohio. So it’s a small mini version of the larger picture that only generates functions and so forth within a state rather than 32 States.
Marty: So can you just imagine. Yes he does. He is interested in local.
Matt Coffy: Yeah. I’m just curious, just because I see this as you know, this national slash local, I mean, it kind of doesn’t really matter how you split it up, but how do you generate the organic leads in condition, obviously that you can always run the Facebook ads and stuff and we all do that. And I just get curious in this stuff, cause we’ve, we always look at this stuff and figure out, like, there’s gotta be a way to do some sort of engagement process at that level. And it’s a new game for a lot of people. I mean, we, we always think spectrum 360 thinking about this stuff. So I just wanted to bring it up.
Marty: Yeah. You guys could help with, if say we had a brand that we want to rank, it can’t be attached to his brand. It would be its own little brand.
Matt Coffy: Yeah. That’s exactly what we did, what we’ve done. We’ve built separate brands and you know, we work in the medical field a lot. So a lot of these medical guys are all aesthetics practices, you know, plastic surgeons, stuff like that. So they want to rank number one for, you know, their area or their state for some term. And we just have crushed it for these guys. That’s why, whenever I have these discussions, I’m like, if I was smart enough, I would’ve gone back in these conversations and said, “Hey, how about we build something I send you the leads.” It’s crazy. The amount of stuff that we’re seeing in the market right now. So I’m ready to step on your toes.
Marty: Can we be the site that becomes rank number one for self-employed health coverage.
Matt Coffy: Yeah. Well, it’s interesting. Cause I don’t have these normal discussions. Cause you guys are in a different niche than we typically are in and from a direct consumer-facing business, you know. We’re most of medical clients that they’re not concerned about what you’re concerned. They’re concerned about just cash. They just want cash-paying clients, walking through the door, making the cash register ring. Cause it’s a huge land grab right now, obviously with everybody’s springing back. It’s just like…
Marty: Yeah. Whoever’s been focusing during this pandemic in the last couple of months on digital marketing. I’m going to clean up right now because people are going out, spending money.
Matt Coffy: It’s crazy! We’re seeing just not so stuff going on. And a lot of our clients are very happy, but the ones who went and hit under a blanket, they’re just gonna, you know, I feel sorry for them. And I’m like, “Man, you had your chance. We told you, and now it’s happening. If you just stayed on, you know, just stayed above water. It would’ve only been a couple of weeks.” Anyway.
Marty: It’s not just building another campaign, you’ll be able to look at the system. Like here’s my recommendation based on me having assets into it right now. Here’s exactly what I do. So would you need access to our system and properly look at everything the way it is and say, “Here’s what I would do.”
Matt Coffy: Yeah. I think that’s for sure. I mean, that’s sort of like a secondary thing after we kind of sit on this and see what, where could we give the biggest impact for you guys I think I kind of know it and I want to make sure the validity is there. I think at the end of the day though, for you guys, it’s not a… There isn’t an arrow that I can shoot that goes straight through all this stuff and hits the target. It’s going to be probably a couple of variables that you’re going to have to work through. And that’s why I said it’s to me. When we launch these things, I always go back and say, you know, I wonder what they did with it. And it’s interesting to see sort of the process that people are going through in learning about high level and similar. By the way we’ve done Infusionsoft and active campaign and Ontraport and all these things. They’re all the same at the end of the day, except active campaign has a lot more integrated communication functions that will help you. But I think the key that I’ve noticed is that it’s stopping taking a 10 foot walk back and looking at it and saying, can we make this simpler and that’s been you know.
Matt Coffy: All right, guys. It’s nice talking to you guys.
Marty: I appreciate your time. This has been really insightful. So thank you.