Life Event Follow-Up
Key Takeaways
70% of life insurance purchases happen around life events—new baby, marriage, home purchase
Agents who follow up within 2 weeks of a life event close 60% more than those who wait
Non-sales check-ins after difficult events (job loss, death) generate 3x more loyalty and referrals
Life Events as Opportunities
Client Question: "How did you know to call? We were just talking about updating our insurance."
70% of life insurance purchases happen around major life events. Agents who follow up within 2 weeks of learning about an event close 60% more.
Events to Track and Follow Up On
| Event | Why It Matters | Action |
|---|---|---|
| New baby | Additional income protection needed | Congratulate + review coverage |
| Marriage | Beneficiary update, additional needs | Congratulate + review |
| Home purchase | Mortgage protection | Congratulate + discuss |
| Promotion | Income increased | Acknowledge + review |
| Retirement | Coverage needs may change | Check in + discuss |
| Death in family | May prompt reflection | Sensitive outreach |
The New Baby Call
A client who just had a baby
Setup
You saw on social media that a client just had their first baby. Their current policy was purchased when they were single.
Client says:
“*Sounds tired but happy* Oh, hey! Yeah, baby Emma arrived last week. We're exhausted but thrilled. What's up?”
Practice Objectives
- 1Congratulate them genuinely—don't jump to business
- 2Ask about the baby and how they're doing
- 3Transition naturally to discussing coverage
- 4Remind them their policy was before the baby
- 5Suggest a review when things settle down
The Job Loss Check-In
A client you heard lost their job
Setup
You learned through mutual connections that a client recently lost their job. You want to check in and see how you can help.
Client says:
“*Hesitant* Hey... yeah, things have been tough. Got laid off three weeks ago. Looking for something new but it's slow. Why are you calling—is everything okay with my policy?”
Practice Objectives
- 1Express genuine concern for them
- 2Don't try to sell anything—this isn't the time
- 3Ask if they need help with anything
- 4Discuss policy options if they're struggling with premiums
- 5Be a resource, not a salesperson
After a Family Death
A client whose parent recently passed away
Setup
A client's father passed away recently. You want to express condolences and check in, but this is sensitive.
Client says:
“*Subdued* Thanks for calling. Yeah, it's been hard. Dad was sick for a while, so we knew it was coming, but still... it's not easy.”
Practice Objectives
- 1Express genuine condolences
- 2Don't mention insurance or business at all initially
- 3Ask how they're holding up
- 4Offer help if there's anything you can do
- 5Only later, gently ask if the experience made them think about their own planning
The Retirement Transition
A client approaching retirement
Setup
A long-term client is about to retire. Their term policy was designed for working years.
Client says:
“Three more months and I'm done! Forty years of working and finally I can relax. We're planning a big trip to celebrate.”
Practice Objectives
- 1Celebrate this milestone with them
- 2Discuss how their insurance needs might change
- 3Review whether current coverage is still appropriate
- 4Explore any estate planning or legacy desires
- 5Position yourself as their advisor for this new chapter
You hear a client lost their job. The best approach is:
Wait until they're re-employed to contact them
Call to offer reduced coverage options that cost less
Call to check in, express support, and ask how you can help
Send information about policy loan options to access cash