How much of this scarcity of specialized marketing material is due to the individual agent versus the industry may be up for debate. However, as seen in Figure 8, from the product affordability section, when asked what the No. 1 way insurers could help agents be more successful, overwhelmingly, the answer was marketing materials that have been customized for the target market (57 percent). That number sticks out and magnifies the need agents have to obtain more targeted information for these underserved markets.
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