For many new agents and even seasoned veterans, expanding your prospect list may be a top priority in 2016. What I hope you will be happy to hear is that there is a unique group of consumers that should move to the top of your prospect list: Do-It-Yourselfers.
Picture this: A Bob Villa fan goes to the local hardware megastore once a week with plans for a new kitchen in his pocket. Does he sound like a good prospect? He is.
Do-it-yourselfers are problem-solvers who are looking for ways to improve their life, whether it’s a leaky faucet or their financial future. This makes them prime candidates for your prospecting efforts. The boom in DIY TV shows and the increase in subscribers to robo-advisor services speak to the growing American appetite to roll up your sleeves and get things done. As a financial professional, I think there is possibly no greater project to undertake than helping a family or business create a viable financial plan.
So, who are the DIYers? Nearly half of self-identified DIYers are women, and 76 percent make more than $100k per year. This group spans multiple generations, from millennials to boomers with varying interests, backgrounds, and goals. A majority of them are facing life-changing events such as buying a first home (51 percent), getting married (72 percent), having a child or retrofitting their home for retirement. They tend to be technologically savvy individuals who are just as at home watching a how-to video on YouTube or getting advice from a pro at their local hardware store. Walk through your local home improvement warehouse, and you’ll see. It’s not just suburban dads any more.
Here are three tactics for agents to engage DIY consumers:
1. They drive, you steer.