Consumers traditionally consider new insurance when they are making a home purchase or refinancing. Consider including direct mail outreach to any individual that is in-market for a home, or on a homebuyers journey and doesn’t have a homeowners policy with you.
Deliver weekly or monthly direct mail drops for consumers that continue to be ‘seen’ (‘low’ or ‘high’) in-market, shopping for a home (homebuyers and/or mortgage-purchase journeys). For those that move out of market (‘not seen’) or purchase a policy with you, reprioritize them in relevant nurture campaigns.
Focus on value-based messaging for adding a homeowner policy, including value props for bundling multiple products/policies. The content should also be specifically related to the products the consumer is in-market for.