How To Sell Annuities To Clients

Do you need help to sell annuities to clients? Well, you’re not alone.

Financial advisors, insurance agents, and other professionals often struggle to get clients to buy their services. 

But in most cases, it’s not about the quality of your services–it’s about finding and connecting with the right people who need them. 

You might have great annuity products and solutions, but you won’t get results if you can’t reach potential clients. 

Having worked with several insurance agents over the years, I know how frustrating this can be. But even better, I know what you can do to improve the situation.

So, In this article, I’ll share what really works to reach more potential clients and grow your annuity business.  

Key Takeaways

Don’t have time to read to the end, here’s how to sell more annuity services to clients:

Watch my free masterclass video to learn how each of these integrates into your overall lead generation plan. 

Who Are You Selling Annuity Services To?

Before we discuss how to sell, we need to answer an important question: Who are you selling to? 

This is one question the insurance agents and financial advisors I’ve worked with failed to answer or didn’t answer correctly. 

Getting this part right is super important. When you know who you’re talking to, you can:

  • Create messages that really speak to their needs
  • Choose the best ways to reach them
  • Offer products that fit their situation

Let’s look at who these people might be:

  • Pre-retirees (ages 50-65): These seniors are thinking hard about retirement. They want to ensure they’ll have enough money when they stop working.
  • Retirees: These people are already retired. They need a steady income to support their lifestyle and don’t want to worry about running out of money.
  • High-income earners: These are people who make a lot of money and want smart ways to save on taxes. Annuities can help them do that.

From the above, it’s clear that your ideal clients are people who really need and can benefit from annuities. With that out of the way, we can now focus on how to reach them and convince them of the value of your annuity services. 

I explained the importance of getting the right message out to potential clients in my free masterclass video. You can watch here. 

How Do You Sell Annuity Services? 

Now, to the part you’re probably most interested in. Let’s examine some of the best ways to connect with potential annuity clients and grow your business.

1. Use a Lead Generation Company

Using a lead generation company can be an excellent way of improving the sales of your annuity services to clients. 

How does it work? 

It involves working with a lead generation company. Such a company specializes in finding potential clients interested in annuity services using different methods. 

Once they have a list of prospects, they provide you with these leads and their details. Then, you follow up with them to discuss annuity services.  

Why is it a good option? 

There are several reasons to work with a lead generation company when selling annuity services to clients. 

  • High-Quality Leads: Lead generation companies use advanced tools and strategies to find high-quality leads who are genuinely interested in annuities.
  • Increased Efficiency: By outsourcing lead generation, you can focus your energy on engaging with clients and closing sales.
  • Targeted Marketing: The company targets specific groups of people, making sure you reach the right audience for your services.

For example, clients who have previously worked with me got to choose exactly who they wanted to reach. Most annuity sellers like to focus on people over 45 or 55 years old. You can even pick specific areas – like certain zip codes, cities, or states – or go nationwide.

But there’s a catch. The results you get using this method are as good as those of the lead generation company you use. 

Here are a few tips to find the right fit for your needs: 

  • Experience: Choose a company that knows the insurance services industry and has experience helping financial advisors get annuity leads.
  • Customization: Make sure they can tailor their services to your specific needs and target clients.
  • Transparency: The company should be clear about its methods, pricing, and the quality of its leads.
  • Support: Good customer support is important. You want a company that responds quickly and helps you when needed.

2. Facebook and Instagram (Meta) Ads

Instagram and Facebook ads

Facebook and Instagram are excellent platforms for reaching people who might be interested in annuity services. And that’s because of their advanced targeting options. 

For example, you can aim your ads at certain demographics and interests. You can easily target: 

  • Older demographics–people aged 45 and above who are close to retirement
  • Wealthy individuals–high-net-worth clients with over $500k in investable assets

You can also reach people who don’t fall into these categories but are actually looking for annuities, life insurance, or wealth management. 

If you have the budget, using Meta ads to sell your annuity services to potential clients offers quick results, especially with the right strategy. It is easily scalable–you can increase your ad budget with more results. Plus, the entire process is automated, so it saves you time.  

But to get results with this strategy, you must: 

  • Create Clear, Compelling Ads: Your ads should quickly show the benefits of annuities. For example, clearly explain how annuities solve retirement problems when targeting older demographics. 
  • Test and Optimize: Try different ad designs and targeting options to see what works best. Once you find what works, stick to it, and you’re good to go. 
  • Use Proven Templates: If you have successful templates for annuity services sales, use them to save time and avoid trial and error. 

If you need a headstart, check out my free masterclass training, where I discussed crafting a successful Facebook and Instagram ads strategy. 

3. TikTok Ads

Another paid ads strategy you can use to sell your annuity services is TikTok Ads. I often recommend this option to insurance agents and finance professionals who want to spend less on ads. 

Contrary to popular opinion, TikTok isn’t all about fun. Top professionals use the platform to connect with their target audience.

For example, people who are 40 and above make up about 33% of TikTok users in the United States. That’s over 14 million people you can reach on that ‘fun’ platform. 

So, how does it work? 

TikTok ads allow you to create short, engaging videos that target specific audiences. 

With TikTok’s advanced targeting options, you can reach people who are likely to be interested in annuities, such as those preparing for retirement or with huge financial worth. 

If I were to sell annuity services on TikTok, I’d ensure my ads meet the following criteria: 

  • Target the Right Audience: I’d focus on users who are most likely to be interested in my services. TikTok allows targeting via demographics, behaviors, and interests. 
  • Use Intentional Language: I’d craft my video and ad copy using the language and visuals annuity clients are familiar with. 
  • Demonstrate my Specialty: I’d ensure my ad clearly communicates why they should purchase my annuity services. 
  • Strong CTA: I’d also include a strong CTA to get them to take the next step. For example, it could be directing them to my sales funnel. 

It doesn’t end with running ads. You can improve your results by split-testing. TikTok’s split-testing function lets you compare two versions of an ad to see the better performer. 

If you need help creating TikTok ad content that works, watch this video. 

4. YouTube

YouTube is also a great place to sell your annuity services to clients. It’s the second-largest search engine after Google. You’d be surprised at how many potential clients you can find on the platform. 

Since YouTube is all about videos, you need to create videos that explain your services to the viewers, who are your potential clients. 

Here’s how it works:

  • Create Informative Content: Through quality and engaging video content, you can educate your audience, build trust, and demonstrate the value of annuities. 
  • Build Trust: Show yourself in the videos talking directly to the viewers. Share stories of how your annuity services work and how they’ve helped others. This makes you real and trustworthy to your potential clients.
  • Use YouTube SEO: Optimize your video titles, descriptions, and tags with relevant keywords to improve their visibility in both YouTube and Google search results. For instance, use phrases like “best annuities for retirement” or “how to choose an annuity.”
  • Call to Action: Every video should include a clear call to action. Encourage viewers to visit your website or schedule a consultation. You can also include a link to your sales appointment funnel in your video’s description. 

It also helps to be consistent–you need to post videos regularly so more people can find you. 

If you maximize its potential, YouTube can be a great source of annuity sales. I explain how to do this in more detail here. 

5. Search Engine Optimization (SEO)

Next on the list is SEO. The process here is simple–you optimize your website and content for search engines. In return, you attract clients who are actively looking to buy annuities. 

When you have effective search engine optimization, your content appears in search results when people look for information about annuity services sellers. The higher your website in the search results, the more potential clients you attract to your website. 

In most cases, selling to these potential clients is quicker because they are already interested in your services. They can easily schedule a consultation or arrange an appointment call to set the ball rolling. 

So, how does it work?

  • Keyword Research: Start by finding out what terms potential clients use when searching for annuities. Keywords like “best annuities for retirement,” “how to buy an annuity,” and “why buy an annuity” are examples.  
  • Optimize Existing Content or Create New Content: Include these keywords naturally in your new or existing website content, such as blog posts, service pages, and FAQs. Ensure your titles, headers, and meta descriptions are optimized with relevant keywords.
  • Build Backlinks: Get other reputable websites to link to your content. Backlinks from trusted sites improve your website’s authority and help it rank higher in search results.  
  • Improve Website Performance: Ensure your website loads quickly and is mobile-friendly. Search engines favor websites that provide a good user experience. 

It also helps to: 

  • Use long-tail keywords to attract more qualified clients. 
  • Optimize for local SEO if you’re targeting a specific geographical area. 
  • Regularly update your content to stay active in search engines. 
  • Track your website and keywords performance and adjust your strategy accordingly. 

You can learn more about how SEO works for annuity professionals in my free masterclass training. 

Need Help Selling Your Annuity Services To Clients? 

Selling annuity services isn’t just about having a great product—it’s about finding the right people and showing them how you can help. As this article has established, there are several ways to do this. Each one can work well if you use it right, and you can also combine two or more ways if they align with your goals. 

At Skyline Social, we’ve worked with many insurance agents and financial advisors to help sell their services by connecting them to their ideal clients. With us, you make a one-time investment, choosing between our consulting or done-for-you package.

This video explains how each package works. 

To get started, you can also schedule a free consultation here. 

Frequently Asked Questions