By James Whitaker
I think it’s pretty much a given these days: target marketing is smart marketing. If you’re still on the fence, feel free to skip to the bottom where I make the case. But chances are, you’re already on board — and ready to get going.
So where do you find target markets? Here are eight solid places to start:
1. Look at the clients you already serve.
Your book of business holds clues. Are you writing a lot of printers, restaurants, or artisan contractors? Have you had success selling life insurance to young families? Even if you only have a few of a certain type, check what others in your agency are doing. If your firm already has a foothold in a niche, you may have the start of a great reputation — use it!
2. Explore emerging industries in your area.
Cybersecurity is a prime example. What started as a niche concern is now mainstream and essential. If you write cyber coverage for a manufacturer, you can probably write their whole package: workers comp, property, liability, benefits — the works. Expertise in one line often opens doors to all the others.
3. Stay top of mind with a monthly newsletter.
This is one of the simplest, most effective ways to stay in front of your target market. At Smarts, we work with agents nationwide who swear by newsletters for building credibility and opening doors. A good newsletter reinforces your niche, builds trust, and makes sure your name is the first one they think of. Want to see how it works? Ask us for some free samples.
4. Tap into your previous career.
Did you work in another industry before insurance? That background is a gold mine. Whether it was hospitality, construction, healthcare, or sales — your network, insight, and lingo give you an edge that no cold caller can match.
5. Follow your product passion.
When I was starting out, I worked under a producer everyone called “Mr. Business Interruption.” He was a walking encyclopedia of B.I. coverage. He taught it. He lectured on it. And, naturally, he wrote all the supporting policies too. Specializing in a product can be just as powerful as specializing in a market.
6. Share your story.
One producer I know became an evangelist for disability insurance after his mom lost her business while recovering from a long illness — a loss that wouldn’t have happened if she’d had the right coverage. That kind of personal connection builds trust and turns you into more than just another salesperson.
7. Study your local demographics.
Look around. Are there lots of young families in your area? That’s a life insurance opportunity. What about aging boomers? That opens the door to long-term care, annuities, and more. One producer I know looks for seniors who own CDs and shows them the probate advantages of switching to a life policy or annuity. Simple, smart, and effective.
8. Follow the bigger trends.
The ACA shifted how a lot of agents work. Now the rebound in domestic manufacturing is creating opportunities in commercial lines. And the baby boomers? Their retirement wave is a tsunami of demand for Medicare supplements, long-term care, and critical illness coverage. If you follow the trends, you’ll find the gaps — and the gold.
You Don’t Have to Pick Just One
Many producers develop multiple specializations over time, especially if they naturally complement each other. Personal lines agents often grow with their clients — from auto to homeowners, life, disability, long-term care, and annuities.
The key is to start somewhere and get really good at serving that market well.
Why Target Marketing Works
Unless you’ve already built a rock-solid referral pipeline, target marketing is your most efficient path to growth.
Here’s why:
• You use your time better.
Selling to an unfamiliar market takes a lot of learning and effort. If you’ve ever lost a sale to a specialist after putting in hours of prep, you know how frustrating that is. When you work within a target market, you already know the risks, the needs, the language — and your prep time drops dramatically.
• Your materials work harder.
Newsletters, brochures, social media — they all hit harder when they speak directly to the audience you know best. Your marketing becomes more focused, and your brand gets sharper.
• You gain leverage with carriers.
When you write a lot of similar risks, you build premium volume. That can make underwriting smoother — and may even open the door to developing your own program that you can wholesale to others.
• You build stronger relationships.
Producers who specialize often end up feeling like part of the industry they serve. They go to the same events, join the same associations, and build real bonds with their clients. That’s more than good business — it’s personally rewarding too.
Even if you’re a veteran producer with a well-established book, targeting your future efforts can still sharpen your results. And if you’re new to the business, this is one of the smartest ways to stand out.
Start with what you know, who you like working with, and what excites you — and build from there.