31 March, 2023


As the population ages, the market for insurance products geared towards seniors is growing rapidly. Turning 65 leads, which refer to individuals who are about to become eligible for Medicare, present an excellent opportunity for insurance companies to expand their customer base and grow their business. However, effectively utilizing turning 65 leads requires a strategic approach and a deep understanding of the needs and preferences of this demographic. In this guide, we will explore some effective strategies for using turning 65 leads to grow your insurance company and maximize your ROI. Whether you're an established insurance provider or just starting out, this guide will provide you with valuable insights and practical tips to help you succeed in this competitive market.

Understanding Turning 65 Leads For Your Marketing Campaign

Turning 65 leads are individuals who are about to turn 65 years old and become eligible for Medicare. This demographic represents a significant market for insurance companies, as they are typically in need of various insurance products, such as Medicare supplement plans, Medicare Advantage plans, and prescription drug plans.

It's important to note that turning 65 leads are not a homogeneous group, as they come from diverse backgrounds and have varying healthcare needs and preferences. Some may have pre-existing medical conditions that require specialized coverage, while others may be looking for cost-effective plans with minimal coverage. Understanding the needs and preferences of your turning 65 leads is critical to tailoring your marketing and sales strategies to effectively reach and convert them into customers.

Turning 65 leads can be acquired through various channels, including direct mail campaigns, online advertising, and referrals from existing customers. It's important to have a multi-channel approach to reach a broad spectrum of potential customers.

Overall, turning 65 leads present a significant opportunity for insurance companies to expand their customer base and grow their business. However, it requires a deep understanding of this demographic and a strategic approach to effectively capitalize on this opportunity.

How To Find Turning 65 Leads?

There are several ways to find Turning 65 leads. One of the most effective methods is through direct mail marketing campaigns. Insurance companies can purchase lists of individuals who will be turning 65 within the next few months and send them targeted marketing materials.

Another way to find Turning 65 leads is through online advertising. Insurance companies can run digital ads targeting senior citizens who are approaching their 65th birthday. These ads can direct potential clients to a landing page where they can learn more about the insurance products on offer.

Craft a Message That Resonates Seniors

Crafting a message that resonates with turning 65 leads is crucial to the success of your marketing and sales efforts. Here are some tips for creating a message that will capture the attention of potential customers and persuade them to choose your insurance products:

Focus on benefits: When crafting your message, focus on the benefits that your insurance products offer to turning 65 leads. For example, emphasize how your plans can help them save money on healthcare expenses or provide them with more comprehensive coverage than Medicare alone.

Address pain points: Identify the pain points that turning 65 leads may be experiencing, such as rising healthcare costs or limited coverage options, and show how your insurance products can address these issues.

Be transparent: Be transparent about the costs, coverage options, and limitations of your insurance products. Turning 65 leads want to know exactly what they're getting and what they're paying for.

Highlight your expertise: Demonstrate your company's expertise and experience in the insurance industry. This can help establish trust with potential customers and make them more likely to choose your products.

Use social proof: Social proof, such as customer testimonials or ratings and reviews, can be a powerful tool in persuading turning 65 leads to choose your products. Use social proof in your message to show that your insurance products are trusted and valued by other customers.

By crafting a message that resonates with turning 65 leads and effectively communicates the benefits and value of your insurance products, you can increase your chances of converting leads into customers and growing your business.

How To Provide Value-Added Services to Your Audience?

Providing value-added services is a key strategy for insurance professionals looking to attract and retain turning 65 leads. Value-added services are additional services or benefits that go beyond the core insurance product and provide added value to the customer. Here are some examples of value-added services that insurance companies can offer to turning 65 leads

Wellness programs: Offer wellness programs that encourage healthy lifestyles and provide tools and resources for maintaining good health. This can include access to fitness classes, nutrition counseling, and online health resources.

Care coordination: Offer care coordination services that help turning 65 leads navigate the complex healthcare system and manage their healthcare needs. This can include assistance with finding and scheduling appointments, managing medications, and coordinating care between different providers.

Customer service: Provide excellent customer service that goes above and beyond what is expected. This can include 24/7 customer support, personalized service, and dedicated account managers.

Educational resources: Provide educational resources that help turning 65 leads understand their insurance options and make informed decisions about their healthcare. This can include online resources, webinars, and informational materials.

Discounts and savings: Offer discounts and savings on healthcare-related products and services, such as prescription medications, medical equipment, and vision and dental services.

By offering value-added services, insurance companies can differentiate themselves from competitors and provide additional benefits to turning 65 leads. This can help attract and retain customers, build loyalty, and ultimately grow the business.

How Leveraging Referrals Can Grow Your Insurance Business?

Leveraging referrals can be a powerful strategy for insurance companies looking to acquire turning 65 leads. Referrals are recommendations or endorsements from satisfied customers, and they can be a valuable source of new business. Here are some tips for leveraging referrals to expand your insurance business in senior market: 

Ask for referrals: The first step to leveraging referrals is to ask for them. Encourage your satisfied turning 65 customers to refer their friends and family members who may also be in need of insurance products.

Make it easy to refer: Make it easy for your customers to refer others to your business. This can include providing referral cards or links to online referral forms.

Offer incentives: Consider offering incentives to customers who refer others to your business. This can include discounts on insurance premiums or other rewards.

Follow up promptly: When you receive a referral, follow up promptly with the potential customer. Show them that you value their referral and are eager to help them find the insurance products that meet their needs.

Provide excellent service: Finally, provide excellent service to all of your customers, whether they were referred to you or not. Satisfied customers are more likely to refer others to your business, and providing excellent service can help build loyalty and trust.

By leveraging referrals, insurance companies can tap into a valuable source of new business and grow their customer base. Encouraging satisfied customers to refer others and providing excellent service can help build trust and loyalty, ultimately leading to increased growth and success.


Turning 65 leads can be a valuable target market for insurance companies looking to grow their business. By understanding the needs and preferences of this demographic, insurance companies can create targeted marketing messages, provide value-added services, and leverage referrals to attract and retain customers. Crafting a message that resonates with turning 65 leads and effectively communicating the benefits and value of insurance products is crucial to converting leads into customers. Additionally, providing value-added services, such as wellness programs and care coordination, can differentiate insurance companies from competitors and provide added benefits to customers. Finally, leveraging referrals from satisfied customers can be a powerful strategy for acquiring new business and growing the customer base. By implementing these strategies, insurance companies can successfully tap into the turning 65 market and achieve long-term growth and success.