What’s the secret of building a highly successful insurance sales career? At its most basic level, it comes down to two core skills: securing clients—and then keeping them year after year.   

As you know, the first part of this one‑two punch gets plenty of attention. Policy sales are not only essential to our industry, but exciting and rewarding on many levels.  

However, as any top‑performing agent will tell you, it’s not enough to build a great book of business. You also need to retain it. Here’s why retention is so important—and five techniques successful agents leverage to build enduring client relationships.  

Maintaining high client retention levels is more than a nice‑to‑have. Yes, it’s something to be proud of. But retention also adds tangible business value in several important ways.     

Client churn is expensive. Replacing lost business takes time, money and effort. According to one industry study, it costs up to nine times more to attract a new client that it does to keep an existing one. Plus, if all you’re doing is replacing lost business, you’re not growing—you’re treading water.   

Year over year, retained business continues to grow in value. Research shows that boosting retention rates by as little as 5% can lead to a remarkable 25‑95% boost in profits. When you extend the client lifespan, you multiply cross‑selling and referral opportunities, as well as potential renewal commissions. Your most profitable clients are the ones you already have.   

High retention rates signal to your community that you’re doing business right. For individual agents, it’s a talking point to incorporate when introducing yourself to new prospects. For agency owners, it translates to higher business valuations, enriching the worth of what is likely their greatest asset. Quality service is undoubtedly part of your brand—and high client retention is the proof. 

Now, here’s the best part: improving client retention isn’t hard or complicated. Essentially, it comes down to providing excellent customer service and continually strengthening client relationships—and here’s five key ways to do just that.  

Most policy sales start as transactions. It’s up to the agent to turn it into something more—a relationship—by creating added value.    

Most agents’ greatest gift is their expertise. Be free in sharing yours. Don’t just answer clients’ questions, anticipate them. Continually help them expand their insurance knowledge. They’ll not only appreciate their coverages more, they’ll also appreciate you.   

Be there for your clients, and they’ll return the favor. Always return calls promptly. If you don’t know the answer, go get it. For your SME clients, be sure to support their open enrollment periods and beyond.  

Look for reasons to stay in touch in a low‑key way: regular check‑ins, monthly emails, relevant policy updates. Familiarity builds loyalty. When a client is ready to add another coverage, you want them to think of you first.  

Personalization lies the heart of retention. Simple client details—such as remembering their children’s names and knowing their favorite sports team—demonstrates that you know them as people, not merely policies.  

Of course, nothing is more personal than helping clients with policy issues, especially claims.  

Paperwork can be intimidating. Processing steps can be frustrating. When you help your clients navigate a claim, you’re not improving client satisfaction, but creating a lasting level of trust. 

Today, there’s so many ways to communicate with clients: email, social media, phone, text, videoconferencing—and of course, in person! Take advantage of all these tools and communication channels. Ask each client how they prefer to communicate and honor their preferences. 

If your agency has a CRM (customer relationship management system), make sure you’re using it fully. Use it to set reminders and track client interactions. Technology doesn’t replace meaningful human interactions—it allows you to create more of them.    

One of the best ways of strengthening client relationships is by conducting regular policy reviews. Setting this expectation from the outset gives you ongoing opportunities to stay in touch with clients.  

After all, life changes fast. Marriages. Babies. Job changes. Business expansions. Regular policy reviews not only ensure that coverages keep up, but that you do. Such reviews not only reveal coverage gaps and cross‑selling opportunities but uncover new ways to be of service. 

Chances are, you know exactly what your sales are, year‑to‑date. But do you know your client retention rate for the same period? If not, it’s time to find out, so you can start aiming higher.  

When it comes to client retention, a little service goes a long way. At PALIG, we’re here to help. For more specific support, .