Why relationships matter more than ever
Most insurance professionals know that relationships drive business. But not all relationships are created equal. The best agents — the ones who see steady referrals, renewals and carrier support — are not networking just for the sake of it. Instead, they build their reputation and trust with intention, showing up where it matters most.
In today’s industry, the way agents connect is changing. Digital platforms, evolving client expectations and competitive markets mean that strong relationships are more than beneficial; they’re essential. Here’s how the most successful agents build them:
Stay in touch between sales
A quick client check-in can mean the difference between being remembered or replaced. The best agents stay visible year-round — without making every interaction about a sale.
Instead of only reaching out to clients at renewal time, they offer value in between:
- Sending industry updates when market conditions shift
- Sharing risk management advice relevant to the client’s business
- Checking in with a thoughtful note when they see a client’s business in the news
They’re not just a salesperson. They don’t wait until they need something to show up in a client’s inbox — because clients remember agents who help them navigate risks before they become urgent problems.
Related: 10 ways to retain your best insurance clients
Network where clients already are
Most agents network with other agents. The ones who land new business network where their ideal clients are.
Trade groups and business associations
Commercial insurance agents often join real estate, construction or financial industry groups to connect with decision-makers.
Referral partnerships
Accountants, attorneys and financial advisors work with business owners who need coverage but may not have an agent they trust.
Community involvement
Local sponsorships, business networking events and professional meetups help build credibility over time.
Clients don’t always know when they’ll need insurance, but they do know who they trust when the need arises.
Related: A fresh approach to insurance agency marketing
Use digital networking without sounding like a sales pitch
Cold LinkedIn messages rarely work. Authentic engagement does.
The best agents make real connections before ever making a pitch. Instead of mass messaging, they:
- Comment on industry posts with a unique perspective
- Share relevant updates with their useful insights
- Connect with other professionals naturally, before sending a sales message
By showing up before asking for business, they position themselves as a credible industry voice rather than just another inbox notification.
Related: An insurance agent’s ultimate LinkedIn guide
Turn carrier and wholesaler reps into business allies
Strong client relationships are critical, but top agents also know the value of carrier and wholesaler partnerships.
- They stay ahead of underwriting shifts so they can place risks efficiently
- They build trust with underwriters for smoother approvals and flexibility
- They check in regularly to learn about exclusive programs before competitors do
Sometimes, the best opportunities don’t come from marketing; they come from being in the right conversations with the right people.
The agents who win build more than policies
The best agents don’t just sell — they build trust, credibility and long-term partnerships. They show up before they’re needed, offer value without expecting anything in return and put themselves in the right places — both online and in-person.
In a business built on relationships, the agents who invest in them strategically are the ones who thrive.