What’s Working for Term Insurance Leads in 2025

Meet Kevin, who back in 2019 was crushing it with term insurance leads. His formula was simple: Buy a list. Host a dinner seminar at Ruth's Chris. Close 7-8% of attendees on various insurance products, focusing on the more receptive Medicare Supplement and annuity prospects while nurturing term life opportunities for future follow-up. Rinse and repeat.

Then 2020 hit. Suddenly, dinner seminars weren't just ineffective - they were impossible. And while most advisors scrambled to "wait it out," the industry changed forever.

Let's look at what really works for generating term insurance leads in 2025, and why the old methods are costing you money.

Pre-Pandemic vs. Post-Pandemic: The Great Advisor Evolution

Let’s take a peak again at advisor Kevin's 2019 Playbook:

• Dinner seminars were the gold standard
• Face-to-face meetings were non-negotiable
• Local networking events drove referrals
• Cold calling was still somewhat viable
• Direct mail was a reliable lead source
• Office space was essential for credibility
• LinkedIn was catching on but not what it is today
• Zoom was "that video thing tech companies use"

A lot has changed since then. While all of the above can certainly still work, it’s becoming less effective. Our 2025 reality looks more like this:

• Virtual webinars have been replacing dinner seminars
• Hybrid meeting options are expected
• Digital networking drives more referrals than in-person
• Cold calling is mostly dead (finally!)
• Omnichannel marketing drives leads
• Virtual offices are completely normal
• LinkedIn is the new country club
• Video meetings are the default first touchpoint

How COVID Changed Everything

The pandemic didn't just change where we work - it transformed how clients want to interact with financial professionals. Here's what's different:

Then: Clients expected to drive to your office, sit through a presentation, and have multiple face-to-face meetings.

Now: Clients expect convenience, digital-first communication, and the option to meet virtually or in person.

Then: Trust was built through physical presence - nice office, firm handshake, power lunch.

Now: Trust is built through digital presence - online reviews, video content, social proof, and thought leadership.

Then: Primarily offline channels (seminars, direct mail, networking events).

Now: Integrated online-offline approach with heavy emphasis on digital touchpoints.

What's Actually Working in 2025 for Term Insurance Leads

So you've seen how outdated Kevin's old lead generation tactics are. But you might be wondering - what's actually filling the pipeline for successful term life producers in 2025? The truth is, the most effective strategies today focus on catching people when they're already thinking about life insurance: major life events like having a baby, buying a house, or starting a business. 

Let's break down the specific tactics that are actually working right now, not just generating tire-kickers who want a free steak dinner. A few key things are working exceptionally well, especially when you integrate them together:

What Kevin Does: Posts his company's generic insurance product flyers.

What Actually Works:

• Share client success stories (anonymized)
• Post educational content about specific life situations
• Engage with potential clients' posts
• Use video content to build personality
• Focus on teaching, not selling

Pro Tip: Use LinkedIn's creator mode and post at least 3x per week with educational content.

What Kevin Does: Tries to recreate dinner seminars on Zoom.

What Actually Works:

• Focused, 30-minute sessions on specific topics
• Interactive elements throughout
• Clear, single call-to-action
• Professional but personal delivery
• Strong follow-up sequence

Pro Tip: Offer multiple time slots and record sessions for on-demand viewing.

What Kevin Does: Sends quarterly newsletters about general insurance topics.

What Actually Works:

• Weekly video tips
• Targeted blog posts about specific life events
• Email nurture sequences
• Podcast appearances
• Social media micro-content

Pro Tip: Create content pillars around life events (new business, marriage, children, retirement) and repurpose across platforms.

Measuring Success in 2025

Track These Metrics:

• Cost per qualified lead
• Lead-to-appointment ratio
• Virtual vs. in-person meeting conversion rates
• Content engagement metrics
• Social media reach and engagement
• Email open and click-through rates
• Video view duration
• Webinar show-up rates
• Customer acquisition cost

Use a CRM that integrates with your marketing tools to track the entire customer journey! 

The Virtual-First Insurance Practice

The most successful insurance professionals in 2025 have embraced a virtual-first approach to their practice. This means:

• Professional video setup for virtual meetings
• Digital documentation and e-signature processes
• Automated follow-up systems
• Cloud-based client portal
• Mobile-friendly everything
• Virtual assistant support
• Integrated tech stack

Building Strategic Partnerships

One of the biggest shifts since the pandemic has been the rise of strategic partnerships. Organizations like Elite Resource Team have pioneered the virtual family office model, allowing insurance professionals to:

• Partner with CPAs and other Specialists
• Access a broader range of services
• Share revenue on collaborative cases
• Scale without adding overhead

Consider an advisor who connects to Elite Resource Team and therefore gets partnered with a good CPA. While initially working on tax planning for a business owner client, they identified multiple insurance needs—personal coverage for the owner's family protection, key person coverage for the business, and buy-sell funding. What started as tax planning naturally evolved into comprehensive insurance planning, all because the advisor was positioned as part of the client's trusted advisory team.

The Future of Term Insurance Leads

The days of relying solely on bought leads and dinner seminars are mostly over. Success in 2025 requires a multi-channel approach that meets clients where they are - increasingly, that's online.

Your Next Steps

1. Audit your current lead generation methods
2. Invest in your digital presence
3. Build out your virtual meeting capabilities
4. Create a content calendar
5. Explore strategic partnerships

Remember: The goal isn't to completely abandon traditional methods - it's to integrate them with modern strategies that reflect how clients want to engage today. The advisors who are thriving in 2025 aren't necessarily the ones who spend the most on leads - they're the ones who have adapted to the new reality of how clients want to learn about and buy insurance products.