Customer
Profile
 Insurance
Agent Reaches Out to New Homebuyers
Chris Draper, an agent from one of the nation’s
largest insurers of life, home and automobiles, is
tapping new ways to expand his reach to potential
customers.
Draper uses Melissa Data’s New Homeowners Lists to
reach potential new customers immediately after
they’ve purchased a new home. Draper – who owns his
own insurance division in Houston, Texas – believes
new homeowners will be more inclined to seek out a
new insurance company or agent.
The theory is that new homeowners are stable, credit
worthy, have above average income and are ready to
buy. The phrase “ready to buy” is what attracts
companies like Draper’s to target new homeowners.
According to reports, a new homeowner will spend
eight to 10 times more than an established resident
will over the next two-year period.
To capture the attention of new homeowners, Draper
mails about 1,500 introduction letters and postcards
once a month to potential customers. He’ll even do a
targeted search of potential clients within a five
to 10 mile range of his office.
Draper has seen a slight jump in customer response
to their direct mailings. He estimates that the
average response to the firm’s mailings is about 2
percent.
Using the lists also helped Draper save some money
on direct mailings. If the agency sends out 1,000
letters a month, at the First-Class™ rate of 39
cents – Draper estimates that he’s saved his firm
about $70 to $80 a month in just mail costs.
“[Using the New Homeowners Lists] works great,”
Draper says. “We can get to customers first. And
it’s a very inexpensive way to meet new customers.”
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