The Insurance Agency First Impression Checklist

Written by John F. Carroll on . Posted in Agency Management, Customer Service, Sales

insurance-agency-first-impressionInsurance agents are blind.

Don’t worry, it’s not just you.

Compared to someone experiencing it for the first time, we’re all blind to our environment.

I’m sure you notice when things in your agency change,  but when was the last time you looked at your agency through the eyes of someone experiencing it for the first time?

First impressions happen fast, hold incredible weight, and are hard to change.

Within the first 10 seconds, visitors to your agency will generate their answer to the following questions:

  1. Is your agency easy to do business with?
  2. Is your agency successful or failing?
  3. Is your agency forward-thinking or old-school?
  4. Does your agency care about customers?
  5. Is your staff overworked and underpaid?
  6. Are your products cheap or overpriced?
  7. Are you and your staff trustworthy?
  8. Are they going to buy from you or not?

I understand how difficult it is to look at your agency with a fresh set of eyes, so I developed The Insurance Agency First Impression Checklist.

It’s a downloadable PDF you can print and use to take notes and identify opportunities to improve the first impression people get when they visit your agency.


3 Additional Points:

  1. If you have ideas for this checklist please suggest them in the comments below. I can still adjust the document.
  2. Please email a link to this page to any agents or sales managers that would be interested in selling more insurance with better first impressions.
  3. If you’d like to see more “checklist-type” content, click the like button so I know. This is the first time I’ve done this. :)


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John F. Carroll

John F. Carroll is the founder and CEO of InsuranceSplash. For years, John has consulted insurance agencies with internet marketing and sales strategy and he is dedicated to making insurance marketing easy and effective for all insurance agents. If you're an agent, connect with John on LinkedIn, he wants to connect with you!

Comments (5)

  • Scott


    Just wanted to say that I started using Pandora for ambiance music and a bunch of regular visitors said it totally changed the “feel” of the office.


  • Ben Starr


    Love what you are doing John. You are not reinventing anything but simply keeping the important and little things in the fore front of our minds! Thank you for taking the time (as I know it must be a lot) to keep this page and its content fresh and useful!

    All the best,



  • Phil


    Hey John,

    I would put a checklist item in if office/desks are cleaned and organized. I’ve had people rather speak with me than other colleagues because of the way I keep my office.


  • Kristine


    Great points!
    Don’t forget that a first impression can be made over the phone as well. Make sure the person answering the phone does so in a friendly manor. There are times I have called a business and the person answering the phone sounds like they have one foot in the grave. Remind everyone to put a smile on their face even when answering the phones.


  • Mathew Maiyo


    Great points


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