Over the past few years, many insurance agents across almost any field have likely had a larger degree of difficulty in dealing with young adults in particular, especially when it comes to selling them new products. Now, experts say that this generation of millennials may simply be a tougher nut to crack when it comes to agents finding them receptive to insurance offers overall. For this reason, it might be wise for agents to try to do more to appeal directly to this group of young people in particular.
When it comes to buying insurance of almost any kind, millennials lag well behind previous generations, according to a report from Property Casualty 360. For instance, a recent study from Princeton Survey Research Associates International found that only 64 percent of them have auto insurance, 10 percent have home insurance, and 13 percent have renters insurance. There may be some economic reasons for this – few young adults own homes simply because they can’t afford to buy them – but experts say it might point to a deeper issue.
Meanwhile, some in the industry also say that millennials are likely to be wary of big companies, even if they buy the coverage, the report said. A recent survey from J.D. Power found that young adults with home insurance don’t like their policies or coverage providers very much at all, especially in comparison with their parents and grandparents.
“They just don’t tend to trust big companies,” Laura Adams, senior insurance analyst for a major online coverage marketplace, told the site. “This is a generation that doesn’t like to be advertised to. That’s the main challenge,” says Adams. “They have a take on advertising as an invasion of their time and their life. They want to discover things themselves and find answers to solutions, but a lot of times people don’t know enough to find the answers they need.”
Agents who can better connect with consumers – regardless of age – are those who are likely to have the most success. Consumers tend to value the ability to find high-quality customer service over simply being provided with the occasional discount, though that might not be the case with millennials specifically. Therefore, striking a reasonable balance between the two may help to ensure that agents are doing as much as possible to preserve their customer satisfaction and retention rates going forward.