From Coasters to Clicks: How Insurance Marketing Has Evolved (and Why It Matters Now)

When I started in insurance, social media didn’t exist.

Phones had cords, fax machines were high-tech, computers were only just arriving in the office, and there was paper everywhere.

Back then, marketing meant local newspaper ads, typed mailouts, and the occasional deal sealed on the back of a coaster at the pub.

That was 1985. (Yes, I really am that old – but I don’t feel it!)

Fast forward to 2025, and the world looks completely different. Technology has transformed the way we live, work, and connect. And yet, despite all that change, many insurance brokers still rely almost entirely on word of mouth and referrals for new business.

And while referrals are still incredibly valuable, they’re no longer enough.

Today’s customers are more likely to search for a broker on Facebook or Google before they ask a neighbour. They want to see if you’re visible. Active. Helpful. Trustworthy.

If your digital presence is missing, you’re not even in the running, no matter how great your service is.

The Ripple Effect of Referrals and Social Media

Referrals still matter, of course, they do. They’re a testament to the trust you’ve earned.

But here’s what’s changed:

Even if someone recommends you, the next step is rarely a phone call. It’s a Google search. A look at your Facebook page. A scroll through your posts.

They’re checking if you're active, trustworthy, and engaged.

Your social media presence either confirms that referral or creates doubt.

It’s the bridge between recommendation and relationship.

That’s the ripple effect. One good word can turn into new business… if you’re visible when it matters most.

Why social media isn’t a fad

Social media isn’t about chasing likes or dancing reels. It’s about showing up consistently, sharing what you know, and staying top of mind for your local community.

A simple post about a team member. A quick tip about underinsurance. A behind-the-scenes photo from a community day. These all help build recognition and trust over time.

And the best part? You don’t have to do it all yourself.

If you’re a small regional broker or Authorised Rep who wants to stay visible without spending hours trying to come up with content, that’s where I come in. I create engaging, compliant, and localised social media content designed specifically for brokers like you.

Because it’s not 1985 anymore — and your marketing shouldn’t be either.

Let’s connect.

If you’re a regional broker looking for help staying visible online, send me a message or visit CanDo Admin.