What to text an old insurance lead: scripts that get replies
The best text to an old insurance lead is short, sounds like a person, says who you are, and asks one question they can answer with a single word. Below are scripts for every step of a follow-up sequence, plus what to send back when they reply. Copy them, change the names, and keep the structure.
The rules every text follows
- Your name and why you’re texting, in the first text. “This is Joey with Citrola Insurance. You asked about final expense coverage a while back.” People reply to someone they can place.
- One question, answerable with YES. “Still want a quote? Reply YES.” Not “What time works for a quick call to discuss your options?”
- STOP language on the first text. “Reply STOP to opt out.” Carriers expect it, and it signals you’re legitimate.
- No prices, no “free,” no links, no phone numbers in early texts. Those are the patterns carrier spam filters look for.
- Under 160 characters, plain characters only. One emoji or one curly apostrophe pasted from your phone switches the whole message to a 70-character limit, so a normal-length text bills as two or three. How SMS character limits work.
- Send between 9 am and 8 pm in their time zone. Some states set narrower windows than federal law. The TCPA guide has the details.
First text
This one carries the most weight. Pick the version that matches the product they asked about.
Follow-ups in week one
Short, friendly, and a little different each time. Never repeat the first text word for word.
Follow-ups in weeks two and three
Give them an easy reason to answer: speed, simplicity, or permission to say no.
The “reply NO and I’ll close your file” text works because it’s honest. People who were going to ignore you reply just to be done, and the ones still on the fence often say YES instead.
The break-up text
The monthly check-in
After three weeks, drop to one text a month. Life changes, and some of your best calls will come from these.
What to send back when they reply
Answer within minutes. A slow reply to a YES wastes everything that came before it.
When someone replies STOP, send nothing but a single confirmation that they’re unsubscribed, then never text that number again. Link Leads goes deeper on handling STOP replies.
How many of these should you send?
Seven texts over three weeks, then one a month, is a good default for aged leads. The follow-up guide explains the spacing. If you’d rather not schedule all of this by hand, Resurge sends this exact sequence in your name, rewrites each text for the person it’s going to, and calls everyone who replies YES.