Study Flood Plain Zones, educate customers and prospects 

Want to combine a public service with a new business opportunity? If your community has a Flood Plain Zoning map, review it. Jot down the names of the adjacent streets likely to be affected by river overflows or torrential rains in a lowland area. Direct mail the homeowners with a message about the limitations of homeowners insurance and how to buy flood insurance. 

Build your flood insurance niche list 

 .  Gather names, addresses through the use of a town criss-cross directory. 

.  If there is no criss-cross directory, use a registered voters list. Or, address mailings with a friendly, Our neighbor at (followed by address).

Type of mailing 

I have two recommendations. 

For this type of good neighbor public service-oriented message and a relatively small mailing list, my first choice is a Personal Letter format with a strong call to immediate action (by telephone or e-mail) and a “fatal alternative” option---a postage-paid business reply card that requests a brochure on flood insurance for homeowners (sources: one of your companies or an insurance association or FEMA).   

Second choice: a dramatic Jumbo Postcard with a strong call to immediate action by telephone or e-mail. 

Don’t forget local businesses

 Flood damage can put a business out of business for months. Or maybe for good, if it is not properly insured. Again, I like a personal letter format for these mailings. 

Do repeat mailings 

Send your homeowner and business mailers at least two times a year, and keep mailing the non-repliers every year for 3-4 years until you feel you have sapped the marketplace. 

Feature flood insurance in your customer newsletter 

Again, a good public service for your customers, their relatives, and agency centers of influence who receive your newsletter.  Could turn some suspects into prospects too!  

Track your experience 

Track your mail dates, your reply rate, your proposals, your closings, your expenses, and your income religiously. That’s the only way to determine your ROI, and to replicate your success in another community if you decide to expand your flood insurance program.