Ever had a client upset because they thought you’d call, but you sent an email instead? Or someone frustrated that you didn’t check in as often as they imagined you would? Misaligned expectations can quickly derail even the best relationships—but the good news is, it’s entirely avoidable.
The key is simple: Set clear expectations before they become your clients.
Why Pre-Qualifying Matters
When you pre-qualify leads, you’re doing more than assessing if they’re a good fit—you’re also laying the foundation for how you’ll work together. Without this step, clients fill in the blanks with their own assumptions, which rarely align with your processes. The result? Confusion, frustration, and unnecessary tension.
By being proactive, you eliminate guessing games and create a smoother, more predictable relationship from day one.
Here’s How We Do It
At our agency, we’ve found that clear, upfront communication during the pre-qualification stage is essential. Here’s what we share with every lead:
Our Primary Communication Channel
We let them know that text messaging is our main form of communication. It’s fast, efficient, and fits into busy schedules.
Our Monthly Educational Updates
We explain that they’ll receive monthly emails filled with helpful tips and insights about their coverage and the insurance industry. This way, they always feel informed without being overwhelmed.
Our Commitment to Education (Account Rounding)
We make it clear that every time they talk to us, we’ll take the opportunity to educate them—pointing out potential gaps and areas where their coverage could improve.
Before we ever provide a quote, we ask: “Does this approach work for you?”
If they agree, we move forward. If not, they may not be the right fit—and that’s okay.
Setting these expectations up front ensures a positive relationship built on mutual understanding.
How to Implement This in Your Agency
Every agency is unique, so there’s no one-size-fits-all approach. But here’s how you can start thinking about pre-qualifying your leads and setting expectations:
Define Your Communication Standards
Decide how your agency will communicate with clients (e.g., text, email, calls) and how often. Then, make this part of your onboarding conversation.
Be Transparent
Share your communication process with prospects early. Don’t wait until after they’re onboarded to explain how you work.
Get Their Agreement
Ask for their buy-in before moving forward. When clients agree to your process upfront, they’re far less likely to feel frustrated later.
Why This Matters in a Remote Environment
In a remote-first world, pre-qualifying leads is even more critical. Without in-person interactions, small misunderstandings can snowball quickly. By setting expectations early, you reduce the risk of miscommunication and ensure clients feel confident in your process from the start.
Remember: When you set the expectation, you control the narrative. When you don’t, the client will create their own—and it rarely matches yours.
Your Tun to Reflect
Take a moment to think about how your agency communicates. Are you clear with leads about your standards? Do you get their agreement before moving forward? What steps could you take to refine this process?
Pre-qualifying isn’t just about choosing the right clients—it’s about setting every relationship up for success. The question is: Will you take the lead, or let assumptions lead the way?