You should be building your book of business all year round, not just when AEP is creeping up. Putting yourself in front of potential clients is step one. Building trust and confidence is step two. Recognizing needs and having the right products to fit those needs is the next step of the enrollment process, and maintaining these relationships is how the most successful agents build their book of business.
Networking
Growing your book of business is all about uncovering new leads. Getting out there and getting involved in your community presents opportunities to build new relationships that can turn into future clients. Your hobbies, whether it be golf, fitness, or crafting, can be a natural gateway to meeting new people. A mistake some agents make is coming on too strong too soon. Being overly sales-focused early on can hurt credibility. Start by building genuine relationships first, and over time people will begin asking for your contact information. People are far more likely to trust someone they already know than an agent who walks in off the street.
Build a Social Media Presence That Generates Leads
In today’s digital world, social media is an extension of your networking efforts. Maintaining an active and consistent presence allows you to stay top of mind with both prospects and existing clients. Sharing educational content, plan reminders, enrollment timelines, community involvement, and client-focused tips positions you as a trusted resource rather than just a salesperson. Social media also creates passive lead opportunities, as followers can message you directly, comment with questions, or share your content with friends and family. When used correctly, platforms like Facebook and Instagram help you build familiarity, trust, and inbound leads year-round without relying solely on AEP-driven outreach.
Client Engagement and Retention
Engaged clients are more likely to be satisfied with their plan and more likely to remain loyal to you as their agent. Make sure your existing clients understand the benefits offered through their plan and encourage them to take advantage of value-added services such as SilverSneakers or wellness programs after enrollment. Follow up to ensure they are using these benefits and feel supported. Consistent care and communication reinforce your credibility and naturally lead to referrals.
30-60-90 Day Check-Ins: A Simple Retention Strategy
Implementing structured 30-, 60-, and 90-day check-ins after enrollment can significantly improve retention and customer satisfaction. These touchpoints give you the opportunity to answer questions, confirm that clients understand their coverage, and address any concerns before frustration sets in. Regular check-ins demonstrate proactive service, not reactive support. They also open the door for referral conversations once trust has been established. Clients who feel taken care of are more likely to recommend you to friends, family, and coworkers, helping you grow your book organically.
Diversify Your Portfolio
Once you generate leads through networking and referrals, the last thing you want is to lose an opportunity because you cannot offer the product a client needs. Many agents limit themselves to one or two insurance products. While Medicare and Med Supp are essential for seniors, many clients also need final expense, life insurance, or long-term care coverage. Most people prefer working with someone they already trust rather than starting over with a new agent. Expanding your product knowledge allows you to cross-sell appropriately, serve clients more holistically, and increase referral potential. Enter each appointment with an open mind and ask thoughtful questions to uncover true needs rather than assuming a one-size-fits-all solution.
Special Enrollment Periods
While Med Supp and life insurance can be sold year-round, Medicare-focused agents know AEP is the busiest season. However, Medicare sales do not have to be limited to that window. Many individuals qualify for Special Enrollment Periods due to life events such as turning 65, moving, losing coverage, income changes, or qualifying for a special needs plan. Hosting educational seminars for those approaching Medicare eligibility and staying alert to SEP-qualified situations throughout the year allows you to distribute sales more evenly and reduce AEP pressure while continuing to grow your book of business.
Final Thoughts
The most successful agents are intentional about keeping their funnel full throughout the year, not just during peak enrollment seasons. Consistent outreach, relationship building, and follow-up ensure that you always have prospects moving through your pipeline. When your funnel stays active, your income becomes more predictable, your workload is more balanced, and you are not forced to rely on last-minute opportunities. Building your book of business is a year-round commitment, and agents who treat it that way put themselves in a stronger position for long-term growth, stability, and referrals.
Agents
We hope that this information on building your book of business is useful to you.
Empower Brokerage is committed to helping you make informed decisions about your health and financial well-being. Whether it’s through webinar training, one-on-one calls, seminars, or marketing plans, we want you to be successful!
Give us a call at 888-539-1633 or leave a comment below if you have any questions.
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This article was updated on January 2, 2026.