How to Serve Clients Better, Diversify Your Income, and Strengthen Retention
As agents, we know that a client’s insurance needs rarely end with one product. Seniors, in particular, benefit from well-rounded coverage — yet many agents miss opportunities to protect clients more completely and grow their own revenue through cross-marketing.
Done correctly, cross-marketing is not only compliant — it’s one of the most effective strategies to build trust, increase retention, and create long-term value for both clients and agents.
What Is Cross-Marketing?
Cross-marketing is the practice of offering complementary insurance products to existing clients. It’s not about selling more — it’s about solving more problems for the people you already serve.
When your clients trust you to guide their Medicare decisions, they also look to you for other coverage gaps — like hospital costs, dental care, or final expenses.
Cross-marketing helps you identify and fill those gaps while deepening your client relationships.
Staying Compliant: The Scope of Appointment (SOA)
Before discussing any new Medicare-related product, agents must have a valid Scope of Appointment (SOA) on file that lists each product type to be discussed.
Key SOA reminders:
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Always secure the SOA at least 48 hours before the appointment (unless it’s a walk-in or same-day request).
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Clearly indicate which products you’ll cover — e.g., Medicare Advantage (MA), Part D, Medicare Supplement, Hospital Indemnity, etc.
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If the conversation shifts to a product not listed, a new SOA must be obtained before discussing that product.
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Keep all SOA records for 10 years, even if the client doesn’t enroll.
👉 Tip: Non-health products such as Life Insurance or Final Expense can be discussed after the Medicare appointment is complete — just make sure the Medicare portion of the appointment is officially closed first.
What Products Pair Well for Cross-Marketing
Cross-marketing isn’t about pushing extra coverage — it’s about aligning solutions that naturally fit together. Here are proven pairings that make sense for most agents and clients:
| Primary Product |
Cross-Sell Opportunity |
Why It Works |
| Medicare Advantage (MA) |
Hospital Indemnity |
Helps cover inpatient costs, ER visits, and high copays. |
| Medicare Supplement (Medigap) |
Dental, Vision & Hearing |
Addresses routine care not covered by Original Medicare. |
| Part D Prescription Plans |
Discount Drug Programs / DSNP Referrals |
Adds support for affordability and extra benefits. |
| Final Expense Life Insurance |
Accidental Death or Short-Term Care |
Rounds out end-of-life protection and caregiving costs. |
| High-Deductible Plan G |
Hospital Indemnity |
Bridges the deductible gap while maintaining flexibility. |
Timing: When to Cross-Market
Cross-marketing works best when it’s planned and permission-based — not impulsive.
Here’s when to naturally introduce additional products:
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After enrollment: Send a thank-you email and include educational content on common coverage gaps (e.g., “What Original Medicare Doesn’t Cover”).
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At renewal or AEP check-in: Review needs and ask if clients have experienced out-of-pocket surprises.
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During birthday rule windows (CA, OR, ID, IL, etc.) for Medigap changes.
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Life events: Retirement, relocation, or loss of coverage are ideal triggers to revisit the conversation.
Automating these touchpoints through your CRM or email workflows ensures consistent outreach without extra effort.
Using Automation to Simplify Cross-Marketing
Cross-marketing doesn’t have to be time-consuming. With the right systems, you can educate and follow up automatically:
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Email Journeys: Create drip campaigns that educate clients about add-on products like Dental, Vision, or Hospital Indemnity coverage after enrollment.
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Lead Nurture Sequences: For prospects who didn’t enroll, send educational content about Medigap or ancillary options year-round.
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CRM Tags & Segments: Categorize clients by product type and automate tailored outreach (e.g., all MA clients get an annual Hospital Indemnity reminder).
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Task Automations: Use reminders to prompt follow-ups at renewal or birthday rule dates.
How the PSM Marketing Hub Can Help
PSM Brokerage offers agents ready-to-use cross-marketing materials through our Marketing Hub:
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Customizable flyers, emails, and postcards for Hospital Indemnity, Final Expense, and more
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Pre-approved compliance templates for follow-ups and educational outreach
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CRM integration guides and automation strategies
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One-on-one marketing consultations to build your personal brand and lead funnels
Whether you want to launch an email journey or design cross-sell mailers, our marketing team can help you execute it — at no additional cost to contracted agents.
Income Example: The Power of Cross-Marketing
Let’s say you enroll 100 Medicare Advantage clients this AEP.
If just 20% of them add a Hospital Indemnity plan with an average $300 annual commission, that’s an additional $6,000 per year — and that book renews.
Add Dental/Vision coverage for another 15%, and you’re easily looking at $8,000–$10,000 in extra annual income — all from existing clients you’re already serving.
The Big Picture: Protection, Retention, and Growth
Cross-marketing isn’t about selling more — it’s about serving better.
By helping clients fill gaps in their coverage, you:
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Strengthen trust and satisfaction
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Reduce the chance of losing clients to competitors
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Build a more resilient, diversified book of business
With the right systems and marketing resources, you can make cross-marketing an effortless, compliant, and profitable part of your business.
Partner with PSM Brokerage to access the tools, support, and resources that make it simple.
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