Write the audience criteria before reviewing the email
Homefield builds the audience from licensed homeowner records, using the property criteria and service area your agency approves.
- Region. Send only within the service area assigned to your agency.
- Estimated home value. Match outreach to the property values you want to serve.
- Home age. Use build year and property records to shape your agency’s property criteria.
- Modeled renewal window. Use the closing anniversary to estimate a relevant home insurance outreach window.
- Ownership length. Reach long-tenured owners at a relevant moment.
- Property details. Use available property context to prepare for a relevant coverage conversation.
- Agency-approved criteria. Review the property filters and campaign copy before your emails go out.
- Owner-occupancy. Focus outreach on the homeowner audience your agency serves.
These are modeled signals, not confirmed facts about a household’s current plans. A homeowner’s expression of interest is the basis for calling the lead qualified.
Separate a useful signal from a confirmed fact
A property record can help decide when to make an introduction. It does not establish the homeowner’s current coverage, carrier, renewal date, or intent to switch. Treat a modeled renewal window as an outreach signal. Confirm the relevant details during the conversation.
The brief should identify which property signals inform the campaign and who approves the wording used to describe them. An email should leave room for the homeowner to correct an estimate. Your licensed staff can then establish what information is needed to prepare a quote.
Conversation qualification
We review conversations for actual interest. Bounces, automated responses, opt-outs, duplicates, wrong contacts, responses from outside the agreed service area, and declines are excluded from billing. To turn a lead price into a cost per written policy with your own close rate, use the cost-per-policy example.
Include a named owner for newly delivered conversations. A record showing interest still needs a person to review the email history, establish the next action, and handle any insurance questions. Keep lead qualification separate from the later decision to quote or write a policy.
Storm-related outreach
Where applicable rules allow, relevant wind and hail events can prompt an additional coverage-review email in your service area, using copy you approve. The email does not assume that a property was damaged, that a loss is covered, or that the homeowner needs a claim, and it does not offer claim or adjusting help. Qualified storm-wave conversations are billed at your regular lead rate. See how storm-related outreach fits with renewal and coverage-review campaigns.
Sending practices
Approved sender identity, a postal address, working unsubscribe links, and maintained suppression lists support the campaign. Your business remains responsible for its marketing obligations under the existing Homefield terms.
The practical approval questions and email example remain on How Homefield works. The email compliance section explains the separate responsibilities of the agency and its provider.
Give the campaign brief a clear handoff
Keep the working brief short enough for the people running the campaign and handling conversations to use. Include:
- The approved region and property criteria.
- The signals used for timing and the assumptions that need confirmation.
- The approved sender identity and email copy.
- The person responsible for reviewing newly delivered conversations.
- The route for insurance questions, opt-outs, and requests that need another team member.
- The date and owner of the next campaign review.
Review this record whenever your agency changes its service area, staffing, or quoting priorities. If a campaign setting needs to change, confirm the revision with Homefield before assuming it has taken effect.