DIY Insurance Marketing vs Using Automated Software: What Works Best for Agencies?

Marketing an insurance agency today looks very different than it did even a few years ago. It’s no longer enough to rely only on referrals or send a newsletter once in a while when you have extra time.

Clients expect consistent communication, quick follow-up, and an agency that feels present and professional year-round.

That’s why more agency owners are asking an important question:

Should we keep handling marketing ourselves, or is it time to invest in automated software?

The conversation around DIY insurance marketing vs using automated software really comes down to one thing: what helps agencies grow without overwhelming their team.

Let’s break it down.

What it looks like to manage insurance marketing manually

Most agencies or independent agents start out handling marketing in-house, and that makes sense at first. Doing it yourself feels flexible, low-cost, and manageable when your book of business is still growing.

Traditional manual marketing often includes tasks like:

• Posting on social media when you have time
• Sending emails or newsletters from scratch
• Remembering to personally follow up with leads
• Tracking client touchpoints in spreadsheets
• Creating content internally without templates or automation

And for a while, it works.

The challenge is that insurance agencies are busy by nature. When your days are filled with renewals, claims questions, policy changes, and client service, marketing is often the first thing pushed aside.

It’s not that agencies don’t care about outreach. It’s that manual marketing depends entirely on time and consistency.

Why automated marketing software is becoming more common

Automated marketing software exists to solve that exact challenge.

Instead of relying on someone to remember to send follow-ups or post online regularly, automation helps agencies stay visible and connected without adding more work.

With marketing tools like Levitate, agencies can:

• Send personalized emails automatically
• Schedule social media content in advance
• Set reminders for client outreach
• Use insurance-specific templates
• Keep communication organized in one place

Automation doesn’t replace relationships. It supports them by making sure important touchpoints don’t get missed.

Consistency is the biggest difference

One of the clearest differences between doing marketing manually and using automated software is consistency.

When outreach is handled the traditional way, efforts tend to be uneven. You might post three times one week, then disappear for a month. You might plan to follow up with a lead, but the day gets away from you.

Automated software helps you stay in front of clients year-round, even during your busiest seasons.

And in insurance, staying top-of-mind matters. Clients may not need coverage changes today, but they will remember the agency that stayed in touch when the time comes.

Automation can actually feel more personal

A common misconception is that automation means generic or robotic messaging.

In reality, automated tools often make personalization easier.

Instead of trying to remember every renewal date or client milestone, automation helps you send the right message at the right time, such as:

• Birthday greetings
• Renewal reminders
• Welcome emails for new policyholders
• Check-ins after major life events
• Seasonal tips (storm prep, open enrollment, etc.)

When everything is done manually, personalization is harder because it requires someone to track every detail. Automation makes it sustainable.

Lead follow-up is faster with automation

Speed is another major factor.

In a fully hands-on system, leads can slip through the cracks simply because follow-up takes too long. Someone fills out a form, and it might be days before they hear back.

Automated marketing software helps agencies respond quickly and nurture leads over time, which can directly impact conversion rates.

Even a simple automated touchpoint can make the difference between winning a new client and losing them to a competitor.

Is automated software worth the cost?

Handling marketing yourself often feels cheaper because you’re not paying for a platform.

But the hidden cost is staff time.

Ask yourself:

• How many hours per month go into marketing tasks?
• How often does follow-up get delayed?
• How many opportunities are missed because outreach isn’t consistent?

Automation isn’t just a marketing expense. For many agencies, it’s a way to save time while increasing retention, referrals, and visibility.

So which approach is best?

Doing it yourself can work when an agency is brand new or when someone on staff truly has time to manage outreach consistently.

But for most agencies or independent agents looking to grow, automation becomes the smarter long-term solution.

The best approach is often a hybrid:

• Automation handles routine communication and reminders
• Your team focuses on high-touch relationships
• Marketing stays consistent without feeling impersonal

How Levitate helps insurance agencies market smarter

Levitate is designed specifically for relationship-driven businesses like insurance agencies.

It helps you stay connected with clients through:

• Personalized email and text automation
• Done-for-you insurance templates
• An easy-to-use content calendar
• Tools that keep your agency top-of-mind all year

Instead of spending hours managing every marketing task manually, Levitate helps you show up consistently, professionally, and personally.

Final thoughts

Handling insurance marketing on your own can be a good starting point, but it often becomes unsustainable as agencies get busier.

Automated marketing software helps agencies stay visible, follow up faster, and strengthen relationships without sacrificing time or authenticity.

In today’s market, the agencies that win are the ones that stay connected. Learn how Levitate can streamline the relationships that build your business. Book a demo today.