Wouldn’t it be great if you could throw some seeds on the ground and have a garden full of fresh vegetables a week later? Alas, gardens require much more than that. You need sunlight, soil, water, fertilizer, seeds, time and a bit of a green thumb, too.

A successful business is not much different from a fruitful garden, especially if you think about the amount of time and resources that go into it.

Your customers need proper care from you to stick around, buy more, refer friends and help you grow your business. Building these relationships requires time and a special approach.

Below are a few ideas on how you can do that along with a complete list of the types of messages you need to send throughout the year.

Keep in touch in a way customers prefer

Every person has their preferences on how they want to communicate. Some like email, others prefer texting for quicker response times, or web chat as a hassle-free way to get ahold of you. You need to make sure you have all these available so they can pick what works for them.

And don’t forget about phone and mail.

A personal phone call to address immediate concerns goes a long way in making customers feel heard and cared for. Phone calls are also a great way to personally thank people who refer new business to you.

And with so few people sending snail mail in this fast-paced world, sending a handwritten card to customers for various occasions throughout the year makes them feel special and helps you stand out as an agency that goes above and beyond.

Stand out by keeping it simple

Your customers get dozens of emails in their inbox each week from places like Target and Amazon with big, flashy text and pictures. If they haven’t already hit unsubscribe on those types of emails, they likely move them straight to spam.

There’s a reason your clients went with an independent insurance agency—for personalized service. Stand out with simple emails that look like you popped open your inbox and typed up a quick message specifically for them. When clients get an email that feels personalized, they’re more likely to respond and feel like they are getting the one-on-one attention they expect.

Send personalized content that shows you care

You probably have a friend or family member who sends you interesting articles or videos they think you’ll like. You can do the same for your customers with whom you haven’t talked in a while. The key is to do it regularly throughout the year.

A perfect balance of lifestyle articles, like how to increase productivity or get better sleep—with a sprinkling of insurance-related stories—helps you stay in their minds for when insurance pops into their minds.

Anticipate changes and cross-sell at the right times

There are certain times when people are more likely to buy insurance products—after a major life change, around renewal time or when they need a specific policy. But you want to help make sure your clients are properly covered before they need it or before it’s too late.

Make sure to check in with your clients regularly. Ask about specific coverage they may be missing leading up to renewal time. Congratulate them on any exciting life changes like starting a family, opening a business or purchasing a new home, and make sure the people and the things they care about are protected.

Looking for a list of everything you should be sending to your clients?

We put one together for you, download it here.