CTInsurance.org, run by SMJ Insurance LLC in Enfield CT, set a goal to help condominium owners properly insure their property. To do this, they crafted a campaign targeting people looking for condo insurance in Connecticut, where the insurer is licensed.
One challenge for the insurer was to educate the market on the differences between condo insurance and homeowners insurance. The latter insurance covers the land, inside the home and the home’s exterior. This makes sense because owning a standalone, traditional home means you own and are responsible for the entire property.
With a condominium, the condo owner owns basically only the inside of the condominium unit. The exterior and land is “common property”, owned and managed by the association, who incidentally must carry insurance for all buildings exteriors, all roofs, and all common areas.
Knowing that distinction, carrying traditional homeowners insurance for a condominium does not make sense. That is why there is a specific product called condo insurance.
The first step SMJ Insurance took was to create a new website, CTInsurance.org, which includes the target page about condominium insurance. On this page, they provide basic information about insurance specific to condos, including a totally free, no sign-up, no-email-needed condo insurance worksheet.
The goal is to have visitors request a free condo quote where a friendly local agent can follow-up and educate the customer on the differences between the two types of insurance and how to avoid duplicating coverage with the association.
The final piece of the puzzle was to run ads. The agency decided to use Google Search Ads to capture in-market customers in the state of Connecticut, landing them on this condo insurance page on their new website.
They also initiated a re-marketing component in Google Ads and have seen a 300% increase in website traffic, and a 100% increase in conversions, specified by a Quote Request Form submission.