6 Proven Strategies to Generate More ACA Leads and Grow Your Health Insurance Business
Discover practical ways to connect with new clients, build stronger relationships, and create more opportunities during ACA Open Enrollment and throughout the year.
The Affordable Care Act (ACA) Open Enrollment Period (OEP) presents a tremendous opportunity for insurance agents to grow their business. Millions of Americans rely on the Health Insurance Marketplace to find coverage, and many need knowledgeable, trusted agents to help them understand their options.
But with so many agents competing for attention, how can you stand out, reach more prospects, and turn those connections into long-term clients?
The answer is a combination of community involvement, digital marketing, strategic partnerships, and exceptional client service.
Whether you're an experienced ACA producer or looking to expand your health insurance business, these six strategies can help you generate quality leads, increase enrollments, and build a stronger book of business.
1. Make It Easy for Consumers to Find You Online
One of the simplest ways to attract potential ACA clients is to make sure they can find you when they're actively searching for health insurance assistance.
HealthCare.gov's Find Local Help directory connects consumers with agents and brokers who can assist them with Marketplace coverage.
By maintaining an accurate public-facing agent profile, you can increase your visibility among consumers who are already looking for help.
How to get started:
Visit HealthCare.gov's Find Local Help to explore the directory.
Complete the applicable Marketplace registration and training requirements.
Confirm that your National Producer Number (NPN) appears on the FFM Registration Completion List.
Follow the current CMS instructions to create or update your public agent profile.
Keep your contact information, service areas, and languages accurate.
Bonus opportunity: CMS also offers Help On Demand, a separate referral service that connects eligible consumers requesting assistance with participating agents. Additional training and participation requirements apply.
If you sell in states operating their own Marketplaces, explore their agent directories and consumer-assistance programs.
InTouch Tip: Don't stop with Marketplace directories. Create or optimize your Google Business Profile, maintain a professional website, and make sure prospective clients can easily contact you by phone, email, or online form.
The easier you are to find, the more opportunities you create.
2. Build Trust Through Community Involvement
Insurance is a relationship business. While digital advertising can help you reach a larger audience, personal connections remain one of the most effective ways to build credibility and generate referrals.
Becoming an active member of your community allows you to meet potential clients in a natural, approachable environment.
Consider getting involved with:
Community festivals and local events: Meet families, self-employed individuals, and other residents who may need coverage.
Schools and parent organizations: Connect with families who may have questions about Marketplace coverage, Medicaid, or CHIP eligibility.
Nonprofit organizations: Participate in outreach initiatives and educational events.
Local chambers of commerce: Develop relationships with business owners and community leaders.
Health and wellness events: Offer general education about coverage options and enrollment deadlines.
Rather than focusing exclusively on selling, position yourself as a trusted health insurance resource.
When people recognize you as someone who consistently supports the community, they're more likely to remember you when they need coverage or know someone who does.
InTouch Tip: Consider hosting a free educational session about ACA Open Enrollment, available coverage options, or how qualifying life events can affect eligibility for enrollment outside OEP.
Focus on providing valuable information, not delivering a sales pitch.
3. Partner With Local Businesses and Employers
Small businesses can be an excellent source of ACA leads, especially those that don't currently offer traditional group health insurance. Employees of restaurants, retail stores, salons, construction companies, and other small businesses may need help exploring individual health insurance options.
Start by developing relationships with local business owners and learning about their employees' coverage needs.
Questions worth asking include:
Do you currently offer health insurance benefits to your employees?
Have you considered alternatives to traditional group health insurance?
Do your employees know where to find individual coverage?
Would you be interested in offering employees access to health insurance education and enrollment assistance?
These conversations can open the door to opportunities beyond individual ACA policies.
Expand Your Opportunities With FlexPath CHOICE
For employers looking for alternatives to traditional group coverage, FlexPath CHOICE, an Individual Coverage Health Reimbursement Arrangement (ICHRA) solution, offers another avenue for agents to grow their business.
With CHOICE, employers can establish a defined contribution toward eligible employee health insurance expenses while employees select individual coverage that meets their needs.
Potential advantages include:
Greater employer control over benefits spending
More individual plan choices for employees
An alternative to traditional group health plans
Opportunities for agents to build relationships with employers and their workforces
Employers and employees should also understand how ICHRA offers can affect eligibility for Marketplace premium tax credits.
InTouch agents have access to FlexPath CHOICE, providing another way to approach local employers and develop new business opportunities.
Even if an employer isn't ready to implement a benefits solution, they may be willing to share your contact information with employees who need coverage.
InTouch Tip: Build a small-business outreach campaign targeting employers with limited or no health benefits. A simple introduction, educational flyer, or invitation to a benefits consultation can start a valuable conversation.
4. Turn Existing Clients Into Your Best Referral Source
Some of your most valuable ACA leads may come from people who already know and trust you.
Satisfied clients can become powerful advocates for your business, especially when you've helped them navigate complicated coverage decisions or resolve problems.
But referrals rarely happen consistently without a little encouragement.
Build a proactive client relationship strategy:
Schedule regular check-ins: Don't wait until renewal season to reconnect.
Review changing needs: Life events, household changes, and financial circumstances can affect coverage options.
Provide renewal support: Help clients review plan changes and available options before making decisions.
Ask for introductions: Encourage satisfied clients to share your information with friends, relatives, and coworkers.
Stay connected: Send useful health insurance updates, educational content, and enrollment reminders.
A client who feels supported throughout the year is more likely to remain loyal and recommend your services.
Make Referrals Easy
Instead of simply asking, "Do you know anyone who needs insurance?" try a more specific approach:
"If you have friends, family members, or coworkers who are self-employed, recently lost coverage, or need help reviewing their health insurance options, I'd be happy to help them."
This gives clients a clearer understanding of whom you can assist.
InTouch Tip: Use PULSE Campaigns to maintain consistent communication with your clients through automated email and SMS follow-ups, appointment reminders, and renewal outreach.
Always obtain the appropriate permissions and follow applicable marketing, privacy, and referral rules.
5. Use Social Media to Attract and Educate Prospects
Social media offers ACA agents an opportunity to reach potential clients, establish credibility, and maintain visibility throughout the year. Platforms like Facebook, Instagram, TikTok, YouTube, and LinkedIn can help you connect with different audiences based on their interests, needs, and demographics.
However, successful social media marketing requires more than posting "Get a Free Quote" every few days.
Focus on creating content that answers real consumer questions.
Social Media Content Ideas for ACA Agents
Enrollment reminders: Share important Open Enrollment dates and deadlines.
Educational posts: Explain deductibles, copayments, coinsurance, and out-of-pocket maximums.
Life-event guidance: Discuss how losing employer coverage, getting married, or having a baby may create a Special Enrollment Period.
Marketplace myths: Address common misunderstandings about ACA plans and financial assistance.
Short videos: Answer frequently asked health insurance questions in 30–60 seconds.
Client success stories: With appropriate permission, highlight how your guidance helped someone understand their options.
Bilingual content: Reach English- and Spanish-speaking audiences with relevant, culturally appropriate messaging.
Consistency matters more than volume. A few helpful posts each week can be more effective than daily promotional messages that provide little value.
Turn Engagement Into Leads
Every social media campaign should offer an easy next step.Encourage interested consumers to schedule a consultation, complete a secure inquiry form, or contact you directly.
With InTouch PULSE Campaigns, agents can manage social media activity, capture leads through forms and landing pages, organize prospects, and automate follow-up communications.
InTouch Tip: Create a simple educational campaign around a question like "Do you need health insurance for 2027?" Use a short video or graphic to drive interested prospects to a lead form, then follow up promptly.
Be sure your advertising and enrollment communications comply with applicable CMS, Marketplace, carrier, and platform requirements.
6. Build a Consistent Lead Follow-Up and Nurturing System
Generating leads is only half the battle. The real opportunity comes from turning interested prospects into enrolled clients.
A potential customer may visit your website, respond to a social media post, or request information without being ready to enroll immediately.
Without a consistent follow-up process, those opportunities can easily disappear.
A structured lead-nurturing strategy helps you stay connected until prospects are ready to make a decision.
Create a Simple Follow-Up Workflow
Step 1: Capture the lead. Use a website form, landing page, appointment calendar, or other approved method to collect the information needed to begin a conversation.
Step 2: Respond quickly. Contact the prospect promptly while their interest is still fresh.
Step 3: Understand their needs. Ask about their current coverage situation, household needs, and enrollment timeline.
Step 4: Provide helpful information. Explain relevant coverage options, enrollment requirements, and next steps.
Step 5: Schedule a consultation. Make it easy for prospects to speak with you and review their options.
Step 6: Continue appropriate follow-up. Use permission-based reminders and educational communications to remain connected with prospects who aren't ready to enroll.
Put Technology to Work
With InTouch PULSE Campaigns, agents can streamline many of these activities using:
Automated email and SMS workflows
Lead capture forms and landing pages
Appointment scheduling and reminders
Contact management and pipeline tracking
Two-way client communications
Follow-up campaigns and ongoing engagement
By combining personal service with automation, you can spend less time managing repetitive tasks and more time helping clients.
InTouch Tip: Build separate follow-up workflows for new ACA inquiries, prospects who haven't completed enrollment, and existing clients approaching renewal.
Personalized communication is generally more effective than sending the same message to everyone.
Grow Your ACA Business With InTouch Financial Group
The most successful ACA agents don't rely on just one lead generation strategy. They build a balanced approach that combines community relationships, digital visibility, referrals, employer partnerships, and consistent follow-up.
Whether you're preparing for Open Enrollment or building your pipeline throughout the year, every connection represents an opportunity to grow your business.
At InTouch Financial Group, we're committed to helping independent agents succeed with the resources, technology, training, and support they need to compete and grow.
Your InTouch Advantage
As an InTouch agent, you have access to valuable resources designed to support your success:
Competitive carrier opportunities: Expand your portfolio with ACA and other health insurance products.
PULSE Campaigns CRM: Capture leads, automate communications, and manage your sales pipeline.
FlexPath CHOICE: Explore employer benefits opportunities beyond traditional individual coverage.
InTouch PULSE Agent Portal: Access training, resources, marketing materials, and important business tools.
Bilingual support: Get assistance and resources in English and Spanish.
Experienced team support: Connect with professionals dedicated to helping you build your insurance business.
Ready to Turn More Prospects Into Clients?
Don't wait for leads to find you. Build a strategy that puts your business in front of the people who need your expertise.
Take advantage of your InTouch resources, strengthen your local relationships, and put the right technology to work.
Log in to your InTouch PULSE Agent Portal to explore available tools, training, and marketing resources.
Success in ACA sales starts with building relationships — and grows through consistent action.
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