I'll pay for your agency's first 30 days of Facebook ads. Here's the honest reason why.

From the desk of Charlie McDermott, Insured Appointments

Dear friend,

Here's a little test.

Put two things on your desk.

On the left, a sheet of paper with a name and a phone number on it. Somebody, somewhere, filled out something. The same sheet just landed on four other agents' desks, and the race to the phone is already on.

On the right, a homeowner who lives in your town. They saw your agent's face, raised their own hand, and told you when their policy renews. Some of them have already picked a time on your calendar. Nobody else has their number.

Which one would you rather have? That's the whole idea behind what I'm about to offer you.

Here's how it works. A homeowner in your town is scrolling Facebook or Instagram after dinner. They see an ad with the name of their town on it and your agent's face. They tap, fill out a short form, and tell you when their policy renews. Then they're invited to book a 15 minute coverage review on your calendar.

Some will book right there. Most won't, and that's normal. Those are warm, local people who just asked to hear from you, and the person you name calls them the same day. We don't call your leads. Your office does, because a homeowner should hear from their own agent, not a stranger.

The ads run on your agency's own Facebook page, and you approve every one before it goes live.

Now here's the deal.

For 30 days, I cover the ad spend. That's about $300. I run the whole thing. No fee, no setup fee, and you don't put a credit card on file. Not with me, not with Facebook.

Every lead that comes in lands in your account and stays there. You can export them any time. If you walk away on day 31, every one of them goes with you.

I know how that sounds. You're probably thinking, "Okay, Charlie. What's the catch?"

Fair question. Here's the answer.

The reason why (and it's not a trick)

Insurance is new for us.

My company runs community-first Facebook campaigns for more than 100 local markets across the US and Canada. That's what we do all day. But we have never run them for an insurance agency. Not once. I have zero insurance results to show you.

I could pretend otherwise. I could wave around numbers from other industries and hope you don't notice. I'm not going to do that.

Instead, I'm going to earn the proof the old-fashioned way. I'll pick three independent agencies, call them our founding agencies, and put my own money on the line to see what this does for them.

That's it. That's the catch. I need proof, and I'm willing to pay for it. You put up your face and your follow-up. I put up the money.

In return, I'm asking three things of you:

1. A named person on your team works new leads the same day they come in.
2. We take a short look at the numbers together at day 30.
3. If it works, you give me an honest testimonial. If it doesn't, you tell me that too.

Notice what's not on that list. No contract. No long call you have to sit through. No card.

So that's the deal. Now let me tell you what the ads actually are, because this is the part that got me excited enough to put my own money behind it.

I read about a hundred insurance ads. Here's what I found.

A few days ago I sat down with the public Facebook Ad Library and read through about a hundred insurance ads running right now.

It was like eating the same sandwich a hundred times.

Quote. Price. Save. Quote. Price. Save.

Then I found something that made me sit up. Five different local agents, five real people with five real offices, all running the exact same ad. Same words. Same headline. Same button. The only thing that changed was the name:

"Your home should have coverage that fits like a glove. [Name] State Farm Agent makes sure you're protected."

Five agents. One ad. If you lived in any of those towns, what reason would you have to call one of them over the other four? None. They paid good money to become interchangeable.

And sitting right next to them, the big national brand doing what big national brands do:

"You could save 20% with Allstate when you bundle your home and auto insurance."

Here's the thing. The big four brands spent over $7.5 billion on advertising in 2024. You are not going to win a price-and-savings shouting match against that. Neither am I. Nobody is.

But you don't have to. Because you have something they can't buy at any price.

Own your town

You live there.

Independent agents still place about 62% of the property and casualty insurance in this country. People already trust the local agent. The ads just don't show one.

So here's what we build. Instead of a quote pitch that could be from anybody, the ad names the town. It shows a scene from that town. And it puts your agent's face right there, as the neighbor they already are.

That's not a call center. That's a neighbor.

Y

Your Agency

Sponsored

Hey Cape Coral homeowners,
Your home insurance deserves a neighbor, not a call center.

Cape Coral homeowners

Your photoYour name, your agency
Your Cape Coral office

Calling all Cape Coral homeowners!Local agent in Cape CoralLearn more

Why this works on Facebook and Instagram

Insurance ads on Facebook run under Meta's special ad categories, which means broad targeting by rule. Everybody plays by the same targeting limits. That's fine with us, because we're not trying to out-target anyone. We're trying to out-belong them.

A town name and a familiar face do the sorting for us. The person who lives in that town stops. The person who doesn't keeps scrolling. Simple.

What happens after the tap

This is the part most ad people forget about. A tap is worthless if nobody picks up the ball.

1. A homeowner in your town taps the ad, fills out a short form, and tells you when the policy renews.
2. They're invited to book a 15 minute coverage review on your calendar. Some will. Most won't, and that's normal.
3. Your office gets the lead within the minute, by text and email, with the renewal timing.
4. The person you name calls every lead the same day, booked or not, from a simple call queue we provide. It retries on its own and recycles anyone who did not pick up.
5. Your agent does the review. You quote and bind as usual. We never touch your customer.
6. Next year, it comes back. Everyone who shared a renewal month gets a reminder before their next renewal.

And everyone who tells us when their policy renews gets a reminder before next year's renewal. That lead keeps working for you a year from now.

How this is different from buying leads

You've probably been pitched by the lead sellers. Maybe you've bought from them.

You know how it goes. Shared leads run roughly $6 to $30 each, and they're commonly sold to 3 to 8 agents at once. You pay to join a race to the phone.

Some vendors will rent you national ad templates and tell you to advertise across 15 or 20 states. That's the opposite of what I'm describing.

Here's the difference in one breath: one or two towns, your agent's face, your own Facebook page, and leads that belong to you alone. You approve every ad before it runs. Nobody else gets your homeowner's phone number.

Who I am

My name is Charlie McDermott. I run Insured Appointments.

My team runs community-first Facebook campaigns for more than 100 local markets across the US and Canada. Our whole business is making local businesses look local, on purpose.

What I don't have is an insurance track record. I told you that at the top and I'll tell you again here, because I'd rather you hear it from me than find out later. That's exactly why I'm paying for your first 30 days instead of asking you to.

What it costs after the 30 days

At day 30 we look at the numbers together, and you decide.

If it's working, you keep going at the founding rate: $397 a month, locked for 12 months, plus your own ad spend paid straight to Meta in whatever amount you choose. The regular rate is $497 a month. The founding rate is only for the three founding agencies. There's no setup fee.

If it's not working, it stops. No contract. Nothing owed. And you still keep every lead.

My goal for the month is about 5 booked 15 minute coverage reviews. That's a goal, not a guarantee. I'd rather tell you the honest number than a pretty one.

What I need from you

Not much. Here's the whole list:

1. Accept one Facebook partner request, so the ads can run on your agency's page.
2. Tell me who works the leads.
3. A photo of your agent. Your website headshot is a fine place to start.
4. Confirm your agency doesn't sell or share lead information, and send me any license line your state requires on ads.

That's it. No meeting required.

How to claim a founding spot

Email me at charlie@insuredappointments.com. Tell me "founding spot" and the town you want to own.

If you'd like to talk first, I'm happy to hop on a short call. But you don't have to. If you'd rather just read the terms and say yes, that's fine by me.

There are three spots. When they're taken, the founding rate is gone.

P.S. Let me put the whole thing in one sentence so you can't miss it: I pay for 30 days of ads with your town's name and your agent's face on them, you keep every lead no matter what, and if it doesn't work you owe me nothing. The only thing I ask is that someone calls those leads the same day. Email charlie@insuredappointments.com and say "founding spot."

P.P.S. Remember those five agents running the identical ad? Not one of them showed a town or a face. Yours can. There are three founding spots, and I'd like one of them to be yours.