Key Takeaways
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Clients may not tell you when a small service misstep bothers them—but they will show you through non-renewal.
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Fixing your follow-up consistency and tone can help protect thousands of dollars in recurring commission each year.
That “One Small Thing” Clients Don’t Forget
When you’re in the business of Medicare plans, your product knowledge matters—but it’s not what earns client loyalty. In 2025, the difference between a one-time client and a lifelong client often boils down to how you follow up after enrollment. And more specifically, how you make people feel when you do.
You might think you’re doing everything right. You answer questions, you show up for enrollment, and you send a thank-you email. But there’s a critical habit many agents overlook that quietly costs them renewals, referrals, and long-term retention. It’s the lack of meaningful, timely, human follow-up after the sale.
Let’s dig into why this matters more than ever.
Why Retention Is So Sensitive in 2025
Retention is under more pressure than in previous years. Here’s why:
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Plan changes have increased: Clients are facing more frequent updates to benefits, formularies, and out-of-pocket limits.
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A saturated market of agents: More agents are entering the Medicare space, especially with support from FMOs and online platforms.
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Higher client expectations: Seniors are more digitally literate and expect real-time support and personalized service.
You’re not just being compared to other agents—you’re being compared to customer service experiences everywhere.
What You Think Is “Small” Might Be the Reason They Leave
Here are a few seemingly small things that lead to lost renewals:
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Not calling back when you say you will
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Delayed responses to voicemails or texts
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Robotic or templated messages that feel cold
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No check-in after plan goes into effect
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Never reminding them of ANOC letters or timelines
Each of these may sound minor in isolation. But together, they send one message: You’re not really here when I need you.
Clients don’t always voice this disappointment. They simply don’t renew with you next year.
The Real Cost of Missed Renewals
Every missed renewal isn’t just a lost client. It’s a lost:
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Annual commission stream
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Opportunity for referrals
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Chance to assist spouses or friends
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Touchpoint for value-building before the next AEP
Losing just 10 clients due to poor post-enrollment habits could mean thousands in lost income this year alone. That cost compounds when you consider what it means over a 3- or 5-year span.
What Clients Are Actually Looking For
Your clients aren’t expecting you to be perfect. But they are expecting you to:
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Remember who they are
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Follow through consistently
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Proactively help them avoid surprises
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Sound like you care—every time
In 2025, the emotional experience of working with you carries more weight than your ability to explain a summary of benefits.
A Better Habit: The 30-Day Post-Enrollment Touchpoint
A simple, client-centered practice is the 30-day post-enrollment check-in. Here’s how to structure it:
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Timeline: Within 30 days of the plan start date
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Medium: Personalized phone call or voice note (avoid generic emails)
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Tone: Friendly, supportive, and curious—not scripted
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Goal: Confirm ID cards were received, prescriptions are working, PCP is in-network, and answer any unexpected questions
This habit alone reduces post-enrollment regret and reminds clients that they picked the right agent. Even a 10-minute call can prevent a disenrollment down the line.
What to Say in Your Follow-Up
You don’t need a sales script—you need a relationship script. Some ideas:
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“Hi [Client Name], just wanted to check in—how’s everything going so far with your new plan?”
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“Have you had any issues getting prescriptions filled or finding a doctor?”
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“I know it’s only been a few weeks, but anything confusing or unexpected that came up?”
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“I’m always just a quick call away if anything ever feels off.”
These phrases set you apart. They tell the client, you matter to me even when there’s nothing to sell.
Create a Repeatable Reminder System
Consistency requires systems. Don’t rely on memory. Use tools to build habits:
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Set reminders: In your CRM, calendar, or phone
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Automate triggers: Set a 30-day and 90-day follow-up workflow after each sale
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Leave voice notes: Use apps that let you record and send personal messages quickly
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Tag clients by renewal month: Group outreach based on enrollment periods
Your follow-up should never be random. The more systemized it is, the more personal it feels to the client.
Annual Renewal Season Starts Months Earlier
You already know AEP (October 15–December 7) is the critical window. But client loyalty is built far before that.
Start planting seeds around July or August:
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Let clients know you’ll review their ANOC in the fall
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Encourage them to keep an eye out for plan letters in September
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Offer to schedule a Q4 check-in
This shows you’re ahead of the curve—not just reacting to Open Enrollment chaos. It gives clients a reason to trust you with their renewal.
What You Can Automate (And What You Shouldn’t)
It’s tempting to automate everything. But not all automation builds trust. Use tech for efficiency—not substitution.
Good to automate:
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Reminders to call
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Appointment scheduling links
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Email confirmations
Not good to automate:
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Birthday messages that sound AI-written
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Robotic “check-ins” with no context
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Bulk renewal notices with no personalization
Keep the tone human. Clients know the difference.
Build in Micro-Recognition Moments
Clients love when you remember the small stuff. Create habits that help you track:
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Spouse names
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Health events
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Travel plans
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Grandkids
Reference these details in follow-up conversations. You don’t need to be their best friend—you just need to care enough to remember what matters to them.
Rebuilding Trust If You’ve Let It Slip
Maybe you’ve missed some renewals in the past. Maybe you’ve gotten too busy or let your CRM get messy. That’s okay—2025 is your reset button.
Here’s how to regain lost loyalty:
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Reach out proactively – even if it’s months late.
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Own the delay – and express genuine interest in helping now.
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Reconfirm value – offer to re-review their current coverage.
You’d be surprised how often a simple act of ownership rekindles trust.
What Consistent Service Actually Looks Like Year-Round
Let’s break down an ideal annual cycle of client care:
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January–March: New year check-ins; resolve early plan issues
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April–June: Mid-year service touchpoints; assist with billing or provider changes
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July–September: Start prepping for ANOC and AEP
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October–December: AEP guidance and renewals
This kind of rhythm turns you from a transaction-based agent into a trusted resource.
Staying Top of Mind Without Being Overbearing
Some agents worry about being “too much.” But most clients appreciate light, value-packed touchpoints like:
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A quarterly newsletter (short and relevant)
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Quick voicemail updates (not salesy)
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Medicare news summaries that matter to their plan
Clients don’t mind hearing from you—they mind when they don’t.
Loyalty Doesn’t Come From One Great Call
A perfect sales presentation won’t make up for poor follow-up. In 2025, your renewals, referrals, and reputation are driven by:
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Reliability over time
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Personalized touches
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Clear, proactive communication
Don’t let a habit as small as “I’ll call later and forget” cost you another loyal client.
Build Stronger Renewal Habits with BedrockMD
Client trust is won in the details—especially after the sale. If you’re ready to turn your service habits into consistent renewal income, BedrockMD can help.
We offer tools, reminders, and training designed for licensed agents like you to stay organized, proactive, and client-centered—without adding more hours to your week. Sign up today and see how we help agents turn every client into a long-term relationship.
