The "Hidden" Goldmine: How to Find New Customers by Giving Away a Free Trust

Written and Published by: Christy Downs

Webinar by: Charles Durfee

If your lead pipeline feels dry, you aren’t alone. In 2026, the old methods—cold calling lists or buying generic leads—are becoming more expensive and less effective. To find new customers today, you have to offer real value before you ever ask for a premium.

On our latest episode of Coffee with Closers, Charles Durfee revealed a lead generation strategy that is currently generating 4–5 new sales a week for agents who just started using it: The Estate Planning Door Opener.

Stop Selling Policies, Start Solving Problems

Most life insurance agents approach a prospect with a product. Successful "Closers" approach with a solution to a problem 80% of families have: they don't have an estate plan. By utilizing the new Foresters LawSure benefit, you can offer a completely free living trust, will, and power of attorney to your clients. This changes the conversation from "Do you want to buy insurance?" to "I can help you protect your family’s legacy for free."

3 Steps to Turn Estate Planning into New Leads:

  1. The "Member Benefit" Invitation: Reach out to your community or existing network not to sell, but to announce a new benefit that provides free legal document preparation. This lower-pressure approach gets you into the home (or on the Zoom call) 10x faster than a standard quote offer.
  2. Opening the "Kitchen Drawer": Once you're in, your job is to help them get organized. By using a formal Meeting Agenda, you position yourself as a consultant. You aren't hunting for a sale; you're uncovering tax liabilities and liquidity gaps that only life insurance and annuities can fix.
  3. The "Live-On vs. Leave-On" Conversation: As you help them organize their assets, you'll naturally find "lazy money"—cash sitting in low-interest accounts or old policies that no longer fit. This is where the new customers are found. You aren't finding "new" money; you're repositioning their current assets to work more efficiently for their estate.

Why This Works for New Prospecting

When you offer a free trust or a will, you attract a higher quality of client—someone who is concerned about their family’s future and has assets to protect. These are the "Closers" customers: people with multiple needs, from life insurance updates to high-ticket annuities.

Join the "Journey to the Top"

At FFP, we don't just tell you to find new customers; we give you the tools and the weekly coaching to go out and get them. Our agents are already seeing 8-figure results by simply changing their approach.

Is your current IMO giving you the tools to "open the kitchen drawer"? If you’re tired of being a "lone wolf" and want access to the coaching, back-office support, and technology that helps agents reach 8-figure production, let’s talk.

Email: [email protected]