Review Key AEP Performance Metrics

You can’t improve what you don’t measure, right? Reviewing your numbers during AEP gives you a clear picture of how you’re doing. Are your efforts paying off? Here are some key areas to look at:

• Leads Generated: How many new leads have come in, and where are they coming from? Take a close look at your lead sources—social media, email campaigns, referrals—and see what’s performing best.
• Conversions: Of those leads, how many are turning into enrollments or consultations? Calculate your conversion rate by dividing conversions (enrollments,consultations, etc.) by total leads, then multiply by 100. If it’s lower than expected, it might be time to tweak your follow-up strategy.
• Enrollments: How close are you to your enrollment goals? Tracking enrollments gives you an idea of which demographics or plans are resonating most with your audience.
• Client Retention: Are past clients coming back for help this AEP? High retention is a sign of strong relationships, but if it’s lower than you expected, it’s worth looking into why.

Action Step: Set a weekly reminder to update these metrics. This way, you can spot trends and make any necessary adjustments while AEP is still underway.

Celebrate What’s Working

It’s important to take a moment to recognize the wins—big and small. Even during a busy AEP, acknowledging your successes can boost your motivation and keep you going strong.

• High-Performing Channels: Which marketing efforts are driving the best leads? Is Facebook crushing it, or are email campaigns pulling in more prospects? Double down on what’s working.
• Team and Personal Wins: Whether you’re working solo or with a team, celebrate the moments when things are going well. Maybe you hit a lead milestone or had a really great consultation. Those are the moments that fuel you.
• Client Feedback: Positive feedback from clients can confirm you’re on the right track. Whether it’s a glowing review or a simple “thank you” for your guidance, those interactions are gold.

Action Step: Share these successes with your team or celebrate them on social media to boost visibility and client trust. Positive momentum is contagious, and showcasing wins will energize you—and attract new interest—as you push through the rest of the season.

Identify Where You Can Improve

No AEP is perfect, and that’s okay! What matters is recognizing where there’s room for improvement and making the right adjustments.

• Underperforming Channels: If certain marketing channels aren’t delivering the results you’re wanting, it’s time to rethink your strategy. Can you reallocate your budget to higher-performing areas?
• Follow-Up Strategy: If you’re getting plenty of leads but not converting them, it’s worth evaluating how you’re following up. Are your responses timely and personalized? Maybe your message could be stronger or clearer.
• Client Communication: Are there any bottlenecks in your client communication process? If clients are feeling confused or stuck, it might be time to simplify how you’re delivering information or speed up your response times.

Action Step: Track the changes you make and see how they affect your results. This will help you find what works best and build on those improvements.

Plan for Post-AEP Success

Once AEP wraps up, the work isn’t over. The insights you gather during this period are invaluable for setting yourself up for future success. Start thinking about what happens next, even while you’re in the thick of it.

• Analyze Your Data: Dive into the numbers to see which client demographics converted the most and what plans were most popular. This can inform your off-season marketing and help you get ahead for next year.
• Document Key Learnings: Keep a record of what worked, what didn’t, and the adjustments you made along the way. This will make next year’s AEP much easier to navigate.
• Develop an Action Plan: Use everything you’ve learned to create a plan for the future. How will you continue engaging clients? What marketing efforts need more attention? This is the time to map out your next steps.

Action Step: Schedule a post-AEP review meeting—either with your team or just for yourself—to look back on the season, celebrate the wins, and map out improvements for the future.

Stay Focused and Finish Strong

AEP is a marathon, not a sprint, and checking in along the way can make all the difference. By taking time to review your performance, celebrate what’s going well, and fine-tune where necessary, you’ll set yourself up for a strong finish—and long-term success.