The Annual Enrollment Period (AEP) and the Open Enrollment Period (OEP) don’t just define a large portion of income for insurance agents and agencies — they also make the difference between a stable year and one filled with losses. Preparing early is the best strategy to stand out, and there’s no better time to begin than right now.
In this article, we offer a clear and practical look at how to get ahead of the challenges coming with AEP/OEP 2025–2026 and start attracting more prospects and potential clients today.
The Landscape is Changing: What’s Coming for 2025–2026
In recent enrollment cycles, the environment has changed significantly. Rules for intermediaries have tightened, especially with the implementation of new regulations that limit the distribution of leads to a direct relationship between the person generating the lead and the one servicing it.
This means agents can no longer rely solely on third-party lead providers. Building direct relationships with your audience is no longer just recommended — it’s essential.
In addition, many consumers are more informed, they compare more options, and expect quick, clear, and personalized answers. The value of personalized advice remains high, but proactive and accessible communication is now a must.
The Power of Starting Early
It’s no exaggeration to say that a successful AEP/OEP starts at least six months in advance. People aged 64 and up begin researching, comparing, and asking questions well before October. Those who make contact before that point have a much better chance of closing the sale when the time comes.
Organizing your operation now means more than just being ready — it means building an interested audience, maintaining a segmented database, establishing a clear presence in your community, and having internal processes ready to respond quickly.
Build Trust Before Selling
The most valuable leads aren’t the ones who come in cold — they’re the ones who already know you as a trustworthy source. That’s why the focus should be on relationship-building before enrollment periods begin.
One effective way to do this is by offering educational content, such as:
- Workshops or seminars for people turning 65
- Informational events at community centers or senior clubs
- Email newsletters with updates on plan changes or regulations
These types of initiatives position the agent or agency as a resource — not just a salesperson.
Nurture Your Database Year-Round
The best results don’t come from new contacts, but from a strong base cultivated over time. Make sure your database is current, organized, and segmented.
- Remove duplicates
- Update addresses and phone numbers
- Classify by age, current plan type, dual eligibility, and last contact date
With a well-organized list, you can send targeted messages to each group. For instance, launch a campaign in June for those with high copay plans, or send a reminder in September to clients who requested a review the previous year.
Automate With Purpose
There are simple tools available today that let you schedule emails, send appointment reminders, and even score leads based on their level of interest.
Automating doesn’t mean losing the human touch. It means freeing up time so you can focus on the conversations that truly matter.
From welcome messages after an event to enrollment reminders, these small actions can make the difference between being forgotten and being top of mind when a client is ready to change plans.
Multiply Your Communication Channels
Not all prospects get their information from the same place. Some read emails. Others respond to phone calls. Some prefer a quick text. That’s why diversification is key.
Use a combination of:
- Personalized emails
- Follow-up phone calls
- Reminder text messages (especially as October approaches)
- Printed invitations to events or plan reviews
The more contact points you create, the greater your chances of staying top-of-mind when it matters.
The Key Role of Educational Content
When someone understands what a plan covers, what their options are, and how a network change affects them, they’re more likely to make a confident decision. Educating is a form of selling — without pressure.
You can create simple but effective materials, such as:
- Practical guides with frequently asked questions
- Videos explaining expected changes for the coming year
- Comparisons between plan types (like MA and Medigap)
- Testimonials from clients happy with their current coverage
Each piece of content you share can become the starting point of a deeper, more meaningful conversation.
Review What You Already Have
Preparation doesn’t just mean getting more contacts — it means taking care of the ones you already have. Before each enrollment season, take a close look at your existing portfolio and ask yourself:
- Who might be overpaying?
- Whose provider network has changed?
- Which clients have developed chronic conditions?
- Who recently moved or changed states?
These questions will help you identify real opportunities for meaningful outreach. It’s not about selling more — it’s about solving better.
Lean on Technology
Technology doesn’t replace the agent — it empowers them. From virtual assistants that schedule appointments to platforms that help you predict which plan suits a client best, today you have access to tools that boost your productivity.
Even if your operation is small, you can start with accessible solutions:
- Simple forms on your site to schedule calls
- Email templates answering common questions
- Automatic reminders for annual plan reviews
What matters most is that your workflow doesn’t rely only on your memory or a notebook.
Stay Consistently Present
You don’t need a huge campaign to be present. It’s enough for your community to know you’re available, that they can come to you with questions, and that you’re someone who understands their needs.
A few simple examples you can implement today:
- Weekly posts with coverage tips
- Testimonials from current clients
- Open invitations to “free review sessions”
- Participation in health fairs, social clubs, or libraries
Consistency and proximity are more effective than a one-time, high-cost campaign.
AEP/OEP Doesn’t Start in October — It Starts Now
The best way to attract more leads isn’t by rushing at the last minute, but by working steadily to build relationships, earn trust, and stay visible.
The earlier you start, the better your results will be. You already have the time, the tools, and the experience. Use these months to plant the seeds — so when the peak season comes, you’ll be harvesting without the rush, without guesswork, and with a stronger client base.
