Episode Details

In this episode of the Insurance Perspectives Podcast, Jeff White, HawkSoft's social media manager, kicks off a three-part series on social media content creation. Matt Larson, President of Cal Rose Insurance in Everett, Washington, joins the podcast to talk about his content strategy, advice for fellow agents and more. What started as a way to tell people he was "insurance guy" turned into a full content strategy that has generated real leads, built genuine community trust, and made him one of the most recognized independent agents in his market. Matt shares his platform-by-platform strategy, why engagement beats views every time, and how to generate content ideas from your own clients.

Key Takeaways

• You're going to be bad at first — accept it. Six months of consistent practice is the baseline.
• Phone, face, done. Don't buy gear until you've posted for a year.
• Stop trying to impress underwriters. Create content for your actual buyer.
• Engagement beats views every time. Vanity metrics don't pay commissions.
• Your best content ideas are already in your inbox. FAQs, weird client situations, misunderstood coverage concepts.
• Lurkers are real buyers. The people watching without ever liking may be your next best clients.

Follow Matt on social media:
https://www.facebook.com/matthew.layson.9
https://www.instagram.com/mattlayson/
https://www.tiktok.com/@matthewlayson

Learn more about CalRose Insurance:
https://calroseins.com/
https://www.facebook.com/calroseinsurance
https://www.instagram.com/calroseins

To get in touch with Matt or Jeff, reach out below:

• Matt Layson (click here)
• Jeff White (click here)

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If you’re looking to reach out to HawkSoft, please email marketing@hawksoft.com.

For more information on HawkSoft, visit:
https://www.hawksoft.com/
https://www.facebook.com/hawksoft
https://x.com/HawkSoft
https://instagram.com/hawkSoft

Music by AudioCoffee(Denys Kyshchuk): https://www.audiocoffee.net/