Turning the Comments into Cash

If you’re like most agents, you’re probably sitting on a goldmine in plain sight — your Facebook notifications.

Yeah, I’m talking about those little pings that pop up when someone reacts to or comments on something you post.

Most of you are letting them slide by.
You read the comment, maybe give it a thumbs up, and move on.

And in doing that, you’re walking right past some of the easiest, warmest, lowest-cost leads you’ll ever get.

Today, I’m going to show you exactly how to take one single Facebook comment — maybe just a “Congrats!” on a post or a quick “Where’d you get that?” — and turn it into a six-figure client relationship.

I’m not talking theory here. I’ve done it. Multiple times.
It works because it’s natural, it doesn’t feel like sales, and you don’t have to be a social media wizard to pull it off.

Spot the Right Kind of Comment

Not every comment is worth chasing.
You want to focus on engagement that signals either curiosity, connection, or credibility.

Here are the three types of comments that are gold:

Curiosity Comments – “Where’s this?” “How much?” “What’s that about?”
They’re already leaning in. This is the low-hanging fruit.

Supportive/Relationship Comments – “Congrats!” “That’s awesome!” “Good for you!”
These people already like you enough to show up. They’re warm and easy to talk to.

Expertise Validation Comments – Anything that acknowledges your knowledge. “You always know this stuff” or “You’re the one to ask!”

They’ve basically just handed you permission to start a conversation.

Don’t Sell in the Thread

The worst thing you can do is immediately pitch in the comments.
That’s like walking into a party, shaking someone’s hand, and asking them to buy a time-share before they’ve even put their drink down.

Instead, respond lightly in public — something quick that keeps the social energy going:

“Haha, I’ll tell you in a sec!”

“Thanks! Appreciate that.”

“There’s a story there…”

Why? Because you want the real conversation to happen in private where you can build rapport without the peanut gallery chiming in.

Move It to Messenger 

Within minutes or hours (not days), send them a quick, casual DM that references the comment.

For example:

If they asked a question:

“Hey [Name], saw your comment on my post. Yeah, it’s actually [brief answer]. What made you ask — are you looking into that for yourself?”

If they gave congrats:

“Hey [Name], thanks for the congrats earlier. Been a crazy couple of weeks! What’s new with you?”

If they validated your expertise:

“Haha [Name], you made me laugh with that ‘you always know’ comment. What are you working on these days?”

The goal here isn’t to pounce. It’s to start a normal conversation. The key word is normal — like you’re catching up with someone at the coffee shop, not running a telemarketing script.

Keep It About Them

If you want to turn a Facebook comment into a client, you have to resist the urge to talk about insurance right away.

Instead, follow the thread of their life.
Ask questions that give you little “gold nuggets” of personal info you can circle back to later.

Here’s how I typically move a conversation:

Ask about what they commented on

Shift to something personal they mention (family, hobbies, work)

Listen for a problem, change, or goal

Position yourself as a helpful resource

Example:
They comment “Congrats!” → I thank them and ask what’s new with them → They mention they’re buying a new boat → I ask how they’ll use it → They say “weekend trips with the family” → I casually mention, “You know, a lot of people forget boat insurance is different from homeowners — you already got that handled?”

Seed Your Value Casually

When the opening comes, you don’t deliver a pitch.
You plant seeds.

Think of it as mentioning you “just happen” to know a lot about the thing they’re dealing with.

For example:

“Funny enough, I just had a client last month in your same situation. Saved them about 40% on coverage they didn’t even realize they needed.”

or

“You’d be surprised how many people think their auto policy covers that… and it doesn’t.”

This does two things:

Positions you as an authority without bragging.

Opens the door for them to ask for help without feeling sold to.

Make the Invite Easy

When they do ask (and they will, if you’ve done the above right), make it easy for them to say yes.

Don’t send them a 47-step process. Keep it casual:

“If you want, I can run some numbers for you and see if it’s worth switching. Takes me about 15 minutes.”

or

“I can give you a quick coverage review and let you know if you’re good where you are. Totally up to you.”

Notice how neither of these feel pushy? They’re low-commitment offers that make the other person feel in control.

Overdeliver Immediately

Once they take that first step, you have to show them you’re not like the average agent.

That means:

Quick follow-up

Clear explanations

Solutions that feel custom to them

No “one-size-fits-all” vibe

The more they feel you’re genuinely looking out for them (not just chasing commission), the more likely this conversation will turn into a multi-policy, long-term relationship.

Expand the Relationship

When you close that first deal, don’t stop at “Thanks for your business.”
You’re now in the perfect position to:

Ask for introductions (not “referrals” — introductions are easier)

Bring up other coverages they haven’t considered

Stay active in their world on social media

Every time they post something, you like or comment. You don’t disappear after the sale — you deepen the relationship.

This keeps the conversation channel open and leads to repeat business and referrals without you having to start cold.

The Repeatable Formula

To recap, here’s the exact process you can start using today:

Spot a valuable comment (curiosity, support, or expertise validation)

Respond lightly in public

Move the convo to Messenger quickly

Keep it about them — follow their story, look for problems or changes

Seed your value casually without pitching

Make the next step feel easy and low-commitment

Overdeliver immediately

Stay in their world and expand the relationship

Most agents think they need to spend thousands on ads or chase cold leads to grow.
The truth? Your next big client is one Facebook comment away.

The key is to approach every comment like it’s the start of a real conversation — not a chance to drop a sales pitch.

If you can master that, you’ll never look at your notifications the same way again.