Phoenix Medicare Agency

An illustrative case study. Individual results vary by carrier appointments, AEP campaign budget, T65 list quality, and existing CRM setup.

The starting picture

A 3-agent Phoenix-area Medicare-focused agency, established 7 years. Mix: 55% Medicare Supplement (Medigap), 30% Medicare Advantage, 15% Part D / PDP standalone. Pre-snapshot AEP enrollments averaged ~80 per cycle.

The principal’s pain points:

• AEP was an 8-week sprint with constant compliance anxiety
• SOAs were captured manually (paper or DocuSign) — audit retention was scattered
• T65 leads were sitting in spreadsheets, getting reached out to inconsistently
• The single carrier rep who handled compliance complaints was on speed-dial

The agency was on GoHighLevel for general CRM work but had no Medicare-specific workflows.

What we installed

• T65 funnel with 7-month educational warm-up + SOA gate
• AEP campaign (Oct 15 – Dec 7) with three audiences: existing policyholders, prior-year leads, new prospects
• OEP cadence (Jan 1 – Mar 31) for plan-change conversations
• Scope-of-Appointment form with timestamp + IP + producer NPN capture, audit-log export
• CMS-aware messaging guardrails — no cold SMS to Medicare-eligible, no carrier-name solicitation without SOA, AEP / OEP window respect, carrier-allowance disclosure on every marketing communication
• Annual plan-review auto-booking for existing policyholders 45 days before each anniversary
• Producer leaderboard with AEP enrollment + retention attribution

What happened (one AEP cycle)

AEP enrollments

Prior year (manual): 80 enrollments across 54 days.

With the snapshot: 131 enrollments across the same 54 days. Same producer team. Same carrier appointments. +64% lift.

Breakdown of the lift:

• Existing-policyholder retention conversations converted to plan changes: +18 enrollments
• Prior-year-lead re-engagement: +14 enrollments
• New-prospect educational-led funnel: +19 enrollments

T65 funnel

The agency had ~340 Medicare-eligible contacts in spreadsheets with birthdays across the 12-month horizon. We loaded the list, configured the T65 funnel, and turned it on.

Pre-snapshot T65 conversion (manual outreach): ~8% became enrolled within 6 months of their 65th birthday.

With the snapshot’s 7-month educational warm-up + SOA gate: 22% conversion within 6 months. The educational warm-up did the heavy lifting; the SOA gate cleanly separated compliance-safe conversations from cold-outreach territory.

Compliance audit

The snapshot’s SOA + audit-log export was tested in February when one Medicare Advantage carrier requested compliance documentation for two recent enrollments. The export produced the SOA timestamp, IP address, beneficiary signature, producer NPN, and conversation log for both cases. 100% audit pass.

The carrier rep’s reaction (paraphrased): “This is the cleanest documentation any agency has sent us this cycle. What system are you using?”

Producer time

Producer time on administrative work (SOA collection, calendar wrangling, AEP campaign sequencing) dropped 40%. That time reallocated to actual consultations.

The principal estimated 70+ additional billable consultation hours in the AEP cycle alone — directly attributable to the automation handling the admin layer.

The numbers

For a Medicare-Supplement-heavy agency, each new enrollment generates 10–15 years of renewal commissions. The 51 incremental AEP enrollments at an average $1,800 in lifetime commission per enrollment = $91,800 in incremental lifetime commission value from one AEP cycle.

The T65 funnel improvement (8% → 22% conversion) on a 340-name pipeline = ~48 additional enrollments per year going forward, worth an estimated $86,000+/year in compounding commission lift.

What didn’t change

• The agency’s carrier appointments (same)
• Producer licenses (same — all three were Medicare-appointed already)
• AEP marketing budget (held flat year-over-year)
• The principal’s belief that AEP would always be stressful (somewhat changed by year two)

CMS-compliance posture

Critical caveat: the snapshot enforces the structural CMS rules. The agency principal still owns the judgment for edge cases:

• Which prospects qualify as “permission-marketing” eligible
• Whether a specific marketing piece needs additional carrier-allowance disclosure
• How to handle a beneficiary who wants information about a non-appointed carrier

The snapshot supports CMS compliance. It does not replace a compliance officer or compliance-specialist attorney.

The honest summary

Medicare is the most compliance-sensitive corner of insurance marketing. The Insurance Snapshot for GHL was designed with CMS rules as hard gates, not afterthoughts. For Medicare-focused agencies that want to scale enrollments without scaling compliance anxiety, this is the structural difference.

See the Medicare workflow → or book a Medicare-specific demo →.