Part of our guide: Long-Term Care Insurance: Costs, Options and Planning →
Most advisors intend to write more long-term care business. Without a plan, months slip by. A simple, written business plan keeps LTC on the agenda all year.
Key takeaways
- Write the plan down, keep it visible, and review it weekly.
- Set realistic, measurable goals such as applications, meetings, or referrals.
- Track results and adjust what isn’t working.
Instead of “sell more LTC,” commit to making long-term care part of every planning conversation.
1. Stay motivated all year
Write your plan down and put it where you’ll see it every day. Set a recurring weekly calendar entry to review progress. Start small with goals you can actually hit.
2. Set realistic, measurable goals
A vague goal like “increase LTC business” is hard to act on. Instead, commit to integrating long-term care into your practice and attach numbers: applications written, client meetings held, or referrals received.
3. Create a strategy
Decide how you’ll reach those goals. That might mean raising LTC in every financial planning review, or hosting quarterly education events. Set monthly or quarterly milestones. Ideas for building visibility are in four ways to become the LTC expert in your community.
4. Take action
Begin each day with one task tied to a specific goal. Small, consistent steps build momentum.
5. Track results and adjust
Review whether you’re ahead or behind. Keep what works, drop what doesn’t, and stay flexible.
Frequently asked questions
How do I grow my long-term care insurance sales?
Set measurable goals, make LTC part of every planning conversation, build referral relationships, and track your results.
What goals should an LTC business plan include?
Measurable targets such as applications, client meetings, seminars, and referrals, with monthly or quarterly milestones.
How often should I review my business plan?
Weekly for progress, with a deeper review quarterly to adjust strategies.
Reviewed by Tim Fuller on 2026-09-25
Tim Fuller
President, SRS Inc.
Tim leads SRS Inc., a full-service IMO (Independent Marketing Organization) and BGA (Brokerage General Agency), connecting independent financial professionals with life, annuity, disability income, and long-term care solutions from 60+ carrier partners.
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