Business News

The End of Door Knocking:

Why Professionalism & Digital Strategies are Key in 2025

Written by: Paul Bloodsworth

June 17, 2025

[6 minute read]

INTRODUCTION

Door-to-door life insurance sales are fading, replaced by a new era of digital innovation and professional authority. At Excel Insurance, we advise agents and executives to move beyond outdated practices, embrace digital tools, and prioritize a professional business persona to thrive in 2025. Here’s why door knocking is obsolete, why professionalism is critical, and how to succeed with modern strategies.


To dive deeper into why door knocking is fading and how to succeed with professional digital strategies, watch our new YouTube video below:

Is Door Knocking Dead?

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Watch for our assessment on whether agents should still be knocking on doors.

The Decline of Door Knocking


For decades, life insurance agents knocked on doors to pitch policies face-to-face, often at a client’s kitchen table. But consumer preferences have shifted.

The 2020 Insurance Barometer Study by LIMRA and Life Happens found in-person purchase preferences dropped from 64% in 2011 to 41% in 2020, while online buying doubled from 17% to 29%. LIMRA’s 2024 research confirms this digital trend, with 32% of consumers now preferring online channels.

Life insurance ownership has also declined, from 77% of U.S. households in 1989 to 54% in 2020, per the Federal Reserve and LIMRA. Fewer households needing coverage means fewer doors worth knocking on.

Meanwhile, consumer resistance is growing: a 2024 Gitnux report notes that 80% of homeowners appreciate agents who respect “No Soliciting” signs, signaling a desire for privacy. In states like New Jersey and Utah, ignoring these signs risks fines up to $1,000 or jail time, making door knocking not just ineffective but legally perilous.


Why Door Knocking—and Casual Professionalism—Are Losing Ground


Several factors are driving the decline of door knocking, compounded by agents’ failure to maintain a professional persona:

  1. Changing Consumer Behavior: Consumers now research online, compare quotes, and read reviews before engaging agents. LIMRA’s 2024 study shows 72% overestimate term life costs, and 27% of younger adults lack buying knowledge. Door knocking at a client’s kitchen table, where agents often lose authority in an informal setting, fails to address these gaps. Meeting in a professional office, however, positions agents as trusted experts, projecting confidence and control.
  2. Erosion of Professionalism: Many agents today drift from a professional business persona, influenced by “Zoom culture.” Casual attire, unprofessional virtual backgrounds, and a lack of authoritative presence undermine trust. For example, sitting at a client’s kitchen table diminishes an agent’s expert status, as the home environment equalizes roles. In contrast, an office setting reinforces authority, allowing agents to guide discussions with credibility. As one agent shared on X, “Door knocking is dead for me… I use FB ads and YouTube vids to educate clients” (@AgentSarahTX, March 2025), highlighting the shift to professional digital engagement.
  3. Rise of Digital Platforms: LIMRA reported a 5% term life sales rebound in 2023, driven by simplified underwriting and digital tools. Online applications are faster, cost-effective, and reach broader audiences compared to door knocking’s low ROI. The 2020 Insurance Barometer Study noted 50% of Americans prefer simplified underwriting, underscoring digital convenience. Professional digital presence—polished websites, webinars, and social media—further cements agents’ expertise.
  4. Legal and Privacy Risks: Homeowners view unannounced visits as intrusive, with 80% valuing “No Soliciting” respect (Gitnux 2024). Legal risks, like fines in Woodinville, Washington, for ignoring signs, add hurdles. A 2013 Business 2 Community article noted scam fears make consumers wary of unsolicited pitches, further eroding door knocking’s viability.


The Cost of Unprofessionalism


Don't believe us? Just ask Jamie Dimon, CEO of JP Morgan Chase. Today’s agents risk losing authority by neglecting professionalism. “Zoom culture” has normalized casual dress and informal settings, but clients expect experts to look and act the part. Wearing a t-shirt on a video call or meeting at a client’s kitchen table signals a lack of seriousness, undermining trust. Instead, agents should:

  • Dress in business attire (suits or blazers) for all client interactions, in-person or virtual.
  • Use professional virtual backgrounds or meet in a well-appointed office to project authority.
  • Bring clients to your office, where you control the environment and maintain expert status, rather than ceding ground in their home.


Three Strategies to Thrive in 2025

At Excel Media, we advise agents to combine digital innovation with unwavering professionalism. Here are three strategies to succeed:

1. Go Digital with Authority

Gen Z, a key market, wants more coverage (50% per LIMRA 2024). Reach them on TikTok, Instagram, or YouTube with polished, professional content—short videos or ads debunking cost myths. As an X user noted, “I post quick TikTok clips debunking cost myths—gets Gen Z engaged” (@LifeInsureGuru, March 2025). Maintain a professional image in all digital touchpoints, from website design to social media profiles, to build trust.

2. Simplify the Process Professionally

Offer online applications with simplified underwriting, which boosted sales 5% in 2023 (LIMRA). Ensure your digital tools—quote forms, client portals—are sleek and user-friendly, reflecting your expertise. Meet clients in your office to review these tools, reinforcing your authority while streamlining sales.

3. Educate and Engage as Experts

Address consumer knowledge gaps with authoritative content. Create professional blog posts, webinars, or videos to clarify term life costs (e.g., $160/year for a $250,000 policy, not $1,000 as many believe). Host these discussions in your office or a professional virtual setting to maintain expert status. Excel Insurance provides agents with tools to craft impactful, credible content.

The Future Is Digital and Professional: A Combined Strategy

Door knocking is history, and casual professionalism is a liability. By embracing digital strategies and projecting authority—through business attire, office meetings, and polished online presence—agents can thrive in 2025. Ready to elevate your sales?

Explore our professional tools, resources, and insights at go-excel.com/business.html.

Are you adapting to digital sales while maintaining professionalism? Share your strategies in the comments of the video above, and inquire about the Excel Blue Ocean Strategy.

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