Loyalty-driven marketing doesn’t just strengthen relationships — it grows your market. To do this, I segment clients into five levels of engagement and communication. These are
- Fundamental value
- Expected value
- Desired value
- Unexpected value
- Empathetic identification
Fundamental and expected value
These first two levels are the baseline. They include reliability, clear communication and professionalism. Without them, complaints arise. But meeting expectations alone won’t set you apart, especially among MDRT members.
Desired value
At this level, clients choose you intentionally. You provide specialized knowledge and compelling communication that builds trust. Clients begin sharing concerns they haven’t voiced before — and this is where relationships deepen and contracts are earned.
Unexpected value
Here, you exceed expectations. You offer guidance beyond traditional advising — from business challenges to succession planning and team development. You become a trusted partner, not just a service provider.
Empathetic identification
At the highest level, clients identify with your values and mission. They introduce you as their go-to advisor, seek your perspective and turn to you first in times of need.
These top two levels create what I call “advocate clients.” Growth isn’t about serving more clients; it’s about serving more advocates.
Too often, agents pour all their energy into securing a contract, only to see client satisfaction decline afterward. But with this loyalty-based strategy, we continue to raise satisfaction through post-contract services that deliver added value that clients need. In doing so, we turn clients into advocates — people who expand our market for us. And if we can increase our number of advocate clients, even by one, we will see our market grow in ways we never imagined.
Yuichiro Nakamura is a 16-year MDRT member. He’s also a Court of the Table member. This is excerpted from his 2026 MDRT Annual Meeting presentation, “Building loyalty-driven marketing.” MDRT members can see 2026 MDRT Annual Meeting presentations, as well as other MDRT meeting presentations, at mdrt.org/learn.
