Playbook
Internal
Confidential
Live · v6.0
Warm Market
& Root Tap
The system every New Era agent runs starting Day 1. Build your list. Score it. Set appointments. Let the manager close. Root tap every call.
Lead Lanes
5
Purchased, in-house, out-house, warm, root tap
First Call
Day 1
Phone Zone runs while you're still in licensing
Per Appointment
+5
Root tap referrals · every call · no exceptions
Monthly
4×4
4 recruits + 4 applications = 100 fresh leads
The six actions that have to happen on Day 1 — in order. Hover any term in gold dashes for the definition.
01 · Write
Build your Top 25 list
→ Section 05 · two questions
02 · Score
Apply MACHO + Recruit Filter
→ Sections 06–08 · auto-scored
03 · Sit Down
Schedule Phone Zone with manager
→ Section 09 · 60–90 min block
04 · Dial
Call your top 10 names
→ Section 09 · approved openers
05 · Book
Set appointments live, on the call
→ Section 09 · no follow-up texts
06 · Root Tap
Ask for 5 referrals before hanging up
→ Section 11 · every call
Every business runs on leads. You need leads. That's the fundamental of any sales business — including this one.
Our number one lane is the leads we work every day — purchased campaigns, our in-house lead systems, and out-house lead systems. People fill out a form asking about insurance or retirement. The lead comes into the dialer. We call them back. That's our primary lead source and it always will be.
On top of that, every agent should also work their warm market and root tap every appointment. Your friends and family deserve to know what you do. The referrals you get from every appointment are free leads that compound for life. This playbook is the system for those two lanes.
The Job
Run all the lanes. Find people who need help. Help them. Ask them who else needs help. Repeat forever.
Every New Era agent runs five lead lanes. Use them all.
Lane 01 · Primary
Purchased Leads
Lead campaigns we buy. Form-fills come into the dialer. We call them back.
Lane 02 · Primary
In-House Systems
Lead generation New Era owns. Higher quality. Exclusive to our agents.
Lane 03 · Primary
Out-House Systems
Third-party lead partners we use to feed the dialer.
Lane 04 · Warm
Warm Market
Your Top 25. You set the appointment. The manager pitches.
Lane 05 · Tap
Root Tap
5 referrals from every appointment. Free leads that compound forever.
Your warm market is built on three things: people who want to see you win, people you want to take care of, and people you could help because something happened to them.
The Frame
Imagine you just opened a pizza shop.
You put your money in it. Your time in it. Your name on the door. Then another pizza shop opens across town.
When your friends, family, cousins, and homies want pizza, where do you want them going? Your shop. Not the one across town.
And if your cousin tells you he just got laid off and he's looking for a job — would you rather him work at the shop across town, or come work at yours?
You just opened your shop. The people in your sphere of influence deserve a chance to support it. And if any of them need a job or an opportunity, they deserve a chance to be in it with you.
The Rule
You're not asking for favors. You're not selling. You're a business owner letting your people know your door is open.
Six steps. Run them in order. Repeat weekly. That's the whole system.
Step 01Top 25
→
Step 02Score + Tag
→
Step 03Phone Zone
→
Step 04Mgr Pitch
→
Step 05Root Tap
→
Step 06Repeat
Your first lead bank. Built on Day 1 — before licensing finishes. The list belongs to your team from the moment it's written down.
Two Questions · Two Lists
Question 1 · Opportunity List
"If you had a chance to offer 25 people the opportunity to work a high-paying sales job — who could you think of that would prosper from it?"
Question 2 · Coverage List
"Who are the 25 people in your life that could use the information we provide? Who would benefit from coverage, or would want to know about it because something already happened to them?"
Names can show up on both lists. That's fine — those are your strongest contacts. The same name can be both a recruit prospect and a client prospect.
Download · Excel Workbook
Top 25 Worksheet
XLSX
Pre-built workbook with three tabs — instructions, Coverage Top 25, and Opportunity Top 25. Score columns auto-calculate as you check boxes. Two filled-in example rows on each tab show you exactly how to use it.
01 · Instructions
02 · Coverage Top 25
03 · Opportunity Top 25
Download Worksheet →
Example · Coverage Tab
| # | Name | Phone | Relation |
M | A | C | H | O |
Score | Tag | Notes |
| EX |
Maria Lopez |
(210) 555-0142 |
Aunt |
✓ | ✓ | ✓ | ✓ | ✓ |
5 |
C |
Aging parents · final expense |
| EX |
Carlos Diaz |
(512) 555-0287 |
Cousin |
| ✓ | | | ✓ |
2 |
Both |
1099 contractor, no coverage |
Maria hits all 5 MACHO points · call first. Carlos hits 2 · still strong, tagged Both because he's also a recruit prospect.
Example · Opportunity Tab
| # | Name | Phone | Relation |
Attitude | Coachable | Hard Worker |
Score | Tag | Notes |
| EX |
Jordan Reyes |
(210) 555-0319 |
Old teammate |
✓ | ✓ | ✓ |
3 |
O |
Athlete · hates current job · hungry |
| EX |
Mike Watson |
(512) 555-0408 |
Gym friend |
✓ | ✓ | |
2 |
O |
Good attitude · unproven hustle |
Jordan hits all 3 traits · top of call queue. Mike hits 2 · still call him, needs to prove the hustle.
Hard Rule
Come to Training Camp with your Top 25 done — or at minimum, an honest effort at putting it together. No effort, no seat. The list is the deal.
A 5-point filter for identifying strong coverage prospects on your Top 25. Score every name. Names that hit 3 or more move to the top of the call queue.
| Letter | Why It Matters |
|---|
| M · Married | Spouse + life insurance + retirement planning. Joint decision = bigger policies. |
| A · Age 25+ | Adult financial life. Income, bills, real responsibility. |
| C · Children | Dependents = real coverage need. Term, IUL, college savings. |
| H · Homeowner | Mortgage = mortgage protection. Bigger ticket. Stable. |
| O · Occupation 45K+ | Earns $45K/year+. Can afford real premium. Final expense, IUL, annuity rollovers all become real options. |
| Score | Action |
|---|
| 4–5 letters | Call first. Strongest coverage prospects on the list. Root tap every call. |
| 2–3 letters | Call second. Still strong — most names land here. Root tap every call. |
| 0–1 letters | Call last. Still call them — lean opportunity over coverage. Most likely you'll be root tapping these names for 5 referrals. |
Note
A name with 0 MACHO points is not a dead name — they may be your strongest Opportunity tag, or your best root tap source. MACHO is only the filter for coverage. Opportunity gets its own filter (Section 07).
A 3-trait filter for identifying strong recruit prospects. Different from MACHO — recruits don't need to hit age, income, or family-status markers. We're looking for character, not life stage.
01
Attitude
Positive. Hungry. Doesn't make excuses. Their default is "let's go."
02
Coachable
Growth mindset. Takes feedback. Doesn't argue with the playbook on day one.
03
Hard Worker
Doesn't quit when it gets uncomfortable. Outworks the room.
For every name on your opportunity Top 25, ask three questions:
Do they have a good attitude? If they're already negative about everything, they'll be negative about the business too.
Are they coachable? Will they actually listen when the manager runs the playbook with them?
Are they a hard worker? If they don't show up for their current job, they won't show up for this one.
Hits all 3? Top of the call queue. Hits 2? Still call. Hits 1 or none? Skip them for the recruit conversation — they may still be a coverage prospect.
The Frame
Think of recruiting like referring someone for any other job. If your homie is hungry, coachable, and hardworking — you'd throw his name in the hat. That's all this is. The manager handles the interview, the training, and the decision. Your job is just to bring the name.
Every name gets labeled two ways — once for Coverage, once for Opportunity. One name can carry both tags. MACHO tells you if they're a coverage prospect. The Recruit Filter tells you if they're an opportunity prospect. The Two-Tag locks in which conversation runs.
Tag 1 · Coverage (C)
Who could use the information?
- Hits 3+ MACHO points
- Has aging parents (final expense)
- Self-employed or 1099 (no group coverage)
- Old 401(k) money sitting from a previous job
- Has zero coverage and has never set anything up
Tag 2 · Opportunity (O)
Who's looking for more?
- Hits all 3 Recruit Filter traits
- Hates their current job
- Underpaid for their effort
- Was just laid off or hours got cut
- Side hustler still finding their lane
- Athlete, coach, ex-military · competitor mindset
- Great with people, in the wrong industry
How To Run The Tags
Coverage only → coverage pitch. Opportunity only → opportunity pitch. Both → start with coverage, finish with opportunity.
A live 60–90 minute call session where you dial your Top 25 with your manager on the line. Your job is to set the appointment. The manager runs it.
Two Appointment Types
Coverage Appointment
For Coverage tag contacts
- You set the appointment with the manager
- You sit in on the call
- Manager runs the coverage presentation
- You watch how a real presentation runs with someone you know
- Manager closes the policy
Opportunity Appointment
For Opportunity tag contacts
- You set the appointment with the manager
- Manager interviews the prospect for fit
- Manager decides if they're a fit on both ends
- If yes — start the licensing process
- You watch a real interview in real time
Why Day 1
Speed builds momentum. Wins happen before doubt creeps in.
You take the initiative. You make the call. You set the appointment. You drive it.
The manager carries the authority. If you're 18, 19, 20 — your friends and family see you as a little homie, not a business person. The manager is the authoritative figure who carries the credibility for the conversation.
The list runs even if licensing slows down. Your team keeps pitching while you finish school.
The 4 Steps
1
Sit Down Together
Where: Office, Zoom, or phone — manager with you the whole time. Tools open: Top 25 list, calendar, CRM. Goal: Book appointments for the manager. Not closing on this call.
60–90 min
2
You Set The Appointment
You dial. You talk. You don't pitch — you introduce yourself and what you're doing, and you ask them if they'd be open to a call with your manager.
30 sec / call
3
Book The Appointment Live
When they say yes, you put the time on the calendar right there. No "I'll text you a link later." Set it on the call.
On the call
4
Manager Runs The Appointment
Your manager runs the appointment. You sit in to watch and learn. Section 10 lays out what the manager does on the call.
24–72 hrs
Warm Up First · The F.O.R.D. Method
Before you ask for the appointment, spend 60–90 seconds warming the call up. F.O.R.D. is a real estate rapport framework. You talk personal first. They open up. They almost always ask you the same questions back. That's your opening.
F
Family
"How's the family doing? Kids good? How's your mom?"
O
Occupation
"How's work been going? Still at [company]? How are they treating you?"
R
Recreation
"You still hooping / fishing / lifting / playing [whatever]? Get out much?"
Dreams (D) comes later — it's the appointment itself. The manager handles that part. Your job on the phone is just F·O·R: get them talking, let them ask you back, then transition into the opener.
The Bridge
When they ask "what about you, what have you been up to?" — that's your cue. Go straight into the opener that matches the tag. You earned the right to talk because you cared enough to ask first.
Approved Openers
Opener · Coverage Tag
"Hey [Name], it's [Your Name]. So I just started something new — I'm working in financial services helping people set up life insurance, retirement plans, that kind of thing. I thought of you because I figured you could benefit from at least knowing about it. My manager [Manager Name] is the one who actually walks people through the breakdowns. Can I get you on a quick 15-minute call with him this week so you can hear what we do?"
Opener · Opportunity Tag
"Hey [Name], it's [Your Name]. So I just started a really good high-paying sales job in financial services and it's going well. I thought of you because I think you could be a good fit. I'm just curious — where's your head on sales in general? Would you be open to hearing about an actual high-paying sales opportunity? If so, let me get you on a quick call with my manager [Manager Name] so you can hear it straight from him."
Opportunity Follow-Up · Make Them Sell Themselves
"Real quick before I put a word in for you with my manager — I'm just curious. If I recommended you to him, what would you tell him? Why should he take the call? Like, give me your own promo — what makes you a good fit for a high-paying sales seat?"
Why This Matters
You only put in the word for people who are actually looking for opportunity. Make them sell themselves on it before you set the appointment with the manager. If they can't promo themselves, they're not ready. Root tap them for 5 referrals and move on.
Opener · Both Tags
"Hey [Name], it's [Your Name]. So I just started something new in financial services — we help people set up coverage and retirement plans, and the team is also hiring. I thought of you for both reasons — figured you could benefit from the info, and I think you might be a good fit on the business side too. Can I get you on a quick 15-minute call with my manager [Manager Name]?"
If They Push Back · Pizza Shop Line
"Look — I just opened my shop. If you opened a pizza place, you'd want your friends and family eating at your spot, not the one across town. That's all this is. I'm not selling you anything — I just want you to know my door is open. Let me get you on a quick call with [Manager Name] so you can hear what we do, then you decide."
What If They Say…
They Say
"I'm not interested in insurance."
You Say
"Totally fair — most people aren't until they see how it works. No pressure. Real quick before I let you go, who are 5 people in your life that might want to know about this kind of stuff? I'll add them to my list."
They Say
"Is this MLM / pyramid?"
You Say
"No, it's a licensed financial services agency. People fill out forms requesting info on insurance and retirement. We're the licensed agents who call them back. Want to hear how it works for 15 minutes with [Manager Name]?"
They Say
"I already have insurance."
You Say
"Awesome — most people we talk to do. [Manager Name] does a free review to make sure what you have still fits where you are now. Worst case, you know you're covered right. Want me to set you up with him for 15 minutes?"
They Say
"Send me some info first."
You Say
"For sure. The fastest way is just 15 minutes with [Manager Name] — he'll walk you through it on the call and answer questions live. What day works better, Tuesday or Thursday?"
The Standard
We only help people who actually want help. We only give opportunity to people who show they want it through action. If they don't want to set the appointment, that's fine — root tap them for 5 referrals and move on.
Your manager runs the appointment. You watch and learn for the first three. The closing seat is yours by month 2.
If The Tag Is Coverage
A
Warm Up
Manager introduces themselves, builds rapport: "I'm here to give you information so you can decide for yourself."
5 min
B
Gather
Discovery: family, dependents, income, current coverage, retirement accounts, debt, mortgage. Information is the product.
10 min
C
Present
Match a product to the gap (Final Expense, Term, IUL, Annuity). Quote on the spot.
15 min
D
Close
Manager helps you close the policy — but you write it under your own pen. The policy is yours. The client is yours. The book of business is yours. Forever. You don't just take care of your warm market — you own that book for life. That's how we do it here.
10 min
E
Root Tap
"Who else do you know that could use this same information? Give me 5 names." Capture for the agent's CRM.
5 min
The Book Of Business · Yours For Life
Every policy you write — even on your warm market — goes under your own pen. Not your manager's. Not the agency's. When a client renews, when they refer their cousin, when they need additional coverage 10 years from now — that renewal, that referral, that next sale belongs to you. You own the book for life. That's New Era. That's how we built it.
If The Tag Is Opportunity
A
Warm Up
Manager builds rapport: "[Agent] is building their business and thought of you. I'm here to show you what we do."
5 min
B
Their Why
Discovery: current job, satisfaction, income goals, time freedom. "What would change in your life if you made an extra $5K, $10K, $20K a month?"
10 min
C
The Business
Run the standard opportunity presentation. Comp structure, lead system, training camp, mentor model.
20 min
D
The Ask
"Based on what you just saw, can you see yourself doing this?" Yes → book the second interview and start licensing. Credit for the recruit goes to the introducing agent.
10 min
E
Root Tap
Whether they join or not: "Who else do you know that's looking for more, or that could use the coverage info?" 5 names minimum.
5 min
Asking for 5 referrals at the end of every appointment, every time, no exceptions. Refills the Top 25 forever.
After Product Close
"Now that you've seen how this works — who are 5 people in your life that could use this same information? Doesn't matter if they buy or not. Give me 5 names."
After Recruit Yes
"Welcome in. Now — who are 5 people you can think of that would want this same opportunity, or that could use the coverage? Those go on your Top 25, Day 1."
After Recruit No
"No worries at all — appreciate you taking the time. One favor though: who are 5 people in your network that might be a better fit? Anyone hungry, anyone hating their job, anyone that could use the info?"
1
Appointment
= 5 new warm names
10
Appointments
= 50 new warm names
20
Appointments
= 100 new warm names
The Whole Game
Root tap every appointment and the Top 25 refills itself. No call without the 5-name ask.
Once licensed, every agent runs the 4×4 every month. Monthly minimum.
4
Recruits
New agents brought through opportunity appointments / month
4
Applications
Personal applications submitted / month
100
New Warm Leads
4 recruits × 25 names = fresh pipeline every month
| Recruits Brought In | Top 25 Lists Captured | New Warm Leads |
|---|
| 1 | 1 | 25 |
| 2 | 2 | 50 |
| 3 | 3 | 75 |
| 4 (standard) | 4 | 100 |
What every agent does, every week.
Mon
Refill
Add last week's root tap names to Top 25
Tue
Phone Zone
Dial 10 names · book 3–5 appts
Wed
Appts
Run appointments · close · root tap
Thu
Phone Zone
Dial 10 more · book 3–5 appts
Fri
Appts
Run appointments · close · root tap
Sat
Post
Social media · show wins · post team
Sun
Audit
CRM check · refill list · plan week
Lane · The Agent
Take the initiative
- Build both Top 25 lists on Day 1
- Score names with MACHO + Recruit Filter + Two-Tag
- Show up to Phone Zone with the list open
- Make every call yourself
- Introduce yourself and what you're doing
- Set the appointment with the manager
- Sit in on appointments and learn in real time
- Complete licensing while leads run
- By month 2 — take the closing seat
Lane · The Manager
Carry the authority
- Run both Top 25 questions on Day 1
- Apply MACHO + Recruit Filter + Two-Tag to every name
- Run the first Phone Zone live with the agent
- Pitch coverage on warm appointments
- Interview opportunity prospects — decide fit on both ends
- Root tap every call
- Refill the agent's list weekly
- Train the agent into independence by month 2
The System
Six steps. Run them in order.
Repeat weekly. Forever.
You have your list. You have your scripts. You have your system.
The only thing left is the call. Make it.
New Era Financial · Day 1