When to Build a Downline: Lessons from Joanna's Vault

Growing an insurance agency is more than just racking up numbers or throwing “spaghetti at the wall to see what sticks.” In the latest episode of Insurance Business Babes, Joanna Wyckoff and Zach Paschke (Kathe is not there today) dive deep into the do’s and don’ts of recruiting a downline, sharing hard-earned insights and mistakes to help others build smarter, stronger teams.

It’s easy to get caught up in the hype of team building—Facebook groups and uplines everywhere push the allure of overrides and recruiting. But as Joanna confesses, her early years were marked by frustration and avoidable pitfalls. The wisdom? Focus on mastering your sales skills first. Aim to build a solid book of business—at least 100 clients—before diverting attention to recruitment. If you can’t confidently teach someone else how to make a sale, you’re not ready to lead.

Joanna’s experience underscores the danger of recruiting “anybody with a pulse.” Time is an agent’s most precious commodity. Pouring countless hours into newbies who may never close a sale is not a sustainable growth strategy. Instead, create a “blueprint” for the kind of agents you want: people who are driven, teachable, comfortable with rejection, and aligned with your agency’s culture.

Not everyone who needs help in their agency should be recruited as a downline. Sometimes, what you need is a Licensed Only Agent (LOA)—someone who can handle overflow business rather than untested recruits. This is especially true when you get to a place where there’s simply more business than you can handle.

Above all, both Joanna and Zach emphasize intentional recruiting. Spend more time identifying the right personalities—perhaps former car salespeople, nurses, or outgoing community workers—rather than simply filling quotas. Build processes, set clear expectations, and foster a culture that rewards both independence and teamwork.

Ultimately, growing a downline is about more than profits—it’s about leadership, mentorship, and creating a legacy. Recruit better, not just more, and you’ll build a thriving, resilient agency.

This episode is sponsored by ⁠CertifiedMedicareAgents.com⁠. Use the coupon code BABES2024 for a free lifetime BRONZE membership.