Let’s talk about what’s possible in this industry when you stop chasing leads and start building infrastructure.

I recently sat down with William Rapp — one of the most dominant life insurance producers in the country, generating over $10 million annually in annuity production. But he didn’t get there by luck, leads, or hype. He got there by building a real marketing and sales engine around his brand — and doing it right.

In this post, we’ll break down:

• How William made the leap from final expense to advanced markets
  
  

• The exact systems he used to scale sustainably
  
  

• What agents (and agency owners) can learn from his blueprint
  
  

Who Is William Rapp?

If you don’t already know the name, let me give you the quick breakdown:

• Former door-to-door final expense agent
  
  

• Pivoted into Indexed Universal Life and Annuities
  
  

• Now runs a virtual-first business with automated lead flow and team infrastructure
  
  

• Known for taking complex financial products and making them simple, scalable, and client-friendly
  
  

William didn’t just become a high producer — he became a business owner with a full-stack brand and marketing foundation.

The Turning Point: From Hustling Leads to Building Systems

William’s success didn’t happen overnight. He started out just like many agents — pounding the phones, buying leads, dealing with chargebacks, and grinding every day.

But one thing became clear:

“If I don’t build something sustainable, I’m going to burn out — and so will everyone I recruit.”

That mindset led him to Agent Lead Lab, where we helped him transition from being a top closer to becoming a real operator.

Here’s what we built with him:

• Custom ad campaigns branded to him
  
  

• A clean, conversion-optimized website and landing funnel
  
  

• Appointment setter training & automation
  
  

• Full CRM integration
  
  

• Advanced market lead generation (IUL & annuities)
  
  

What Makes William’s System Different?

The key difference?

He owns everything. His name. His ads. His leads. His client journey.

Unlike agents who rent leads from vendors and bounce from one offer to the next, William:

• Runs branded ads with his face and name
  
  

• Uses educational content to pre-frame his audience
  
  

• Moves people from “cold” to “ready to buy” with trust, not pressure
  
  

This strategy has allowed him to:

• Cut cost per acquisition in half
  
  

• Increase retention and persistency
  
  

• Build agent training programs inside his system
  
  

• Scale without overworking
  
  

The Leap Into Advanced Markets: How He Now Writes $10M+ in Annuities

After mastering IULs, William saw a gap.

A lot of clients had:

• 401(k)s
  
  

• IRAs
  
  

• CDs
  
  

• Mutual Funds
  
  

So, he started asking one simple question during his IUL discovery process:

“Outside of life insurance, are there any other assets you plan to use for retirement — like a 401(k) or IRA?”

That single question opened the door to 7-figure annuity conversations.

Now, he helps clients:

• Roll over their assets
  
  

• Create guaranteed income streams
  
  

• Avoid market losses
  
  

• Protect legacy
  
  

And because he’s built trust through branding and education, these conversations happen naturally.

Why William Doubled Down on Agent Lead Lab

William could’ve stuck to buying leads. But instead, he partnered with us to:

• Build out a real business backend
  
  

• Stop relying on random lead vendors
  
  

• Create custom ad campaigns focused on IULs and annuities
  
  

• Set up automations so he could focus on closing and training
  
  

“I didn’t just want a better lead — I wanted a system I could hand to new agents and say ‘Follow this and win.’ That’s what Agent Lead Lab helped me build.”

Now, whether he’s producing or onboarding agents, the machine runs — and he’s not reinventing the wheel every month.

For New Agents: What You Can Learn From William Rapp

If you're reading this and you're still buying leads from 4 different vendors or bouncing between random programs, take note.

Here’s what William would tell you:

1. Build Your Brand — Immediately

Stop hiding behind generic funnels. Get your name, your voice, and your style in front of people.

2. Educate Your Audience

Whether you’re selling IULs, annuities, or final expense, help people understand what they’re buying. Trust builds sales.

3. Create a Funnel You Own

Don’t depend on a vendor’s form. Set up your own:

• Landing page
  
  

• Calendar integration
  
  

• Email/SMS follow-ups
  
  

• CRM tracking
  
  

4. Invest Like a Business Owner

Cheap leads aren’t the goal. Predictable, profitable systems are. And that’s where the leverage is.

Final Thoughts: Build Like William

William didn’t settle for being a high-paid salesperson.

He built:

• A brand
  
  

• A system
  
  

• A team
  
  

• A scalable revenue model
  
  

And now he’s doing $10M+ annually in annuities… with structure, automation, and clarity.

At Agent Lead Lab, that’s what we do. We help agents like William stop chasing leads and start owning everything.

Ready to Build a Scalable Insurance Business?

We help producers and agency owners with:

✅ Facebook ad systems (Final Expense, IUL, Annuities)
✅ CRM + automation setup
✅ Branded funnels & websites
✅ Appointment setters & training
✅ Weekly consulting & growth strategy

Let’s build your system.
👉 Book your free strategy call
👉 Explore our Apex & Ownership packages
👉 Check out more producer success stories

Tre Tarpley
Founder, Agent Lead Lab