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Transformation in Agency Marketing


There is a transformation going on with insurance agency marketing. The internet and the social web are requiring agents to think a new about how to attract and retain clients. This presentation is a …

There is a transformation going on with insurance agency marketing. The internet and the social web are requiring agents to think a new about how to attract and retain clients. This presentation is a basic introduction to the concepts an agency needs to know.

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  • 1. Transformation In Agency Marketing
    Steve AndersonThe Anderson Network, Inc.
  • 2. The phaonmneelpweor of the hmuanmnid: I cdnuoltblveieetaht I cluodaulacityuesdnatnrdwaht I was rdgnieg. Aoccdrnig to a rscheearcr at CmagbrideUinervtisy, it deosn’tmttaer in wahtoredr the ltteers of a wrod are, the olnyiprmoatnttihng is taht the frist and lsatltteer be in the rghitpclae.
    The rset can be a taotlmses and you can sitllraed it wouthit a probelm. Tihs is bcuseae the huamnmniddeos not raederveylteter by istlef, but the wrod as a wlohe. Amzanig, huh?
  • 3. Sales Culture = Higher Value
    “A sales culture is the most valuable attribute an agency can possess. Since agencies with a true sales culture find a way to grow even in the worst of markets, they consistently command the highest valuation multiples in the marketplace. Investors demand growth – and will do what it takes to acquire firms that can grow regardless of market conditions.”
    Kevin Stipe, Regan Consulting (NU 1/2008)
  • 4. Specialty Business is King
    “Savvy agents have capitalized on this trend [toward specialty business] by focusing on a particular industry and then delivering customized knowledge, service and products to customers within that industry. Agents [have] achieved higher hit ratios on new business, had better account retention on renewals, and often generated higher profits in their specialty business than in their general business.
    Kevin Stipe, Regan Consulting (NU 1/2008)
  • 5. Specialty Business worth more
    “What is newsworthy is how much more buyers are willing to pay for specialty business than general business. By our calculations, a block of specialty business is frequently valued at 25%-50% more than a comparably sized block of general business, since it is more profitable and can be projected to grow more quickly.”
    Kevin Stipe, Regan Consulting (NU 1/2008)
  • 6. “Unleashing employee productivity has been a key driver of agency value growth over the past decade, and will continue to be so. Does your agency have a strategy for increasing productivity?”
    Kevin Stipe, Reagan Consulting, Inc.,
  • 7. “In our experience, it all starts with your producers. If you’ve developed a sales culture in which your producers are relentlessly building (not simply maintaining) their portfolio of customers, then employee productivity will inevitably follow. And growth in your agency’s value won’t be far behind.”
    Kevin Stipe, Regan Consulting
  • 8. We are now at the dawn of a profound technology-driven transformation that will make the changes we have experienced over the past 25 years seem small and slow.
    We are about to transform how we sell, market, communicate, collaborate, innovate, watch TV, learn and, as you might guess, much more.
    Daniel Burrus -- January 2009
  • 9. Where do you surf?
  • 10. Online Auto Quotes
  • 11. Online Auto Quotes
  • 12. 12
  • 13. 13
    Purchased off-line?
  • 14. Why Local Agent?
  • 15. What are people buying online?
    Small Commercial
    Personal Lines
    Other Products
  • 16. Steps to Success
    Understand customers wants & needs
    Technology = Strategic advantage
    Use technology to support marketing & sales
    Don’t let technology overshadow sales
    Create marketing “systems”
  • 17. Successful Internet Marketing
    Niche focus
    Provide lots of information
    Offer easy quote
    Easy payment & policy issue
    Allows larger geographic reach
  • 18. Different Faces of Internet Marketing
    Single Purpose Web sites
    E-mail Marketing
    Traditional Marketing
    Search Engine Optimization (SEO)
  • 19. The Competition
    Online Quote Sites
    Lead Aggregators
    Direct Writers
    Other Agents
  • 20. Your Agency Web Site(s)
    What is the purpose?
    Multiple sites
    Main Customer Service site
    Multiple marketing sites
    Different site for each market focus
    “Single Purpose Site”
    Niche focused
  • 21. Types of Single Purpose Sites
    Simple Lead Generation
    Provide indication of price
    Bindable quote & Issue
  • 22. Single Purpose Web Site
    Limited Focus
    Limited pages
    Focused Information
    Limited choices
    Specific call to action
    Pre-qualify prospects
    Automatic follow up
    Quoting process
  • 23. PizzaPA
  • 24.
  • 25. E-mail follow up
  • 26. Example Agency Marketing Websites
  • 27. A Successful Marketing System
    Prospect Management
    Opportunity Management
    Campaign Management
    Submission Management
    Results Management
  • 28. Agency Marketing Technology
    Go to:
    Search for “Steve Anderson”
    6 different columns on this topic
  • 29. Finding Prospect Information (
    Thomas Register (
    Google (
  • 30. Finding People information
  • 31. Financial Service Prospecting
  • 32. Web Lead Aggregators
  • 33. State & Local Government
    License database
    Real Estate information
  • 34.
  • 35. Data Lister States
  • 36. Using Social Media - Overview
    Online community of mutual interest
    Not about publishing or broadcasting
    All about Interactivity
    Multi-media heavy
  • 37. Social Networking Examples
  • 38. Create a Facebook Ad
  • 39. Facebook Ad Results
  • 40. Using LinkedIn Effectively
    Set up Profile
    Connect with others
    Join relevant Groups
    Answer questions
  • 41. Using Blogs
    From the Press Box --
    From Where I Sit --
    Insurance Scrawl --
    Insurance Buzzer --
  • 42. How can prospects find you?
    Internet search
    Traditional marketing
  • 43. Web searching
  • 44. 10 Simple Steps to increase “Findability”
    Internal Steps:
    Web Design
    Create a Site Map
    Pay attention to Page Titles
    Pay attention to Page Headings
    Pictures & other images
  • 45. 10 Easy Steps
    External Steps:
    Add to Google Maps
    Ads for reviews
    Get listed in other directories
    Use Insurance company websites
    Start doing something today!
  • 46. Google Local Business
  • 47. Using video on your web site
    Personalize the site
    Create connection
    Provide information
    It’s easier than you think
    Client testimonials
    Web site introduction
    Key benefits
  • 48. Create Custom Training
    New Employee Orientation
    New Employee Training
    Custom Software Training
    Visual Procedure Guide
    Client Coverage Explanations
  • 49. YouTube
    Crescenta Valley Insurance “TV” Ad
  • 50. Flip Video
  • 51. Video Creation Tools
    Screen Shots
    Snagit ( Example
    Web Recording
    Camtasia (
    Captivate (
    Live Video
    Microsoft MovieMaker (
    Visual Communicator v3 (
  • 52. EyeJot
  • 53. Opportunity Management
    Opportunity Management is the process of qualifying a prospect and assessing what it will take for you to close the deal.
  • 54. Key Questions
    Is this a real opportunity?
    Will we be competitive?
    Can we win the deal?
    Do we really want it?
  • 55. Opportunity Management
    Track key indicators
    Grade prospect quality
    Determine what to work & when
  • 56. Campaign Management
    Build relationships
    Define the marketing process
    Systematize the process
    Managed by internal staff
  • 57. Marketing Flow
  • 58. Long Term Wait
  • 59. Submission Management
    Creating submissions
    Delivering submissions
    Track submission status
    Track submission results
  • 60. Delivering Submissions
    Print & Mail
    PDF email attachments
    Web site links
    Delivery services
  • 61. Results Management
    Agency results
    Revenue goals
    Expense goals
    Producer results
    Producer Goal Setting Worksheet
    On track?
    Business Partner results
    Submission tracking
  • 62. Standalone Software Systems
    ACT (no campaign management)
    Goldmine (
    Automated Processes
    MAPS (
    Insurance specific campaign management
    Microsoft CRM
  • 63. Web Based Systems
    ASP Sales Source (
  • 64. Payment Methods
    Direct Bill
    Credit Cards
    E-Checks (drafts)
  • 65. Accepting Credit/Debit Cards
    Charges “convenience fee”
    Online payment processing
    Conditional payment
  • 66. Is this legal?
    “Nothing in the New York Insurance Law or regulations promulgated there under prohibits an entity that provides a service to insurance policyholders that enables them to pay their insurance premiums electronically by credit card from charging those policyholders a fee to cover credit card and other service expenses.
    “[A]n insurer (or anyone acting on the insurer's behalf) may not impose a credit card surcharge on a policyholder. [Simply Easier Payments], by contrast, is not selling insurance and is not acting on any insurer's behalf. Rather, it is providing (and charging for) a distinct service, i.e., the making of secure payments via electronic means. Therefore, your client's activities are prohibited by neither the New York Insurance Law nor N.Y. Gen. Bus. Law § 518.”
    New York Department of Insurance
  • 67. Service after the sale
    Transaction processing
    24/7 customer service access
  • 68. 24/7 Customer service options
    Management system
    AMS - Service 24/7
  • 69. Subscribe to Steve Anderson’s TechTips and receive one short, to the point tip per week on little known websites, software and hardware tools, and any other resources that will help agencies increase revenue or reduce expenses.
    Sign up
  • 70.
    The AndersonAgency Report
    Providing Independent Agents with the insurance technology information they need to more effectively manage and grow their agencies.
    Subscribe today and get up-to-the-minute agency technology news, research, expert opinion, and specific recommendations, all written from, and for, the perspective of the independent agent.
  • 71.
    Steve Anderson
    The Anderson Network, Inc.
    PO Box 1546
    Franklin, TN 37065
    (615) 599-0085