Septoct13 online by Big I Kentucky

1046 Louisville, KY

13265 O’Bannon Station Way Louisville, KY 40223

SEPTEMBER

OCTOBER 2013

Manage Change Successfully

We offer independent agents vacant home insurance at very competitive rates with no restrictions on length of vacancy, coverage up to $5 million and ﬂexible policy terms of 3, 6 or 12 months. We can even cover buildings undergoing improvements.

Coverage for homes where the most important thing is not what’s there. But what isn’t.

Online quotes are available and no minimum volume is required. Just go to www.boltonmga.com and click “Online Rating.”

BOLTON & COMPANY Tracking down the right coverage for over 45 years. 2400 Waterfront Plaza · 325 West Main Street · Louisville, Kentucky 40202 Telephone 502.583.8361 · 800.292.6597 · Fax 502.584.6131 · www.boltonmga.com

Inside: HIPAA's Game Changer: Business Association Agreements

E R A C H T I W E L D HAN We believe "handle with care" means more than a stamp on a box. We believe the best way to handle a claim is to prevent it from happening in the first place. Our SAFETY W.O.R.K.S. program offers an array of tools focused on training, education and awareness of workplace risks. If you do have a claim, we handle your claims with the utmost care and personal attention. Our fair-minded claims adjustors will guide you through the process. And our financial results show proof of our commitment to "handle with care" our financial strength and stability.

Contact us about our SAFETY W.O.R.K.S program at www.kesa.org. 200 Executive Park, Louisville, KY 40207 | 502.894.8484 | 800.367.5372 | www.kesa.org

THE KENTUCKY INDEPENDENT AGENT is the official magazine of Independent Insurance Agents of Kentucky, and is published bi-monthly. Editorial offices are located at 13265 O’Bannon Station Way, Louisville, Kentucky 40223, telephone (502) 245-5432; E-mail IIAK@iiak.org; FAX (502) 245-5750.

Officers William S. Latta Chair; Henderson (270) 827-3543 John Funkhouser, CIC, CWCA Chair-Elect; Danville (859) 236-5922 Michelle L. Love Vice Chair; Owensboro (270) 926-2806 James D. England, AAI Treasurer; Pikeville (606) 437-7361 Stephen R. Kinkade, CPCU, AAI National Director; Leitchfield (270) 259-5465

ON THE COVER This issue's cover photo depicts our cover story on

Tim Conder Immediate Past Chair; Louisville (502) 459-7500

managing change successfully. Read more on page 8.

Directors Chip Atkins Louisville, (502) 585-3600

FEATURES

Jason D. Billington, CIC Murray, (270) 753-4751

Lessons from a New Producer .............................................................7

Moe Dugger Lexington, (502) 426-6060 David M. Houk Horse Cave, (270) 286-2724

Cover Story: Agency Strategies to Manage Change Successfully................8

Diana G. Hunt, CIC Barbourville, (606) 546-4132

The Four C's of Beginner Content Marketing.........................................16

John L. Ison West Liberty, (606) 743-4472

Insuring a Vacant Property ................................................................19

Michael G. Johnson, CIC Lexington, (859) 233-1461

Frequently Asked Questions About the Kentucky Health Benefit Exchange .....20

Aaron LaRue Bardstown, (502) 348-0050 Skip McGaw Madisonville, (270) 821-3122

Staff Peggy P. Porter President/CEO Kristie Weyer Insurance Services Manager Joy E. Holder Membership Manager Arlene Adonis-Hawkins Director of Communications Tara Purvis Marketing Director

HIPAA's Game Changer: Business Associate Agreements.......................22

DEPARTMENTS From the Chair ..................................................................................4 Benefits Spotlight: Get the Same Affordable Health Coverage Your Clients Do ..................................................................................5

Katie Freshley Education & Events Director

Welcome New Members ...................................................................12

The Kentucky Independent Agent welcomes all advertising and editorial submissions. Inquiries for advertising, news releases and editorial contributions can be directed to:

Industry Partners .............................................................................12

Arlene Adonis-Hawkins 13265 O‘Bannon Station Way Louisville, Kentucky 40223 Ph: (502) 245-5432 Fax: (502) 245-5750 Email: aadonishawkins@iiak.org

Mission Statement

The mission of the Independent Insurance Agents of Kentucky, working in the public’s best interest, is to be the preeminent advocate for Kentucky Independent Insurance Agents and support their business and professional development needs.

Trusted Choice®: Live Rating Set for November 15th in Kentucky! ............14 Classified Ads ..................................................................................14 Education & Events Calendar..............................................................27 People In The News ..........................................................................30

This publication is intended to provide accurate and authoritative information on the subject matter covered and is distributed with the understanding that neither IIAK, nor any contributing author or publisher is rendering legal, accounting or other professional services and assume no liability whatsoever in connection with its use. The opinions expressed in the articles are those of the authors and does not necessarily reflect those of IIAK.

FROM THE Chair

Bill Latta 2012 - 2013 IIAK Chair

My, oh my, how the weeks and months go by fast. This is the last article that I will write as Chair of IIAK. I will be passing on the gavel to John Funkhouser in November at the IIAK Annual Convention. It has been both an honor and privilege to serve this fine association and I appreciate the members of IIAK for supporting me throughout the year. Speaking of the Annual Convention & Trade Show, I want to encourage each and everyone of you to attend this year. This event is not only for owners, agents and producers, but also for young agents, customer support staff and company representatives too. We have an exciting lineup of speakers and events for this year’s Annual Convention. All of it geared towards helping you and your agency thrive and succeed. Our feature speakers include Ryan Hanley, who is known throughout the insurance industry as a leader in content marketing, specifically in the online world. An insurance agent, Ryan will discuss email marketing strategies to help your agency grow. Also featured is Emily Huling, a leading speaker and consultant on agency management issues such as sales and marketing, agent training, and leadership. Her presentation at this year’s Annual Convention is about developing a marketing plan and using that as your agency’s roadmap to success. You can’t miss out on these featured speakers and more at the IIAK Annual Convention & Trade Show which will be held from November 6 to 8 at The Brown Hotel in downtown Louisville. You can register now for this event through the IIAK website at www.iiak.org. November is looking like a big month on the IIAK calendar, not only because of the Annual Convention & Trade Show but also because we have the Kentucky rating launch for the consumer agent portal. What does this mean, you ask? Well it means that on November 15th, consumers from throughout our state and throughout the country will not only be able to find Kentucky agents on www.TrustedChoice.com but will also be able to gain insurance quotes from agents in the state. It is important that your agency have a presence beyond just being listed

on the portal, and you can do this by filling out your agency profiles. You can sign up to fill out your agency profiles at www.projectcapmarketing.com. Right now, the regular $15 per lead fee has been waived until November 1st, and your first four leads are only $1. You can’t beat that! We want to make the portal a success for you and that can only be done with your support and participation. So please set your agency profile up today. If you have already done so, then I congratulate you on your participation and can’t wait for your agency to be reaping the benefits of the portal at www.TrustedChoice.com. Your Association has extended the Trusted Choice® Advertising First-Dollar Co-op until the end of the year. This is a great program that enables you to maximize your advertising dollars when you co-brand your agency advertising with Trusted Choice®. As part of the program, your agency is eligible to receive $500! It’s a first-dollar co-op so that means there is no matching involved! Please don’t forget to take advantage of this program. It’s just one amongst many of the beneficial products, services and programs your association has to offer you. With this being my last article, I have some thanks and appreciations to make to some people who have supported me during my time as Chair. Our Association (through the guidance of Peggy Porter) has a staff that works very, very hard to operate the many functions of our Association and I appreciate all the help and guidance they have given me through the course of this year. I also give thanks and appreciation to the staff at Latta Insurance Services for their hard work and assistance in helping me fulfill my role as Chairman. There are many others (too many to name) that have given me their counsel, wisdom, experience and guidance as I have gone through this year. You know who you are and I thank you immensely. I appreciate all of you and hope you will continue to support your Association and the new leaders coming up. Having said that, my lines of communication are always open to you. Thank you once again for a great year and giving me the opportunity to serve as your Chair.

BENEFITS Spotlight

As with your clients, you want what’s

Get the Same Affordable Health Coverage Your Clients Do Exclusive offers for Independent Insurance Agents of Kentucky members

plans with HSAs, HRAs, and HIAs; and

best for your colleagues and employees.

traditional PPOs, HMOs and point-of-

So where do you find reliable health

service products. Your employees have even more options

coverages at a smart value? Your IIAK membership gives you access to affordable,

with Anthem’s network. Try over 9,800

quality coverage from Anthem. That means

doctors and specialists and 110 hospitals

you get access to:

in Kentucky.** And they’re covered virtually

• Provider networks that are among

anywhere they travel. Through the

Kentucky’s largest and most

BlueCard® Program and BlueCard®

comprehensive

Worldwide, they have access to 80% of

• Doctors and hospitals across the

doctors and 90% of hospitals in America,

country and around the world

and providers in more than 200 countries.

through the BlueCard® Program and BlueCard® Worldwide

Surround yourself with better heatlh You’ll also benefit from Anthem’s 360˚

• 360˚ Health®, Anthem Care Comparison and Time Well Spent ,

Health® wellness programs, which combine

three innovative programs that can

cutting-edge innovation with access to high-

help reduce health care costs and

quality, individualized, coordinated care. 360˚

help members make more informed

Health® is total health solution that pulls all

health care choices

aspects of care coordination, health

™

improvement and preventative care together As an IIAK member, you also get:

into a centralized user-friendly resource to help

• Full vision plan at no extra charge

keep your employees health and productive.

• Savings on fully insured plans like BlueAccess™ PPO, and Lumenos® consumer-driven health plans • Competitive association-specific

Coverage that sets you apart Your benefits package can separate you from the pack - and help you compete for the best talent. You can offer integrated

pricing

coverage and take advantage of the Every Anthem plan includes important preventative care such as:

administrative ease of working with one carrier.

• Annual routine physicals

Complete your benefits package with:

• Well-baby and well-child care

• Dental

• Immunizations

• Vision

• Routine eye exams

• Life insurance

• Annual diabetes eye exam

• Long-term and short-term disability

• Various routine cancer screenings

• Employee assistance programs

• Members-only savings for healthy lifestyle programs • Personal health information and tools at anthem.com

How can we help? We want to make it easier than ever for you to afford health coverage. For further information, or a free quote, contact Kristie

Better options lead to better decisions Only you know which type of plan best

Weyer at kweyer@iiak.org or call (502) 2455432.

fits your business. Choose from a variety of Anthem plans, including our industry-

**Depending on plan design.

leading Lumenos consumer-driven health ®

You’re an independent agent.

Got your life jacket on?

The Big “I” Professional Liability Program Prevent. Our risk management

Protect. Our superior coverage and

Prosper. When you know you have

resources keep your agency from making common preventable mistakes.

expert claims teams are in your corner in the event of a claim.

the best E&O protection, you can focus on growing your most important asset–your business.

The Big “I” and Swiss Re are jointly committed to providing IIABA members with leading edge agency E&O products and services. The IIABA and its federation of 51 state associations endorse Swiss Re’s comprehensive professional liability program.

www.independentagent.com/EO

Insurance products underwritten by Westport Insurance Corporation, Overland Park, Kansas. Westport is a member of the Swiss Re group of companies and is licensed in all 50 states and the District of Columbia. ©2008 Swiss Re

SALES & Marketing

Lessons From a New Producer

Emily Huling, CIC, CMC

Our six-month new producer coaching program was coming to a close. Both Sarah and I felt we had accomplished much in laying the foundation for her long-term sales success. Through her own connections, during this time, Sarah successfully closed 20 new accounts. Through homework assignments and phone coaching sessions, we covered a variety of topics: creating her unique value proposition, moving prospects to clients using effective sales funnel activities, working with different personality and decision-making styles, and handling customer objections. The purpose of our final call was twofold. I wanted to learn from Sarah the top three lessons that she will apply consistently. The second piece of our discussion was to talk about where she goes from here. Here’s the essence of our conversation. Three lessons Sarah will continue to apply: 1. Stay heavily involved with networking organizations. Half of Sarah’s new business success came through her BNI (Business Network International) connections. Her weekly group helps her hone her value message, networking skills, knowledge about the local business community, and gives her an opportunity to refer business to others. 2. It’s not about price. What a great thing for a young producer to learn early on! Sarah had chosen to work on a piece of new business that she knew had a long-time connection with an existing agent. She knew that the price and coverage she was offering was better than the buyer’s current program so she proceeded. Guess what? The lower price and better coverage did not move the account. The relationship between the account and the existing agent was too strong. Sarah will now do a better job of qualifying business and pay close attention to red flags. 3. Sales success requires harder work than she imagined. Although she had been told the hours would be long, she was amazed at how much there is to learn about coverage, rating, carriers and the selling process. Her first six months as a producer was a reality check. Where did I suggest Sarah go from here? 1. Broaden her reach. While BNI has been an excellent source of business and connections, Sarah needs to create more

connections building on the success that she had. One method is to approach her existing clients with a list of prospects that her client may know and ask for information and a referral. Another technique to generate more prospects is mind mapping which helps identify connections between clients and people they do business with. Joining and participating in the trade associations of target classes is another strategy. Sarah needs three to five channels that create qualified prospects. 2. Build her personal brand. Today, buyers want to do business with people they can relate to. They want to know some personal information about those they are doing professional service business with. Through e-newsletters, writing articles, speaking at business events, using LinkedIn and Facebook effectively, and even creating her own website with a link to the agency’s site, Sarah can communicate her business personality, areas of expertise, philosophy of client service, and community interests and causes. 3. Continuous learning. Having and applying knowledge is a key ingredient of anyone’s success. Sarah is creating a personal development plan that covers formal and on-the-job continuous learning opportunities. Key areas to cover include technical knowledge, communication, negotiating and sales skills, and carrier and competitor information. If all the agency staff works to discover, gather and share information, learning advances for all in the agency. What Sarah learned and her game plan to move forward applies to producers and CSRs, new employees and seasoned staff. From this list of six, what’s one thing that you will do to further your career and your agency’s success? Emily Huling, CIC, CMC helps the insurance industry create top-performing sales and customer service organizations. She is a featured speaker at this year’s 117th IIAK Annual Convention and we invite you to come and see her present, “A Marketing Plan: Your Road Map to Success.” She is the author of Selling from the Inside, Great Service Sells, and Kick Your “But.” For information on her programs and products call 888-309-8802 or visit www.sellingstrategies.com.

COVER Story

Agency Strategies to Manage Change Successfully By Jeff Yates

Agencies can position themselves to prosper in this rapidly changing environment by creating a culture that embraces innovation and implementing a defined change management process. Below are several insights gleaned from ACT discussions to assist agencies in managing change successfully within their firms.

how their fellow agencies are changing to position themselves for the future. (Examples include: 2012 Key Trends & Industry “Must Do” Issues (currently being updated); “Agency Perspectives on the Future” Video; How Consumers, Businesses & Agencies will Change; Attributes of Successful Independent Agencies of the Future.)

Management Sets the Tone Agency management plays a key role in creating a culture where innovation is prized as a core value of the business. These agency leaders look at new technologies and other innovations strategically, as tools that will give them a competitive advantage. They encourage ideas from every source - most

Keeping up with Innovation in Other Industries Innovative agencies also are keeping up with the innovations taking place in other industries, because consumer and business expectations increasingly are being shaped by the experiences they have in these other industries. Agents can also learn from their business clients by asking them about their recent innovations and their resulting impact. Daniel Burrus, the author of Technotrends, notes that successful businesses of the future will not only need to be “agile” but “anticipatory.” Agility is important in reacting to competition. But being anticipatory enables you to become the competition because you are thinking through the “hard” trends that will affect you and you foresee where your consumers and your competitors will be in the future in light of these trends. (“Hard” trends are those that are certain and permanent.) The anticipatory firm begins to make the changes now to position itself to be where its consumers and competitors will be in the future. The other key for successful implementers of change is to create metrics, so that you can quantify whether the change has been a success or not.

especially from their employees and clients - as to how the agency can do things better. Clients are surveyed regularly and some agencies have even set up client advisory councils to test ideas and get fresh thinking. These agency leaders are involved in their associations and organizations like ACT, AUGIE (ACORD User Groups Information Exchange) and their user groups, as well as with their carriers, to keep up with the latest innovations available to them and the benefits other agencies are deriving from these implementations. The ACT website contains a number of resources to assist agencies in considering the key trends that are likely to affect them and

Employee Involvement & Training are Key The agencies that are implementing change successfully involve their employees in the shaping of that change. Employees representing all of the disciplines affected by the change - work together in teams to implement it. Employees are empowered to innovate based upon the firm’s principles and are rewarded for doing so. There is an understanding that many innovations will not work perfectly at the start and will need to be modified and enhanced. These employees are also encouraged to work through these issues and to pursue problems with their carriers and vendors until they are fixed.

COVER Story The innovative agency makes sure it has the right employees in the correct spots. These agencies are looking for employees who are willing to embrace change and who know how to ask the right questions to get their jobs done correctly. These qualities have become the top factors these agencies look for in candidates - even more important than the individual’s insurance expertise. Some agencies also are striving to have a staff make up that reflects the multiple generations and ethnic groups their firm is serving, to encourage diverse thinking and more effective understanding of each of their client segments. These agencies are also more willing to delegate authority and responsibility to employees in areas where they have a special interest and skill (in social media, for example). In order to achieve a successful implementation, these agencies tell their employees the “why” for the change, how it fits with the agency’s vision (which the employees have bought into) and then thoroughly train them on how to implement the change effectively. Once the agency implements the new workflow or technology, the employees are expected to use it, so that

there is consistency throughout the agency. Innovative agencies also provide their employees with training that helps them to become more effective employees in areas such as teamwork, leadership and management. “Slow Down in order to Speed Up” This expression, coined by Paul Fuller of Strategic Insurance Software, expresses so well the importance of the agency’s taking the time to make sure the change it is pursuing - whether a new technology, workflow, etc. - is the right solution. Employees should be given uninterrupted time to confirm that their defined solution is the correct one. In addition, rather than just automating a traditional workflow that was devised for a paper world, these agencies rethink the workflow from the ground up in light of the new possibilities that have been enabled by technology. Willingness to Experiment Successful agency innovators are willing to experiment with new technologies and continue to “tweak” them based upon feedback from clients and others. Creating

Retention Strategy

#12

LIFE INSURANCE SALES

“ A life insurance sale can make a customer for life.” Lora Buske, EMC National Life Life Sales Representative

The more coverages clients have with you, the less likely they are to switch agents. EMC National Life is committed to making life sales simple with easy-to-understand products and online services to speed the sales process. It’s just one of the many reasons policyholders Count on EMC®.

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COVER Story

a mobile friendly website and mobile apps provide great examples. There is no question mobility and the “connected” consumer are both “hard” trends that will increasingly affect us. Steve Anderson reports in a recent TechTips that 43% of Google searches are local and 74% are performed via a mobile device. So, it makes good sense for agencies to position themselves for this inevitable change, fully realizing they are going to have

800-226-3224 www.fcci-group.com

“In June, A.M. Best raised FCCI’s financial strength rating from an Ato an A. We are incredibly pleased by the upgrade, and even more pleased by the strengths A.M. Best cited in their report. Our two greatest assets, our agency partners and our exceptional employees, have earned this rating through long-lasting relationships, conscientious account selection and underwriting, strong claims management and conservative financial principles. FCCI has been and will continue to be a strong and stable choice for our very deserving policyholders.” Craig Johnson, MBA, CPA President & CEO FCCI Insurance Group Now, let’s talk about your business. General liability t Auto t Property t Crime Workers’ compensation t Umbrella Inland marine t Agribusiness t Surety

to enhance these mobile tools over time based upon the features that consumers ask for and use. Another good example where agents are experimenting with new technology tools involves Internet marketing. Agencies continue to measure the effectiveness of the social media ads they run and modify the criteria until they hit upon a strategy that attracts the most correct leads, most cost effectively. The keys for these innovative agencies are: (1) to be willing to experiment; (2) to measure the effectiveness of each change they make; and (3) to refine the implementation as needed. Innovations Save Time & Money Successful innovations often cut the time it takes to accomplish particular processes. For example, Stu Durland, a New York independent agent, found that he was able to cut his agency’s turnaround time to receive signed client documents from an average of 23 days to 3-5 days by implementing an electronic signature tool. Think about all of the time and follow ups this one innovation is saving his agency! Similarly, Applied Systems has been able to greatly speed up its responsiveness to customers by creating faster communications vehicles for reporting issues and implementing an Agile development process, which brings together multi-functional teams to work with customers to devise and implement solutions without delays. There are numerous technologies available to agencies today that can enhance their competitive position. None of these specific implementations, however, is as important as positioning the agency to implement change successfully. The agency that embraces innovation as a basic value, keeps up with key trends and opportunities both within the industry and in other industries, empowers its employees to participate in the change process and implements a defined change management process - will position itself effectively for an environment that will continue to experience rapid and profound change. Jeff Yates is Executive Director of the Agents Council for Technology (ACT) which is part of the Independent Insurance Agents & Brokers of America. Jeff can be reached at jeff.yates@iiaba.net. ACT’s website is www.iiaba.net/act. This article reflects the views of the author and should not be construed as an official statement by ACT.

WELCOME WELCOME NEW NEW MEMBERS We welcome the following to membership in the Independent Insurance Agents of Kentucky since our last report: Agency Members Hinkle Insurance - Barbourville The Independent Insurance Agents of Kentucky, its officers and staff look forward to serving these new members with the best membership benefits and related products and services available.

Thank you to the following companies that are supporting IIAK through Industry Partners program for 2013. Their support helps to make possible many of our events and meetings such as Big â&#x20AC;&#x153;Iâ&#x20AC;? Day, the YAC Sales & Leadership Conference, YAC Day at Keeneland and the IIAK Annual Convention & Trade Show. The Industry Partners program is an opportunity for insurance companies, wholesalers and vendors to support the efforts of IIAK and bring to its members affordable, quality events geared towards enhancing the professionalism of members. Industry Partners as of September 30, 2013

Premier Level Liberty Mutual Insurance Safeco Insurance Seneca Insurance Company Platinum Level Encompass Insurance Gold Level Arlington Roe & Company Bolton & Company Grange Insurance Progressive Risk Placement Services, Inc. 12

Silver Level Acuity Amerisafe, Inc. KEMI Kentucky National Insurance Co. Keystone Insurers Group State Auto Insurance Company Travelers Bronze Level Anthem Auto-Owners Insurance Company Bailey Special Risks, Inc. Bituminous Insurance Companies Columbia Insurance Group Countryway Insurance Company InsurBanc Kemper Preferred Kentucky Agents Finance Company KESA KY Associated General Contractors Midwestern Insurance Alliance, Inc. Secura Insurance SwissRe Corporate Solutions Westfield Insurance If you are interested in becoming an IIAK Industry Partner or would like further information on this program, contact IIAK at (502) 245-5432 or email iiak@iiak.org.

NON-RENEWED

One homeowners claim and you’re out? What kind of policy is that? Are you Ànding more and more of your clients are being dropped after one claim? And you have to make the call to tell them they are no longer covered? You know what happens next. You lose a client. Once they start shopping, you stand a good chance of losing their auto coverage and everything else.

• HO3 Coverage available • Prior claims are OK • A Rated company • $150,000 to $10,000,000 in values Top rated products and service. It’s why we’ve been in business for over 47 years. Call or visit our website today. Then call your clients and tell them they’re covered.

Bolton & Company has a market that is perfect for those homeowners.

Tracking down the right coverage for over 47 years. 2400 Waterfront Plaza • 325 West Main Street • Louisville, Kentucky 40202 Telephone 502.583.8361 • 800.292.6597 • Fax 502.584.6131 • www.boltonmga.com

TRUSTED Choice®

Live Rating Set for November 15th in Kentucky! Set Up Your Agency Profile Now for www.TrustedChoice.com

It’s official, live rating on www.TrustedChoice.com will be available for the state of Kentucky on November 15th. This means that not only will consumers be able to find your agency, they’ll be able to receive live quotes. This is a great opportunity and one you don’t want to miss out on. Fill out your agency profiles today so consumers can start finding you on the new www.TrustedChoice.com. Also the $15 lead fee has been suspended until November 1st. Just another added incentive for your agency to set up its profile! What is “the new TrustedChoice.com”? The website for consumers to find and connect with an independent insurance agent in their area. Coming on November 15th of this year - online rating for Kentucky! Your Agency Profile As an IIAK member and Trusted Choice® agency, you have been granted access to be listed on this site. But we need you to complete your enhanced profile. The enhanced profile allows you to be featured in the top results group for your area and provides the customer with photos and agency information. With this type of profile, you are more likely to be clicked on. Included in the enhanced profile is the referral program, where you can receive qualified leads directly

from the site. How does it work? When customers go through the search process and choose your agency, they can choose to click the contact button. After entering their information, a notification is sent to you. Then, this becomes a “qualified lead,” and right now, the regular $15 lead fee has been suspended until November 1st! Here’s more good news; you get the first four leads for $1 when you first set up your agency profile! Now is the Time Enhanced profiles show up at the top. If your agency doesn’t complete its enhanced profile, agencies further away from your customer base are reaping the rewards and showing up first. Complete your enhanced profile today! • Profile Set Up Page can be found online by visiting https://iw.trustedchoice.com/ programs-consumer-portals/ • Step by Step Guide on how to Set Up Your Agency Profile can be found online by visiting http://www.iiaba.net/webfolder/ ky/projectcap/caphow-to-agencyprofile.pdf Need help? Call Project CAP at (855) 3720070. IIAK Help: Email ahawkins@iiak.org P.S. If you already completed your profile and are “showing up” high in the search results, congrats!

Classified Ads Acquisitions

Acquisitions & Producers

Established Louisville agency interested in acquiring insurance agencies in Jefferson and surrounding counties. If you are interested in selling, merging or need assistance with perpetuation, we would like to talk with you in confidence. Call R. Alex Rankin, CPCU or Steve B. Thompson, CPCU, at Sterling G. Thompson, Co. at (502) 585-3277.

A well established regional agency is interested in individual producers and insurance agencies considering selling or merging. Commercial lines & personal lines wanted in Louisville, Lexington, NKY and BG. We represent the best and desired markets for growing an agency or book of business. Confidentiality provided to all interested parties. Call Scott Ferguson at The Underwriters Group (502) 244 – 1343.

Looking for Producers Independent with top best markets looking to expand presence in Jefferson, Oldham or Shelby counties. Wanting Personal lines, Producer or book of business to move or purchase. All arrangements possible, in strict confidence. Please send inquiries to Turner Insurance Agency, 2460 Shelbyville Road, Shelbyville, KY 40065 or call Kurt Turner, CPCU at (502) 633-6060.

Producer Wanted Louisville Insurance LLC has producer opportunities with flexible compensation plans while offering ownership in book of business produced. Confidentiality provided to all interested parties. Contact Glenn Pike at 502-473-5454 or glenn@louisvilleins.com. To place a classified ad please contact Arlene Adonis-Hawkins at aadonishawkins@iiak.org or (502) 245-5432.

Relax...

You’ve offered each of your clients a personal umbrella policy.

Right? It might not be quite as relaxing as a day at the beach, but knowing you’ve done everything in your power to protect the customers who trust you to help them will go a long way towards easing your mind. Offering each and every client an umbrella not only protects those who choose to purchase the coverage. It protects your agency from liability. And it protects your book of business, since studies show that customers who have multiple policies are less likely to move their business elsewhere. As a Big “I” member, you have access to a stand alone personal umbrella program from A+ rated carrier RLI, featuring: Limits up to $5 million available Excess UM/UIM available in all states You can keep your current homeowner/auto insurer New drivers accepted - no age limit on drivers Up to one DWI/DUI per household allowed Auto limits as low as 100/300/50 in certain cases

Competitive, low premiums for increased limits of liability Simple, self-underwriting application that lets you know immediately if the insured is accepted E-signature and credit card payment options Immediate coverage available in all 50 states plus D.C.

So cover your clients... protect your agency... and profit from umbrella sales!

Contact Jennifer Hopper, your RLI Administrator at: Email: jhopper@arlingtonroe.com Tollf Free: (800) 878-9891, ext. 8639 Local Fax: (317) 554-8551 Toll Free Fax: (888) 552-9891

SALES & Marketing

The Four C’s of Beginner Content Marketing

By Ryan Hanley

Beginner content marketing techniques create the foundation of our online presence. Advanced tactics and strategies are great but for many marketers and business owners implementing these strategies is like chasing chickens, success is always just out of arm’s reach. Think of your online presence as a building. Before we can do the fancy trim work, we must first dig a hole and put in a foundation. Before we can put in the foundation of our online presence, we must understand the beginner content marketing techniques and concepts that guide our work. Four C’s of Beginner Content Marketing Before we effectively execute the “How” of professional content marketing we must first understand the “Why.” The great content marketers of our time, Seth Godin, Gary Vaynerchuk, Chris Brogan all have a deep understanding of why they’re doing what they do. It’s the “Why” that dictates the how. If you want more on the “Why,” beyond what you get from this post, check out my No BS Guide to a Successful Blog, you’ll love it. The four C’s of beginner content marketing are very simple, not easy, but simple: • • • •

Create Captivate Community Convert

If you can harness all four, even at this very basic level, you will find success online. You will find success online because you’ll actually understand “Why” you’re doing all the little tips and tactics and tricks and strategies that Master Guru content marketers tell you to do. Create The first C is create and with good reason. We MUST create our own content. Have to...no way around it...no short

cut...no excuses...We have to create our own content (the only caveat to this is hiring a GREAT copywriter or freelancer, but this person has to be excellent). Our website, our blog, our social media outposts must all contain original content. Most of us did not start our businesses to become publishers. Unfortunately, in today’s world, it’s become increasingly difficult to buy the attention our business needs to survive. We must publish. We must create original content. This is where the idea of Content Warfare (learn more here) came from. We’re not curating content, we’re not regurgitating content and we’re certainly not stealing content. We publish original content...we publish original content so when our audience needs the expertise we have they have no place else to look...then us. Captivate The content we create must captivate our audience’s attention. This is an incredibly simple idea that can be incredibly difficult to master. Let’s start by talking about what captivating our audience is NOT... ...it’s not cat videos. ...it’s not political rants. ...it’s not puking out advertising messages. The simplest way to captivate your audience is be human. Be a vulnerable, humble, honest human being. Then focus on publishing original, valuable content about your business, your clients or your community as often as you can. Tell stories, provide case studies and share testimonials...Tell your clients stories, market your client’s business and share testimonials of your client’s work. Captivate your audience by being human in the digital world. You’ll build trust, you’ll build relationships, you’ll build a never ending stream of attention.

SALES & Marketing

Community Community building is as vital to the long-term success of your content marketing strategy as your ability to breathe air. I’m serious. We can generate attention in bursts. Create a new product with some compelling sales copy and pay for ads that attract attention...Do this and you will move product. You’ll make sales no doubt. But it’s a burst of attention...You get a huge run up and then...crickets...back to nothing. As quickly as your “Audience” showed up their gone to the next guy or gal shouting about the next product. Unless you build a community...Unless to introduce your captivated audience to one another and give them a reason and way to congregate...to network. You and your ideas are the rallying point for your audience’s success. You’re not the success itself, you’re the

facilitator, the spark...your ideas are the gasoline and your community is the engine. When you build a community, you’re manufacturing repeat customers and brand evangelists. You’re building your own personal marketplace for the products and services you sell. Community is what keeps your content marketing thriving, forever. Convert Conversion is the easy the part... ...if you’ve created original content that captivates your audience and built that audience into a community. Conversion is easy because you’ve already put in all the work. You don’t have to sell your community. You don’t have to sell your audience. If you’ve put in the work, if you’ve done the first three C’s then your community is going to tell you what they want.

SALES & Marketing

All you need to do is provide it. Sure there are schemes and designs and tactics that will help you maximize conversions (Leadpages is great for this). This stuff is important, no doubt. But for beginner content marketing to produce results, for those schemes and designs and tactics to help in any way we must have done the work. Conversion works when your audience trusts you. It’s that simple and that hard. The Rub The four C’s of beginner content marketing are theory in so much as I’m not telling you how many times a day you should post to Facebook or Twitter. These are derivatives of your ability to create original content, captivate your audience and build a community. Anyone who tells you different is trying to sell you something.

Don‘t overinvest in platforms or tools. Submerse yourself in creation. Whatever it takes for you publish valuable content. Do that thing. Read that book. Be in that place... ...and you won’t be a beginner for long. Thank you and Good luck, I am Ryan Hanley. P.S. If you enjoyed this article and want more, I encourage you to subscribe to my newsletter at www.ryanhanley.com. Ryan Hanley is a well known leader in insurance marketing, particularly digital media marketing. You can see him present as a featured speaker at the 117th IIAK Annual Convention on November 7th at The Brown Hotel in Louisville. He will be presenting on email marketing strategies to generate revenue. You can register now for this event at www.iiak.org.

ERRORS & Omissions

Insuring a Vacant Property

Background A doctor working with a non-profit group was sent oversees to Africa to help establish a medical clinic. He owned a large home on Long Island. Coincidentally, his longtime insurance agent and good friend was also part of the non-profit group who travelled to Africa. The agent, aware that the doctor would not be living in the home for an extended period of time, suggested an alternative to his current homeowner’s policy. The agent advised the doctor that he should purchase a vacant home policy which would provide him full coverage in the event of a loss while the home was unoccupied. The agent procured a DP-1 dwelling policy for the doctor. That December, while the doctor was still in Africa, the New York area suffered a significant freeze. The water pipes in his house froze, causing significant flooding and $200,000 in damage. The doctor was shocked to discover that he had no coverage under the dwelling policy as he assumed the coverage was the same as the insurance policy he had when he was living in the home. He was unaware that the DP-1 policy covered essentially only damage caused by fire and lightning. Outcome The doctor sued his long-time insurance agent for the losses he suffered related to the freeze. At trial the doctor argued that the agent failed to procure the proper coverage, arguing that there was broader coverage available in the market for vacant properties which would have covered the loss. He further argued that the agent advised him that the DP-1 policy would provide him with “all the coverage that he would need. In his defense, the agent argued that the doctor was very cost conscious and that if offered, a DP-2 or DP-3 policy would’ve been rejected by the doctor because of cost. The agent further argued that the doctor had a duty to read his policy, which clearly excluded loss due to freezing pipes. The verdict was in favor of the doctor, awarding $150,000 in damages. When polled, the jury explained that while the doctor certainly had a duty to read his

policy to better understand the coverage, he relied on his long-time friend and insurance agent to procure the broadest coverage, noting that the doctor testified that he would procure him full coverage. The jury further advised that the difference in cost between a DP-1 and DP-2 policy was not significant and, at a minimum, the coverage should have been offered. Key Take-Away E&O claims involving vacant property are on the rise, probably largely due to economic conditions as businesses close, tenants move or leave, and homeowners face economic hardships. Product knowledge, offering choices to the client and keeping excellent file documentation help protect an agent, broker or agency in the event their client’s risk involves vacant property. Lessons Learned • When you are aware that a client’s property will be vacant beyond the period of time for which coverage under their current policy may afford coverage, it is important to understand the implications and as a best practice inform the client. • Not all policies for vacant property are the same. Understand the differences and offer an array of options to the client. • Don’t assume a client wants the cheapest option for coverage (even if that may be true). Document an offer of the broader coverage, even if it is more expensive. If the client rejects that option, and it is documented, this will help defend against an E&O claim. • Don’t tell a client they have “full coverage” or that you will procure “full coverage.” Every policy has limitations. When there is a request for “full coverage,” and there are key restrictions in the policy, it is best to point those out in writing, or at a minimum direct the client to read the policy and let you know if they want any changes.

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For more information, contact the Kentucky Health Benefit Exchange at 502-564-7940.

Frequently Asked Questions about the Kentucky Health Benefit Exchange (Last updated Sept. 17, 2013)

What is the role of the Kentucky Department of Insurance in running the Exchange? The Kentucky Health Benefit Exchange is set up as a separate office within the Cabinet for Health and Family Services, not the Department of Insurance (DOI). DOI is the regulatory authority for plans being sold in the Exchange. In addition, DOI reviews and approves rates and form filings, licenses agents, etc.

classroom? The training modules will be online. There are three parts with a comprehensive exam to be taken online at the conclusion of all the sections.

What does an agent need to do to sell policies in the Exchange? A “participating agent” must be licensed by DOI with a health line of authority, complete agent training approved by the Exchange, sign an agreement, comply with privacy and security standards specified in federal law, and register with the Exchange through the Kentucky online gateway. In addition, a participating agent must maintain an appointment with at least two qualified health plan issuers.

Can a non-resident agent/broker sell in the Exchange? Yes, a non-resident agent holding an active license in Kentucky can sell products in the Exchange if he/she has completed the applicable Kentucky training and meets all the requirements set by the Exchange.

Will the training be online or in the

If an agent does not plan to sell policies on the Exchange, are there any new requirements? No. The agent is authorized to sell products outside the Exchange as before.

What will be required from agents who enroll consumers in an Exchange plan? A participating agent must disclose any possible conflicts of interest, including relationships he/she has with qualified health plans, insurers, etc.

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Are there any prohibitions? An agent is not allowed to collect a fee from a consumer for application assistance. In addition, an agent may not provide compensation/referral fee to a person designated as a certified application counselor, an in-person assister or a navigator (called a kynector) and may not enter into an exclusive referral agreement with a

kynector. An agent is not allowed to share a commission with an unlicensed person. For more information: http://healthbenefitexchange.ky.gov /Pages/pfInstructions.aspx For more information, contact the Kentucky Health Benefit Exchange at 502564-7940.

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REGULATORY Affairs

HIPAA’s Game Changer: Business Associate Agreements

The upcoming HIPAA Omnibus Rule will require agents to build an ’endless chain of trust.’ Although HIPAA is celebrating its tenth birthday this year, many independent agents are now paying attention for the first time thanks to the groundbreaking HIPAA Omnibus Rule. Effective Sept. 23, the Omnibus Rule will not only dramatically increase both enforcement and penalties for noncompliance, but also cast a much wider net when it comes to affected entities-a factor that has recently thrust the Business Associate Agreement into the spotlight. While the notion of Business Associate Agreements is nothing new, at least one stipulation of the upcoming rule will drastically alter the HIPAA landscape. “The newsflash is the notion that independent agents and brokers have got to look downstream,” says Bob Chaput, CEO and founder of Clearwater Compliance LLC, a boutique software and consulting company that focuses solely on assisting health care organizations and business associates with HIPAA compliance. Chaput explains that the HIPAA hierarchy previously consisted of three basic levels: “covered entities” like hospitals, medical practices and pharmacies on top; “business associates” like law firms and insurance agencies in the middle and third-party vendors like portal providers and data analytics firms at the bottom. But now, that pyramid of responsibility will extend even further. Beginning this year, independent agencies will be required to document interactions with every single entity involved in both the direct and indirect exchange of personal information. That means an agency must sign an agreement with not only its own analytics firm, but also the IT group with which that firm shares personal information, and so on-creating what Chaput calls an “endless chain of trust.” “The agency is sending [personal] information all over the place,” says Bill Larson, president of consulting firm Profit Protection Risk Management Consultants. “So the problem is-wherever I send that client information-if that third party had a breach somewhere and I do not have that Business Associate Agreement in place stating they are going to hold me harmless, then it will all roll back to the agency.” And that’s not a position in which any agency wants to find itself. Chaput says

“there are far more sources of risk and liability than simply being penalized by the feds”-which, this year, already involves an increase in penalty fines from a maximum of $25,000 to $1.5 million. Now, independent agencies could suffer blows from “all directions,” says Chaput: In addition to fines associated with federal regulations, an agency might be subject to state and local privacy or security regulations and penalties, as well as individual or class action lawsuits. Even if agents manage to escape penalty fines, the costs associated with the data breach notification process alone could “bury the agency,” says Larson. “I don’t want to sound like Chicken Little here, but chances are that if an agency is not prepared, they’re literally going to die.” To avoid that fallout, Chaput recommends that agencies tackle Business Associate Agreements as one key stage in a basic sevenstep process for HIPAA compliance. Doing so begins with forming a “cross-functional team” that engages employees at multiple levels, before agents “inventory all [their] people downstream” and “rank them according to risk,” Chaput says. Agents should then take steps to manage their downstream Business Associate Agreements by: • Putting all third parties on notice that the agency is getting very serious about compliance • Conducting a meeting with all third parties, whether virtually or in person • Updating all existing Business Associate Agreements With less than two weeks until the HIPAA Omnibus Rule takes effect, most agencies will be hard-pressed to take all necessary compliance steps in full. But while getting Business Associate Agreements in line is just one piece of the puzzle, it’s one way to prove that your agency is at least trying to achieve compliance-and that’s most important, Chaput says. “Some people say to us, ’Look, we are so busy, I don’t have time to do seven things. What are you, nuts? I’m trying to run a business here,’” Chaput says. “And we say okay, we get that. Pick one, pick two. But whatever you pick, make sure you are in a position of being able to demonstrate good faith effort.” Jacquelyn Connelly is IA assistant editor.

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PEOPLE In The News

Freshley joins the team at IIAK Katie M. Freshley has joined the team at IIAK as Education & Events Director.

John Bykowski

Katie M. Freshley

Freshley will be primarily responsible for managing all association events and meetings, managing the IIAK education program, working with the YAC of KY, and local boards. Freshley is a graduate of the University of Kentucky with a BS in Corporate Communications. Prior to joining IIAK, Freshley worked in television sales and at an advertising agency as a media buyer. She is a native of Kentucky and resides in Louisville. She can be contacted at IIAK by email at kfreshley@iiak.org. SECURA Insurance announces President/CEO Retirement, Names Successors SECURA Insurance announced that President & CEO John Bykowski will retire from the company effective July 1, 2014. This comes after Bykowski led SECURA for 16 years of long-term profitable growth by building a people-focused culture and first-rate agent relationships. Bykowski will continue as Chairman of the Board after his retirement. Senior Vice President - Underwriting Operations Dave Gross will be appointed President and Chief Operating Officer on Sept. 1, 2013. In this capacity, he adds responsibility for claims operations, with

Senior Vice President Scott Huiras reporting to him. This promotion positions Gross to become President and Chief Executive Officer effective the day after Bykowski retires. Gross joined SECURA in 1997 as Vice President - Sales. In 2001, he was promoted to his current position with responsibility for both underwriting and

Dave Gross

sales. Gross successfully helped guide the company's new product development, state expansion, and its agency force.

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Inside: HIPAA's Game Changer: Business Association Agreements