February 2019
Portfolio Insurance
magazine
The Specialists in the Let and Unoccupied Property Market
Welcome
Why ABACUS Portfolio Insurance? Brokers and our Portfolio Insurance Marketing ideas and articles ‌ Online Marketing Ideas Website Blogging Analysing your Leads Joined Up Marketing Free tool: Sample Social Media Updates
Welcome! At ABACUS we are committed to our broker members by offering what we believe are desirable, cost-effective products that provide market-leading benefits for your customers. We also strive to provide the best marketing support for our brokers, by offering motivational material and tools.
Portfolio Insurance product We have created this magazine to explain everything you need to know about our Portfolio Insurance product; the benefits to both you and your customers of the product, plus some marketing tips and ideas to get you started. We hope you enjoy this magazine and it helps with your marketing efforts. If you have any questions or queries in relation to this or any other product, or with getting a Portfolio Properties Insurance quote, please do not hesitate to contact our Sales & Marketing Team on 01702 606 312 or email: agency@sabacus.co.uk. They will be more than happy to help. Alternatively, if you have any feedback on this magazine or would like us to focus on another of our products, please contact us.
Richard Richard Burgess, MCIM, ACIEH, Cert CII Director | ABACUS ABACUS is a trading style of Alan Blunden & Company Ltd which is authorised and regulated by the Financial Conduct Authority No.309694
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Why ABACUS
Portfolio Insurance? Our Portfolio Insurance product is for anyone who owns more than one residential and / or commercial property. We cover all types of residential and commercial premises (including mixed-use) - for example: l l l l l l
ouses H MO’s H Blocks of Flats Shops/Offices Surgeries Restaurants/Cafes/
l Public Houses/Wine l l l l
Takeaways
Bars Industrial Units Warehouses Manufacturers Wholesalers
l M otor Trades l Vacant Properties l C ommercial Properties
including part residential.
Portfolio Insurance cover overview Our Portfolio Insurance product offers what we believe are great benefits at a cost-effective price. Plus, one policy can cover an unlimited amount of properties, providing one easy renewal date for your client.
Cover includes: tandard perils (fire, flood etc.) S Escape of Water Theft Keys/Locks Replacement Cover due to Theft Accidental Damage to Fixed Glass cover and Sanitary Ware l Malicious Damage by tenant l Property Owners Liability up to £10,000,000 l l l l l
l S ubsidence (standard with residential properties, optional with commercial properties) l Loss of rent and alternative accommodation in respect of residential buildings as standard, optional on commercial properties l Contents of Common Areas Cover l Damage to Underground Services l Trace and Access Cover (claim limits apply)
Optional extras can also be included, meaning the policy can be tailored to meet your clients’ individual needs.
Optional extras l L andlords Contents l L oss of rent and alternative accommodation in respect of commercial buildings only l E mployers’ Liability l S ubsidence, Ground Heave & Landslip for commercial buildings l A ccidental Damage to Buildings l A ccidental Damage to Contents l Legal Protection l Terrorism.
Plus … with our Property Portfolio Insurance l E asy to get a quote - simply email the details and we will get back to you l W e aim to turn around all referred/non-standard cases as soon as possible. However, to obtain a better rate or a more urgent turnaround, please contact our friendly and professional New Business team on 01702 606304 for help in fulfilling your clients’ needs.
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Brokers and our Portfolio Insurance rance cover as not only We are proud of our Portfolio Insu tic cover and great value tas fan , on ini op r ou in er, off it es do t it offers you - our brokers and choice for your customers, bu many benefits too:
r one policy PO/CPO/Unoccupied risks unde l R for Portfolios lly ca ifi ec sp g in rd wo y lic po d re lo ai l T ote to schedule ailored documentation from qu l T g teams for ccess to specialist underwritin l A portfolio risk p to 25% commission l U eet your ost-effective, flexible cover to m l C customers’ own unique needs lable from our Sales ai av ily ad re t or pp su d an elp H l & Marketing Team
Portfolio Insurance magazine
February 2019
Marketing ideas and articles At ABACUS, our focus is on our brokers and supporting you with your marketing. Here are a few ideas for promoting the Portfolio Insurance product as well as successfully tracking your leads. If you have any questions relating to this or need help with your marketing, please contact us on 01702 606 312 or email: agency@sabacus.co.uk and we will be very happy to help.
Online marketing ideas
Website
Make sure your website is up to date and has a page of useful information on Portfolio Insurance. To make things easier or to offer clients the ability to apply and buy online, do make sure you are using your ABACUS white-labelled web links. If you don’t have yours and wish to get these added, please contact us on 01702 606 312 or email: agency@ sabacus.co.uk. If you have a blog or article section on your website, ensure you add content regularly. Also, make sure that any content pages you have are up to date. The more up to date and active your site looks, the better chance it will have of driving web traffic and potential customers.
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Portfolio Insurance
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Blogging While we suggest all clients should have a blog, that blog doesn’t have to be on your website. For commercial activities especially, building your blog on a platform where your audience already hang out is a great way to maximise your effectiveness. LinkedIn Pulse
Quora
LinkedIn gives you the opportunity to post articles on its Pulse platform so you could, in theory, use that to publish relevant blog content and share it with your connections. Using hashtags, you can tell users what that content is about. Some people have alerts set up to display certain hashtags so you could easily attract a wider audience. Once written, you can then share directly via messenger to those connections it is suitable to/for.
Quora is the site for questions and answers. You can set up an account and ask and answer questions – the latter which can position you as an expert in your field.
www.linkedin.com
One of the tucked away elements of Quora is that it has its own blogging/article publishing platform where you can create a keyword domain based on Quora and use that to add content.
Medium Medium is another platform where you can build your own blog and, unlike something like Blogger or WordPress, it will add your content into its site and again provide you with a larger potential global reach. We have also seen people that will create the content on Medium and then a few days later syndicate it across to LinkedIn Pulse. www.medium.com
Quora is so popular its results now get top ranking in related Google searches. So, not only can you drive traffic from the site itself and show your expertise, but you can get Google traffic too.
www.quora.com Set up an account then, under the menu with your photo (top right hand), you will see a ‘Blogs’ link. Click on that then create a blog using a relevant keyword. Use this to post content - again you can re-syndicate content across all three platforms with links back to your product pages on your website where relevant.
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Analysing your leads Joined Up Marketing We have continually talked about online marketing as this is, increasingly, the best way to reach your target audience. There are literally thousands of places to reach your ideal customer using digital marketing methods.
One thing we do notice however, is that this can fragment a marketer’s ability to track easily, as you are told to use different systems for different activities - so you don’t readily see a way of tying this all together. For certain insurance activities, the key currency of marketing is the lead enquiry itself, as sometimes there is no actual way to buy online or the product needs talking through with a specialist. You can use Google Analytics to track the marketing effectiveness of your campaigns, but it is hard to see the impact of follow ups and social media interactions on the customer journey to see what helps drive them to the sale. In recent years, we have seen the rise on all-in-one services such as Infusionsoft or HubSpot, which have been seen as aimed at software companies or tech businesses and not seen as something that could be applied to traditional insurance businesses.
Recent advances at HubSpot now means that companies using their platform can: l B uild a website l H ost a blog l R un a mailing list or newsletter l S chedule social media posts l C reate lead magnets l B uild PPC landing pages l B uild automated follow ups l R un live chat and AI based l
chatbots R ecord all of this activity in its CRM system at a contact level
This allows a marketing department to understand clearly what impact all of their marketing has in client acquisition. It truly provides a joined up approach to marketing and reporting. So before simply dismissing these new tools as not suitable for your business, you should take a look at what these new all-in-one tools can offer you in helping run your campaigns and provide a ROI.
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Free tool: Sample Social Media Updates Simply replace the [link] text with a link a to your website or the online quote and buy links tailored to match your online branding we can provide you with…
You can use these on Facebook, Twitter or LinkedIn as status updates: Do you have multiple properties? We can help with insurance [link] Insure your multiple properties Get an online quote [link] Insure your mixed-use portfolio properties (Link)
Need photos? Do you need to spruce up the links with images? Depositphotos.com offer a great array of low cost images. Do not simply use images you find on Google, they might not be copyright or royalty-free – we don’t want you to get into trouble! Read this article here for more information: https://www.insurance-marketing.co.uk/marketing/using-images-online/.