Primary Agent - April 2023

SIBLINGS AND FIFTH-GENERATION AGENCY OWNERS

LISA PARRY BECKER & RYAN PARRY

TALK TECHNOLOGY

EXCLUSIVE MEMBER MAGAZINE

ALSO INSIDE

LEVERAGING

MARKETING

AUTOMATION

TECHNOLOGY

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IA&B Podcasts can be found at:

Bill Wilson explains – using a real-life claim example – how determining coverage conclusively requires reviewing the entire policy. 10 Q&A

As fifth generation owners of Parry Insurance, siblings Lisa Parry Becker and Ryan Parry have made their mark by adopting technology to streamline operations. 16

Learn how marketing automation technology can help an agency meet young insurance consumers’ expectations and communications preferences.

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financial, insurance, investment advisory or other professional advice as to any reader’s particular situation. Users are encouraged to consult with competent legal, financial, insurance, investment advisory and/or other professional advisors concerning specific matters before making any decisions. We disclaim any responsibility for any decisions or actions by readers. Statements of fact and opinion in Primary Agent are the responsibility of the authors alone and do not imply an opinion on the part of the officers or the members of IA&B. Participation in IA&B events, activities and/or publications is available on a non-discriminatory basis and does not reflect IA&B endorsement of the products and/or services.

SPRING CLEANING

As this issue of Primary Agent arrives in your mailbox (both physical and virtual), I’m hopeful that spring has sprung and warmer weather has arrived. It’s a good time for some spring cleanup, both at home and professionally. Some ideas for cleanup in the agency:

When is the last time you refreshed your agency’s employee handbook? Whether due to remote working, new technologies (some of which you’ll read about later), or other changes, don’t overlook the need to make updates. A solid and timely employee handbook protects the agency in the case of a dispute; an ounce of prevention is worth a pound of cure. (For a template, visit: IABforME.com/HR-resources)

Set a clean education path for you and your staff. IA&B’s enhanced online offerings make it easier to meet your CE requirements early, and on your schedule. And if you or your staff are considering an insurance designation, these are likewise more convenient with their online options. We continue to receive excellent reviews of our online education. Make your plans now: IABforME.com/education

Consider enhancements to your own insurance coverage. We are seeing more and more agencies increase their E&O limits, much like independent agents are advising their own clients. At the same time, expanding your coverage through cyber, EPLI, or an umbrella product is smart. It isn’t necessary to wait until your expiration date to make changes. Reach out to IA&B’s sales team to discuss your options: 800-998-9644, option 3

Consider cleaning up your markets by looking to IA&B. We have greatly enhanced our carrier offerings through our market access program, Independent Market Solutions. Whether you need standardized markets or more niche coverage, we can quickly get you writing with new companies, without the direct appointment. Learn more: IABforME.online/IMS

Best,

INSURANCE AGENTS & BROKERS

650 Wilson Lane, Suite 200

Mechanicsburg, PA 17055

191 Main Street, Annapolis, MD 21401 800-998-9644 | IABforME.com

IA&B BOARD OF DIRECTORS OFFICERS

Richard M. Rankin, CIC - Chair

Murray Insurance Associates, Inc. | Lancaster, PA

Sarah Brown, CIC, CRM, AFIS - Vice Chair

Keller Brown Insurance Services | Shrewsbury, PA

MEMBERS

Greg Bennett

Famous & Spang Associates

Aberdeen, MD

Kate Dawson, CPIA

Ferri Dawson Insurance

Murrysville, PA

Andrew Enders, Esq. Enders

Harrisburg, PA

Len Gieseler, LUTCF

Evans Hauseman & Richard, Inc. Pottstown, PA

Bruce D. Kraft, AAI, CIC

Arbor Insurance Group

Allentown, PA

Shayne McIntosh, CIC

JPI Insurance Associates

Dillsburg, PA

Chris Miller, CIC

Miller Insurance Protection Team

Jonestown, PA

Michael Papa, CIC, MBA

Diversified Insurance Industries, Inc.

Hunt Valley, MD

Bill Purdy

Purdy Insurance Agency, Inc.

Sunbury, PA

Kent Reynolds, CIC Blue Ridge Risk Partners LLC

Hagerstown, MD

Jason Rodriguez

Prominent Insurance Svcs

Wilmington, DE

Donna Roper

E K McConkey & Company

York, PA

Candace Shoupe, AAI, AIC

CBM Insurance Agency New Castle, DE

Tara Silfies, CPCU

Hampson-Mowrer Agency, LLC

Bethlehem, PA

Bob Smyrl, CIC

Robert L. Smyrl, Inc. Hatfield, PA

Michael Thomas

Lighthouse Insurance Svcs

Gambrills, MD

NATIONAL DIRECTORS

Mike Ertel (PIA)

The Jacobs Company, Inc. | Columbia, MD

F. Ernest President & CEO

Mark Monroe (IIABA)

Griffith Insurance, LLP | West Chester, PA

Diana Hornung Hanby (IIABA)

IOA National, Inc. | Wilmington, DE

Jason

CLAIRE-IFICATION

IA&B Vice President - Advocacy Claire Pantaloni, CIC, CISR Are you a member with a question? Contact Claire to find the answer at 717-918-9202 or ClaireP@IABforME.com.

QUESTION:

If we want to encourage higher property limits, can we send a letter only to insureds with lower limits, or must we send our letter to everyone?

ANSWER:

It is better to communicate the need to review their limits to all clients. Even if you feel that some have adequate limits, and I’m sure you do, there could be a catastrophic claim where they run out of limits. Unfortunately, if they had not received the letter encouraging them to review their limits, or if they received the letter on one policy but not the other, the lack of consistency could backfire on the agency.

A good approach could be to provide a renewal letter that asks clients to indicate if they would like to see additional limit options or acknowledge that they feel their limits are adequate to meet their needs. Keeping a record of your communication efforts and responses will obviously be important.

OTHER THINGS TO KEEP IN MIND:

▲ When discussing limits with clients, avoid making specific recommendations. If they ask, you can tell them what is typically carried, or point them to material that could help them determine what limits are adequate. Ultimately, you want the responsibility to pick limits to remain squarely on the customer.

▲ Document your discussions about limits in your file, and email a summary to the customer to memorialize the conversation. Any customer acknowledgements that higher limits were offered and declined are also very useful.

▲ Replacement Cost (RC) Estimators are nice tools, but not a panacea, and if using them, it is best to also use a disclaimer. (If you need one, our website offers several disclaimer options, including one for RC estimators. Visit: IABforME. online/EO-prevention)

In the current inflationary period, insurance-to-value and property limits are a serious concern. Keeping these suggestions in mind, you might be able to do your customers a service and generate extra premium at the same time.

This document is not a legal opinion and should not be relied upon as such. The intent of this document is to provide a general background regarding the topic or topics discussed, not to provide legal advice. Producers and agencies should consult an attorney regarding specific situations and specific questions with respect to the topic or topics covered in this document. Neither the Insurance Agents & Brokers nor any of its employees shall be responsible for any errors or omissions regarding any statements made in this document, nor any errors or omissions regarding any statutes, regulations, court rules, and/or any other government documents cited in this document.

THE ‘ENTIRETY OF CONTRACT’ PRINCIPLE

By Bill Wilson, CPCU, ARM, AIM, AAM

In my column in the February issue (IABforME.com/Primary-Agent), I introduced the “RTFP! Principle” where “RTFP!” means “Read the … Policy!” No coverage question can be answered and no claim can be adjusted without reviewing the insurance contract language. Hearsay and “I’ve always heard that…” coverage analysis just doesn’t cut it. And relying on it can imperil your E&O coverage.

A related principle in insurance coverage analysis is what I refer to as “entirety of contract,” and it’s based

on that general principle of contract law. In the case of insurance policies, what I’m referring to is, if you want to determine coverage as conclusively as possible, you must review the entire policy.

For example, a claim may appear to be uncovered when reviewing one section of a policy, yet if the analysis continues, coverage may be found in another part of the policy. To illustrate what I mean by that, given that many of your customers are now moving from snow blowers to riding mowers, let’s examine this principle

in an actual claim that I consulted on a few years ago.

A homeowner’s brother-in-law was helping him clean up some storm damage when a large limb fell from a tree and damaged the brotherin-law’s lawn tractor that he had been using to haul other large tree limbs to the street. The brotherin-law felt that the homeowners’ 2011 ISO HO 00 03 policy should pay for his damage.

Since there was no discernable negligence on the part of the

homeowner, the adjuster on his policy found no Section II liability coverage. In addition, under the “nofault” Section II coverage known as “Damage To Property Of Others,” the adjuster found no coverage because the damage had to be “caused by” an insured under the policy:

We will pay at replacement cost up to $500 per occurrence for property damage to property of others caused by an insured.

The adjuster absolutely was correct about there being no Section II coverage. However, he had not bothered to examine the Section I property damage coverages that might be available. Under Section I Coverage C, it says [emphasis added]:

We cover personal property owned or used by an ‘insured’ while it is anywhere in the world. At your request, we will cover personal property owned by others while the property is on the part of the ‘residence premises’ occupied by an ‘insured.’

There was an exclusion that applied to damage to motor vehicles, but the following exception was made [emphasis added]:

We do cover vehicles or conveyances not subject to motor vehicle registration which are … Used to service an ‘insured’s’ residence….

Under these Section I policy provisions, for coverage to apply there is no requirement that the property be owned, operated, or used by an insured. The only requirement for coverage is that the riding mower be owned by

others, on the insured’s premises, used to service the residence if an unregistered vehicle, and coverage is requested by the insured for the damage to the other person’s property because of a covered peril (in this case a falling object under the Coverage C broad named perils).

All too often, the presumption is that Section I property coverage only applies to damage to property owned or used by an insured, but a more thorough and thoughtful reading of the actual policy language says otherwise.

The more specific lesson with this claim is, just because an adjuster correctly cites exclusionary language in one part of the policy, that doesn’t mean that the loss is excluded if coverage can be found in another part of the policy. So, the moral of this story is a variation on the “RTFP!” principle, in this case “RTEP!” … “Read the Entire Policy!”

Postscript: If the brother-in-law has coverage for his own mower under his own homeowners’ policy, there could be an “Other Insurance” issue, but it depends on whether his policy has coverage. For example, if he also has a 2011 ISO HO 00 03, he may have coverage, but not if he has a 2000 ISO HO 00 03. “What?!,” you say. I’ll explain in my next column. To be continued….

LIVE CE WEBINARS

Learn more about homeowners’ exposures and coverages. Plus earn CE without taking an exam.

14 PERSONAL LINES ISSUES TO KNOW BEFORE IT’S TOO LATE

APRIL 13

9 AM - NOON

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CLAIMS THAT CONVINCE INSUREDS TO ENHANCE HOMEOWNERS’ COVERAGE

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1 - 4 PM

CE PA/DE: 3 GEN | MD: 3 PC

IA&B Members - $75 Non-members - $105 Members save $30!

Register today. IABforME.com 800-998-9644, option 1

Bill Wilson, CPCU, ARM, AIM, AAM is the founder and CEO of InsuranceCommentary.com and the author of seven books, including “When Words Collide…Resolving Insurance Coverage and Claims Disputes.” He can be reached at Bill@InsuranceCommentary.com.

IA&B HOSTS EVENT WITH AGENTS, DE LEGISLATORS

A dozen IA&B members recently met in Dover, DE to discuss several proposals affecting independent agents. The event, hosted by IA&B and members of the DE Government Relations Committee, featured a networking hour between agents and legislators, followed by a legislative update provided by IA&B lobbyist Scott Kidner and Government Relations Committee Chair Lee Dotson.

State Senate Banking & Insurance Chair Spiros Mantzavinos and House Insurance Committee Chair Billy Bush were both in attendance. IA&B has worked closely with these two legislators on a variety of important issues, including last session’s defeat of proposals to ban certain rating factors in automobile insurance.

YOUNG AGENTS’ VIRTUAL ROUNDTABLE DISCUSSION

Young agents, register for this informal online discussion on technology. Specifically, the focus will be on tools that agents use for prospecting, marketing, and customer service.

Host: IA&B President & CEO Jason Ernest

Moderators: IA&B Young Agent Award Winners

Greg Bennett and Tony Giampapa

Friday, April 21 | Noon-12:45 PM

There is no cost to members

Register today. IABforME.com/eventregistrations 800-998-9644, option 1

IN-PERSON CLASSES RETURN

IA&B works on your behalf to ensure that state legislators and regulators understand the issues affecting agents.

FINANCIAL SUPPORT AMPLIFIES YOUR MESSAGE.

NY CYBERSECURITY FILING DEADLINE

If you conduct business in New York, you must refile a fresh certificate of compliance annually with the New York Department of Financial Services (NYDFS). Agencies and individuals currently entitled to the limited exemption and those who are subject to the full requirements have until April 15, 2023 to comply.

Adopted in March 2017, the regulation requires assessment of cybersecurity risk and adoption of a cybersecurity program. It applies to resident and non-resident agencies and producers licensed in New York.

Review our resources (select New York from the Cybersecurity dropdown menu) for more information on the exemption, obligations, and how to comply.

IABforME.com/cybersecurity-databreach

PA WORKERS’ COMP RATES DIP

Effective April 1, revised loss costs and related rating values took effect on a new and renewal basis. The Insurance Commissioner in late January approved the Pennsylvania Compensation Rating Bureau’s filing as submitted, initiating a -3.33% overall average change. PCRB.com

2022

2021

The Bad News

Slips, trips, and falls are among the top causes of workplace injury, sometimes even resulting in death. They are also among the leading motives for liability claims against businesses and home owners.

The Good News

Slips, trips, and falls can be easily prevented by following a few, common-sense measures. Hazard awareness, good housekeeping, proper training for employees, etc., can go a long way toward eliminating incidents or minimizing the injuries that do occur.

Safety Measures

Keep walking areas clean and free of clutter, debris, and weather-related hazards like snow and ice

Make sure stairways are clear, well lit, and free from unsecured objects; install handrails and remove any unsecured rugs or carpets

Run cables and cords behind walls; only use cover protectors when cables/ cords cross walkways; never place cables or cords on or across stairs

Add non-skid throw rugs (and non-skid padding) to areas with slippery surfaces; beveled edges are recommended

Wear non-slip shoes with proper traction appropriate for specific work conditions

Illuminate areas that are common places for trips

and falls —inside and out— with proper lighting

Clean spills or report them immediately; place wet floor signs near unsafe areas until cleared

Install well-placed signage to help call attention to potential problem areas (wet floors, uneven ground)

Fix unstable surfaces and damaged flooring, including loose or rippled carpeting

Provide ladders and accessible step stools to help reach heights; always follow proper ladder safety protocols

Conduct and document regular property inspections; restrict hazardous areas until corrections are made

Investigate and analyze incidents; take corrective action

The information contained herein is not all inclusive but intended to provide a general overview for marketing purposes and should not replace the guidance, advice, or recommendations from licensed insurance or legal professionals or other industry experts. All state and federal rules/ regulations apply. © 2023.

We distinguish our Workers’ Compensation coverage by providing value-added services before, during, and after a claim.

Upfront loss control measures

Responsive claims handling

Facilitation of quality medical care (when an accident does occur)

We’ve been successfully protecting our policyholders and their employees since 1983. Browse all of our products at www.guard.com.

Q& A with LISA PARRY BECKER & RYAN PARRY

Lisa Parry Becker is vice president of Parry Insurance, and Ryan Parry, CIC is treasurer. As fifth generation owners of the Langhorne, PA-based independent agency, the siblings have made their mark by adopting technology to streamline operations.

Q. Your family has deep roots in this industry, beginning with your great-great grandfather, William B. Parry, in 1905. Was there any doubt that you two would join the family business? If so, what changed your mind? And if not, what was the appeal?

A. [Ryan:] Growing up, I always knew I wanted to work in the family business. Reflecting on the decision, I’ve realized that the influence of Dad and my grandfather was always in the background. I would overhear their discussions about client situations, community involvement, and general business decisions. They knew everyone and were so well connected and respected in the community. I remember Dad taking me to school one day and asking what I thought about buying another agency. We chatted about the opportunity. The coolest part was that I was only 14!

Before returning to Bucks County, I worked on the equity trading floor at Fidelity Investments in Boston. At some point, I realized that there was a real unique opportunity to continue a multi-generational business. I was intrigued with replicating what the previous generations had accomplished. Twenty years later, it was the correct decision, and I feel fortunate that the business is insurance.

There are so many unique challenges and decisions in this industry, so no day is the same. We get to help people financially at a stressful time in their life. When your client has a maximized first party benefits claim, or a devastating

fire loss which requires rebuilding their home, you realize the importance of what you and the industry bring to the table. It’s impactful and rewarding. In addition, it’s extremely rewarding to work in a family business. While the knowledge each of us brings to the table is required, it’s the trust we have in each other that allows for our family business to remain intact for another generation.

[Lisa:] Personally, I was always interested in working in our family business. The ability to work with our dad was the main driver. We could have had a shoe store or a hardware store. Fortunately, insurance is a varied and interesting career choice. At the mid-point of my career, I’m happy with my choice to serve others through my insurance career. I’ve worked with the best of my family, employees, clients, carriers, and industry leaders. We’ve restored personal clients and businesses after suffering devastating losses.

At the end of the day, it’s the personal relationships that really matter. An insurance career lets you meet people where they are and sometimes assist them at their most trying times of need after a loss. In addition, getting involved in the industry and working with agents, carriers, and vendors to solve insurance industry challenges has been one of the richest, and most rewarding aspects of my career.

Q. Over the past three years, your agency has undergone extensive changes – some in response to the pandemic, others to accommodate an agency acquisition, and even

more in a planned effort to digitize your operations. [See sidebar on page 13: technology timeline.] What lessons (good, bad, and ugly!) did you learn along the way?

A. [Lisa:] We had a definite baptism by fire with our Epic conversion. We went live with Epic on Feb. 14, 2020 –Valentine’s Day seemed like the perfect day to give our agency the gift of a new system. A trainer from Applied Systems was onsite with us at the end of February to train us on the system. A few short weeks later, on March 16, we sent our employees home with their new systems for what we thought would be a two-week shutdown. If I had known we were headed in that direction, I would have delayed cutting over to the new system. Ryan would have continued full steam ahead; he takes a rip the band-aid off and proceed approach.

A major lesson learned was being open to opportunities. This is true in pandemic and non-pandemic times. We were uncertain about the magnitude of an agency acquisition during the pandemic – how we would emerge postpandemic and how businesses would reengage following the mandatory governmental shutdowns. Knowing that our agency values and client emphasis were aligned, we took a leap of faith and proceeded with the acquisition.

In hindsight, the pandemic was a perfect time to purchase an agency. We were not traveling, and sports and afterschool activities were non-existent. This gave us the ability to focus on our agency operations and integration. The task was daunting, but we emerged as a stronger organization. We recommitted to focusing on what really matters: the people in our lives, employees and clients alike.

Q. Change can be hard! How did you keep everyone engaged and invested during the past few years?

A. [Lisa:] We had the double challenge of bringing our Parry staff back from remote operations along with integrating new employees from our agency acquisition which occurred while everyone was remote. While we planned for the return and integration of our new collective team, we were unsuspecting in the ways in which our collective staff had changed and grown during the pandemic while they were at home juggling family life, remote work, and remote schooling for their children. The world as we knew it definitely changed. We worked with a business consultant to conduct change management and team-building sessions to help us all achieve a broader mindset together.

Beyond work and zoom staff meetings, we had weekly zoom calls with our staff that were non-worked related while we were completely remote. We hosted a few online bingo card games with prizes and mailed occasional surprise presents. Now that we are working in a hybrid environment with full-time employees in the office, hybrid, and remote operations, we want to host quarterly outings to bring everyone together and enjoy some nonwork activities. In addition to dining out, we are looking at concerts, escape rooms, pool time, bowling, and community service opportunities.

Q. Ryan, we understand that you’re overhauling the agency’s commercial lines processes. Tell us about that.

A. [Ryan:] I struggled with the lack of technological advancement when I first joined the agency. Lisa was engaged with ASCNet and showed me the new technologies that Applied and the industry were advancing. It was not until we used CSR24 that we really began thinking about commercial lines customers’ interaction with our agency.

We used CSR24 for certificate processing and enabled the clients who wanted self-service options the ability to issue their own certificates based on templates we supplied that they could not alter. More importantly, we realized that CSR24 was the avenue to secure agency communications and policy delivery. During a renewal meeting, I had one client show me all the memos and letters – not policies –that I delivered over 10 years. It was about two feet tall, no joke! It made me realize the amount of work we did on large commercial accounts, and what was needed for clients to avoid purchasing another filing cabinet to store our paper documents.

We developed a secure portal delivery program prior to the pandemic. When the pandemic arrived, we were well equipped to pivot and transfer our commercial clients to portal delivery when they stopped going to their offices and retrieving the mail. In addition, the March 2020 migration to Applied’s EPIC Management system really moved the needle. The integration with DocuSign allowed our agency to thrive digitally during the pandemic since we kept selling insurance and adjusting coverages during the shutdowns when we were not meeting in person.

Continued on page 13

Continued from page 11

By the fall of 2022, we lost three employees who sought full-time remote positions. Knowing the employment market is a challenge, we doubled down on additional technology tools to assist our commercial lines operation until we hired new staff. In short order, we launched Tarmika for commercial lines quoting and Indio for new and renewal application processing. Both systems have reduced our time and increased efficiencies in the operation. Honestly, Indio has so much potential to change the agent’s interaction and communication with the clients. It’s awesome. We are looking forward to Applied’s development of both of these products and additional data integration within our Epic system.

Q. Congratulations on Parry Insurance being named a 2022 Best Practices Agency – a national distinction determined by agencies’ growth and operational excellence. What have you learned from participating in the study?

A. [Lisa:] We have a love-hate relationship with Best Practices. We originally qualified in 2007 and maintained our status through 2014. You can imagine our surprise when we did not requalify in 2015. We set a goal to regain our status and worked up the courage to resubmit our financial data in 2022 following the successful Epic rollout and agency acquisition. I believe these two factors enabled us to regain our status. The reporting was easier in Epic. During the pandemic, we updated from a C-Corp to an S-Corp which also provided additional financial benefits.

We operate our agency with a focus on service and profitability. The Best Practices study allows us to benchmark ourselves with our peers. Qualifying as a Best Practices agency allows us to participate in the Best Practices Symposium where we network and learn from our peers. At this year’s Symposium, we learned how our peers are attracting and retaining talent. This is one of the biggest challenges facing our industry right now.

The Best Practices study provides crucial financial benchmarking information. One area where they could expand is to showcase the technologies that agencies are deploying to meet their operational and financial goals. We are blazing trails with the technologies we are deploying for our staff and clients. Ultimately, we see the technologies as a key to employee and client retention.

PARRY INSURANCE’S TECH TIMELINE

February 2020 Migrated to Applied Epic; hosted Applied for in-person training

March 16, 2020 Sent employees home for anticipated two-week shutdown

Spring 2020 Implemented VOIP phone system and at-home VPN workstations

Sept. 1, 2020 Acquired the Lauersen Agency

Feb. 15, 2021 Converted the Lauersen Agency from AMS360 to Applied Epic

2021 Completed Parry and Lauersen migrations to Epic; worked with Maureen Boeing Consulting to define agency workflows, procedures

2021 Launched new website and branding with assistance from Aartrijk

2022 Refined commercial clients’ portal delivery program; implemented Indio for commercial lines applications

2023 Rolling out Tarmika for CL quoting and EZLynx for PL quoting; adding ePayPolicy for payment processing

We want this to be an easy and enjoyable experience for our staff and clients alike. When we have the right tools to service, sell, and manage claims, we will retain and keep our clients and staff.

Q. It will be springtime when this issue of Primary Agent hits the streets. Any summer vacation plans?

A. [Lisa:] This year, we’re sticking closer to home after completing a road trip across the country last summer from Philadelphia to Santa Fe, New Mexico with stops in Kentucky, the Ozarks, and Amarillo, Texas. I took up rowing during the pandemic and qualified to row a single last summer. I’m looking forward to team rows, competitions, and solitude on the water this summer.

[Ryan:] Our summer plans are being developed, but we seem to be targeting a road trip through states of Virginia, Tennessee, North Carolina, and West Virginia to see caverns, the Smokey Mountains, and the Shenandoah and New River Gorge National Parks.

OUR FEATURED PLATINUM PARTNER

Acuity’s common purpose reads, “With kind hearts, we dare to care for our family of employees, agents, and customers, by staring down risk.” Why is this important? Because more than ever, people want to work for and do business with companies that not only provide quality products and services, but that operate ethically and have a clear focus on their mission and purpose.

Our purpose defines who we are. We have kind hearts—our logo is a heart. We care for each other—our colleagues, agents, and customers. And we all stare down risk, every day. Our common purpose also flows into our focus on who we are and what we strive to be as an employer, business partner, and insurer.

Daring to care and focusing on our purpose defines the Acuity difference. It’s why we take the time to know agents and their customers, and we deliver the right protection at a fair price. It’s why we’re motivated by customer satisfaction, and why we earn an incredible 96% satisfaction rating from people who’ve had a claim and maintain a reputation for innovative products and service excellence.

We also understand what people care about and promise to be there to help protect it. Acuity insures over 125,000 businesses, including 300,000 commercial vehicles, and nearly a half million homes and private

Insurance Agents & Brokers proudly recognizes Acuity Insurance as one of its Platinum Partners. IA&B Platinum Partners dedicate the highest level of sponsorship to our organization.

passenger autos across 31 states. We generate over $2 billion in revenue through over 1,000 independent agencies and manage more than $6 billion in assets.

In personal lines, Acuity provides true tiered rating programs in both auto and homeowners. In commercial lines, we offer monoline and commercial package policies, businessowners’ (BOP) forms, and endorsements designed for targeted classes of business, including contractors, truckers, retailers, service businesses, and manufacturers. We offer agents an expansive continuing education (CE) program featuring courses taught by expert Acuity staff as well as award-winning video courses. In the past 2 years alone, agents have earned over 110,000 CE credits through Acuity, at no charge.

Acuity also offers independent agents stability that spans years of financial and operational performance. Rated A+ by both A.M. Best and Standard & Poor’s, Acuity is the only regional insurer to have been named to the Ward’s 50 list of top-performing property-casualty companies for 23 consecutive years. Named a Best Employer by Forbes in multiple categories, Acuity also features remarkably low staff turnover among its nearly 1,600 staff members, helping build stronger relationships.

LEVERAGE Marketing Automation TECHNOLOGY

BY MICHELLE LONGO, AGENCY REVOLUTION

The world around us continues to change rapidly. Just like in any other industry, insurance agency leaders have a mandate to innovate or get left behind. Young insurance consumers are telling us what they need, so agencies must respond by implementing the tools and strategies that can most effectively get the job done. On the following pages, you’ll learn how marketing automation technology can help.

There’s no getting around it: In today’s world, your insurance agency must use technology as part of its marketing strategy. Of course, things were headed in that direction, but the rise of the pandemic solidified this necessity, decidedly pushing independent agencies to embrace tech whether they planned to or not.

Additionally, the generational makeup of the United States is changing, as the oldest members of Generation Z are now in their mid-twenties, and Millennials, the largest cohort, are entering their forties. Simply put, younger consumers comprise a significant portion of

the insurance-buying market, and adapting marketing strategies to reach them is essential.

You likely know that your website is the first step in modern marketing. Nearly three-quarters of insurance shoppers start their research online, so your agency requires an online presence.

Studies show that your site has less than one second to grab a visitor’s attention, so impressive design is vital. You also need interactive features, quality content, and clear calls to action to hold that attention, provide value to the

consumer, and direct them on what to do next. Simply put, a basic website is table stakes, and a robust one can drive your agency to the next level.

But you can’t stop there. Implementing an email strategy cannot be overlooked, as it’s one of the most effective methods of communication for agencies. More than two-thirds of emails are viewed on mobile, so your emails must display well and be easy to read on any device. Plus, there is the importance of adopting digital marketing automation strategies, leveraging data from your management system, and more. Keeping up with a changing buyer audience can be a full-time job.

ENGAGE MEANINGFULLY WITH CLIENTS AND PROSPECTS

Your customers and prospects share their contact information with you for one reason – to receive meaningful content. Your marketing must include regular communication with both policyholders and prospective clients, but you must be strategic. If you email too frequently or send unnecessary content, there’s a good chance recipients will unsubscribe or simply stop opening your emails. Email too little, and you risk people forgetting about you. So how do you stay top of mind for your audience without driving them away?

The key is ensuring your communications are relevant, timely, personalized, and maintainable for you. Serve up information at the right time, tailored to what your audience wants to see. Of course, doing this on an individual basis is time-consuming and untenable. This

is where systems and automation come in. Utilizing technology to add efficiency to your marketing communications is the key to making what was once a manual process become sustainable.

If you’re ready to connect with clients and prospects in a more purposeful way, keep reading!

UNDERSTAND MARKETING AUTOMATION BASICS

There are plenty of marketing automation tools available today, but selecting the right platform can make a world of difference in your success. First, look for something that is developed explicitly for independent insurance agencies. While a more generic option may work well enough, something developed by and for industry insiders will give you a leg up from the start.

An insurance marketing automation platform should connect with your agency management system to find policy data and offer products and services that clients want to know about. It should include access to relevant content and pre-built campaigns, as well as give you the tools you need to build sequences from the ground up. Using triggers such as renewal dates, you can effortlessly customize and automate messages while you focus your energy where it matters, on your business!

A note of caution: Automation is a terrific way to streamline processes. No matter how reliant our industry and society become on technology, there will never be a substitute for the ever-significant human touch.

Not everything can be set-it-and-forget-it, lest your organization be perceived as robotic. That’s why a toptier marketing automation platform will afford you the flexibility to also send partially automated or manual emails as well.

INCORPORATE BUSINESS TEXTING INTO YOUR COMMUNICATION PLAN

Texting is increasingly becoming a critical tool for businesses to reach consumers. Texts have an extremely high open rate, and Millennials have repeatedly said they prefer texting over email and phone communications. Nearly all people in this age group have a smartphone, and they use it as their primary source of information. The majority of Millennials feel that phone calls are too timeconsuming, and many experience apprehension or anxiety over the idea of making and receiving calls. Regardless of how other generations feel about this avoidance of spoken communication, the fact remains that if you want to reach this powerful generation, texting is where it’s at.

Incorporating texting into your communication plan, both as an outbound messaging tool and as a way for folks to get quick solutions, increases convenience for your clients and prospects. More folks will choose your agency when communicating is easy and consumers can do it on their terms.

The great news for agencies is that text automation is available, much in the same way email automation is. While there are some nuances that separate email from

text, many of the principles are the same. You’ll still want to get permission from clients and prospects to send texts, keep your messaging clever and concise, and offer value in every message. By selecting a marketing platform that offers both email and text automation, you can get even more value from one application.

PRIORITIZE AND AUTOMATE CUSTOMER RETENTION

The average cost to acquire a new insurance client is seven to nine times higher than it is to retain an existing one. Many agencies fail to recognize this, focusing much of their marketing efforts on gaining new clients. So if you’re not talking to your current clients, you can bet your bottom dollar that someone else is.

As a result, avoiding client churn should be a key priority for any agency. Communication is an effective way to increase retention, leverage cross-selling opportunities, and gain referrals. For example, setting up email or text campaigns to trigger at renewal affords an excellent opportunity to initiate a policy review that can uncover exposed risks. Sending messages to wish a client a happy birthday or holiday shows you care about them as a person and not just a client. Implementing a Net Promoter Score, or NPS, campaign can help an agency understand customer satisfaction through survey feedback. Any of these strategies and many others are available through marketing automation platforms and can be set to run automatically to reduce employee strain.

THE FUTURE IS NOW

The world around us continues to change rapidly. Just like in any other industry, insurance agency leaders have a mandate to innovate or get left behind. Young insurance consumers are telling us what they need, so agencies must respond by implementing the tools and strategies that can most effectively get the job done. Deciding to automate marketing efforts might be an easy decision, but selecting the right platform might not seem so.

Agency Revolution, the leader in insurance website solutions and marketing automation, has the website and marketing automation platforms independent insurance agencies need to be successful. The full suite of sales and client service tools on the Forge website platform can help you look amazing, get found, sell more, and service better. It’s loaded with features, and the impressive design is sure to grab and hold visitors’ attention for a modern website experience.

Fuse allows agencies to use the data in their management system to deliver personalized, omnichannel communications for all stages of the customer journey. Through email marketing and business texting, agencies can streamline operations while increasing client and prospect engagement. It’s full of pre-built content and campaigns that make it easy to stay in front of clients with the relevant content they crave.

Forge and Fuse can also work together to bring even more value. Through the use of dynamic landing pages and forms, you can direct consumers where you want them to go and collect the information you need. The landing pages are easily shareable, and the simple forms are designed to convert. It’s easier than ever to put

these tools to work for your team. And both platforms provide access to metrics and statistics you care about, so tracking performance is easy.

Michelle Longo is marketing manager for Agency Revolution. To learn more about Agency Revolution, Forge, or Fuse, book a consultation today: agencyrevolution.com/get-a-demo/

TEXT MESSAGE MARKETING

Learn more from Agency Revolution, the IA&B vetted vendor that brought you this article. Next month, Agency Revolution will host an exclusive, complimentary webinar for IA&B members on texting.

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Get to Know …

Jed Spahr, Accounting Director

Years with IA&B: 20 Role at IA&B:

I work with the accounting staff to oversee daily functions, such as accounts payable, accounts receivable, bank deposits, and various regulatory reports. Working on integration between other departments and accounting is a significant part of my job as well. I also work closely with our CFO on various projects, including 1099s and budget.

Best part of your job:

The variety of items that come across my desk. One day I am working on a campaign finance report for the advocacy department, and the next day it is an E&O royalty calculation for the sales department. Over the past 20 years, I have had the opportunity to work with great staff at IA&B. It makes it hard to believe that I have worked here for as long as I have.

What keeps you busy outside of work?

I have two teenage sons who are heavily involved in soccer, volleyball, and cross country, so my wife and I spend a large portion of time going to practices and other events associated with these sports, as well as other school-related functions. I also enjoy camping and spending time outdoors with my family.

Favorite vacation spot:

A few years ago, my family took a road trip across six states in the southwest and visited national parks along the way. Seeing the landscape and history was something that we will never forget. Closer to home, we enjoy spending time at a family cabin in north central Pennsylvania.

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Editor: Karen Robison

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Contributing editors:

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Megan Fioretta

Sarah Jacoby

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