Karyn Miller talks about working with her children, her agency’s social media presence, and a new networking opportunity.
12 SOCIAL MEDIA IN A RELATIONSHIP BUSINESS
Learn tried and true tips for using digital marketing and social media to develop and grow agency relationships from Daniel Smith, of Market Retrievers.
IA&B WOMEN IN INSURANCE
IA&B is committed to celebrating, empowering, and connecting women in the industry. Read about our latest initiatives and opportunities.
A SECOND GLANCE AT SOCIAL MEDIA
What’s the first thing that comes to mind when you hear the words “social media”? For some of you, it may be things like “waste of time,” “overwhelming,” or “too expensive.”
At times, it can certainly feel like all these things; however, for me – above anything else – it’s “necessary.” Why? Because social media allows me to connect with people who I normally wouldn’t be able to interact with.
Now if you share any of those other sentiments listed above, you’re not alone. Managing everything digital can be stressful. I have some good news for you though: if social media is not a passion of yours, there are a plethora of professionals who can fill that role.
As far as the expense, recognize that not investing in your online brand comes at an even greater cost. Plus, many of our insurance carrier partners offer ways to help with both the cost and the execution – from co-branding, to discounts for vetted vendors, to free or very affordable “set it and forget it” plans.
In this edition of Primary Agent, Daniel Smith of Market Retrievers makes a strong case to dive into digital and offers tips to get started. You’ll also find an interview with Karyn Miller – president of Hinkle Insurance Agency, an IA&B member agency in Lancaster, PA – who discusses her agency’s social media efforts, among other topics.
People are increasingly living their lives in front of a screen, and social media is where they consume information. Consumers often develop their first opinion of your agency on social media, so what will they learn about you and your team? If you haven’t made the investment to prioritize your agency’s digital presence, now is the time.
Until next time,
Sarah Brown, CIC, CRM, AFIS Chair of the Board
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
Sarah Brown, CIC, CRM, AFIS - Chair
Keller Brown Insurance Services | Shrewsbury, PA
Andrew Enders, Esq. - Vice Chair Enders | Harrisburg, PA
MEMBERS
Lisa Parry Becker, CPIA Parry Insurance Langhorne, PA
Greg Bennett Famous & Spang Associates Aberdeen, MD
Kate Dawson, CPIA Ferri Dawson Insurance Murrysville, PA
Len Gieseler, LUTCF Evans Hauseman & Richard, Inc. Pottstown, PA
Bruce D. Kraft, AAI, CIC Arbor Insurance Group Allentown, PA
Debra McAfee
McAfee Insurance Agency, LLC Wilmington, DE
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
David Rivell, CIC, CRM Element Risk Management West Chester, PA
Jason Rodriguez, CIC Prominent Insurance Svcs Wilmington, DE
Donna Roper E K McConkey & Company York, PA
Candace Shoupe, AAI, AIC CBM Insurance Agency New Castle, DE
Bob Smyrl, CIC
Robert L. Smyrl, Inc. Hatfield, PA
Michael Thomas Lighthouse Insurance Svcs Gambrills, MD
NATIONAL DIRECTORS
Mike Ertel (PIA)
The Jacobs Company | Columbia, MD
Diana Hornung, CIC (IIABA)
IOA National, Inc. | Wilmington, DE
Mark Monroe (IIABA)
Griffith Insurance, LLP | West Chester, PA
QUESTION: ANSWER:
DON'S DISCUSSION
IA&B Legal & Corporate Affairs Director Don Bankus Are you a member with a question? Contact Don at 717-918-9204 or DonB@IABforME.com.
My prospective employee was convicted of misdemeanor DUI in her late teens. Will this prohibit her from obtaining a producer license?
Great – and often asked – question. As you know, the Violent Crimes Control and Law Enforcement Act (VCCLEA) is a federal law which prohibits anyone who’s been convicted of a felony for dishonesty or breach of trust from working in insurance, without first having secured prior written consent from the state’s insurance department. This is probably the law which gave you pause when the prospect informed you of her DUI. The VCCLEA also prohibits you, as an employer, from willfully employing someone who’s been convicted of a felony for dishonesty or breach of trust, without ensuring such insurance department consent was obtained.
In addition to the VCCLEA, each state’s producer licensing statute addresses issues pertaining to eligibility and suitability of applicants, and it lists prohibited acts which may preclude licensure.
While your prospect’s DUI was classified as a misdemeanor offense, a DUI can be classified as a felony if the drunk driver:
▲ Causes serious injury or death to someone,
▲ Is arrested with a high blood alcohol content, or
▲ Has multiple convictions.
Fortunately for you and your prospect, neither the VCCLEA nor the state’s producer licensing statute contain provisions or criteria that appear to exclude eligibility for licensing simply because she has a misdemeanor DUI on her record.
Important Note:
A prospective licensee should never intentionally misrepresent or conceal a material fact in the application for a license. In addition to the fact you’d like to have an honest employee in the fold, upon receipt of an application, the insurance department will run background checks. Failing to disclose applicable or required information could demonstrate dishonesty and untrustworthiness. And that, in and of itself, could be viewed by a respective insurance department
as an attempt to obtain a license through misrepresentation or fraud, which are prohibited acts under the producer licensing statute, and could preclude licensure. Bottom line –always tell the truth.
If you – or your prospect – have any questions regarding this issue, feel free to contact the licensing bureau of your respective state’s insurance department, as follows:
DE: 302-674-7390 or email at licensing@delaware.gov
MD: 410-468-2411 or email at producerlicensing.mia@maryland.gov
PA: 717-787-3840 or email at ra-in-producer@pa.gov
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.
Also available in audio format
WHAT’S IN YOUR BUSINESS AUTO TOOLBOX?
By Cathy Trischan
When an insurance producer places Business Auto coverage, there are some primary concerns. Producers make sure, for example, that the named insured is correct and that all vehicles are owned or leased by the named insured. They make sure, too, that when possible, symbols are used in a way that provides the broadest coverage for the client.
Once the basics are taken care of, though, the producer goes to the toolbox, the library of endorsements that can be used to make the policy work for the particular needs of the client. Being familiar with the tools
and how to use them is the mark of the professional insurance producer. Let’s look at some of these important endorsements. While examples here are from Insurance Services Office (ISO), know that many insurers have their own versions of these forms.
EMPLOYEES AS INSUREDS
(CA 99 33 10 13)
Employees often use their personal autos on company business, whether to meet with clients or to take mail to the post office. The named insured has coverage for this exposure under the Business
Auto Policy if symbol 1 (Any Auto) or symbol 9 (Non-owned Autos Only) applies to liability coverage. What about the employee though?
Barring any exclusions, the employee’s Personal Auto Policy provides primary liability coverage for an accident, protecting both the employee and the employer. The employer’s Business Auto Policy pays next, but the employee using a personally owned vehicle is not an insured under the Business Auto Policy.
Employees as Insureds endorsement can help. The endorsement makes
employees insureds while using their own autos in the employer’s business. Given that the business probably carries a higher liability limit than the employee, this additional coverage is valuable.
If a partnership partner or LLC member is the one using a personal auto on company business, Partners Or Members As Insureds (CA 05 25 11 20) can be used to provide the same type of protection. And if a volunteer is using a personal auto, Non-Ownership Liability Coverage for Volunteers (CA 05 24 11 20) makes the volunteer an insured.
EMPLOYEE HIRED AUTOS
(CA 20 54 11 20)
Your insured has a Business Auto Policy with symbol 1 (Any Auto) for liability and symbol 8 (Hired Autos Only) for collision and comprehensive. Your insured’s employee flies to another state for a meeting and rents a car at the airport. The rental company will not rent a car to the insured, a business, and insists that the car be rented in the employee’s personal name. There has been an accident, and the insured is looking to the Business Auto Policy for liability and physical damage coverage.
With symbol 1, liability coverage applies for the business. It does not, however, apply for the employee. Physical damage coverage also does not apply. Symbol 8 is for autos the named insured leases, hires, rents, or borrows. Because the employee rented the vehicle, the vehicle is a non-owned auto, not a hired auto.
Employee Hired Autos
endorsement solves two problems. First, the employee is now an
insured with respect to the vehicle rented in a personal name and used for the business. Second, for physical damage coverage, the rented auto is considered a covered auto the named insured owns. Once again, there is a version of the endorsement if a volunteer rents the auto – Volunteer Hired Autos (CA 04 39 11 20.)
BUSINESS INTERRUPTION
COVERAGE CA 99 05 11 20
Many insureds rely on their autos for income. Think of insureds who have mobile services such as auto detailing and pet grooming or an insured who has a food truck. If these autos are damaged by a covered cause of loss while parked at the insured’s premises, the Business Income coverage on the property policy will apply. But what if the damage to the auto happens away from the premises or the insured does not have a physical location? The insured’s entire business operation might be in the auto.
Business Interruption Coverage endorsement provides Business Income and Extra Expense coverages in much the same way the property policy does. The insured chooses a limit of insurance and a cause of loss – collision, comprehensive, or specified causes of loss. There are options to amend the Business Income waiting period from 72 hours and to extend the Extended Business Income Coverage beyond 60 days.
Knowing how to customize coverage to meet the needs of a particular insured is a skill that professional insurance producers can master. These endorsements are great starting points for many businesses
and should be part of every producer’s toolbox.
Til next time!
Cathy Trischan, CPCU, CRM, CIC, ARM, AU, AAI, CRIS, MLIS, TRIP is IA&B’s commercial lines education consultant. She works with our CIC and CISR programs, as well as our live CE webinars. Catch her at one of our upcoming courses: IABforME.com/education
Also available in audio format
LIVE CE WEBINAR
Learn more about Business Auto – and the coverage for vehicles found in additional forms –during this live CE webinar.
INSURING VEHICLES, EQUIPMENT & OTHER STUFF THAT MOVES (PL & CL)
JULY 30 1-4 PM
CE PA/DE: 3 GEN MD: 3 PC
IA&B Members: $75 (save $30!) Non-Members: $105
Register today.
IABforME.com 800-998-9644, option 1
WEBINAR: P&C TRENDS & OPPORTUNITIES
Gain valuable insights into the latest state-specific P&C Market Share Report. Paul Buse, CPCU, ARM, will share his expertise and findings during this live webinar, Interpreting P&C Insurance Trends: A Focus on Pennsylvania, Maryland, and Delaware.
This P&C Market Share Report highlights top lines of business, agent penetrations, loss ratios, percentage of surplus lines, the biggest writing insurers, and more. During his presentation, Paul will explore the 2023 numbers and explain what they mean for the independent agency system as a whole and your business in particular.
Tuesday, July 23 11-11:45 AM – presentation 11:45 AM-Noon – Q&A
IA&B President & CEO Jason Ernest, Esq. will host this webinar, which is free for IA&B members to attend. Registration is required.
Register today. IABforME.com/eventregistrations or call 800-998-9644, option 1
SPECIAL
OPPORTUNITY FOR SUMMER INTERNS
Are you hosting interns this summer? This month IA&B will welcome interns from independent insurance agencies and carriers for its third annual Intern Day. It will
be an afternoon for your interns to network with young agents and learn more about different aspects of our great industry.
If you supervise interns, consider sending them to IA&B Intern Day — an opportunity to help round out their summer internship experience.
Thursday, July 25
11 AM – 5 PM (lunch included) Millers Mutual Insurance Company Harrisburg, PA
There is no fee to attend this event, which is exclusively for interns of IA&B member agencies and company partners.
Learn more and register today. IABforME.com/Intern-Day
Questions? Contact IA&B VP-Membership Tim Wonder TimW@IABforME.com 800-998-9644, ext. 351
IA&B YOUNG AGENT CONFERENCE RETURNS
Attend the 2024 Young Agent Conference, coming to Gettysburg, PA on Oct. 28-29. Plan for two days of high-energy speakers, handson workshops, and networking opportunities — all with the goal of developing young insurance agents into successful leaders. Registration opens Aug. 1.
Learn more. IABforME.online/ YAconference
APPLY FOR AN INSURANCE EDUCATION SCHOLARSHIP
Applications for the next round of insurance education scholarships are due by Friday, Aug. 2.
IA&B will award two individuals with full designation scholarships – one for a CIC designation and another for a CISR designation. Plus, member agencies will receive scholarships to send an employee to a CIC course, CISR course, or CE webinar. Scholarships to attend licensing study courses are available throughout the year.
IA&B introduced the insurance education scholarship program in late 2018 to support the future of the independent agency system. The scholarship program aims to develop new talent and support existing agency staff through insurance education. Each year, IA&B awards about $10,000 in scholarships.
This is to notify members of the Insurance Agents & Brokers of the annual meeting for the Association to be held on Tuesday, Aug. 20, 2024 at 1 PM at the Hilton Garden Inn – Kent Island - 3206 Main St, Grasonville, MD 21638. The Primary Member shall have the right of vote for the member in the Association. If the member of the Association is a corporation and the Primary Member is unable to attend, any officer may vote therein. If the corporation wishes another person to vote therein, or if the member is a partnership or proprietorship and the member wishes another person to vote therein, then such member shall designate such other person in writing, signed by the Primary Member, in accordance with policies and procedures of the Association. Such person must be designated in writing using the member’s letterhead or through a proxy form that is available from the Association. Such proxy must be received at the IA&B Headquarters by 4:30 PM Aug. 19, 2024 or by 12:30 PM on Aug. 20, 2024 if delivered in person at the Annual Meeting location. To register for the annual meeting and for the meeting’s agenda, go to IABforME. com/2024/06/13/2024-annualmeeting-notice/. Announcement of this meeting is made in accordance with Article III, Section 3.1, Annual Meeting, of the By-Laws of the Association.
Respectfully submitted,
Timothy A. Wonder Corporate Secretary
Q& A with KARYN MILLER
Karyn Miller, CIC, CISR is president and owner of Hinkle Insurance Agency, a full-service independent agency located in Lancaster, PA. In 1976, Karyn’s father started the agency which now employs her mother, as well as her son and daughter.
Q. Despite growing up in the business, you didn’t set out to become an insurance agent. How did the industry win you over?
A. I didn’t have insurance on my radar at all, even though my father had an agency. In 1986 my dad purchased a small agency and opened a second location in Lititz, PA. That’s when he asked if I wanted to work for him out of the Lititz location. I really didn’t know what to expect being an insurance agent and really didn’t know how working with my parents would be. I got my insurance license, and after working in the industry for a year, I realized that it was where I wanted to be. It is a great industry, and you are continuously learning; no two days are exactly alike. I also enjoy talking with and helping people, which is what we do.
Q. What does your typical workday look like? And what’s your favorite part?
A. A typical day starts with email. There are always emails to work through – to either address or hand off to another member of the team. Depending on the day, I may do administrative things or talk to clients or prospects. Or I may discuss marketing with our marketing team or review accounts that need attention.
My favorite part is interacting with our team. Team discussions about quoting, coverage, claims – I love it when we all come together to discuss some of the more challenging scenarios and learn together. These types of
interactions are truly valuable for everyone, whether you are new to the industry or have been around for a while.
Q. It’s been a pretty wild ride over the past few years –first the pandemic, then the unprecedented hard market. What’s been the most difficult part? Any silver linings?
A. Initially with the pandemic, it was a challenge to work from home. We were not set up to do that, but it came together fairly quickly, and we made it work. At that time, I had a new employee who had just become licensed, and training remotely was not easy. You learn so much being in the office, just by listening to coworkers and their discussions. Plus, it is a lot easier to train someone when you can be together in person.
The hard market brings its own challenges as well, but we are still able to write new business, and our retention is good.
A silver lining from the last few years is our ability to work remotely if needed. Offering that flexibility to our employees has proven to be beneficial. We do not have anyone who solely works remotely; however, it is utilized as needed.
Q. Your children – Zach and Molly – now work in the agency. What’s that like for you? Any advice you’d offer other agency owners whose children may join the family business?
A. Working with my children is great! I really wasn’t sure if they would want to have careers in the insurance industry.
They both did other things before coming to work for me, and that was important for them to do. Zach has a marketing background, and he lived and worked in Florida for three years. Molly was a social worker and lived and worked in York, PA before joining the agency. I never wanted to pressure them to work at the agency, but the opportunity was always there. I am glad they are here, and I enjoy working with and learning from them. It is nice to have their input and perspectives on things.
Q. Your agency is active on social media, and two of your team members even host a podcast (Know Your Limits). Who manages these activities? And how does this investment pay off?
A. My son Zach and coworker Andrew Porter manage social media and host the podcast. A special guest is highlighted from time to time; the guest is one of our personal or commercial lines clients. It allows us the opportunity to highlight what our clients may be doing in the community or, for our commercial clients, to showcase their businesses and the work they do. The more engagement we can create, the more exposure we have across all avenues.
Q. You’re a founding member of The Twelve, a varied group of professionals who have teamed up within Lancaster County, PA. Tell us about that venture!
A. The Twelve opportunity came up during the second half of 2023. We have had a connection for many years with Fine Living Lancaster magazine and editor Mark Pontz. Mark had the idea of The Twelve, and from there we were able to establish the founding members. It is nice to have a network of like-minded professionals who come together monthly and provide a different feel to networking. Unlike attending large networking events, our interactions are on a more intimate level where we can truly get to know each other. We also support our community as individuals and as The Twelve, giving back with our time and financial support to various organizations.
Q. When you’re not working, how do you like to spend your time?
A. Spending time with family is always at the top of the list. I have a one-year-old grandson who lights up my life tremendously, and being with him is the best! My husband and I like to attend live music events, entertain friends, and travel. Although we have not traveled to Europe yet, it is at the top of our list.
1) Legal & Compliance Resources
2) Classes & Online Training
3) Marketing, Branding & Websites
4) Political Advocacy
5) HR & Hiring Solutions
6) Insurance for Your Agency
7) Industry News
8) Market Access & Carrier Relations
QUESTIONS? CONTACT TIM WONDER, IA&B VP-MEMBERSHIP 717-918-9223 | TIMW@IABforME.COM
Shopping Your E&O?
As an IA&B Member, you could qualify for a program that provides better value and protection. Benefit from IA&B’s:
▲ Relationships with reputable carriers
▲ Industry leading claims service
▲ Highly trained, licensed professionals
Get Started Today
For personalized service, contact KEVIN HORD, CIC, CPCU, ACLS, MBA 800-998-9644, ext. 209 KevinH@IABforME.com IABforME.online/insurance
PLATINUM PARTNER PROFILE
Insurance Agents & Brokers proudly recognizes Penn National Insurance as one of its Platinum Partners. IA&B Platinum Partners dedicate the highest level of sponsorship to our organization.
OUR MISSION
We help people feel secure and make life better when bad things happen.
FEATURED
PARTNER
Penn National Insurance
HEADQUARTERS
Harrisburg, PA
A.M. BEST RATING
A (Excellent)
OUR EXECUTIVE TEAM
Robert Brandon president & CEO
John Foster senior vice president, insurance operations
Jacquelyn Anderson senior vice president, CFO & treasurer
Karen Yarrish
senior vice president, secretary & general counsel
Kelly Miller vice president, Human Resources
Mike Watts chief information officer
COMMITTED TO POSITIVELY IMPACTING THE ENVIRONMENT AND SOCIETY
Penn National Insurance was founded for the singular purpose of providing security and service to its policyholders. A century later, our mutual structure continues to provide for a perfect alignment of interests between the company and its policyholders. Unlike competitors with shareholder obligations, we have the ability to take the long-term view, which allows us to completely focus on doing what is right for our policyholders.
With this long-term outlook, we are also able to provide a healthy and stable work environment for our team members, foster relationships with business partners and support the communities in which we work and live. Insurance companies’ core activities naturally support sustainability—providing loss control services to policyholders to minimize their risk, supporting strong building codes to protect assets and the environment, promoting safe driving habits to protect individuals and society, and serving as a risk transfer mechanism for economic activity.
Penn National Insurance (www.pennnationalinsurance.com), founded in 1919, in Harrisburg, Pa., helps people feel secure and makes life better when bad things happen. The company provides property-casualty insurance in 12 states, through a network of more than 1,200 independent agency operations. In 2023, the company wrote $942 million in direct premiums, had $2 billion in total assets, maintained a $824 million policyholder surplus and achieved an A.M. Best Financial Rating of A (Excellent).
Penn National Insurance has received a “Superior Rating” for Personal Lines Claims Customer Experience, as measured by Ward’s ExperienceMonitor program, for five consecutive years.
COMMITTED TO GIVING BACK TO OUR COMMUNITY
The farmers who founded our company in 1919 passed along to us a tradition of giving back to the community, which we honor and carry forward today.
We believe in making the world a better place. We start by making our policyholders feel secure in knowing that we are here to protect them and get them back on their feet after a claim. We provide good jobs with competitive salaries and benefits to our employees, and offer them a great place to work. We give back to the community in response to our belief that businesses have a moral obligation to do so. We focus much of our philanthropy on our headquarters city of Harrisburg, Pa., where we have given millions of dollars to our local, urban public school district, and hundreds of thousands of dollars to support other urban education-related initiatives. We rank among the largest contributors to our local United Way, since we match our employees’ donations dollar for dollar.
Along with our dollars, we give our time, and we encourage employees to volunteer by offering workplace volunteer opportunities and time off.
Recently, we supported the Central Pennsylvania Food Bank through ABC 27's Feed a Local Family Campaign. For more information, visit www.abc27.com/feedafamily.
Social Media in a Relationship Business
BY DANIEL SMITH, OF MARKET RETRIEVERS
Insurance is a relationship business – this isn’t up for much debate. But the way we develop and grow relationships has changed, especially post-pandemic. Are digital marketing and social media now part of this relationship business? The answer is “yes” – and maybe even more emphatically “yes” than you think.
WHERE ARE PEOPLE SPENDING TIME?
Have you checked your social media account(s) today? You’re not alone if you have. Forbes reports that Americans spend two hours and twenty-five minutes per day checking their social media. Think that doesn’t describe your target audience? Over 80% of Americans say they use social media including YouTube (83%), Facebook (68%), Instagram (47%), etc. If you factor in that around 8% of the nation’s population is age 11 or under, you can make the leap that over 90% of Americans who have the ability to use social media do so. In fact, I’d argue that probably over 95% of working adults use it. Are working adults in your target audience?
In addition, many are now using social media as a search engine, for research, and for reviews. They are leaning more and more on what they learn about people and companies online, and especially on social.
HOW ARE PEOPLE INFORMING THEIR DECISIONS?
When you hear about a new restaurant, think about taking a trip, consider buying something new – what do you do? Do research online? If so, you’re like the 81% of Americans who take that same action. Think they don’t do it for insurance? Almost 70% say they do, and specifically, the number of insurance searches performed on mobile devices has grown to over 50%.
I often hear, “Our clients don’t purchase commercial insurance online.” I agree with that, most don’t, and the data supports it. But they do research and inform their decisions online – there’s no doubt about it. They are deciding:
• What others say about you (e.g., Google Reviews, BBB, Yelp, etc.)
• If you know what you’re talking about and have knowledge in the area they need
• If you seem trustworthy, likeable, and interesting
Specifically for reviews, a Brighton study found that 89% of consumers make an effort to read reviews before making a purchase, 49% of consumers trust online reviews as much as a personal recommendation, and 94% say negative reviews have made them avoid a business.
PROMOTING CULTURE AND COMMUNITY
I was recently at an insurance industry event where one of speakers provided a great testimonial for online relationship development. He said that an agency owner had received multiple offers to purchase her agency and did research to determine who the best fit was for the sale. One of the agencies had video and content about themselves online and the others did not. She got to “know them” through this content and chose them as a result. Do you think clients won’t do the same?
Promoting your people is simply furthering your relationship-building. Showcasing your culture and community isn’t bragging, it’s promoting what you care about – if it’s authentic.
Worried about other agencies “stealing” your staff if you talk them up too much? I would argue that says more about your agency’s culture than it does about your competitors’ approach. People that feel recognized and appreciated in their roles are happier, work harder, and are much less likely to leave.
In addition, community is often what makes independent agents different than other competitors. You live in and care about your neighbors, cities, organizations, etc. Remind people that you do. Put a public face on your agency, and you’ll be known for your brand and have higher awareness when people shop for insurance.
Continued on page 14
Continued from page 13
HOW TO GET STARTED
The easiest – and one of the most important – ways to get started is to optimize your Google My Business profile:
1. Update your address, hours, lines of business, experience, and contact details
2. Add logos, photos, and content
3. Respond to reviews, both positive and negative
a. And remember, the responses are as much for those reading them as they are for those leaving them
4. Request reviews when you have happy customers and give them the direct review link
For social media, take a people-first approach to your content. Introduce and recognize your team for accomplishments, talk about community events, and please, please, please – use pictures of real people from your agency whenever you can.
ABOUT MARKET RETRIEVERS
Daniel Smith, CMO and co-founder of Market Retrievers, authored this article. Market Retrievers is a boutique digital marketing agency offering content strategies and implementation solutions to clients in the insurance and trade association spaces that are in need of increased organic market share growth, engagement from their community, and guidance for advertising. We design a strategy to help tell your story to your target audience. Let us help you fetch your targets!
marketretrievers.com
Think of your content as if it were an in-person conversion. Would you catch up with your client for lunch and only show them pictures of inland marine risks? Then don’t build a content strategy that way either. Would you only give them carrier materials and not your own agency’s? Then don’t only share carrier content on social.
MEASURING THE IMPACT
“I tried this, and I didn’t get any sales.”
I hear comments like this all the time. But a branding, content, and digital marketing strategy is about answering these five questions:
1. Awareness – Do people know and think of your agency for the insurance you want to sell?
2. Relationships – Do people like and trust you?
3. Recruiting – People are going to look you up before they decide if they want to work for you – what will they find?
4. Retention – Do your current insureds have a reason to stay with you other than their policy?
5. Sales – Marketing is part of the sales process, but you can’t always track it one-to-one. Are you aware of how it is, or isn’t, impacting your sales now?
And yes, this isn’t always quantifiable data. So, what can you track?
• SEO – Are more people finding you online? Review your Google data including Google My Business profile interactions, calls, and site visits as well as your site’s Google Analytics (or other web analytics as available).
• Traffic – Is traffic to your site and landing pages increasing?
• Reach – Are you reaching more social accounts? Reach is a metric of unique viewers seeing your content.
• Engagement – Are people engaging with your content (i.e., liking, commenting, sharing, clicking)?
Develop an online relationship strategy, and your agency will be better prepared to supplement the relationship building you’re doing in person, by email, and on the phone. It is a critical part of today’s insurance industry.
Daniel Smith is the CMO and co-founder of Market Retrievers, a digital marketing agency that focuses on helping clients in the insurance industry fetch their targets. He has been in the insurance industry for over 17 years and is a licensed Property & Casualty agent.
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Also available in audio format
When business owners turn to you for workers compensation
protection
THINK UFG
At UFG Insurance, we’re your trusted experts for workers compensation protection. In addition to offering your customers the convenience of keeping all lines of business together, we embrace a whole-person recovery approach to claims — infusing empathy, clarity and humanity into every interaction. With free access to 24/7 medical triage services and the availability of Pay as You Go billing, there’s no better time to think UFG for workers compensation.
For competitive protection and compassionate service, turn to your trusted workers compensation experts at UFG.
IA&B is committed to celebrating and empowering women in the industry. These initiatives supplement the annual IA&B Women’s Conference, held each March. Please note that these offerings are designed with women in mind, but they are open to everyone who supports the growth and leadership of women in insurance.
Learn more about these initiatives: IABforME.com/women-in-insurance
Join the conversation: Facebook.com/groups/IABwomen
MAKE-A-WISH SUPPORT
This spring IA&B women in insurance supported two events benefiting Make-A-Wish: the 2nd Annual Evening of Wishes, in Mechanicsburg, PA, and the 21st Annual Grapevine: A Wine Tasting Event, in Pittsburgh, PA. Trusted Choice –the consumer-facing brand of the Big “I” (IA&B’s national affiliate in Pennsylvania and Delaware) – sponsored both events.
Thank you to the member agents who represented IA&B and Trusted Choice!
LEFT: The 2nd Annual Evening of Wishes allowed IA&B members and staff to meet several Wish Kids. (left to right) Karen Robison, Public Relations Director for IA&B; Kathy McDonald, of Gunn-Mowery; Alane Fagan, Events Manager for IA&B; and Amanda Krotzer, of Gunn-Mowery
MIDDLE: Marla Fleming (left) and Taylor Gallagher, of Ferri Dawson Insurance Group, attended the Make-A-Wish fundraiser in Pittsburgh.
RIGHT: Trusted Choice was well represented at the 21st Annual Grapevine.
(back row left to right:) Marla Fleming, of Ferri Dawson Insurance Group; Carrie Anne Bush and Alahna Walters, of W.N. Tuscano Agency (front row left to right:) Taylor Gallagher, of Ferri Dawson Insurance Group; Heather Ulrich, Career Services Director for IA&B; and Katie Zurawka, of Howard Hanna Insurance Services
IABforME.com/women-in-insurance
UNLOCK YOUR POTENTIAL WITH THE IA&B WOMEN’S SELF-COACHING PROGRAM
Empower yourself to thrive and succeed with our transformative Women’s Self-Coaching Program. This program provides the tools, techniques, and guidance to tap into your inner strength and build confidence.
This 12-month program will start in September 2024 with regional, in-person kickoff meetings. It includes two in-person, skill-building workshops and 10 monthly interactive webinars.
While this program is self-guided, you’ll have the invaluable support of Tarryne West, a seasoned facilitator from Change One Woman. Plus, you’ll have ample opportunities to connect with other women on the same journey. Learn more at IABforME.online/ self-coaching and register for this program by Sept. 3.
What is Self-Coaching?
Self-coaching empowers you to take ownership of your personal and professional development. Unlike traditional coaching, where a coach provides oneon-one support, self-coaching is a more independent process in which individuals take on the responsibility of personal growth and development. It requires dedication, self-discipline, and a willingness to engage in continuous learning and growth.
If you have questions about this program, contact IA&B Events Manager Alane Fagan at 717-918-9198 or AlaneF@IABforME.com.
focused
Join host Claudia St. John – keynote speaker from the 2024 IA&B Women’s Conference – for these upcoming webinars. There is no cost for IA&B agency members and partners to attend. Registration is required.
BEATING THE BURNOUT
Wednesday, July 17 | Noon-1 PM
Research shows that burnout, defined as a state of emotional, physical, and mental exhaustion, is a challenge faced by a majority of professional women. This webinar explores what burnout actually is, how to recognize it in yourself and others, and how women can avoid or recover from burnout when they experience it.
THE POWER OF POSITIVE FEEDBACK
Wednesday, Nov. 6 | Noon-1 PM
Delivering positive feedback is one of the most fundamental and impactful behaviors that supervisors or managers can embrace. Yet, all too often, we forget the power of positive feedback and miss opportunities to both connect with and empower and inspire others. This session explores positive feedback, what it is, what it is not, and how to use it effectively at home and at work.
To serve as a driving force to champion independent agency success by educating, consulting, advocating, and fostering community in Pennsylvania, Maryland, Delaware, and beyond.
CLASSROOM
Editor: Karen Robison
KarenR@IABforME.com 717-918-9209
Contributing editors: Jennifer Ross, Megan Fioretta, Sarah Haas
Risk is everywhere. In everything. With Applied Underwriters by your side, the gears of commerce, innovation, and exploration keep turning. Experience the unrivaled heart and unwavering service that only Applied delivers.
