Maryland Primary Agent - July 2019

JULY 2019 | MARYLAND

TRAILBLAZERS:

WOMEN IN INSURANCE LEADERSHIP Left to right: Lisa Leach Goth, Tara Silfies, and Liz Martin

Exclusive Member Magazine SOCIAL MEDIA ACUMEN

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IN THIS

12 ON THE COVER: WOMEN IN INSURANCE LEADERSHIP A pioneering generation paved the way for the 1.7 million women who now work in the insurance industry. Hear from three women who are blazing the trail.

16 AGENT PROFILES

Read interviews with Lisa Leach Goth, Liz Martin, and Tara Silfies about their careers and businesses.

22 SOCIAL MEDIA ACUMEN

What’s your agency’s social media strategy? An industry expert shares insights and best practices.

IN EVERY ISSUE 2 3 4 6 8 10 15 26 28 28

WOMEN IN WOMEN IN INSURANCE INSURANCE LEADERSHIP LEADERSHIP

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Chair of the Board’s Message Claire-ification Preventing Errors & Omissions Coverage Corner News & Notes IA&B Partners New Members Pics & Posts Education Classified Ads

JOIN US ON SOCIAL MEDIA: Facebook.com/IABforME LinkedIn.com/company/IA_and_B Twitter.com/IA_and_B About IA&B IA&B is the premier resource and champion for independent insurance agents in Pennsylvania, Maryland, and Delaware.

Periodical postage paid at Mechanicsburg, Pa. and at additional mailing offices.

Postmaster: Send address changes to Insurance Agents & Brokers, 5050 Ritter Road, Mechanicsburg, PA 17055.

Primary Agent (ISSN 1543-3110), Permit # 638-620, Issue # 2019-7, is published monthly by IA&B Service Group Inc., a subsidiary of IA&B. Copyright 2019. All rights reserved. No material may be reproduced in whole or in part without written consent of the publisher. The information in this publication is general in nature and not intended to serve as legal, accounting, 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.

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CHAIR OF THE BOARD’S MESSAGE

BOARD OF DIRECTORS INSURANCE AGENTS & BROKERS 5050 Ritter Road | Mechanicsburg, PA 17055 800-998-9644 | IABforME.com

OFFICERS

Chair of the Board

John B. Hollister Milford, PA

INCLUSIVITY BENEFITS US ALL

D

iversity. It’s a bit of a buzzword these days. But the truth is, our industry is behind the times when it comes to hiring and advancing women and people of color. The “stale, male, and pale” stereotype of independent agency owners tends to fit!

Vice Chair of the Board

Craig S. Mader Crofton, MD

MEMBERS

Emory Stephen Burnett, CIC, ARM Wilmington, DE

Richard F. Corroon, CPCU Wilmington, DE

Michael P. Ertel Sr.+

All joking aside, awareness of this diversity gap is a first step in addressing it. And addressing it necessary to reach an increasingly diverse subset of consumers and to develop our own agency perpetuation plans.

The good news is that, while gradual, change is evident. This issue of Primary Agent magazine focuses on women in insurance leadership and features three of my colleagues on the IA&B Board of Directors. As you’ll read on page 12, current insurance agency leadership is less of “the good old boy network” than in generations past, and this is making way for more talent and fresh ideas.

Columbia, MD

Len Gieseler, LUTCF Pottstown, PA

G. Greg Gunn, CIC* Lemoyne, PA

Bryan C. Hanes, JD Hagerstown, MD

Lisa A. Leach Goth, CIC New Bethlehem, PA

Shannon Lipniskis Indiana, PA

This transition is evident in the IA&B Futures Program for young insurance professionals, too. As an IA&B Board member, I’ve had the opportunity to attend the last two Futures Conferences, and the talent gathered there is diverse, engaged, and enthusiastic.

Elizabeth H. Martin, CIC

Let’s keep up the good work of inclusivity. The future is bright!

D. Bradley Rosenkilde Jr.

Millersville, PA

Mark J. Monroe

West Chester, PA

Richard M. Rankin, CIC Lancaster, PA

Hunt Valley, MD

Tara S. Silfies, CPCU Bethlehem, PA

Best,

Robert L. Smyrl Jr., CIC Hatfield, PA

Glenn R. Strachan

Ft. Washington, Md

John Hollister Chair of the Board

Lawrence A. Wilson, CIC, CPIA, CPCU, ARM** Newark, DE

J. Marshall Wolff, CIC, CPCU Easton, PA

* Pa. IIABA National Director ** Del. IIABA National Director + Md. PIA National Director

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JULY 2019

Claire-ification IA&B Vice President - Advocacy Claire Pantaloni, CIC, CISR provided this month’s answer.

QUESTION: Can we proceed with a customer’s verbal request to remove a vehicle from coverage? Or must we get the request in writing and then backdate once we have the proof of sale?

ANSWER:

Well, this answer probably calls for a twopart response: what you technically can do, and what you probably should do.

WHAT YOU TECHNICALLY CAN DO The policy is a contract between two parties, and a request made verbally by one party, if agreed to by the other party1, can be contractually sound. The issue is evidence. So while there is no right or wrong answer to your question, it is best to have things in writing, so we don’t have to rely on fuzzy memories. That takes us to what you probably should do.

WHAT YOU PROBABLY SHOULD DO The best practice would be to ask for confirmation from the insured in writing (can be email) and a proof of sale. Upon receipt, you can request backdating to the carrier based on the proof of sale.

You could check whether your agency contract addresses backdating (they occasionally do), but it is better to handle the individual requests with company approval due to the high risk of fraud, or the risk that your agency will be perceived in a bad light if something happens.

WHAT COULD HAPPEN? The customer, after telling you that he replaced one vehicle with another,

Ask our experts! could change his mind and decide to keep the old one. (For example, it could be because the trade-in offered was not enough or because he thought he’d keep it for his teenage daughter.) When he calls you a few weeks later because the old vehicle was involved in an accident, he may not remember the same thing you do. Hopefully, you’ll have a detailed record of the conversation in your agency management system, but it likely will turn into a “he said, she said” dispute over what the customer really asked for, with an uncertain outcome.

Not worth the risk.

Have a question? Rely on our team to find the answer.

Contact Claire: 800-998-9644, ext. 604 ClaireP@IABforME.com IABforME.com

Finally, another important word of caution. Before proceeding with any change to the policy, first check who is requesting the vehicle deletion. Is it the insured or a car dealer? If it’s the dealer, never proceed to the change without requesting confirmation from the insured. The dealer is definitely not a party to the contract and may not make any policy changes. If you make a policy change based on a request by the car dealer without confirmation from the customer, any resulting claim will not be covered by the auto policy … but might be by the agency’s E&O policy instead.

1W hile the agent is not a party to the contract, in this scenario, the agent is acting in an agency-principal relationship and representing the other party, the carrier.

The ability to act hinges on the authority granted to the agent by the carrier.

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PREVENTING ERRORS & OMISSIONS

HOW TO NAVIGATE SOCIAL MEDIA

By Curtis M. Pearsall, CPCU, AIAF, CPIA

W

hile many recognize that social media has become a way of life on a personal level, businesses increasingly are turning to this approach to get their message out and to tell their story. In many respects, it is redefining how businesses can market themselves.

Whether your agency is currently using any of the various forms of social media, or if you have been thinking about it but don’t quite know where to start, there are some things to consider:

DEFINE YOUR SOCIAL MEDIA GOALS There is tremendous power to social media and many different approaches to take. If you are looking to use social media as a significant part of your marketing strategy, consider the details/benefits of each of the possible approaches.

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A solid first step is to identify what you hope to gain from using social media and what you are trying to accomplish. It is probably best to start with a cautious, conservative approach. Jumping in with “both feet” might sound exciting, but may not be as effective as you hope. You could also avoid some potential legal issues with the proper thought and planning.

As you strategize, remember that your presence should not be static, looking today like it did six months ago. And while your social media accounts should demonstrate your agency’s personality, you also want to provide content that is valuable to your different target audiences. Education is often one of the main goals businesses strive for when using social media.

JULY 2019

LET THE GUIDE BE YOUR GUIDE Develop a social media guide to ensure you have the proper procedures/controls in place. This guide should include all media your staff may use and (if applicable) should be developed with input from human resources, marketing, and other departments. Employees should be advised of what they can and cannot do – whether on your agency’s account or the employee’s personal account. Make certain that they don’t reveal secrets or speak ill of the competition. Plus, make sure they realize they cannot post private consumer information. Strongly communicate this to all employees, and monitor it to the greatest degree possible.

EDUCATION – A GREAT OBJECTIVE

POSTING ARTICLES FROM OTHERS

Social media provides a truly powerful means of delivering compelling content and providing ideas and advice on a wide variety of topics. This will strongly brand your agency as a reliable resource in that industry. This approach can be extremely beneficial as it should drive clients and prospects to some type of action: buying, subscribing, applying, etc.

If you are going to share articles, make sure the material is from reputable sources.

Whether you are viewed as an information provider or a content provider could determine any potential liability.

This educational information needs to be carefully constructed and proofed for content, accuracy, professionalism, and legality. Identify a focal person in your agency and require that all content be run by him or her for approval. This will help ensure that incorrect advice or incorrect statements are not inadvertently published.

Of course, avoid posting inappropriate or defamatory comments involving specific people or specific organizations as these could be exceptionally damaging to your agency’s reputation. It is important to understand that like email, correspondence via social media exists forever.

DETERMINE WHEN TO BRING THE CONVERSATION TO THE OFFICE You will have some potential customers who want to do business with you because of your education and expertise. Develop a procedure in your agency that identifies the point where the interaction between the prospect and the agency should be moved in-house and become part of the normal agency process.

CONSIDERATIONS Blogging: Many organizations have used blogging to market themselves and communicate their knowledge. Blogging can be a great way to reach your target audience … but proceed cautiously to start. Strongly consider it if you have something to say and are good at saying it.

Notify potential customers upfront in your dialogue with them about the do’s and don’ts of using social media to communicate with the agency. Among the items to address:

Advise your employees not to blog about something disclosed to them. Plus, while stretching the truth may make for good content, don’t even consider it. Once again, comments made on the blog need to be accurate and proofread before they are posted.

•

Customers should not make any policy change requests or provide key information via social media.

Oftentimes, this information is very sensitive and extremely private. Data breach and privacy laws must be adhered to.

Facebook/Instagram/LinkedIn/Twitter: Which one(s) works for you? Understand who the audience is and how they use it. Furthermore, does it meet with your organizational goals? With most social media sites, the key is to make valuable information available.

•

Customers should be advised that they cannot bind, modify, or delete coverage via social media and that they must speak with an authorized agency representative to do so.

There is tremendous power to social media. This can be of great benefit to your agency and to your customers, while improper use can cause it to be your biggest headache. Yet through a well thought-out strategy, it can be the tool that results in solid growth and a professional reputation for your agency.

ADVISE YOUR CUSTOMERS

Curtis M. Pearsall, CPCU, AIAF, CPIA, penned this article on behalf of Utica National Insurance Group. IA&B is the exclusive agent for the Utica E&O program in Pennsylvania, Maryland, and Delaware.

The material contained in this article is for informational purposes only and is not for purposes of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem.

SOCIAL MEDIA AS AN E&O EXPOSURE Learn about new and evolving E&O exposures – including those created by social media – in our seminar, E&O Risk Management: Meeting the Challenge of Change, available in the classroom and on-demand.

Classroom Sept. 4 | Mechanicsburg, PA Sept. 10 | Erie, PA Sept. 19 | Trevose, PA Sept. 25 | Pittsburgh, PA Nov. 13 | Newark, DE Dec. 5 | Macungie, PA On-Demand Available anytime.

Must complete within 30 days of registration.

Register today.

800-998-9644, option 1 IABforME.com/education

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COVERAGE CORNER

BIG STORM’S COMING SOON An Insured’s Perspective

By Kevin C. Amrhein, CIC

B

y the time you read this article, it will be hurricane season in America. Folks in the states represented by IA&B are not safe from these monsters.

When the storm comes, insureds will look to you as a source of strength. If you aren’t mentally prepared for the aftermath, you could fail your insured in the exact moment they need you the most.

I’m trying something different this month.

Rather than address specific coverage issues, I hope to prepare you emotionally by sharing my personal experience.

Following are the (unedited) notes I scribbled the day after Hurricane Jeanne stormed into my memory. I hope they prove enlightening, especially for anyone who’s grown numb to the enormous responsibility we insurance pros have in the lives of our insureds. Enjoy.

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JENSEN BEACH, FL – SEPT. 25, 2004 AFTERNOON How is this happening again? Exactly three weeks ago, Hurricane Frances came onshore in this same spot. Literally the same spot. Two big ones (CAT 4 and 3, respectively), identical landing positions, three weeks apart. This has never happened in recorded history, yet here I am. I evacuated for Frances, but not this one. Not this time. Evacuation was too complicated. I hear many headed south to the Keys (can you imagine that … evacuating to the Keys?) But it’s too late for that. Gonna ride this one out.

EVENING Boy, that escalated quickly. Unusual calm, turns pleasant breeze, turns gusty winds, turns “holy s#it!” in what seemed like an

JULY 2019

hour. This wind sounds like a dozen large flags flapping constantly. Only there are no flags nearby.

Our group is huddled in the breezeway on the third floor of our apartment building.

For now, we feel safe there.

AROUND 10 PM (OR THEREABOUTS) I now know the difference between the sound of a tree cracking and when it literally snaps apart. All visible species are affected, but the pines seem especially vulnerable. How did any of these survive the lashing they took three weeks ago?

The blue pop of a transformer draws a reaction from our group. Then another one and another one. How many transformers are (were) there?!

The pond behind the building has gone full white-cap. The fence around the pond proves why it’s not a retention wall – water is escaping its containment and finding a new home in the parking lot. Apparently, a body of water doesn’t need tides to experience tidal surge! I laugh to myself about this stupid and unfunny thought.

AROUND 11 PM (I THINK) Our breezeway seems adequately positioned to avoid the wind gusts, rain, and debris. I probably shouldn’t be there, but Mother Nature’s theater is too compelling, and it’s too hard to see through metal shutters.

A single car in the parking lot has now attracted its second formidable tree branch. It’s not my car, so I have a silent, selfish chuckle at that guy’s terrible luck.

Curious as to how more cars haven’t been victimized. [I’d later learn it’s because the buildings around the complex’s perimeter absorbed most of the blows from debris.]

AROUND MIDNIGHT (POSSIBLY?) I’m shocked that everything standing has not blown apart. I see buildings across the parking lot and say, “How are you still there? How am I still here?!” The gusts are absurd. [I’d later learn this storm was producing sustained winds of 120 and higher gusts.] I retreat inside the apartment to learn that one of the metal shutters over the patio’s sliding glass door is loose. That door is wobbling like it’s made of thin plastic.

And then it happens. Calm. Total calm.

The eyewall is over us now. I’d always heard about this but not experienced it until now. People are taking their dogs outside, and I hear chatter coming from the other apartments. Even a few chuckles. Sounds like folks are doing OK. I can see stars. Is there any stranger phenomenon in nature than the calm within a hurricane’s center? Deep sighs of relief all around. We all know it won’t last, but wow … so beautiful.

NOT GONNA LIE … NO CLUE WHAT TIME IT IS Stars gone. No longer beautiful. Wind is back, and it’s roaring. I notice the pond

is white-capping again, but the waves are now moving left-to-right … seriously?

So the wind is now blowing the opposite direction?! [Actually yes, that’s exactly what happens. I know this, but being in the moment makes you forget things.]

A large trash can and some patio furniture roll onto the scene and are stopped by parked cars. The trash can then takes flight and is still airborne when it exits my view.

I’m back inside the apartment, staying away from the glass door that is wobbling so hard now that I’m expecting it to shatter any second. [It didn’t. Miracles do happen.] Several trees that somehow withstood the first attack are now crying uncle. Cracking and snapping sounds everywhere.

STILL DARK Is it slowing down? Each time it appears so, the gusts return. Wind gusts that on a normal day would send folks fleeing indoors are now a relief.

Further easing. Daybreak is upon us. It’s so hot that I think I start missing the wind.

Did I really just think that?! I’m delusional and exhausted from this exhibition.

AFTERMATH I survived, and so did those around me.

My building was not totally destroyed, but judging by some of the debris in our parking lot, a few nearby were. The power is out and probably will be forever.

No one trusts the water supply, and the roadways, cluttered with debris and without functioning signage or stoplights, are unsafe to use.

Adrenaline starting to wear off, replaced by fatigue and fear. I am young and healthy, have no children and am quite familiar with the business of insurance. I’m “trained” for this. And while these factors should say otherwise … I’m terrified.

It’s unfathomable to me how I’d feel if I owned property, were sick, or had dependents to care for.

I have a thought: After this experience, if I were treated poorly by my insurance company or agent – that same company or person who justifies their role in my life with scenarios like what I just experienced

– I would completely lose my faith in humanity. And right now, feeling this heat, seeing this damage, dodging these bugs, and smelling these pools of storm water, my neighbors and I could really use some faith in humanity. Guess I better get to work.

That’s all for now. Until the next round … cheers!

Kevin C Amrhein, CIC, is IA&B‘s newest education consultant.

He works with our CISR and CIC programs, as well as our special topic seminars and live webinars. Catch him at one of our upcoming professional training offerings: IABforME.com/education.

SOCIAL MEDIA AS A LIFE LINE Agencies active on social media have an advantage in emergencies. Increasingly, the public relies on social networks during disasters – to receive real-time updates, to find safety information, and even to reach out for help (as seen during Hurricane Harvey).

Build your agency’s social media presence over time with consistent posts and interactions. Then, in the event of an emergency, you can reach your engaged group of followers with critical information: safety tips, claims advice, and how to contact your staff.

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NEWS & NOTES

EXTENDING OUR CONGRATS Congratulations to our newest CIC, CISR, and CISR Elite designees!

New CIC Designees

New CISR Elite Designees

New CISR Designees

Brandon Bruno, CIC, CRM, CPCU, ARM, AIC Erie Insurance

Teresa Bohlen, CISR Elite Glatfelter Insurance Group

Penny Aurand, CISR C.A. Weber

Tara Campbell, CISR Elite Spodek, Rupp & Fiore

Janelle Barkman, CISR Michael Starr Insurance

Vanessa Cozart, CISR Elite The Coup Agency

Kaitlyn Basehoar, CISR Barrick & Associates

Christopher Fantaski, CISR Elite, CLCS Horst Insurance

Daniel Boos, CISR Horst Insurance

Colby Fiesta, CISR Elite John A. Fiesta

Boranny Bora, CISR EHD

Nicole Hoffman, CISR Elite Seubert & Associates

Amanda Brown, CISR Atlantic/Smith, Cropper & Deeley

Alyssa Landis, CISR Elite Lacher & Associates

Sara Clark, CISR The Glatfelter Agency

Lauren McNamee, CISR Elite Seubert and Associates

Linda Costa, CISR Weymouth, Swayze, & Corroon

Brent Martin, CIC, CISR Elite Walton-Ebert Insurance Agency

Nancy Couch, CISR Wasson Insurance Agency Inc

Deanna Martin, CIC, CISR Elite Walton-Ebert Insurance Agency

Donna Fallecker, CISR Rupp-Fiore Insurance Management

Amanda Maher, CISR Elite McConkey Insurance & Benefits

Megan Hanna, CISR Glatfelter Insurance Group

Molly Spencer, CISR Elite Walton Ebert Agency

Brooke Hayes, CISR Hawk Insurance Agency LLC

Michelle Sweisfort, CISR Elite Arbor Insurance Group

Nicole Iannaccone, CISR Kelly Insurance

Catherine Vanelli, CISR Elite E.R. Munro & Company

Amy Miller, CISR E. K. McConkey & Company

Sheila Wallace, CISR Elite Lindquist Insurance Associates Inc.

Jessica Pruette, CISR Montgomery Insurance Services

John Caulfield Jr., CIC Sovereign Insurance Group Erin Hall, CIC, CISR Univest Insurance Inc. Kristen McArdle, CIC McArdle Insurance Agency Inc. Joan Kessler, CIC, CISR Chamberlin & Reinheimer Insurers Sara Sanders Payne, CIC, CISR Edward L. Sanders Insurance Agency, Inc. Margaret Jackson, CIC Moody Insurance Wendy Mauger, CIC, CISR CHARIS Insurance Group Shelly Detwiler, CIC Nationwide Insurance Company Robert Gill Jr., CIC Deibler, Straub & Troutman Kendra Kennedy, CIC Tuscarora Wayne Brent Martin, CIC, CISR Elite Walton-Ebert Insurance Agency Deanna Martin, CIC, CISR Elite Walton-Ebert Insurance Agency Jamie Myers, CIC Christian Baker Company Bradley Riegner, CIC TR Insurance Group

Lynne Whitham, CISR McGriff Insurance Services

Jeffrey Smith, CIC, CISR Consolidated National Insurers Inc. William Ruhland, CIC Erie Insurance Lindsey Snavely, CIC CHARIS Insurance Group

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JULY 2019

CONSUMER ED A FOCUS OF FLOOD ROUNDTABLE IA&B staff attended a recent flood insurance roundtable, hosted by the Maryland Insurance Administration (MIA). The event (likely the first in a series) brought together a variety of stakeholders, including representatives from MEMA, FEMA, DNR, local and county emergency and floodplain management personnel, and members of the insurance and banking industries.

Insurance Commissioner Al Redmer also attended.

Topics included: • Affordability • Risk communication • Floodplain management • Mitigation • Training and outreach

Consumer Education Education was a recurring point of discussion. Many espoused that they and others in their field could do more to help the public understand their risk, as well as how to mitigate it and insure their property.

Meeting Takeaways • Studies indicated that a return/savings of $6-7 is realized for every $1 spent on mitigation.

•

FEMA hinted at the possibility that additional policy forms could be introduced into the market place in coming years, but no additional details were provided.

•

Guests, panelists, and attendees all agreed that they would welcome a long-term reauthorization of the NFIP (with some fixes).

Note of Caution A flood hazard can also be an E&O hazard. It’s important to offer the coverage and to document the offer.

(More often than not, agents are blamed for not offering the coverage.) If you can offer a quote, it’s better yet. In that respect, some private markets are not requiring an Elevation Certificate to provide a quote – a significant plus.

MARYLAND LOOKS TO BOOST ACA ENROLLMENT The state continues to support the Maryland Health Benefits Exchange (MHBE), as the Affordable Care Act (ACA) takes a beating on the federal level. Gov. Larry Hogan this spring signed House Bill 814 into law. Dubbed the Maryland Easy Enrollment Health Insurance Program, the legislation (per Hogan’s press release): Implements a simple, straightforward process for more Marylanders to obtain health coverage. By checking a box on their state income tax return, uninsured Marylanders can have the Maryland Health Benefits Exchange determine their eligibility for benefits under the federal Affordable Care Act. Approximately 220,000 more people are expected to enroll in Medicaid and the MHBE as a result of the change.

Among these was (unsolicited and sincere) acknowledgement by a Maryland realtors group that they bore some responsibility for the public’s misconceptions. The group’s representative offered that realtors often tell those purchasing homes that they don’t “need” flood insurance yet fail to educate them on their risks.

Following this, others on the panel acknowledged their shortcomings in educating the general public.

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IA&B PARTNERS PROGRAM

OUR FEATURED PLATINUM PARTNER Insurance Agents & Brokers proudly recognizes Farmers Mutual Fire Insurance Company of Marble, Pennsylvania, as one of its Platinum Partners. IA&B Platinum Partners dedicate the highest level of sponsorship to our organization.

OUR COMPANY

Farmers Mutual Fire Insurance Company of Marble, PA Farmers of Marble

CHIEF EXECUTIVE OFFICER Eric Schmader, President and CEO

HOME OFFICE Marble, PA

A.M. BEST RATING A (Excellent)

WEBSITE

farmersofmarble.com

TOLL FREE

1.800.545.7806

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IABforME.com/Partners2019

Thanks to these partners for supporting the independent agent network.

SHARED PURPOSE. MUTUAL VALUES. ™

PLATINUM PARTNERS

Founded as a mutual insurance company in 1881, Farmers of Marble strives to provide competitive rates, products and services to its appointed independent agencies and policyholders.

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We are able to do this by understanding the markets we serve and delivering efficient and personalized service.

Farmers of Marble has made investments in technology to facilitate the ease of doing business by making available:

Erie Insurance Group Farmers Mutual Fire Insurance Company of Marble

n ONLINE AGENCY PORTAL • Quoting • Application Submission • Claims Submission • Payments

• Document Viewing

n AGENCY DOWNLOAD Farmers of Marble specializes in coverages protecting primary residences, manufactured housing, seasonal dwellings, rental properties, farms and small commercial risks.

THANK YOU

Insurance Agents & Brokers Service Group Millers Mutual Group Penn National Insurance Plymouth Rock Assurance The Main Street America Group

BECOME A 2019 PARTNER TODAY Interested in becoming a partner?

Please don’t hesitate to contact us.

Jess McWilliams, Education Senior Director 800-998-9644, ext. 503 JessicaM@IABforME.com

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12

TRAILBLAZERS: WOMEN IN INSURANCE LEADERSHIP A pioneering generation paved the way for the 1.7 million women who now work in the insurance industry. On the following pages, we look at the progress made and work left to be done. And we hear from three women who are blazing the trail.

Left to right: Lisa Leach Goth, Tara Silfies, and Liz Martin

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How has being a woman impacted your career path– whether it was becoming the first woman to own the family agency, or taking on large commercial accounts?

In insurance sales, a woman can enjoy unlimited earning potential – agents are paid on the basis of results, not seniority or sex.

Lisa Leach Goth: My father and I spent quite a bit of time making a slow transition of leadership to keep all of our staff comfortable. A change in management styles can sometimes bring difficulties, but I didn’t find that it was because I was a woman. Like so many agencies, we have had challenges with age, longevity, and involving a younger generation.

The generation gap is real, but like with everything else, I find good communication is key.

— The Chicago Tribune

T

hose words ran in the Chicago Tribune in December 1978.

Over forty years later, a trailblazing generation of women have made that declaration a near reality. According to the U.S. Bureau of Labor Statistics, women now account for 51% of insurance sales agents. And, for the past decade, the industry has employed more women (hovering around 60%) than men.

At the same time, only 35% of independent agencies employ a woman as a principal or senior manager, and on industry boards, women occupy just 19% of the seats. So while progress is evident, how do we encourage more women to pursue leadership roles in the independent insurance industry?

The women interviewed for this article buck that trend. Each owns or holds a senior leadership role in an agency, and each serves on the IA&B Board of Directors. Lisa Leach Goth, Liz Martin, and Tara Silfies weighed in on the status of women in insurance leadership: what they’ve experienced, the progress they’ve seen, and the work that’s left to do.

AGENT PROFILES LEARN MORE about the businesses and careers of the women featured in this article. Individual Q&As with Lisa Leach Goth, Liz Martin, and Tara Silfies begin on page 16.

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Liz Martin: I purchased the agency from my uncle, who had some bias toward women in business ownership. It was my father, who wasn’t involved in the insurance agency, who finally convinced my uncle to sell me his business. As an agency principal, I always try to build strong relationships with my clients, and in the end, I think that is what people really care about and want.

Tara Silfies: I never felt that being a woman hindered me in dealing with our clients. My father worked in construction his entire life, so that background certainly helped me to understand those businesses and their needs. Admittedly there were times when I felt that I had to do more work for equal recognition, but it has made me appreciate what I’ve achieved.

What changes have you noticed over the years for women in insurance?

Lisa Leach Goth: I started in the business as a marketing rep for an insurance company. Out of 75 reps, there were four women.

I was treated as an equal and there were opportunities for advancement, but after two years, I moved to the agency side.

I quickly learned that most agencies were owned by men.

This has certainly changed over my career, and I now see more women in sales instead of service, as owners and in management positions.

Liz Martin: When I first began my insurance career, there were very few commercial producers or company underwriters who were women. While it is still disproportionate, today there are more women in these roles, which have the opportunity for higher income-earning potential.

Tara Silfies: Women want to be part of decision-making in businesses, and we are making headway compared to when I started in the industry 25 years ago. In recent years, several carriers have recognized the need to develop the talented women in their workforce, as well as their agency force. They have provided forums and programs for networking and leadership development, which have been worthwhile.

JULY 2019

How can our industry close the “opportunity gap”?

Lisa Leach Goth: As women, we need to change our own expectations. We are harder on ourselves, and so many of us generally don’t give ourselves enough credit. If you want to take on a leadership role, then prepare yourself for the part.

Liz Martin: More men and women who are in leadership roles need to recognize that leadership should be based on work performance merits and encourage this regardless of gender. Women who are in management positions should be mentored and groomed for the C-suite and board positions, just as a lot of men currently are.

Tara Silfies: Encouragement is key so women can envision themselves in leadership positions. I’m hopeful that with the challenge of an aging workforce will come opportunities for more women to evolve naturally into leadership roles.

As women continue to be attracted to the industry, it is important for them to find mentors and, ideally, a sponsor to help give them opportunities to network and be more visible within their organizations.

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What advice can you offer for the next generation of independent agents – women and men alike?

Lisa Leach Goth: First and foremost, learn as much as you can from people who have been in the business for years. Knowledge is power. Next, listen to your customers, and learn about them.

Don’t just provide them with quotes. Provide them with coverage and protection, with advice and thoughtful suggestions. Finally, find a mentor – either someone within your organization or someone who holds a leadership role in your community.

Liz Martin: Cultivating relationships is extremely important.

After all, we are selling a promise to our clients, and they trust what they are purchasing from us will protect them when they need it.

Paying attention to the client, truly listening and asking questions to understand their needs, and then having the best knowledge are paramount to building a lasting relationship.

Tara Silfies: The industry is a rewarding career choice with endless opportunities. Keep networking, and you will become part of a wonderful community of professionals. Insurance is a constantly changing business that presents new opportunities as long as you are accept the challenges and are willing to keep moving ahead.

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15

Q&A WITH

LISA LEACH GOTH

L

isa Leach Goth, CIC, is president of the Charles Leach Agency in New Bethlehem, PA. She is also on the IA&B Board of Directors.

Q. You began your insurance career when you were still in school and worked summers at your family’s agency. What was that experience like?

And did you know right away that you wanted to make a career in insurance?

A. I always enjoyed working at the agency in the summers. I was usually on some kind of special project that kept me busy through the summer. However, I did not plan on making insurance my career.

When I left for college, I studied chemistry and then switched to computer science.

I got my property and casualty license in college but was bound and determined to leave town and not come back.

Yet after graduating from college, my first job was in marketing for an insurance company, where I utilized my knowledge of insurance, marketing, and computers. It was at this point that I realized insurance was going to become my life.

Q. You’ve been very active in industrytech groups – from the ACORD Users Group Information Exchange (better known as AUGIE) to Agents Council for Technology. What drives your interest and involvement?

A. I have always had an interest in technology. We need to use it to get our

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jobs done easier, but quite often that is not the case. That is what drives me in the industry: determining how can we develop the software and procedures that let us provide insurance coverage easier, better, faster.

Q. In recent years, you brought on a number of young producers. What’s your advice for finding and retaining young talent?

A. When you are looking for new talent, look everywhere. Whether it is a service position or a sales position, we are all in some form of sales.

When searching for good people, I look in retail stores and restaurants (waitresses in particular). It is OK to look at other people already in the industry as well, but sometimes the good ones are hard to find. I have hired new talent that has been in the business, an incredible waitress (fantastic in sales) at one of our local restaurants, finance managers, teachers, and a local retail clerk. I am always looking even when we are not hiring.

To retain this talent, you need to take a good hard look at your agency. Do you provide the tools and training that they need? Do they have a mentor who works with them? Does your agency look and feel like it is in the 21st century? And finally, create a culture that makes them feel like they are a part of something and that they have a say in the business. They have great ideas as long as we listen.

JULY 2019

Q. You hold a CIC designation, and a number of your staff hold insurance designations or are working toward them. As an agency owner, what do you see as the value in the CIC and CISR programs?

A. The CISR program and the CIC program offer advanced education in our industry. Utilizing these designations in your business allows you to become that expert that customers need to guide them through the insurance maze.

Q. We heard that New Bethlehem, PA hosts an annual Peanut Butter Festival!

What’s this all about? If we go, what should we expect?

A. New Bethlehem is the home of Smucker’s Peanut Butter, and we have the plant that makes Goober Jelly among other things. The Peanut Butter Festival is an event that allows the community to get together and celebrate.

Our celebration includes food vendors offering different ways to use peanut butter, as well as a parade, fireworks, a 5K race, and a 10K bike ride. We also have a queen who is crowned each year from the high school as well.

The festival is held on the third weekend of September each year. If you come, you’ll find combinations of peanut butter that you cannot buy in the stores.

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Q&A WITH

LIZ MARTIN

L

iz Martin, CIC, is president of Martin Insurance Agency in Lancaster, PA. She is also on the IA&B Board of Directors.

Q. Tell us how it all began! You left one of your family’s businesses (Martin’s Hatchery and Poultry Farm) for another (Martin Insurance Agency). What prompted your interest in the insurance industry?

A. During summer break in college, I worked with my uncle at his insurance agency. He was a one-man business and only insured homes, farms, and dwelling fire policies. I really enjoyed meeting people and the aspect of helping them in a time of need. I also saw that there would be great potential for growth in the agency.

My senior year in college, I shadowed a commercial lines producer for a day at a local large insurance brokerage and learned about business insurance, which was very intriguing to me. At that time I became licensed. I wanted to work in insurance when I graduated, but my dad really needed me to manage his chicken hatchery, so I agreed to do it. After several years of not enjoying that work, I decided to purchase my uncle’s business, becoming the fourth-generation owner of Martin Insurance Agency.

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Q. You acquired three other agencies early in your career, soon after purchasing the Martin Insurance Agency from your uncle. What advice would you offer other young agency owners who are considering acquisitions?

A. Part of my growth strategy has been to purchase other insurance agencies, and in February 2017 I purchased my sixth agency. In all cases I first got to know the owner of the agency personally. I feel it is important to really understand what the insurance agency owner wants. Just as in sales, the relationship is key.

In addition, I never purchased an agency without first seeing the business’s financials, including tax returns, and I always had my CPA do a complete financial analysis. The other important component is the people and technology that the agency has in place and whether or not this fits with your organization’s culture and business philosophy.

Q. Martin Insurance Agency does a nice job of educating and communicating with clients and prospects online. How have you seen the relationship between agencies and consumers evolve over the years?

A. We do various kinds of marketing and education. Of course when I started, JULY 2019

the internet was only coming into play, but I immediately got a website up and running thanks to a great client of mine who started his website development business at the same time. These days, we are also active on social media, and this is often the first point of contact with some of our clients.

The relationship is still critical, and we still get most of our business from referrals, but our customers expect a very fast response time because technology allows us to do this. We communicate with our clients however they prefer, but the key is to provide a warm, personal touch no matter how we interact with them – be it phone call, internet, social media, or email.

Q. Tell us about the second family business you oversee – Ironstone Spring Farm – and how you find time to do it all!

A. As the fifth-generation owner, I am very blessed to live on my family’s 85-acre, grass-fed beef farm. We board some horses and have thirty Angus cows that are bred and have calves each year. We raise the steers only on grass and hay and sell the beef directly to the consumer. Our customers want the health benefits and excellent taste of grass-fed beef and love that we are a local Lancaster County farm.

I have a full-time farm manager that does is an outstanding job running the day-to-day operation for me. My role on the farm is marketing of the beef and overall management. In addition, my staff at Martin Insurance Agency are amazing. They care about our business and work very hard for the clients and function as a team.

Q. The IA&B team loves office pets, and we understand that your agency has a mascot – a Boston Terrier named Alice. Tell us about her!

A. Three years ago I decided to stop by the Lancaster SPCA. I already had a lab mix, Max, and had no plans of getting another dog. But much to my surprise, I saw a dear Boston Terrier in one of the kennels. When I was little, our family had a Boston Terrier named Beauty, so I have always had a fondness for them. Of course, I had to see this dog and fell in love with her. She had been found as a stray and was very thin.

The folks at the SPCA were sure by the way she looked that she had been overbred in a puppy mill.

Alice came home with me and, after a lot of patience and tender loving care, she has become accustomed to life as a pampered house dog. She lives a very happy life during the day with me at the office and in the farmhouse in the evenings and on weekends.

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19

Q&A WITH

TARA SILFIES

T

ara Silfies, CPCU, is COO and a commercial lines account executive for HMK Insurance, in Bethlehem, PA. She also serves on the IA&B Board of Directors.

Q. How did you get your start in insurance? And tell us about your career journey to COO. A. Like most of my peers in the industry – by sheer accident! I responded to an ad in the local newspaper for a customer service position and did not know anything about insurance when I was hired at the agency.

I started as a CSR in our commercial lines department. As our agency grew, I had the ability to start working on larger and more complex accounts. I eventually became a shareholder in 2008, and it was at one of our shareholder meetings that the decision was made to create a COO position.

Our culture has always been very important to us, so the preference was to promote an existing employee to this position rather than hiring someone from the outside. I had been managing our small business department, and I was surprised and flattered to be asked to consider taking on the role of COO. It was a difficult decision to give up almost all of the account executive work I had done. I wanted to be a part of the agency’s future leadership however, and I felt that this was my best chance to get closer to that goal.

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Q. You are a commercial lines account executive and the COO for a large (50+ staff) agency. How do you manage both roles?

A. I wish I had the perfect answer for this question. Some days are definitely a challenge, but I think most people involved in managing an agency have to adapt to wear many different hats.

Our clients still come first, but I also have a constant stream of coworkers coming in and out of my office. It is certainly a balancing act, but I try to start everyday with a clean slate. It is all too easy to let the minutiae fill your day, so I keep simple quotations in mind such as “either you run the day or the day runs you.” I’ll admit though that Sunday is by far my most productive day in the office!

Q. What’s your favorite part of your job?

A. My favorite part of my job is that there is always more to learn – new insurance products, coverage issues, technology, and the evolving needs of our clients. It is never monotonous, and I can easily state that I have never been bored.

Q. You’re a history buff! What sparked your interest? And what’s your favorite historical site to visit?

A. I have to give credit to my mother for passing on her love of history to JULY 2019

me. Family vacations often included museums and historical sites. My favorite time period is the Civil War, so I usually try to incorporate a visit to a battlefield into my own vacations. It’s hard to pick a favorite, so I’ll just go with the whole state of Virginia. My friends make fun of me every time I tell them I’m headed to Virginia again, but I keep finding more sites to see.

Q. We understand that you’re involved with the Celtic Cultural Alliance, which hosts an annual festival in Bethlehem, PA. What’s it about?

And if we go, what should we be sure to do?

A. The mission of the Celtic Cultural Alliance is to promote and preserve the Celtic culture. We have year-round educational programs that have included Irish language classes, genealogy, calligraphy, and musical events.

Our main event each year is the Celtic Classic held the last weekend in September. It is the largest free Celtic festival in North America and includes the United States National Highland Games. Being able to see the athletes compete in events always draws a lot of interest, but there are also border collie exhibitions, pipe band competitions, songwriting contests, and continuous music all weekend on several stages.

SOCIAL MEDIA ACUMEN Q&A with Venus Lanzot, MetLife

By ACT News

W

hile many recognize that social media has become a way of life on a personal level, businesses increasingly are turning to this approach to get their message out and to tell their story. In many respects, it is redefining how businesses can market themselves. Whether your agency is currently using any of the various forms of social media, or if you have been thinking about it but don’t quite know where to start, there are some things to consider: We hear a lot about using social media wisely and profitably, but maximizing its value is much different from simply having a digital presence. Venus Lanzot, MetLife's senior marketing consultant for property and casualty, has a particular awareness of the benefits of a strategic approach to social media, so we asked her a few follow-up questions after her presentation at

22

recent Agents Council for Technology (ACT) meeting in San Diego to help you deliver positive, measurable returns on your investment in online activity.

Q. Many independent agents either dabble in social media or lack a strategic approach. The results are inconsistent.

What would you say to help them see the value?

A. I think there are two big values when it comes to social media.

First is word of mouth. Many consumers like to share positive experiences they have and are willing to promote great service.

When you have a presence on social networks, they can tag your business or even link people directly to you.

The other big benefit is advertising. Facebook ads provide some of the best ROI you'll get for your marketing dollars. Compared to

JULY 2019

newspaper ads, Facebook gives you the opportunity to make your dollars go further by targeting your message to specific audiences that you get to choose. That's exciting news for any business.

if you use them. So my advice is to use the built-in tools but set up a process by which you monitor your campaigns and make adjustments so you get the most out of each campaign.

Q. How do agents know what platform, or platforms, to start with or to use for expansion of their social media presence?

Q. Agents and carriers often say they're concerned about how to manage their reputation online. What advice can you share?

A. Like everything else in business, it all starts with the customer: Who are your customers, and what platforms are they using?

As an example, if you were targeting 16- to 25-year-olds, you might leverage Instagram. However, if you are targeting 35- to 60-year-olds, then Facebook might be your best bet.

You also want to consider how each audience uses the platform.

Facebook is more casual, whereas LinkedIn is more professional.

So evaluate your business goals, identify your target audience, and then select the platform that best fits.

Q. How does social media figure into online search rankings? And why is that so important?

A. While each search engine has its own secret algorithm, we know that social media plays a role. It's my belief that social is used as a mechanism to validate that your business is still open. Think about it: so many businesses shut their doors, yet their content lives on the internet forever. The search engines need a way to validate that your business is still active. This is where social steps in. By having a presence with activity, you are sending cues to the search engine that your business is still open. Even if my theory is wrong, just search for a person or a business right now, and you'll see that social sites often come up within the results in a high-ranking position, which is important to any business.

A. First, you have to be listening. Set up Google Alerts so that anytime your name or your business's name is mentioned on the internet, you'll be notified. Then develop processes for how to manage. How do you respond to reviews – both negative and positive? (Tip: Deleting negative reviews is not good business.)

And learn how to use content to push down articles that no longer should get top ranking on the web. There are many reputable companies out there that specialize in these services if you need to outsource.

Agents Council for Technology (ACT) aims to bring all independent agent and broker distribution stakeholders together to advance the use of the most effective agency workflow technologies which enhance productivity, sales and marketing, service, and security. Learn more at IndependentAgent.com/ACT.

Find Your (Carrier) Match Introducing

Q. What sorts of content do you find effective for agents?

A. By far the most effective content I have seen is that which has a human element. So personal stories, charitable giving, or pictures taken during events – these are the most effective posts.

Q. Social has become more of a “pay to play" model. What sort of budget should agents have for boosted posts or ads?

What have you seen?

the match hub for IA&B members and Partner companies IABforME.com/AppointmentLink

A. It's an amazing time to test, as the minimums are so cheap. In some instances, you only need $5 to run an ad! I suggest starting with $20: Test, learn, and then make the bigger investments.

Q. What tracking tools have you seen used to gauge the success of campaigns?

A. Each social network offers great tools to measure the success of your ad campaigns. But just like other tools, they work only

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MARKETING MINUTE

YES, SOCIAL MEDIA WORKS FOR INSURANCE AGENCIES

By Michelle Longo

L

ove it or hate it, social media is here to stay. More than two-thirds of Americans have at least one social media account, with Facebook the most popular. In fact, a recent study by GlobalWebIndex indicates 40% of consumers use social media to research a new brand or product, and a poll

by Hootsuite found that 90% of brands use social media to increase brand awareness.

When you proactively engage [on LinkedIn], you’ll start to see the results fairly quickly.

Simply put, your prospects will try to vet your agency on social media, and if they don’t find you, they’ll likely find your competitor.

Alexis Nasser, Digital Marketing Account Manager at Forge3 says, “Social media marketing is a powerful way to get your agency out there and noticed, ahead of others in your industry who aren’t leveraging social media.”

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— By Michelle Longo

JULY 2019

TOP THREE REASONS TO USE SOCIAL MEDIA ADS Social media is a very useful tool for establishing credibility, generating leads, networking, and prospecting. Sure, you did all those things before there was social media, so why do you need it now? Here’s why.

1. Billions of people log into their social media accounts daily.

But it’s not just about how many people see your ad, it’s about which people see it. Facebook’s targeting tools means that your dollars are spent showing the ad to the people you want to target and are most likely to buy your services.

2. It’s more cost effective than traditional advertising.

For as little as $200 per ad, you can reach tens of thousands of people in your selected demographic. If you like the results, you can spend more, but you don’t have to drop a ton of money upfront.

3. You can effectively measure results.

Consider a billboard, a newspaper ad, or a mailer. They’re out there, but how many people actually see them? You can make an educated guess, but you’ll never truly know. Social media allows for tracking how many people see the ad, how many click through to your website, and more.

Running ads on social media, particularly with Facebook, is an easy and low-cost way to get your brand out in front of more people. Once your ad is finished running, review your results to see how well it performed. It may take some trial and error to find which of your content resonates most, but once you get rolling, setting up your ads will be second nature.

LEVERAGING LINKEDIN We’ve found that the vast majority of producers we talk to, upwards of 90%, aren’t using LinkedIn to their full advantage.

If you’re just accepting connections and nothing else, you’re missing out. When you proactively engage, you’ll start to see the results fairly quickly.

Search - Search is a very underused feature of LinkedIn. Search for the industry you want to focus on, and then use the filters to start narrowing down your results. You can narrow things down by geographic location, title, and other factors. Now you’ve got a prospect list right at your fingertips. For personal lines, try looking for referral partners such as real estate agents, wealth management firm owners, and the like.

Sharing - Sharing information is an easy way to put yourself in front of others. You don’t necessarily need to come up with brand new information. You can simply share links to articles and information your prospects would find interesting.

Also consider tagging someone you think will especially benefit from the information.

While LinkedIn is a phenomenal prospecting and sales tool, take care not to start selling too soon. You wouldn’t walk up to someone you’ve never met and start your pitch immediately. Instead, make sure you’re building relationships with people and establishing yourself as a credible resource.

Remember the third pillar above, sharing? It’s the perfect way to reach out to someone.

If you’re looking to take your LinkedIn game to the next level and you want to dive deeper into how you can start using this valuable tool for prospecting and sales, check out our free webinar recording “LinkedIn for insurance professionals/3 pillars (profile, search, sharing).” You can find it at forge3.com/li.

Michelle Longo is a digital marketing account specialist for Forge3, Ltd. Forge3, Ltd. offers ActiveAgency, the IA&Bapproved website platform designed specifically for insurance agencies. It includes innovative sales tools, and there are no setup fees or long-term contracts. And thanks to our partnership with Forge3, IA&B members receive special content. Learn more by visiting Forge3.com/iab

Successful LinkedIn users have something in common. They all put great emphasis on what we call the three pillars: Profile, Search, and Sharing.

Profile - This has to look sharp! Remember, this is your virtual introduction. Your picture should be professional and inviting.

Look at the camera and smile, just like you would when shaking someone’s hand.

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