Maryland Primary Agent - June 2018

JUNE 2018 | MARYLAND

I MAR NSURAN KETI C E N THE P G TR ERSO END: TOUC NAL H

10 MUST-HAVES FOR AGENCY WEBSITES VIDEO MARKETING FOR AGENTS

IN THIS

10 INSURANCE MARKETING TREND TO WATCH: THE PERSONAL TOUCH More than ever, successful insurance marketing means incorporating an authentic, personal touch. Here, the AIM Society shares insight on the latest trends.

12 10 MUST-HAVES FOR AGENCY WEBSITES

To compete, you need a high-quality, well-functioning agency website. Learn 10 things to consider to get the most out of your website.

16 VIDEO MARKETING FOR INSURANCE AGENTS Take notes from Nick Ayers – an independent agency owner and industry innovator – on how to use video successfully throughout the customer journey.

IN EVERY ISSUE 2 3 4 6 8 22 24 24 24

Chair of the Board’s Message Don’s Discussion Legal Corner State News IA&B Partners Pics & Posts Education Classified Ads Advertiser’s Index

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 # 2018-6, is published monthly by IA&B Service Group Inc., a subsidiary of IA&B.

10

Copyright 2018. 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.

1

CHAIR OF THE BOARD’S MESSAGE

BOARD OF DIRECTORS INSURANCE AGENTS & BROKERS

CHANGING OUR MARKETING MINDSET

R

5050 Ritter Road | Mechanicsburg, PA 17055 800-998-9644 | IABforME.com

OFFICERS

Chair of the Board

John B. Hollister

Vice Chair of the Board

Craig S. Mader

emember when Yellow Pages ads (and I’m talking about the printed ones) were enough to stake your claim and sustain your agency? Like it or not, those days are long gone.

Today, agency marketing is about creating an authentic brand, honing a digital presence, and harnessing ever-evolving technology. Frankly, it’s an overwhelming undertaking. But as “digital natives” become insurance consumers, independent agencies’ survival depends on our willingness to embrace these changes.

Now I’m not suggesting that many of us have the abilities or resources to take advantage of every marketing trend and opportunity that’s out there. But I strongly believe that we each need to take a few baby steps. To embrace some new strategies. And to place our agencies on a sustainable growth path.

For some of us, this may mean investing in a website or launching a social media account. For others, it could mean digging into that customer data we collect or, heck, creating a vlog (yes, it’s a thing – a video blog).

Look to this issue of Primary Agent magazine for inspiration, and then set your sights on a realistic goal for your agency. The time to market for tomorrow is today.

Immediate Past Chair of the Board

Michael F. McGroarty Sr.

MEMBERS

Emory Stephen Burnett, CIC, ARM Wilmington, Del.

Richard F. Corroon, CPCU Wilmington, Del.

Michael P. Ertel Sr.+ Columbia, Md.

Ashley M. Fitzsimmons, CISR Forest City, Pa.

G. Greg Gunn, CIC* Lemoyne, Pa.

Bryan C. Hanes, JD Hagerstown, Md.

David C. King Lancaster, Pa.

Lisa A. Leach Goth, CIC New Bethlehem, Pa.

Elizabeth H. Martin, CIC Millersville, Pa.

Mark J. Monroe

West Chester, Pa.

Joseph R. Pastor, CPCU, AAI Oil City, Pa.

All the best,

Richard M. Rankin, CIC Lancaster, Pa.

April E. Ressler, CIC Altoona, Pa.

John Hollister Chair of the Board

D. Bradley Rosenkilde Jr. Hunt Valley, Md.

Tara S. Silfies, CPCU Bethlehem, Pa.

Glenn R. Strachan

Ft. Washington, Md.

Bryan S. Willey Dover, Del.

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

J. Marshall Wolff, CIC, CPCU Easton, Pa.

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

2

JUNE 2018

Don’s Discussion IA&B Legal & Corporate Affairs Director Don Bankus provided this month’s answer.

QUESTION: Is a “witness” signature required on an ACORD 35 Cancellation Request/Policy Release form in order for it to be valid?

ANSWER:

Y

ou likely have been there at one point or another: You spend time getting to know and quote a new prospect. The prospect elects to accept coverage from one of your carriers. The two of you complete an ACORD 35 and send it to the prospect’s former agent, who refuses to process the form, arguing the ACORD 35 isn’t valid because no one “witnessed” the document.

So, must the ACORD 35 be signed by a witness in order to be valid? The short answer is no. Most documents and contracts, including the ACORD 35, don’t require a witness signature to be valid and enforceable, even if the document – such as the ACORD 35 – includes a signature line for a witness.

In addition, the official ACORD 35 instruction form simply states: “when this document is used as a Policy Release, an insured should [emphasis added] have a witness sign and date the form.”

The primary function of a having someone witness a signature is for evidentiary purposes – meaning, if necessary, the witness can corroborate later that they were physically present and actually saw the party sign the document.

This is likely why the ACORD 35 instructions suggest the insured “should” have a witness sign and date the form.

WHO CAN BE A WITNESS? Though not required, if you decide to have the ACORD 35 signed by one or more witnesses, the witness(es) should:

Ask our experts!

Have a question?

Rely on our team to find the answer.

• Be at least 18 years of age

Contact Don:

• Be of sound mind – and not under the influence of drugs or alcohol

800-998-9644 Ext. 603

• Not be a party to the document (e.g. the insureds)

IABforME.com

DonB@IABforME.com

• Be physically present when the form is signed by the insured(s) While an individual insured cannot witness his or her own signature, it is permissible for a producer to sign the cancellation request/policy release form as a witness. Just remember the producer would need to actually see the insured sign the form (meaning the producer shouldn’t send the form to the insured for signature via regular mail, email or fax, and then sign as a witness after the insured signs and returns the form).

3

LEGAL CORNER

NEW SICK LEAVE LEGISLATION MEANS CHANGES FOR MARYLAND EMPLOYERS

By Meredith S. Campbell

E

arlier this year, the Maryland Senate followed the House of Delegates by voting to override Governor Hogan’s veto of a bill requiring most employers to provide paid sick leave to their employees.

As a result, this legislation became effective on Feb. 11, 2018, mandating that employers immediately take the necessary steps to ensure that their leave policies comply with this law.

4

The new law requires employers with 15 or more employees to allow staff to earn up to five days of paid sick leave per year, which will accrue at a rate of at least one hour for every 30 hours worked.

Employers with fewer than 15 employees will be required to provide unpaid leave under this legislation.

In addition, the law imposes several obligations on employers. They must provide notice to employees regarding how their leave is accrued, how and

JUNE 2018

under what circumstances it may be used, and how much leave each employee has available.

If you haven’t already done so, you should review any existing sick leave or PTO policies to ensure that they are in compliance with the technical requirements of this new law. If you were not previously providing any paid leave, you need to develop the appropriate sick leave policies and procedures.

Unfortunately, employers who recently

adopted new handbooks may need to make changes to their policies once again.

Notably for Montgomery County, Maryland employers, having a policy in place which complies with the Montgomery County Earned Sick and Safe Leave Act does not ensure compliance with the new state law. There are differences between the state and local laws regarding the purposes for using leave, family members covered, and verification procedures, among other things. Furthermore, the language of the new law requires Montgomery County employers to comply with the requirements of both laws.

If you have questions regarding the impact of this new law on your business or whether your current policies are adequate and in compliance with both state and county laws, please contact your employment counsel.

Merry Campbell serves as co-chair of the Employment and Labor Law Group at Shulman Rogers. She works with local and national employers as an experienced advocate on all aspects of the employment relationship.

Her blog, LegalSolutionsAtWork.com, provides sound, practical advice on trending topics for HR professionals and business owners. Contact Merry directly at mcampbell@shulmanrogers.com or 301-255-0550.

EMPLOYEE HANDBOOK HELP HOW DO you document your agency’s procedures – such as your sick leave policy? An employee handbook can help your employees be more productive and promote their understanding of your agency’s culture, expectations and work environment.

Did you know that you have complimentary access to an employee handbook template? The customizable document is part of HR Solution©, a full suite of human resource products and services available exclusively to IA&B members.

Or, for those agency principals who don’t have the time or inclination to create their own manual, IA&B-subsidiary Independent Agency Solutions offers customized employee handbook support.

Visit our website, or contact our Advocacy team, to learn more.

Claire Pantaloni, CIC, CISR Vice President - Advocacy 800-998-9644 Ext. 604 ClaireP@IABforME.com

Don Bankus Legal & Corporate Affairs Director 800-998-9644 Ext. 603 DonB@IABforME.com IABforME.com/emp_mgmt IABforME.com/IAS

IA&B is collaborating with respected law firm Shulman Rogers to deliver legal services to IA&B of Maryland members.

Shulman Rogers understands the business challenges that our members face — from mergers to acquisitions to employment law. Learn more at IABforME.com/ ShulmanRogers

5

STATE NEWS

ONWARD & UPWARD: A MESSAGE FROM JASON ERNEST The future is bright at IA&B – and in particular with an initiative of ours that I’m very excited about. IA&B is partnering with the Future Business Leaders of America (FBLA) to teach students about the independent agent channel and soon to begin delivering new, young talent to our member agencies.

You may be like me a few months ago and not familiar with the FBLA. The FBLA is a high school program that “inspires and prepares students to become community-minded business leaders through relevant career preparation and leadership experiences.” The FBLA is comprised of 209,000 member students in 5,200 high school chapters nationwide.

It is well established in Pennsylvania, Maryland and Delaware high schools.

I had an opportunity to see the FBLA in action personally by serving as a judge at their 2018 annual conference. To say I was impressed would be a severe understatement. These students exhibited very high levels of professionalism, composure and confidence. They all had an interest in pursuing a career in business, and some of them were looking for that right out of high school.

This is where I see the perfect fit for our independent agent members. As IA&B continues to work closely with the FBLA, we are going to begin identifying new talent that is interested in the independent agent channel and ready to enter the workforce. I’m certain that no matter what high school this student attends, there is an IA&B member very close by that is in need of good talent. Once an agency brings this talent on board, they can turn to IA&B for the licensing and education part.

In this way, I see a steady stream of talent coming to our members.

The number one need I hear from members is for good, new employees in the agency, with the potential for perpetuation of the agency. I believe we are beginning to uncover the solution for that need.

Jason Ernest, Esq. IA&B President & CEO

LAUGH OUT LOUD (AND LEARN LEGAL UPDATES) IN ANNAPOLIS Register to attend the Tuesday, June 12 Annual Conference for Insurance & Financial Services Professionals at the Navy-Marine Corps Memorial Stadium.

The event kicks off at 11 AM and includes: • Keynote address from comedian Greg Warren • Seminars covering: o The new Maryland sick leave law o M&A legal issues for insurance agencies o 2018 legislative update (awards 1 CE credit) • Happy hour sponsored by Shulman Rogers IA&B members receive a discounted registration rate of $75. Visit the National Association of Insurance and Financial Advisors of Maryland website to register.

NAIFA-Maryland.org

MARYLAND TO RAISE REBATING THRESHOLD Among the legislation that the Maryland General Assembly sent to Gov. Larry Hogan this session was a bill to raise the current rebating threshold.

House Bill 1083/Senate Bill 673 increases the maximum value of educational materials, promotional materials, or articles of merchandise that can be offered and given out from $25 to $50. The legislation adds a provision stating that a person may not make the receipt of any such material or merchandise contingent on the sale or purchase of insurance.

The new law will take effect Monday, Oct. 1. Visit our online resources on rebating and inducements to learn more.

IABforME.com/rebating

6

JUNE 2018

PARTNERS PROGRAM

& through IA&B’s Partners Program.

Supporting Connecting

2018 Partners Program

Offering sincere thanks Among the IA&B Partners are the following Platinum- and Gold-level sponsors.

PLATINUM PARTNERS ACUITY Agency Network Exchange LLC Chubb Donegal Insurance Group Erie Insurance Group Insurance Agents & Brokers Service Group Millers Mutual Group Penn National Insurance Plymouth Rock Assurance The Main Street America Group GOLD PARTNERS Berkley Mid-Atlantic Group EMC Insurance Companies Keystone Insurers Group MMG Insurance Company Mutual Benefit Group Progressive Zenith Insurance Company 8

ELEVATING AGENTS

The IA&B Partners Program allows companies to support and connect with independent insurance agents and brokers in Pennsylvania, Maryland and Delaware. Through their sponsorship, Partner companies allow IA&B to offer the programs and services that help member agencies succeed.

CALLING ALL COMPANIES Your support helps independent agents succeed and their agencies become more profitable — a win for your company and the independent agency channel. What’s more, you will find more value than ever before from our revamped Partners Program.

Learn more by visiting IABforME.com/Partners or by contacting Jess McWilliams at 800-998-9644, ext. 503, or JessicaM@IABforME.com.

PLATINUM PARTNER Insurance Agents & Brokers proudly recognizes ANE, Agency Network Exchange, LLC as one of its Platinum Partners. IA&B Platinum Partners dedicate the highest level of sponsorship to our organization.

PLATINUM PARTNER Helping Independent Agents Stay Independent ANE, Agency Network Exchange, established in 2009, has become the leading network solution for insurance agents. More than 50 successful agencies across New Jersey and Pennsylvania have joined ANE to take their agency to the next level without giving up control of their business. We are a network of agents, built by agents. Our Board of Directors and management team are industry experts with deep understanding of the marketplace dynamics and trends affecting our member agencies.

Our model responds to the needs of agencies of all sizes as we provide innovative solutions and markets so agents can close more sales, and provide active support to help members be better business owners.

By pooling premium, our members increase contingent revenue, receive more consistent profit-sharing payments than they could on their own and are protected during low-performance years.

OUR COMPANY FEATURED PARTNER

ANE, Agency Network Exchange, LLC

CHIEF EXECUTIVE OFFICER John K. Tiene President

COMPANY LOCATION Monmouth Junction, NJ

WEBSITE

www.ane-agents.com

TOLL FREE

800-700-9643

ANE provides active, consultative support and a wealth of resources to help agents from perpetuation and succession planning to seminars on using social media networks like LinkedIn. The ANE Leader-to-Leader program brings together like-minded agents of similar size and background to solve common problems and facilitate change. We also host a Producer Boot Camp conducted

by MarshBerry, the No.1 consulting group for insurance agents.

Many agents worry that they will lose their independence by joining a network. ANE member agents own 100 percent of their agency’s book and business, and receive 100 percent of policy-level commissions.

Our flexible model provides the competitive edge our members need to remain truly independent.

RECENT AWARDS ANE CEO John K. Tiene named IBA Hot 100, Finalist for Network of the Year 2017 by Insurance Business America, Five-Star Network

by IBA, VP of Field Operations named Elite Women in Insurance by IBA

9

INSURANCE MARKETING TREND THE

PERSONAL TOUCH

By the AIMS Society

In the world of up-andcoming insurance marketing trends, there’s a lot to keep up with — from multiple social media platforms to strong content to visually shocking graphics. Last year saw an increase in influencer marketing, live videostreaming and mobile-first strategies. While those still linger, here are some additional avenues the industry is taking this year:

10

USER-GENERATED CONTENT To engage followers and customers in a more personal way, many companies are employing user-generated content: video, blogs, posts and testimonials created by consumers and then made publicly available to a firm’s other customers. Chosen customers will enjoy the recognition, and potential customers can look to their peers for true advice and insight into the products you’re selling.

JUNE 2018

DATA-DRIVEN INSIGHT INTO THE CUSTOMER JOURNEY It’s time to start using the data you’re collecting (whether consciously or unconsciously) as a powerful tool to better understand the customer experience. Marketers can tailor an approach based on purchasing paths, decisions and associated emotions.

GET FIRED UP AND IMPROVE YOUR SALES

TO WATCH:

LEARN HOW to improve your sales techniques. Designed specifically for insurance agents, the AIMS Society’s Certified Personal Insurance Agent (CPIA) Insurance Success Seminars will help you plan and achieve your sales goals, which translates into more commissions.

Choose what’s best for you – one, two or three days. Attend all three seminars to earn the CPIA designation without taking an exam.

Positioning for Success Seminar Sept. 18 | Collegeville, PA Nov. 6 | Pittsburgh, PA Implementing for Success Seminar Sept. 19 | Collegeville, PA Nov. 7 | Pittsburgh, PA

TARGETED ADS Is your agency using its advertising budget effectively? Current trends bring more targeted ads with a defined and exclusive purpose. It may require an outside agency, but producing ads that are very streamlined with ideal conversions will give you a huge boost toward reaching your marketing goals.

TRANSPARENCY AND TRUST This trend is fueled by millennials, but other generational groups are placing just as much importance on the idea.

Brands will be much more transparent with their messaging and branding this year. Consumers want companies to be authentic and genuine. Open up a bit and add a personal touch to your marketing efforts. (Hint, hint: user-generated content.)

Sustaining Success Seminar Sept. 20 | Collegeville, PA Nov. 8 | Pittsburgh, PA COURSE SCHEDULE 8 a.m. - 4 p.m. - seminar YOUR INVESTMENT One day: $199 - IA&B member $239 - non-member Three days: $580 - IA&B member $700 - non-member

To register or ask questions, contact us: 800-998-9644, Ext. 1 IAB@IABforME.com IABforME.com/CPIA Note: If you are registering for all three days, please call 800-998-9644, option 1 to ensure that you receive the discounted rate.

This content was reprinted with the permission of the American Insurance Marketing and Sales Society. Visit www.aimssociety.org.

11

MUSTHAVES FOR AGENCY WEBSITES

By Zack Yurch

12

T

he Insurance business is a crowded, competitive arena. If you want to get ahead, you need a highquality, well-functioning agency website that really stands out from the crowd and gives you a competitive edge. It can help you build credibility, advertise your business, attract new leads and bring in more sales in the long run.

6. MUST stay relevant The web is a dynamic place. Your website should be updated, improved and maintained over time.

IS YOUR WEBSITE A PERFECT 10?

7. MUST have clear next steps Make it easy for people to contact you by phone, form or otherwise. If you don’t, they’ll leave.

According to Missouri University of Science and Technology, it takes 0.2 seconds for website visitors to form an opinion of your agency. Is your website working for you, or is it just existing?

Here are 10 things to consider to get the most out of your website.

8. MUST have SSL security If your website doesn’t have the little padlock icon in the address bar, it’s not secure. Google could even push it lower in the search results.

GET ALL of your 10 agency website must-haves from one seamless solution.

ActiveAgency is a website platform designed to help your agency look great, reinforce credibility and build relationships. Plus, it’s streamlined, easyto-use and cost-effective.

1. MUST reflect the agency It’s all about making a great first impression and being different from the agency down the street.

2. MUST meet expectations Live chat integration, 24/7 client portal and online bill pay options are expected in today’s world. Give people what they want.

3. MUST include sales tools Your website is more than an online brochure. Powerful sales and servicing tools should be integrated and used throughout the sales process.

4. MUST be mobile responsive More and more people visit websites from mobile devices. Ensure your website looks great on all screen sizes. It can even increase your chances of showing up higher in search results.

9. MUST be easy to use Your website reflects your agency.

Keeping it up-to-date keeps you relevant.

10. MUST be trackable Integrated landing pages, conversion forms and lead-tracking pixels prove ROI. If you want a great site for your agency, these 10 components are crucial. They’ll help you draw in more traffic, attract more potential customers and, ultimately, put more money in your pocket over time. Take a minute to evaluate your own agency website, and make sure you’ve covered all your bases today.

Zack Yurch is director of new business for Forge3, Ltd., a firm that helps forwardthinking insurance agencies, carriers and associations unlock the power of the web. Contact Zack at 484-275-0983 or zack.yurch@forge3.com.

In addition to ActiveAgency’s built-in, best-in-class sales and servicing tools like Clickable Coverage, Hello Producer and live-chat integration, IA&B members have full access to exclusive features: • IA&B resources: A wide selection of IA&B’s exceptional tools and client resources are seamlessly integrated.

• Engaging videos: As an IA&B member, you have access to a collection of videos showing the power of being independent.

Pricing is just $250/month, and there are no upfront setup fees or long-term contracts for IA&B members.

Learn how you can benefit: https://forge3.com/iab/

Zack Yurch Director of New Business Forge3, Ltd. 484-275-0983 zack.yurch@forge3.com

5. MUST be search-optimized (SEO) Great content is the primary factor in boosting where your website shows up when people search for what you do.

13

PAID ADVERTISEMENT

grinnellmutual.com

WHY GRINNELL MUTUAL?

The future doesn’t always keep its promises.

Fortunately, we do.

WHY GRINNELL MUTUAL?

WE BELIEVE IN NEIGHBORHOODS.

YOUR SUCCESS IS OUR SUCCESS.

We understand that you have a lot of choices when it comes to selecting who you want to do business with. Although we have a history of providing quality property-casualty insurance going back 109 years, Grinnell Mutual is always looking forward. We’ve made a commitment to keep pace with the rapidly changing landscape of the insurance industry through progressive practices, innovative thought, and trusted relationships. Everything we do serves a single purpose — keeping our promise to take care of our agents, mutuals, customers, and employees.

From our boardrooms to our backyards, we live and do business in communities just like yours, working with 250 mutuals and more than 1,700 local independent agencies in Illinois, Indiana, Iowa, Minnesota, Missouri, Montana, Nebraska, New York, North Dakota, Ohio, Oklahoma, Pennsylvania, South Dakota, and Wisconsin. Having neighbors you can rely on is invaluable.

Our focus on great service and strong relationships has helped us build over a billion dollars in assets, $132 billion in total risk protection, and 40 years of A or better ratings from A.M. Best. Our mission — to provide superior products and service that protect the assets of our policyholders, agents, and mutual members — is at the core of everything we do.

UTTING YOU FIRST. UILDING RELATIONSHIPS HAT LAST.

ant to work with people who understand what’s important to you.

why we protect and value trust above all else. Trust in Tomorrow.™

ct us today.

| HOME | FARM | BUSINESS

CONTACT INFORMATION: Grinnell Mutual, 4215 Hwy. 146, P.O. Box 790, Grinnell IA 50112 800-892-2304 grinnellmutual.com

14

JUNE 2018

Rest assured that Grinnell Mutual will be your trusted partner in protecting what matters most — your valued customers.

TECHNOLOGY UPDATE

VIDEO MARKETING FOR INSURANCE AGENTS AN INTERVIEW WITH NICK AYERS

By Ryan Pinney

16

JUNE 2018

You’ve heard it before – video marketing is key when it comes to catching a consumer’s attention. On the following pages, we’ll take a closer look at how Nick Ayers and his agency, i80 Insurance, use video throughout the customer journey.

GOAL 2: CREATE A VIDEO TO CONVERT A LEAD. A good example of this is a video proposal. We send these out to all clients with every new proposal. The video is an agency-branded proposal I made that explains what that proposal is all about in layman’s terms. It’s short, and it gives your clients a feel for you as an agent and as a person. Other conversion video examples might use different calls to action – download my eBook, like our page on Facebook, etc.

How to measure your success:

B

efore you pick up a smartphone and hit record, you want to decide what your goal is for a particular video. Here’s how Nick Ayers, of i80 Insurance, describes the three goals of video marketing for insurance agents: “We have 3 goals in video marketing, but don’t look to accomplish all three in one video. Your content only has to meet one goal at a time.”

GOAL 1: CREATE A VIDEO THAT TEACHES PEOPLE SOMETHING. As an example, you could answer a question like, “How much is term life insurance?” Or, “Should I get term or permanent life insurance?” Do a video answer that’s 30-60 seconds long, maybe longer if it’s needed to answer the question. The goal is just to educate your audience, but the video is also going to show up and rank in search, which helps with your branding and authority.

How to measure your success: It’s not always easy to determine the metrics for success for this type of video.

But the more you do it, the greater uptick you should see in responses, your online presence, and in your ability to generate future engagement.

These are the videos where you can best track your ROI. When you use videos to try and convert, you’ll know how successful you are by your closing ratio.

GOAL 3: CREATE A VIDEO THAT MAKES PEOPLE FEEL SOMETHING. My video signature is an example of this. I made it so people can experience a different emotion. It’s no secret that the entertainment industry has made its living by making people feel something.

The videos we’ve done that have achieved that (our Christmas video, for example) – these get the most feedback, the biggest response, the most shares, and the most people saying they loved it. Sometimes when I walk around in my town, I’ll get someone who says, “I saw you in a video. Aren’t you that guy?”

They may not be customers, but the reach is out there, all based on trying to make someone feel something.

How to measure your success: This is the hardest type of goal to quantify and put a value on. The response from clients and even non-clients is a good way to judge your video’s impact – shares, likes, mentions, conversations.

These types of videos have greatly

Nick Ayers successfully uses video marketing to generate leads and enhance his customers’ experience.

GET SCHOOLED

BY AN INDUSTRY INNOVATOR GET YOUR agency up to speed on one of the hottest trends: video marketing.

Interviewed for this article, Nick Ayers is an independent agency owner, full-time insurance agent and a pioneer in using low-cost, minimally produced videos for building relationships and sales.

Continued on page 24 Nick will serve as keynote speaker for the 3rd Annual IA&B Futures Conference for young agents. Save the date and watch for registration to open this summer.

IA&B Futures Conference Sept. 25-26 Omni Bedford Springs Resort Bedford, PA The IA&B Futures Program is devoted to developing today’s young agents into tomorrow’s leaders.

IABforME.com/Futures

Continued on page 18

17

Continued from page 17 enhanced our brand awareness and how people think about us. That, to me, is most important.

If you’ve got an iPhone, you’ve got enough. If you have an Android Samsung, you have enough.

— Nick Ayers

HOW TO USE VIDEO AT EVERY STEP OF THE CUSTOMER JOURNEY Wondering how to incorporate video into your agency? You don’t need to re-invent the wheel. Take a look at how Nick’s agency does it, and see what’s feasible for you to replicate. A good rule of thumb? Put yourself in the customer’s shoes. When you bought a car or applied for a mortgage, where might a video have helped you through the process? Where could a smiling face have given you encouragement? Part of the reason video works so well is that it puts personality into a dry subject. We’re all customers, but sometimes we forget that when it comes to running our agencies.

VIDEO ISN’T JUST THE FUTURE – IT’S RIGHT NOW. We use video in our onboarding process.

New clients all get an email with a video of the person who wrote that policy, telling them how the process works. We send another video at renewal. We also do video email newsletters.

I have a video in my email autoresponder. I thought, well, I could do a responder that’s just text … or I can do one that has video. Sometimes people are emailing me for the first time, and I want them to see the personality of our agency and who they’re dealing with.

We’re consistently leveraging video in all our marketing.

HOW TO GET STARTED MAKING YOUR OWN VIDEOS If you’re just getting started, use simple techniques. People say to me, “But I don’t have fancy equipment or technical aptitude. What should I do?” If you’ve got an iPhone, you’ve got enough. If you have an Android Samsung, you have enough.

HERE’S WHAT I’D SUGGEST TO GET STARTED.

We provide farm and farm-related coverage for the homes, property, auto, business and operational assets

of America’s farmers and ranchers, from one of the country’s most reputable carriers: Great American Insurance.

AGRICULTURAL INSURANCE MANAGEMENT SERVICES Bow, NH I aimscentral.com I 877.552.2467 Underwritten by member companies of Great American Insurance Group, 301 E. Fourth Street, Cincinnati OH 45202

18

JUNE 2018

• Use your phone to take video that’s real and authentic and display it. Invest $20 and get a webcam, then start doing video proposals for your clients. Do a video email signature. Take your phone, say hello for 5 seconds, tell them how to get a hold of you, or maybe introduce somebody on your team with a simple phrase like, “We work together to help you with your insurance.”

• Use your cell phone to do short video content for your blog. My philosophy is if I can’t say it in a couple sentences, I want to use a picture. If I can’t say it in a few paragraphs, I want to use a video. People want something real, not something polished. They want

to engage with you and your brand in a real way. Don’t be afraid to mess up.

Be non-scripted. Authenticity will trump polish.

• Make some sort of “culture” video of your office or agency. Highlight your team and let viewers make connections with you and your staff.

• The only way you can get started is simply to do it. Go out and do it, and don’t be afraid to mess up. Make videos, and if you’re consistent, you’ll get better – and you’ll eventually laugh at your first video. Your improvement depends on how consistent you are with things. Get started making social videos. Post 30-60 second clips on Facebook, and encourage people to share them.

Ryan Pinney is a nineyear MDRT member with nine Top of the Table qualifications.

Recognized for using innovative technologies to drive insurance sales, streamline the application process, and speed up underwriting, Ryan leverages his experience in social media and online marketing to help agents and agencies create their online presence and profit from it.

Utilizing the same principles and technology his firm provides to agents, his agency sold thousands of policies direct-to-consumer over the internet last year.

committed to mutual success.

Harford Mutual Insurance partners with independent agents in Pennsylvania.

We insure restaurants, contractors, mercantile, and other commercial entities. We’re committed to protecting your client’s business and building yours.

INSURING BUSINESSES SINCE 1842

HarfordMutual.com | 800.638.3669

19

TECHNOLOGY UPDATE

MUST-HAVE APPS

By Daniel Gilbert

day-to-day responsibilities, it can be easy to forget who

mart phone apps can keep us organized and productive despite the whirlwind around us. Here are three different categories of apps which are necessities for busy professionals, with some suggestions in each category.

you’ve met, where you’ve been or what you’ve learned.

TRAVEL PLANNING

Fortunately, we live in an age in which we can have an

Travel planning apps keep you on top of all your trip details so that you get where you’re going and you don’t get stuck along the way. There is a lot that goes into a trip: flights, ground transportation, lodging, rental cars, event registration, etc.

Whether for business or pleasure, travel planning apps can track it all.

For many of us, staying well-organized can be a real challenge.

With countless meetings, business travel and the grind of

immense amount of computing power in our pockets.

20

S

JUNE 2018

Travel apps store travel itineraries so that you don’t need to scramble through your email or worry about paper documents; you can simply present your travel pass from the app at the airport or train station. They can compare hotels and other lodging options to help you get the best deal and store your reservation information. Likewise, they can help decide on a rental car agency and book the reservation from directly within the app. They even provide in-app directions and track mileage for once you’re on the road. Life on the road can be hectic enough. Travel planning apps help control the chaos.

Popular travel planning apps include TripIt, Google Trips, Roadtrippers and Skiplagged.

NOTE TAKING AND LIST MAKING In a paperless world, using a pen and paper to write notes and reminders is not very effective. With a good notetaking app, you can avoid the hassle. At seminars, conferences or wherever your busy schedule takes you, these apps allow you to take notes on your mobile phone, tablet, or computer, whichever is most convenient given your venue.

Taking notes in this kind of app goes far beyond text. You can highlight and underline, make bullet lists, use drawing tools to mark up the document with your stylus or finger, insert photos and more. With cameras built into many of today’s devices, you can even snap a photo or video live and embed it right into your notes.

Note-taking apps allow you to organize and name different notebooks and sections for quick reference. You can then use the names and organization tree to perform automatic searches of specific information you need. As a user of multiple different note-taking apps over

time, I find it particularly useful to keep a page at the top of my note stack with a working to-do list to help prioritize my obligations. Some apps even allow you to set reminders for certain times to help meet deadlines.

Possibly the greatest benefit of adopting a note-taking app is the synchronization.

It doesn’t matter which device you use to take your notes, they will always be available on any other devices where you have logged into the app. Many services also offer a website platform which allows you to access your notes from public or shared computers without having to install the full application.

Examples of note-taking apps include Evernote, Microsoft OneNote and Google Keep. If you are just looking for an app to make a to-do list, check out Wunderlist, Todoist or Microsoft To-do.

BUSINESS CARD MANAGEMENT Apps for business card management are particularly useful for professionals who get a lot of business cards through networking. The most basic function of these apps is to use the camera on your device to scan an image of a business card and store for later reference, eliminating the hassle of carrying all those paper cards. Many apps also offer much more advanced features.

Immediately after scanning a card, these apps use the information on the card to automatically populate fields associated with that card, such as name, business name, phone number, and email address.

Each card and the associated fields can be converted into a contact record which can be used from smartphones or email clients. Like many other apps, most business card management services offer several platforms for access from all your devices and sync your cards automatically. You can also share business

cards to help your colleagues make meaningful business contacts.

To help organize business cards, most apps allow grouping and sorting of contacts. You can group your contacts by any criteria you want with the help of the fields scanned on the business card.

For instance, you could group your cards based on their company, and then further group the companies based on geographic location or industry.

Examples of business card management apps include CamCard, FullContact and Sansan. Evernote, mentioned earlier as a note-taking app, also has some functionality with business card management.

These are just a few of the wealth of apps available today that have been designed with the mobile worker in mind. Spend some time researching these apps, and you will be well on your way to improving your productivity when you are on the go.

Daniel Gilbert, director of managed services, has been part of the Kite Technology team for six years. He enjoys leveraging technology to drive automation. He spends much of his workday implementing solutions that eliminate computer issu4es and improve his clients’ experience.

21

PICS & POSTS Keep up with industry happenings – and share your own news! We want photos of your agency’s milestones, community involvement and fun. Submit them via email (KarenR@IABforME.com) or tag them on social media (Facebook, LinkedIn or Twitter) using #IABpics.

“Great meeting with the Delaware Association of Insurance Agents and Brokers today as a part of their #BigILegConf” - @ChrisCoons (U.S. Sen. Chris Coons) tweeting after IA&B members’ congressional visit

“You can do it!”

- Sarah Brown, commenting on IA&B’s photo of a P&C licensing exam prep class

“This is awesome!

Thanks for taking time out of your schedules to do this!”

“Equally excited about this partnership! Always impressed with the students of PA FBLA! #pafbla”

- Ash Fitz, commenting on IA&B’s photos of member agents volunteering at a high school career day

- Julie Webb, responding to IA&B’s announcement of a partnership among IA&B, Keystone Insurers Group and the Future Business Leaders of America

#IABpics 22

JUNE 2018

Commercial Umbrella coverage puts a business in the position to

survive a lawsuit.

Today, every business faces the reality of a legitimate or frivolous lawsuit that has the potential to force it to close its doors before a verdict is even reached.

In fact, some statistics reveal that as much as 40% of small businesses never survive the disaster of a major lawsuit.

Millers Mutual offers Umbrella limits up to $10 million and premiums start as low as $400 for $1 million of coverage.

Contact Scott Billett, Underwriting Leader, at 717-237-7202 or sbillett@millersinsurance.com

800.745.4555 millersinsurance.com Rated A- (Excellent) by A.M. Best Rated A Prime (Unsurpassed) with Demotech Š2017, Millers Mutual Insurance, Harrisburg, PA

BUSINESS OWNERS POLICY | COMMERCIAL UMBRELLA | EMPLOYMENT PRACTICES LIABILITY

23

Education

CLASSIFIED

JUNE 2018 CLASSROOM JUNE TOPIC

ADVERTISEMENTS SOUTHEAST PA PRODUCERS & AGENCIES LOCATION

4-7

CIC Life & Health Institute

Erie, PA

5-6

James K. Ruble Graduate Seminar

Annapolis, MD

7

CISR Life & Health Essentials

Mechanicsburg, PA

7

Mistakes That Lead to E&O Claims

Baltimore, MD

12

CISR Commercial Property

Hunt Valley, MD

12

William T. Hold: Contracts & Leases

Mechanicsburg, PA

13

CISR Commercial Property

York, PA

13

William T. Hold: Contracts & Leases

Collegeville, PA

19-21

Property & Casualty Licensing Study Course

Mechanicsburg, PA

19-22

CIC Agency Management Institute

Lancaster, PA

26

CISR Personal Lines Miscellaneous

Reading, PA

WEBINARS

If you would like to place a classified advertisement, please contact Laura Gaenzle at Laura.gaenzle@theygsgroup.com or 717-430-2351.

AD INDEX

JUNE TOPIC

TIME

5

The Homeowners & Auto Marketplace

1-4 PM

12

Long-Term Care Funding with Life Insurance

9 AM-Noon

13

Flood Insurance

9 AM-Noon

13

Farm Property Considerations

1-4 PM

14

Mastering Medicare & Social Security

1-4 PM

Applied Underwriters.................................OBC

19

Emerging Risks & Their Insurance Solutions

9 AM-Noon

Berkshire Hathaway Guard Ins Cos...............23

19

Workers’ Compensation Issues

1-4 PM

CM Regent LLC.............................................IBC

20

Health & Disability Insurance

9 AM-Noon

20

Catastrophe – Coverage Expertise You’ll Need

1-4 PM

26

Gaps in Home, Work & Auto

1-4 PM

27

E&O Risk Management: Parts 1 & 2

9 AM-4 PM

With 1 hour lunch

To register or ask questions, contact us: 800-998-9644, option 1 | IAB@IABforME.com IABforME.com/education 24

Professional agency since 1926 located in Feasterville, Bucks County, Pa. Call for confidential information and a review of our services.

Contact Ray Reinard at 215-357-8600, Ext. 119.

JUNE 2018

Agricultural Ins Mngmnt Services............... 18 AmTrust of North America........................... IFC

Grinnell Mutual Reinsurance Co......... 7, 14-15 Harford Mutual Insurance Co....................... 19 Millers Mutual Group.....................................23 Preferred Property Program.......................IBC

We’re not erasing our past. We’re focusing on your future.

300 Sterling Parkway, Suite 100 Mechanicsburg, PA 17050-2937 717-590-8008 Toll-free 844-480-0709 CMRegent.com

We may have a new name and a new look, but our fundamentals remain.

As CM Regent Insurance Company, we will continue to provide the same comprehensive insurance and risk management services and products you have relied on for more than 40 years. And we will use our expertise to help you prepare for the next 40 years—and beyond.

For more information, visit our website at CMRegent.com or call toll-free 1-844-480-0709.

Expect big things in workers’ compensation. Most classes approved, nationwide. It pays to get a quote from Applied.® For information call (877) 234-4450 or visit auw.com/us. Follow us at bigdoghq.com.

©2018 Applied Underwriters, Inc., a Berkshire Hathaway company. Rated A+ (Superior) by A.M. Best.

Insurance plans protected U.S. Patent No. 7,908,157.