Q&A WITH KATE DAWSON

Kate Dawson is president of Ferri Dawson Insurance Group, an independent agency based in Murrysville, PA. She is also the recipient of IA&B’s 2021 CISR Designation Scholarship.

Q. You’ve worked in the industry for 10 years. Tell us how you got your start and what led you to begin a scratch agency.

A. Out of college, I took a job as a Relocation Housing Specialist, where I worked with customers and adjusters from various insurance companies. Working with their Loss of Use, I found clients housing and furniture, and guided them through their temporary housing process until their home was habitable. I grew increasingly concerned with how many clients were significantly underinsured, with not enough Loss of Use coverage to comfortably provide for them. I realized that I would rather be the one preparing them with appropriate coverage than the person picking up the pieces afterwards when it became clear they would exceed their limits.

After nearly a decade in the industry, with experience on the claims side, followed by years with both captive and independent agencies, my inherited entrepreneurial streak pushed me to go into business for myself. My father’s side of the family is full of business owners, and my maternal grandfather was an insurance agent, who spent 17 years as a Prudential Insurance agency owner, followed by another 18 with Nationwide. I have his wooden, painted office sign displayed in my office and his achievement pins from the ‘50s in my desk. My family’s entrepreneurial drive, mixed with my Pap Pap’s love for insurance, is in my blood.

In hindsight, opening my own agency seemed like a natural step. I was lucky enough to have an ideal example of entrepreneurship in my father. Spending my childhood working for my dad at his restaurant, I learned business management and ownership. But I also watched how he operates, understanding business-owner logic. My dad teaches without realizing it. I had picked up far more than I realized as I embarked on beginning a scratch agency on my own. I chose to name my agency Ferri Dawson Insurance Group recognizing my maiden name, as a tribute to all that I have learned from him.

I had a vision of reinstating the old-fashioned relationship between a client and insurance agent. So much was lost with the departure from the tradition of a consultant being welcomed into your home to assess your situation and guide you with recommendations, so I’m taking the old-school approach of sitting with clients at their kitchen table, getting to know them. From my experience, the relationship is what the client values. Particularly with first time homebuyers who are seeking guidance and education.

Q. You opened your agency in November 2019 – the calm before the storm! What lessons can you take away from navigating your new business through a pandemic and economic crisis?

A. While 2020 brought much uncertainty and a seemingly endless string of setbacks, it taught me confidence. It forced me to be open to new ways of interacting with customers and proved that flexibility was paramount.

In 2019 I attended a session at the IA&B Futures Conference on video, and last year I forced myself to use this medium. In times when I could not meet with customers face-to-face, I could interact and show personal touch through educational and promotional videos. While we couldn’t sit across the desk from each other, I provided online consultations via Zoom.

Creativity was key as I had barely put my systems in place before the world was turned upside down. My husband frequently reminds me that if my agency could succeed in 2020 as year one, I can get through anything.

Q. Your agency focuses on new home buyers. What prompted that niche?

A. I love the educational side of insurance. First-time home buyers generally need more guidance and direction, which is where I feel I have always been strongest. I’m building relationships, explaining coverage line by line. Using examples from my years as an agent and on the claims side, I’m showing them the value of peace of mind.

What I do is meaningful: It’s making sure families and financials are protected. I also saw a need in the market for an insurance agent who is willing to take the time to explain coverage, lay it out in layman’s terms, defining coverage without insurance jargon.

Q. Ferri Dawson has an engaging, consistent online presence, from a blog to social media (including Instagram!). In what ways has it benefited your business?

A. Social media inadvertently became my platform to introduce my business to the community. Unable to host an open house to launch my agency and with most community events cancelled last year, I used social media to familiarize the community with my operation.

My degree was in Communication, focusing on Marketing and PR, which has served me well as I strive to use social media for education and as a resource for the public. For a period of time, it was my only opportunity to interact with customers, which lead me to be candid and open with my content. My posts evolved to incorporate more of a personal flare, including content about my own interests, such as environmental topics and recycling with #EcoWednesday. My professionalism and expertise were still evident, but the less business-specific the content was, the more approachable I became.

With separate strategies for each platform, I found creating content for my blog and website has improved my SEO, garnering inquiries from clients throughout the state.

Q. Congratulations on receiving IA&B’s 2021 CISR Designation Scholarship! Why did you decide to pursue the designation?

A. I love this industry, and I immerse myself in it. I realized years ago that 24 CE credits is never enough, and I want to be more than minimally complaint. Now, as an agency owner, the drive to be a better agent is even stronger. Both personally and professionally, self-development is one of my strongest interests.

Last year I obtained three specialist designations. The CISR Designation was the next logical step for me in my career. It’s tangible proof of my commitment to this industry and dedication to obtaining the further knowledge to advocate more effectively for my clients.

Q. Starting a new business can be a grind. What have been your most valuable resources? And how do you stay motivated?

A. Certainly, my membership with IA&B has been intrinsic, particularly as the sole employee at my agency. Having trusted professionals to bounce ideas off of and consult for guidance has been a lifeline. Beyond that, the support and encouragement from the staff at IA&B has been so meaningful, as I navigated the challenging year solo.

Additionally, I’m president of the local chapter of Business Network International. Our community of business owners support and motivate each other, while continuing to pass business and grow our chapter.

I also practice mindfulness, consistent yoga, and listen to a rotating list of podcasts. My one word theme of this year is “forward,” as I leave 2020 behind me, not dwelling on what could have gone differently, but looking to the future and what I can make happen next.

Q. You’re an active member of the community. Tell us about Westmoreland County.

A. Demographically speaking, Westmoreland County is due east of Pittsburgh. I can see the county line from my office, which is 20 minutes outside the city. What I have always loved about the area is that it’s large enough to have a broad option of activities, from theater to concert venues, museums and history, yet still small enough to not feel overwhelming. It still feels like a big, small town.

Born and raised here, I’m involved in the community. From volunteering at the local museum and with various non-profits, to continuing to help part time with my father’s business, I have established a lifetime of organic connections. I’m fortunate to have so much naturally occurring support as I ventured off on my own.