Insurance agency marketing and sales are being transformed right before our eyes. Daniel Burrus, a technology forecaster, said in his January 2009 Technotrends newsletter: "We are now at the dawn of a profound technology-driven transformation that will make the changes we have experienced over the past 25 years seems small and slow. We are about to transform how we sell, market, communicate, collaborate, innovate, watch TV, learn and, as … [Read more...]
Strategy First; Technology Second
In a previous post I stated the case for why an agency that wants to grow must have a comprehensive marketing system. I ended with this paragraph: Technology is available to help you manage your marketing system. The first step is to understand the need for marketing. Then, create a marketing strategy for the agency, implement that strategy, and monitor its effectiveness. If you do all of these things, you can't help but become more … [Read more...]
Agents—Take Notice
According to the most recent Independent Insurance Agents and Brokers of America market share report, independent agents wrote 80% of the commercial lines premium in 2007. The numbers, however, are not so rosy for personal lines. Direct writers and other types of non-independent agent distribution models accounted for just over 65% of the personal lines premium written that year. Independent agents gave up on the personal lines market a number … [Read more...]
