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When Starting From Scratch is the Best Insurance Marketing Strategy
By Scott Brazdo, Vice President of Marketing at Astonish Results
Starting an insurance agency from nothing may seem like an impossible task in the face of direct writers with multi-million dollar insurance marketing budgets and stiff competition from local agencies, but it's not. In fact, many older agencies would benefit from the sort of top-down assessment a new business owner has to go through before opening their doors for the first time.
We talk a lot about serving the modern consumer at Astonish Results, and many insurance agencies just aren't suited for the challenges of reaching tech-savvy insurance shoppers. Expectations have shifted in the past ten years. In general, consumers don't expect as much hand-holding or direct contact, but they do expect the process to be easy and quick while delivering the best coverage at the best price. Loyalty rarely enters the equation, but trust almost always does.
For these reasons, starting an agency from scratch (or taking this approach) provides the opportunity to do things right the first time, eliminating bad habits from the equation and creating a blank slate from which to meld a strategy. A golden example of a successful start-up agency is SIG Insurance in Winter Haven, Florida, which signed with Astonish two months before the agency even opened its doors.
While lacking the traditional advantages of loyal commercial partners, established personal lines relationships, and an established website, SIG had something just as powerful: motivation, a process-oriented sales culture, and a strategy that included the best digital marketing tools available.
The most recent Insurance Journal "eMarketing Minute" features an interview with Walter Page, owner of SIG Insurance, explaining how he is leveraging agency culture and a blended insurance marketing strategy to write over 1,000 policies in the agency's first year of business. From tracking the results of producers to a colossally successful partner's program that established them as a leader in the community, SIG is proving that the right tools and passion can compete with any advertising budget.
Please enjoy Walter Page's video interview below and consider whether your business has the same tools, skill sets, and mentality for serving the modern consumer. If your insurance agency could benefit from a shift in culture and strategy, call us today at 1.888.899.1936, or visit our website at www.astonishresults.com to take our free 180-second tour of the greatest insurance marketing system in the world!
