'We don't want to be all things to all people,' says one agency manager, 'so we want to identify a niche for Life insurance agents to master. Do you have any suggestions?'

MORTGAGE REDEMPTION Dear (Customer Name): We have been reviewing your records to be sure that you are adequately protected in all areas. We see that you have a mortgage on your home that will run ( ...

Situation: Our agency has several thousand personal lines insureds, and we have written mortgage reduction life insurance-reducing term-on many. But we're not writing much of anything else in personal lines Life or Health, partly because our life producer is uncomfortable with that market.
I know there's more to life than reducing term, but what can I as agency president-not a Life expert at all-do about developing more business from that potential? (Our commercial accounts are handled well by other life producers.)