With so many Web-based insurance sites and direct writers bypassing insurance agents, now is a better time than anytime in the last 10 years to advertise. With the number of insurance-distribution options out there, advertising is more likely to have an effect because you can use it to differentiate your agency.
Your advertising should stress the fact that, although people can buy insurance anywhere, independent agents provide these unique advantages:
- Only an insurance agent works for the customer. An insurance agent is an advocate for the consumer.
- Only an insurance agent will go to bat for a customer to help settle claims.
- Only an insurance agent will take the time to read all the fine print in a policy to make sure the client is covered properly.
- Only an insurance agent will come to customers' houses, businesses, and farms to help make sure they have adequate coverage and recommend ways to improve safety and reduce costs.
- Only an insurance agent can advise which company is best at paying claims.
- Only an insurance agent can advise which companies use original parts to repair vehicles.
Enumerate your advantages in sales pitches, brochures, ads, proposals-wherever you can-to raise consumer awareness of your value. Be sure to advertise your ability to find the best insurance deal for your customers among many companies. Sure, consumers can do it for themselves on the Web, but the Web doesn't offer all the additional benefits that 'only' an agent can provide!