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... But some agencies are reducing or eliminating competition by entering niche markets. Companies often pay higher commissions for niche-market programs, and because there are few competitors-and in some cases, none at all-there are few wasted sales calls. Niches are windows of opportunity. They often begin with a request for special coverages from a single customer. If the agent seizes the opportunity, that one request can blossom into a fertile market. In fact, the opportunities are so numerous and the rewards so great that some agencies have dropped their standard property/casualty lines entirely and replaced them with a smorgasbord of niche programs. Niche marketing is also a way to maintain aggressive markets since many carriers such as Chubb, AIG, and most recently, St. Paul are putting their emphasis on profitable target markets. Of course ... of the industry they are writing. Perhaps most important, there must be genuine need for insurance in the target market. Still, with a little homework, agents can identify potential niche markets, find interested carriers, launch their own programs-and kiss competition good-bye. Open Doors For Ward Insurance Agency of Gatesville, opportunity did more than just knock. It walked in the front door and asked for an application. In about 1980, a controller from a construction firm office up the street walked in and asked if we had a contractor surety questionnaire, ' recalls John Ward, one of two principals in the family-owned business. The contractor had messed up the form provided by an out-of-town agent and needed a clean version to fill out. I said I could provide the same service for him locally, ...