The Independent Agents’ Opportunity to Take Back Personal Lines

By Jeff Yates

Sometimes an opportunity is staring you in the face, but it is invisible to you because you are so focused on what a particular competitor is doing and how you are going to compete on the same terms. Let’s take personal auto insurance. I was so focused on what the direct carriers are doing with their massive amounts of advertising, online quoting and rapid market share growth, that I failed to see the incredible opportunity that independent agents have today to present consumers with a better business model than the direct carriers are offering and as a result, take business from them.

“Go Opposite”

I hope to convince you in this article why this is an excellent time for you to implement a defined strategy backed by sales power and resources to grow your personal lines. To help you see why this opportunity is so great, let’s apply a tool that Daniel Burrus, author of the bestseller �Flash Foresight,� recommends organizations use in their strategic planning��Go Opposite� in order to see opportunities that previously have been invisible to you.

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About ACT

Independent agents can provide the online auto insurance shopper with a better value proposition than the direct carriers and thereby take personal lines business from them. Independent agents now have the technology tools available to write personal lines profitably and to increase their visibility online so that they can be found by online shoppers. Recent consumer research also bolsters the opportunity independent agents have to attract online shoppers�most online shoppers continue to buy offline from a local agent; consumers using agents highly value their agent; and consumers using local agents have a higher degree of loyalty to their current insurance provider.

About Independent Insurance Agents & Brokers

The Independent Insurance Agents & Brokers of America (IIABA) is a national alliance of 300,000 business owners and their employees who offer all types of insurance and financial services products. Unlike company-employed agents, IIABA independent insurance agents and insurance brokers represent more than one insurance company, so they can offer clients a wider choice of auto, home, business, life, health coverages as well as retirement and employee-benefit products.