Here are 5 ways insurance agencies can stay relevant.
As an independent insurance agency, it can sometimes feel like challenging market conditions, the hard market, and questions about rising rates take all the attention away from what matters.
The best place to look for inspiration to stay relevant and show the value of your business to your clients is closer than you think.
It’s you. It’s your agency. That’s what gives you value.
Because we are in this industry, we sometimes forget the power of the independent insurance agency’s business model and that it is all about offering value.
Here are five strategies to reinforce your agency’s value and strengthen client relationships by doing what you do best, but maybe in a different way.
1. Maintain Client Communications
This is a big one, and something many agencies say they’d do more of, “if only I had more time.” However, this is precisely where agencies need to focus, adopting a “work smarter, not harder” approach.
Start by being proactive.
Make a plan to regularly update clients, whether it’s about policy or market changes that could impact their coverage or costs.
But don’t forget client milestones like renewals, anniversaries, birthdays, claims follow-ups, the list goes on. There are many touchpoints where you can be more proactive in communicating with clients to show you are there for them.
Using AI and automation can streamline this process, helping draft messages and sending them to the right contacts within your book of business.
Consistency is key.
Ensure your communications reflect your agency’s unique voice—whether it’s using a warm and friendly tone or addressing clients as “folks.”
Staying true to your agency’s style helps build trust and reliability, making clients feel supported and valued.
Regular updates, whether through newsletters, emails, or personal calls, keep clients engaged and informed, reinforcing your agency’s commitment to transparency and trust.
2. Educate and Advise Clients
Take an educated approach.
Equipping clients with the knowledge needed to make informed insurance decisions is a cornerstone of effective client service.
By simplifying complex insurance concepts and providing clear, concise information, agencies can empower clients to make decisions that best suit their needs.
You can do this through the resources you share and the approach you take. For example, when you provide a helpful online resource or share a page on your website to explain coverage, go one step further.
You could make a quick video to explain it for them in much more detail, or chat over the phone or in person.
Regardless of how you share that information, anticipate the questions they might have but are too afraid to ask. Be the authority on the subject to gain their trust and boost your credibility.
This educational approach positions the agency as a trusted advisor rather than just a service provider.
3. Deliver Personalized Insurance Solutions
Make insurance easy to understand.
Tailoring insurance solutions to meet the unique needs of each client is essential for enhancing their overall experience.
Be sure to take more time to understand individual client needs and preferences.
This is precisely how insurance agencies can deliver insurance solutions that truly resonate with clients.
The way you do this is important, and it comes down to how you communicate this and how simple you can make it for your clients and future clients.
Take our interactive graphics feature, Clickable Coverage®, on the Forge website platform as an example of this. With this tool, agencies can educate on insurance, helping them sell more policies and keep people engaged with interactive content.
And, of course, because you are an independent agency, you can leverage your diverse range of offerings to provide a variety of options from multiple carriers that address specific client concerns.
So be upfront about what your clients’ needs are, and ask them questions that get to their goals so you can make sure they feel that you are digging deep to get to understand their situation.
4. Support Clients Throughout Their Journey
Be there every step of the way.
Through the ups and the downs, it is your role as an independent insurance agency to support your clients. It’s what builds relationships and fosters loyalty.
Show you care in the way you reach out and follow up. Think of the most vulnerable points in your client’s journey, most likely claims, and pinpoint where you and your team can be more supportive.
Are you spending enough time taking the supportive approach and keeping clients not just informed, but also offering reassurances?
This commitment to client care helps build trust and loyalty, ensuring clients know they are never alone.
Independent agencies have the unique ability to guide clients from policy selection to claims processing, offering personalized support at every stage.
This hands-on approach ensures clients feel valued and supported, reinforcing the agency’s commitment to client satisfaction and strengthening the client-agency relationship.
5. Strengthen Client Relationships
Create a positive experience.
A supportive environment benefits both clients and team members, creating a positive experience for everyone involved.
By prioritizing client satisfaction and team well-being, agencies can create a culture of support and collaboration that enhances the overall client experience.
The relationship with clients might begin when they sign the dotted line, but it certainly does not end there. Ongoing support and assistance are key.
By maintaining open lines of communication and offering continuous support, agencies can build strong, lasting relationships with clients, ensuring they feel valued and appreciated every step of the way.
Lead with positivity, bring a personal and positive approach to conversations, especially when you are making a first impression. But beyond that, make sure your entire team is on board and has a positive, welcoming attitude that your clients can come to expect.
Hopefully, this gave you pause on the amazing things you are doing as an independent insurance agency, but also some ideas and inspiration on where you could take things even further.
For more insights and resources, explore Agency Revolution’s complete insurance marketing platform to support your client experience goals.
