ABACUS Commercial Property Insurance Magazine 2017

September 2017

Commercial Property Owners Insurance

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The Specialists in the Let and Unoccupied Property Market

Welcome Why ABACUS Commercial Property Owners insurance?

Brokers and our Commercial Property Owners insurance Commercial Property Owners insurance cover in a nutshell Marketing ideas and articles ‌ Online Marketing Ideas Microsites / Mini Sites Free tool: Sample Social Media Updates

Welcome!

At ABACUS we are committed to our broker members by offering what we believe are desirable, cost effective products that offer marketleading benefits for your customers.

We also strive to provide the best marketing support for our brokers, by offering motivational material and tools.

Commercial Property Owners product We have created this magazine to explain everything you need to know about our Commercial Property Owners insurance product; the benefits to both you and your customers of the product; plus some marketing tips and ideas to get you started.

We hope you enjoy this magazine and it helps with your marketing efforts. If you have any questions or queries in relation to this or any other product, or with getting a property insurance quote, please do not hesitate to contact our Sales & Marketing Team on 01702 606 312 or email: mailto:agency@sabacus.co.uk. They will be more than happy to help.

Alternatively, if you have any feedback on this magazine or would like us to focus on another of our products, please contact us.

ABACUS will be sponsoring the Marketing & Customer Engagement Category at the UK Broker Awards in September 2017.

Richard Richard Burgess, MCIM, ACIEH, Cert CII Director | ABACUS ABACUS is a trading style of Alan Blunden & Company Ltd which is authorised and regulated by the Financial Conduct Authority No.309694

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Why ABACUS Commercial Property Owners insurance?

Our Commercial Property Owners insurance product is for anyone who owns an occupied commercial property. We cover all types of commercial premises - for example: l l l l l l

hops/Offices S Surgeries Restaurants/Cafes/Takeaways Public Houses/Wine Bars Industrial Estates Warehouses

l l l l l

M anufacturers W holesalers M otor Trades V acant Properties C ommercial Properties including part residential.

Cover overview Our Commercial Property Owners insurance product offers what we believe are great benefits at a cost effective price. Unlike with some other commercial property insurance policies, subsidence cover (for properties built in 1800 or after) is included as standard.

Cover includes: tandard perils (fire, flood etc.)

S Escape of Water Theft Keys/Locks Replacement Cover due to Theft l Accidental Damage to Fixed Glass cover and Sanitary Ware l Malicious Damage by tenant (limits apply) l l l l

l P roperty Owners Liability up to £5,000,000 l S ubsidence l C ontents of Common Areas Cover l D amage to Underground Services l E mergency Access Cover and Trace and Access Cover (claim limits apply).

Optional extras can be also included, meaning the policy can be tailored to meet your clients’ individual needs.

Optional extras l E mployers’ Liability Cover l

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(up to £10,000,000) Loss of Rent (up to 20% of the Buildings Sum Insured) Contents Cover Full Accidental Damage.

Plus … with our Commercial Property insurance lP ortfolio Risks can be covered

lE asy to get a quote and buy online

lP olicy documentation delivered immediately by l l

email L ow excess £250 (£1,000 for subsidence) W e aim to turnaround all referred/non standard cases within 2-4 hours. However, to obtain a better rate or a more urgent turnaround, please contact our friendly and professional New Business team on 01702 606304 for help fulfilling your clients’ needs.

Commercial Property Owners Insurance

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Brokers and our Commercial Property Owners insurance as Property Owners insurance cover We are proud of our Commercial fantastic cover and great value , on ini op r ou in er, off it es do ly not on brokers - many benefits too: r ou you ers off it t bu , ers tom for your cus

3 Up to 25% commission el of insurers – providing 3 Immediate online access to ouratpan exclusively agreed rates

Commercial Let property risks way and you will 3 Simply complete your quotationateonllyine in the usual receive your quotation immedi ers’ own unique 3 Cost-effective, flexible cover to meet your custom needs s cover all the standard risks icie pol r Ou ct du pro g din lea etark 3 M ty Owners insurance including associated with Commercial Proper some other providers exclude many elements of protection which 3 Policy documentation available immediately online & Marketing Team.

3 Help and support readily available from our Sales

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Marketing ideas and articles At ABACUS, our focus is on our brokers and supporting you with your marketing.

Here are a few ideas for promoting the Commercial Property Owners insurance product online and offline.

If you have any questions relating to this or need help with your marketing, please contact us on 01702 606 312 or email: agency@sabacus.co.uk and we will be very happy to help.

Website Make sure your website is up to date and has a page of useful information on Commercial Property Owners insurance. To make things easier or to offer clients the ability to apply and buy online, do make sure you are using your ABACUS white-labelled web links. If you don’t have yours and wish to get these added please get in touch with us.

If you have a blog or article section on your website do make sure you add content regularly. Also, make sure that any content pages you have are up to date and current.

The more up to date and active your site looks, the better chance it will have of driving web traffic and potential customers.

Email Email is still a huge driving force for traffic. We are not talking about spamming but about using your client lists and those who have opted in to it to get your newsletter or messages.

Don’t have a newsletter?

Then think about starting one, there are plenty of tools and services out there to help. A mailing list and monthly newsletter is a great asset in your business to drive traffic and sales – as long as it is useful stuff of course!

You can also look to buy into marketable email data so you can send marketing messages to the relevant companies. Make sure you understand where this data has come from and that is has opted into receive marketing messages.

The other big opportunity we all miss is using a current email signature file. Imagine how many emails you send in the day to day running of your business. Now imagine a small ad on the bottom of each one. Over time that can be a great way to drive enquiries and only has to be a single line with a link… for example: Do you need Commercial Property Owners insurance?

Visit X and get an online quote Or Visit X and get an online quote for your Commercial Property Owners insurance

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Social Media Social media has become the love/ hate part of online marketing. Some people swear by it and others just don’t see the point and think it is a waste of time. We would urge you to make sure you at least have a presence on the three main channels - Facebook, LinkedIn and Twitter.

The others can be nice-to-haves, or if they work for you, then that’s great. From a Commercial Property Owners insurance point of view you can find nuggets or sub groups of potential clients (e.g. coffee shops, salons, shops).

Don’t market too hard, engage with them, share content, give advice, nurture relationships, and don’t be too aggressive in trying to drive the sale.

Some suggested activities l Post

on your Facebook page l Post on your Twitter feed l Post on your LinkedIn company page l Find and join relevant groups on Facebook or LinkedIn l Post in relevant groups.

Don’t have these? Then get

them - they are free to do. Or get someone to build them for you at a low cost. Your customers, like it or not, are using social media to find products and services. In fact, independent research last year found that 50% of consumers use social media to research an insurance product.

The only way to have a fighting chance of being found is to be there.

You will find some sample tweets and status updates you can use in your social media marketing efforts later in this guide.

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Pay Per Click (PPC)

Pay per click (PPC) can be a great and easy way to drive traffic.

Pay per click can also be a great and easy way to spend a lot of money if you are not careful.

We would suggest targeting very specific phrases - going after the main keywords for commercial property insurance will be very, very costly and if you don’t have systems in place, you can spend a huge amount of money with little return.

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Some PPC options will be determined by user intent, so the keywords they use to find answers.

Other PPC services will be based on users and their profile (Job title, interests, location, hobbies etc).

There are a huge number of different ways to drive online traffic to your website. Hopefully this will give you some food for thought.

In this way, targeting based on profile means you will know your ad is being seen by your target audience. The key is to make sure you fully understand your customer profile in order to target correctly.

Some sites to check out for pay per click marketing options:

Google Adwords Bing Ads Yahoo Gemini Facebook have PPC ad options Twitter Ads LinkedIn Ads.

Facebook PPC options can be a great way to target specific types of businesses that you know will have commercial property insurance needs such as cafe and takeaway owners, beauty salons etc.

Whatever you decide to do, start small and make sure you are testing and recording activity so you can see what works before adding in other techniques.

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Microsites / Mini Sites Mini or Microsites are small, focused sites that are built around one product or service. This can mean that traffic driven to it is totally specific to that product. It also means you can widen out your content around a particular niche.

One of the more advanced ideas is not sending people to your main website at all, but rather creating mini sites around a particular product.

This works well if you have a complicated product offering or you want to share a lot of information to a user in a way that still focuses on one product.

They don’t simply send customers to their main website and let them rummage until they find what they are looking for.

Most online attention spans are very limited, so if you are paying for traffic, you need to make sure it converts as best as it can.

In terms of content for a mini site, answer as many questions as you can using the keyword when creating the content. This is due to the fact that many people will search for an answer to a question.

So this leads us to our extra benefits.

Extra Benefits A second benefit of a mini site is providing search engines with much more focused content that allows them to rank a site higher. This leads to increased content exposure and therefore more relevant site visitors that your main website would not have reached.

We have seen many big Google updates that are now looking to serve up the best-related webpage that they can and not simply the most relevant website. This doesn’t seem like much but it is a pretty big fundamental shift in the way SEO

companies will be working on site rankings in the future.

In terms of Commercial Property you could build a microsite: l specifically on the product, or l around a property type (such as warehouses, or restaurants etc).

So indirectly this can drive a lot of lower cost, but still very targeted, traffic.

While not an exhaustive list, reviewing your marketing by actually looking at where you are sending people can be the difference between losing business and growing business online. None of the ideas are difficult to implement and now is as good a time as any to step back and review your processes.  

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Free tool: Sample social media updates Simply replace the [link] text with link to your website or the online quote and buy links tailored to match your online branding we can provide you with…

You can use these on Facebook, Twitter or LinkedIn as status updates: Do you have commercial properties?

We can help with insurance [link] Insure your commercial properties.

Get an online quote [link] Insure your commercial properties with the option of x levels of cover Get a quote (Link) It would also be a great idea to breakout commercial properties into subsets such as warehouses, shops, cafes, takeaways etc…

Need photos?

Do you need to spruce up the links with images?

Depositphotos.com offer a great array of low cost images. Do not simply use images you find on Google, they might not be copyright or royalty free – we don’t want you to get into trouble! (Read this article here for more information).

ABACUS is a trading style of Alan Blunden & Company Ltd which is authorised and regulated by the Financial Conduct Authority No.309694