Primary Agent - June 2022

JUNE 2022

AMBER PATTERSON, CISR IA&B DESIGNATION SCHOLARSHIP RECIPIENT EXCLUSIVE MEMBER MAGAZINE

ALSO INSIDE FOLLOW FORM LOCAL MARKETING

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TRUST US TO BE THERE FOR THE LONG HAUL We’ve been protecting our customers with quality insurance since 1909. And we’re financially strong, earning an “A” (Excellent) rating from AM Best since 1991. We’ll be here when you need us, with coverage you can count on. Trust in Tomorrow.® Contact us today.

To find out more about what we can do for you and your customers, contact David Wehr, Sales Manager, at david.wehr@grinnellmutual.com.

AUTO | HOME | BUSINESS * Products available in Pennsylvania only “Trust in Tomorrow.” and “Grinnell Mutual” are registered trademarks of Grinnell Mutual Reinsurance Company. © Grinnell Mutual Reinsurance Company, 2022.

JUNE 2022

CONTENTS FEATURED 4

FOLLOW FORM EXCESS LIABILITY POLICIES IA&B Education Consultant Cathy Trischan shares where the assumption that coverage is follow form can cause problems.

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Q&A WITH AMBER PATTERSON IA&B Designation Scholarship Recipient Amber Patterson, CISR shares how career and growth opportunities drew her to the insurance industry.

BUILDING AN EFFECTIVE LOCAL MARKETING STRATEGY Justin Jaksha, ePayPolicy VP of Marketing, shares smart tips and tools to bolster your agency’s local marketing with minimal investments.

JOIN US ON SOCIAL MEDIA: Facebook.com/IABforME LinkedIn.com/company/IA_and_B Twitter.com/IA_and_B YouTube.com IA&B is the premier resource and champion for independent insurance agents in Pennsylvania, Maryland, and Delaware.

Periodical postage paid at Mechanicsburg, PA and at additional mailing offices. Postmaster: Send address changes to Insurance Agents & Brokers, 650 Wilson Lane, Suite 200, Mechanicsburg, PA 17055.

Primary Agent (ISSN 1543-3110), Permit # 638-620, Issue # 2022-6, is published monthly by IA&B Service Group Inc., a subsidiary of IA&B. Copyright 2022. All rights reserved. No material may be reproduced in whole or in part without written consent of the publisher. The information in this publication is general in nature and not intended to serve as legal, accounting, financial, insurance, investment advisory or other professional advice as to any reader’s particular situation. Users are encouraged to consult with competent legal, financial, insurance, investment advisory and/or other professional advisors concerning specific matters before making any decisions. We disclaim any responsibility for any decisions or actions by readers. Statements of fact and opinion in Primary Agent are the responsibility of the authors alone and do not imply an opinion on the part of the officers or the members of IA&B. Participation in IA&B events, activities and/or publications is available on a non-discriminatory basis and does not reflect IA&B endorsement of the products and/or services.

MONTHLY 2

PRESIDENT'S MESSAGE

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CLAIRE-IFICATION

6

NEWS & NOTES

19

STAFF PROFILE

20

PICS & POSTS

21

UPCOMING LIVE WEBINARS

IABforME.com |

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PRESIDENT’S MESSAGE

THE EDUCATION ADVANTAGE In this month’s magazine, we highlight the impressive story of Amber Patterson, a recipient of IA&B’s CISR scholarship – who then proceeded to complete that designation in six months. Talk about a go-getter.

Coincidentally, I recently visited The National Alliance in Austin, Texas. The National Alliance is the provider of the CISR and CIC designations, and has long been a close partner of IA&B. The National Alliance has undergone change recently, including a new management team. They are embracing technology and promoting youth in the industry – two core initiatives of IA&B as well. We look forward to working with them in these key areas. Together we look to find, and train, more young agents like Amber.

But back to insurance designations – I’m always asked by members whether it’s worth it. It’s a significant investment of time, and the common question of agents is whether a designation will result in more premium. I look at education, and designations, differently. In what has become an incredibly competitive marketplace, education can become the differentiator. The agent that takes good quality, relevant continuing education can gain a leg up.

Maybe it results in additional premium; maybe it doesn’t.

But a higher level of insurance knowledge allows you to better protect your customer, and the agent who can do that will ultimately succeed. And just as important as earning more premium – it is a proven fact that agents with an insurance designation have significantly less E&O claims than their counterparts.

In a marketplace where direct and captive writers continue to attempt to take market share from independent agents, IA&B members should look for every advantage they can get. Education and insurance designations are exactly that.

191 Main Street, Annapolis, MD 21401 800-998-9644 | IABforME.com

IA&B BOARD OF DIRECTORS OFFICERS Richard M. Rankin, CIC, Chair Lancaster, PA D. Bradley Rosenkilde Jr., Vice Chair Hunt Valley, MD

MEMBERS Gregory H. Bennett

Bel Air, MD

Sarah M. Brown, CIC, CRM, AFIS Shrewsbury, PA Andrew Enders, Esq.

Harrisburg, PA

Len Gieseler, LUTCF

Pottstown, PA

Lisa A. Leach Goth, CIC

New Bethlehem, PA

Christopher J. Miller, CIC

Jonestown, PA

Michael A. Papa, CIC, MBA

Hunt Valley, MD

William H. Purdy

Sunbury, PA

Kent Reynolds, CIC

Hagerstown, MD

Jason Rodriguez

Wilmington, DE

Donna Roper

York, PA

Candace Shoupe, AAI, AIC

New Castle, DE

Tara S. Silfies, CPCU

Bethlehem, PA

Robert L. Smyrl Jr., CIC

Hatfield, PA

Michael Thomas

Gambrills, MD

Sheila Wells, CIC, CISR

Rehoboth Beach, DE

J. Marshall Wolff, CIC, CPCU Easton, PA

NATIONAL DIRECTORS

Best,

Michael P. Ertel Sr. (PIA) Columbia, MD

Jason F. Ernest President & CEO

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INSURANCE AGENTS & BROKERS 650 Wilson Lane, Suite 200 Mechanicsburg, PA 17055

JUNE 2022

G. Greg Gunn, CIC (IIABA) Lemoyne, PA Diane Hornung Hanby (IIABA) Wilmington, DE

CLAIRE-IFICATION

CLAIRE-IFICATION IA&B Vice President - Advocacy Claire Pantaloni, CIC, CISR Are you a member with a question?

Contact Claire to find the answer at 800-998-9644, ext. 604 or ClaireP@IABforME.com.

QUESTION: Do we need to report email address changes to the Insurance Department?

ANSWER: It depends. Generally speaking, remember that you must report any change of address promptly and should not wait until the next renewal. The state’s Producer Licensing law dictates how much time you have to report a change of address. For Pennsylvania, Maryland, and Delaware, the timeframe is 30 days.

In addition, if you are in Pennsylvania, even changing your phone number or email address must be reported within 30 days under that same producer licensing law.

Obviously, we are all communicating electronically more than we are via paper, and any communication coming from the regulator generally needs to be addressed without delay. Making sure you update your email address promptly is a best practice, even if your home state is not Pennsylvania.

OTHER ITEMS TO KEEP IN MIND: ▲ If you hold licenses in multiple states, you have to report the change in those states as well. Using a gateway like the National Insurance Producer Registry (NIPR) is the simplest way to handle the requirement, since it will allow you to report the change simultaneously to all applicable states. To do so, log on to NIPR. com and select the “Change” button. The Contact Change Request can be used to update your physical address, email address, phone number, and/or fax number. ▲ As a reminder, changing employers implies that you are changing your business address. This triggers the notification requirement as well.

IABforME.com |

ST RUg g LIN g

TO WRITE AN AGENCY PROCEDURE MANUAL? We have a better option – a complete, customizable collection of electronic documents insurance agencies can use to formalize business procedures and policies.

TO ORDER: IABFORME.COM/additional-services 800-998-9644, ext. 104

This document is not a legal opinion and should not be relied upon as such. The intent of this document is to provide a general background regarding the topic or topics discussed, not to provide legal advice. Producers and agencies should consult an attorney regarding specific situations and specific questions with respect to the topic or topics covered in this document. Neither the Insurance Agents & Brokers nor any of its employees shall be responsible for any errors or omissions regarding any statements made in this document, nor any errors or omissions regarding any statutes, regulations, court rules, and/or any other government documents cited in this document.

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DON’T JUDGE A BOOK BY THE COVER – ESPECIALLY WHEN ITS NAME IS “FOLLOW FORM”!

By Cathy Trischan, CPCU, CRM, CIC, ARM, AU, AAI, CRIS, MLIS, TRIP Does this conversation sound familiar?

Q: Is this covered under the Commercial Excess Liability Policy?

A: Of course it is – it’s follow form!

While this could be true, it is not necessarily the case.

Excess Liability coverage is written to serve two purposes. It provides additional limits of insurance in the event of a catastrophic claim, and 4

it drops down to replace reduced or exhausted aggregate limits of underlying policies. Excess Liability is often written as a stand-alone coverage but could be part of a policy that includes both Excess Liability and Umbrella coverages.

Unlike Commercial Umbrella, Excess Liability coverage does not typically intend to provide coverage that is broader in scope than the underlying policies.

JUNE 2022

A true follow form Excess Liability Policy is subject to all of the terms and conditions of the underlying policies. A true follow form policy is only a few pages long, including the declarations page. It doesn’t take much space for a policy to convey the idea that it does everything the underlying policies do and simply provides additional limits.

So why is the Excess Liability Policy, the one that includes the term follow

COVERAGE CORNER form in its description, often so long? You guessed it – it is not a true follow form policy. Most follow form policies are really conditional follow form policies. Sometimes they follow form, and sometimes they don’t. They include language that says their terms, conditions, definitions, and exclusions control if they differ from those in the underlying policies. That doesn’t sound like follow form, does it?

Here are a few of the areas where the assumption that coverage is follow form can cause problems for an agent and the insured.

Are all named insureds on the underlying policies covered as insureds on the Excess Liability Policy? In a true follow form policy, the answer would be yes. In that case, it is only necessary to show one named insured on the policy declarations as the others are automatically included. Not all forms, though, are written this way. With some, it is necessary to list each named insured for coverage to apply.

Are all additional insureds on the underlying policies covered as additional insureds on the Excess Liability Policy? In a true follow form policy, again, the answer would be yes. Some Excess Liability forms, though, state that there is coverage for additional insureds only if there is a written contract or agreement requiring such coverage.

This creates a gap if an additional insured is added to the underlying policy without a written agreement requiring such coverage.

A requirement for primary and noncontributory coverage for additional insureds is included

in many contracts signed by commercial clients. The fact that the underlying CGL includes primary and non-contributory language doesn’t mean that the Excess Liability Policy does the same. Most Excess Liability forms state that their coverage is excess over any other insurance.

Always check the Other Insurance clause in the Excess Liability Policy to see how it is worded. Many Excess Liability insurers are willing to offer primary and non-contributory language, but the agent needs to recognize the problem first to know whether to seek out a solution.

The fact that the underlying CGL includes a per-project and/or perlocation aggregate doesn’t mean that the Excess Liability Policy does the same. It is important to read the Limits of Insurance section in the policy to see if this coverage feature is truly follow form. Often, it is not, and some insurers will not agree to provide this coverage feature. This can create a problem for the insured who has agreed to provide this type of aggregate in a contract.

Underlying policies may include waiver of transfer of rights of recovery language, but that doesn’t mean that the Excess Liability Policy does the same. An endorsement may be needed to provide the waiver of subrogation language required in so many contracts.

Understanding how Excess Liability coverage does and does not follow form is an important part of constructing an insurance program.

There is no substitute for a careful review of the terms of both the Excess Liability Policy and the underlying coverage forms. Only IABforME.com |

then can an agent know how close to follow form that follow form policy truly is. ‘Til next time!

Cathy Trischan, CPCU, CRM, CIC, ARM, AU, AAI, CRIS, MLIS, TRIP is IA&B’s commercial lines education consultant. She works with our CIC and CISR programs, as well as our live CE webinars. Catch her at one of our upcoming courses: IABforME.com/education

COVERAGE COURSE

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Join Cathy Trischan for an upcoming live webinar, and earn CE without an exam.

Member price is only $75.

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NEWS & NOTES

MD PASSES PAID FAMILY LEAVE The Maryland Legislature this spring voted to override Gov. Larry Hogan’s veto of Senate Bill 275, establishing a Family and Medical Leave Insurance program.

October 2021 (left) and October 2020 (right) Primary Agent magazine covers featuring the respective award recipients.

SEEKING NOMINATIONS FOR 2022 IA&B YOUNG AGENT AWARDS Are you a rising star in our industry or do you know someone who is? You can nominate yourself or another young agent to receive this honor.

AWARD CRITERIA INCLUDES:

IA&B will recognize three rising stars in the independent insurance community in Pennsylvania, Maryland, and Delaware.

▲ 40 years old or younger

▲ Employed by an IA&B Member Agency for one year or more ▲ Is a licensed P&C agent

▲ Made community contributions through volunteering or service

RECIPIENTS RECEIVE:

▲ Example of being an up-and coming leader in the field

▲ Featured on the October 2022 IA&B Primary Agent magazine cover

▲ Participated in IA&B events, education, or other happenings

▲ Featured in a video on the IA&B website and social media ▲ And more!

Nominate yourself or someone else

by June 16. Learn more at IABforME. com/Agent-Award.

Questions?

Contact IA&B Public Relations Director Karen Robison at KarenR@IABforME.com or 800998-9644, ext. 606.

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JUNE 2022

Weekly benefits through the program will range from $50 to $1,000 and last for a maximum of 12 weeks (24 weeks in certain circumstances). Benefits will be administered by the Department of Labor through a family and medical leave insurance fund paid for through contributions from employees, employers, and self-employed individuals starting on Oct. 1, 2023.

By Dec. 1, 2022, the Department of Labor Secretary must conduct a cost analysis of the program and make recommendations on the total rate of contributions and the appropriate cost-sharing formula between employers and employees for making contributions. Those recommendations will be finalized

by June 2023. As the Department of Labor prepares to roll out the program, IA&B will keep members updated on how it may affect them.

PA ACCIDENT SURCHARGE CAP TO CHANGE The Pennsylvania Insurance Department will increase the accident surcharge dollar threshold to $1,900 as of July 1, 2022. Auto insurers may not penalize policyholders whose aggregate claim cost over a threeyear period does not exceed the cap. The threshold was last adjusted effective July 1, 2020 when it was increased to $1,800.

APPLY FOR IA&B EDUCATION SCHOLARSHIPS Apply by August 12, 2022 for the next round of insurance education scholarships.

This fall IA&B will award two individuals with full CIC and CISR designation scholarships, as well as member agencies with scholarships for their staff to attend CIC, CISR, CPIA, and CE courses. Scholarships to attend licensing study courses are available throughout the year.

Access an application at IABforME. com/IAB-education-scholarships.

Questions?

Contact IA&B Administrative Assistant Sarah Jacoby at SarahJ@IABforME.com or 800998-9644, ext. 104.

DE PASSES FAMILY, MEDICAL LEAVE The Delaware General Assembly this spring passed the Healthy Delaware Families Act, which establishes a Family and Medical Leave Insurance program. Eligible individuals may claim benefits beginning in January 2026.

Employees accessing paid leave will be eligible for 80% of their wages, up to a cap of $900 per week. Benefits will be administered by the Department of Labor through a fund paid for through a payroll contribution of 0.8% of wages beginning January 2025, to be divided evenly between employers and eligible workers.

As the Department of Labor rolls out the program over the next several years, IA&B will keep members apprised of how it will impact them.

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BIG "I" LEGISLATIVE CONFERENCE IN REVIEW IA&B members and staff visited federal lawmakers in April during the Big "I" Legislative Conference in Washington, D.C. During the meetings, members spoke with both Republican and Democrat elected officials to discuss several priority issues:

LEADER OF THE

▲ Maintaining small business tax fairness ▲ Exceeding and reforming the National Flood Insurance Program ▲ Protecting the Federal Crop Insurance Program ▲ Ensuring legal protections for independent insurance agents

IA&B members and staff met with PA Congressman John Joyce

Attendees included (l to r) Diana Hornung Hanby, Shayne McIntosh, Claire Pantaloni, John Savant, Mark Monroe, Valerie Gunn, and Greg Gunn IABforME.com |

Mark Monroe, a long-time contributor, shares what drives his support.

“I feel obligated to participate and give each year, and I equate my donation to one of the costs of doing business. Our legacy as independent insurance agents, and as an independent insurance distribution system, relies on our involvement in the here and now. Sometimes we are on legislative or regulatory offensive; other times we are playing defense. I feel my AgentPAC contributions help our team do both.”

AgentPAC is IA&B’s state-based, bi-partisan political action committee which supports the election of candidates and legislators who understand the issues important to the independent agent and broker community. Support of these candidates who are critical to IA&B’s government affairs work would not be possible without AgentPAC contributions from engaged IA&B member agents.

Join the effort and learn more about AgentPAC by visiting IABforME.com/political_ advocacy.

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IA&B PARTNERS PROGRAM

OUR FEATURED PLATINUM PARTNER Insurance Agents & Brokers proudly recognizes Erie Insurance as one of its Platinum Partners.

IA&B Platinum Partners dedicate the highest level of sponsorship to our organization.

It’s the rare individual who is motivated by a genuine desire to help others. And it’s the rare company that puts that principle into practice.

At Erie Insurance, we’ve been helping people make things right since 1925, working side-by-side with the best independent agents in the business.

Our agents and employees are energized by a clear sense of purpose, performing to the best of their ability, because they know the work they do benefits millions of customers’ families and businesses. It’s part of being Above all in SERVICE® and it’s why we’re so committed to the independent ERIE agents who live and work in the communities they serve.

On the strength of these relationships, Erie Insurance has risen to become one of the nation’s most respected property/casualty and life insurers.

Today, we’re a FORTUNE 500® company operating in 12 states and the District of Columbia. ERIE has more than 6.1 million policies in force. We’re the 16th largest property/casualty insurer in the United States, based on total lines net premiums written, and the 12th largest homeowners multiple peril insurer and 13th largest private passenger auto insurer based on direct premiums written.

CHIEF EXECUTIVE OFFICER Timothy G. NeCastro, President and CEO CORPORATE HEADQUARTERS Erie, PA

Erie Insurance has been named to the Forbes list of America’s Best Insurance Companies 2022. This recognition was presented by Forbes and Statista, a leading statistics portal and industry rankings provider. ERIE was listed as a top company in five different personal insurance categories for 2022: auto, homeowners, renters, term life and permanent life.

A.M. BEST COMPANY A+ Superior WEBSITE erieinsurance.com

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JUNE 2022

IABforME.com/Partners2020

Erie Insurance’s founding principle is: “To provide our policyholders with as near perfect protection, as near perfect service as is humanly possible, and to do so at the lowest possible cost.” That same principle guides us today.

We still adhere to disciplined underwriting, fair pricing and a prudent investment philosophy.

We still practice the Golden Rule–treating others as we want to be treated.

We still thrive on the ERIE family spirit, employees and agents working together as a team for the good of our customers and the communities we serve.

At our core, we still believe the truth in our founder H.O. Hirt’s words:

Thank You

Thanks to these partners for supporting the independent agent network.

PLATINUM PARTNERS Acuity Erie Insurance Millers Mutual Insurance Penn National Insurance Plymouth Rock Assurance

GOLD PARTNERS Amalgamated Specialty Group Chesapeake Employers Insurance Company Chubb Donegal Insurance Group Farmers of Salem Iroquios Mid-Atlantic Group

Success in business is not a matter of tricks or gimmicks…it is just a matter of simple common sense, mixed with just plain decency.

Keystone Insurers Group Inc Liberty Mutual/Safeco MMG Insurance Company Mutual Benefit Group Nationwide Insurance Company Progressive

BECOME A PARTNER TODAY Interested in becoming a partner?

Reach out today.

- H.O. Hirt Erie Insurance Founder

Tim Wonder IA&B VP-Membership 800-998-9644, ext. 351 TimW@IABforME.com IABforME.com |

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ON THE COVER

Q&A with

AMBER PATTERSON Amber Patterson, CISR is an account advisor with Howard Hanna Insurance Services in Pittsburgh, PA. The recipient of IA&B’s fall 2021 CISR Designation Scholarship, Amber completed her designation in just six months.

Q. You joined the agency in 2018. What prompted you to take a job in the insurance industry?

A. I’ve been doing customer service in different industries since sophomore year of high school. Insurance has been different because a lot of my experience was in the medical field. I saw the job posting, and at that time, I was just ready for something different. I was noticing people flying past me, getting settled in their careers. And I just felt like what I was doing was not career worthy. I felt like the insurance industry was definitely the route to build a career.

Q. What did you expect when you began your job at the agency? And how have your experiences over the past four years compared to those expectations?

A. I did not really expect anything except for it to be different. I was curious. I maintained an open mind and still have an open mind because insurance is so broad. I am learning new things every day and want to see how far I can go.

Q. What’s a good selling point to recruit other young people into the industry?

A. The education and growth. In previous jobs, I was stuck where I was at. The insurance industry is different.

The opportunity for growth is the biggest thing to motivate others.

Q. What is your favorite part of your job?

A. My favorite part of the job is writing and issuing policies.

It feels like a little mini accomplishment. I would say that’s my favorite, after educating someone on coverages.

Q. What’s the most challenging part of your job? Why?

Q. What advice would you give others who are just getting their start in our industry?

A. The advice I would give to young and old is don’t stop reaching for the stars. You can try anything, even if you 12

don’t have previous experience in it. Follow your dreams.

Follow your gut. Follow your goals. Don’t let anyone stop your determination. And in the insurance industry, you need to maintain that determination.

JUNE 2022

A. The most challenging part is having to adapt to insurance changes. The insurance world changes every day. Sometimes you think you know what is correct, but you always need to dot your i’s and cross your t’s and make sure. There are things within the agency and with insurance carriers that change, and then there are state regulations, so there’s always something new.

Q. Congratulations on completing your CISR designation in just five months! What motivated you?

A. When I got the scholarship [IA&B scholarship for a full CISR designation], I said, “I’m going to take it and roll with it.” And I did! I didn’t stop until I was finished.

Q. What’s the best part about living in Pittsburgh?

A. The best part of living in Pittsburgh is the food. Our city is very culture-based, so in any neighborhood, you can experience different food. Eating is my favorite. The restaurants and food here are amazing.

Q. What was the most valuable thing you took away from the CISR courses?

A. My relationships with the instructors. My first instructor was Scott Treen, and his teaching style was amazing.

All of the courses were very in-depth and educational.

When the Personal Auto and Personal Residential courses were coming up, I thought, “Oh, I know these things.” But then the content was really in-depth, and I learned a lot.

Q. Where do you see yourself in 10 years? (Selfishly, we hope it’s in the industry!)

A. In 10 years, I still see myself as an insurance agent.

Although I see myself in a higher position; I just don’t know what that will look like yet.

Instructor Scott Treen with Amber and other participants at the CISR - Personal Residential class in October 2021.

Are you looking for

MARKET ACCESS? Take a look at IMS

Go to

• A broad mix of standard and niche markets • No initiation or monthly fees

IMSaccess.com or contact Tim Wonder, VP - Membership

• Low to no volume commitments

TimW@IABforME.com

• Standard commission rates

800-998-9644, ext. 351

• You will be the agency of record on all policies • 100% ownership of expirations

IABforME.com |

13

Building an EFFECTIVE Local Marketing Strategy for Your Agency

By Justin Jaksha, ePayPolicy VP of Marketing

“Built on existing trust, [referrals] often close faster and remain loyal customers.”

– Justin Jaksha, ePayPolicy

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JUNE 2022

LOCAL MARKETING Effective local marketing is a solid source for new business lead generation, and it doesn’t require substantial upfront investments or steep learning curves. On the following pages, ePayPolicy VP of Marketing Justin Jaksha shares smart tips and tools to bolster your agency’s marketing.

Modern marketing can be overwhelming, especially for those who manage a smaller budget and don’t want to take risks on marketing tactics that are either hard to prove a return on, or less familiar to them.

Too many professionals have been dazzled by marketing “consultants” who managed to drive up certain metrics that never led to an increase in revenue.

While some insurance companies might be more ambitious for growth than others, very few would turn down the prospect of additional business. Even if your desire is for growth outside your local market, there’s still a lot of value to be gained by expanding your reach within your city.

Effective local marketing is still a solid source for new business lead generation, and it doesn’t require substantial upfront investments or steep learning curves.

Here’s a handful of ways to increase your local awareness, while spending little or no money.

Google My Business (free) 167 billion. That’s how many searches are performed on Google each month. And for businesses looking to be found in searches like “best insurance in ____,” Google has provided an effective platform aptly named Google My Business (GMB). Surprisingly, most companies rarely take full advantage of the opportunity.

Wordstream has an excellent post [wordstream.com/ blog/ws/2020/06/03/google-my-business-optimization] outlining a thorough (and free) approach to optimizing your GMB page, but here’s the 3 most important things you can do:

• Claim your business profile and fill out as many

attributes as possible. Note that sometimes there’s a

IABforME.com |

slight delay here in claiming the business, as Google has to verify ownership, which (to date) involves a postcard in the mail with a verification code.

• Politely ask your best (or all) customers to leave

a review. Google gives priority to higher-ranking businesses, and/or those with a consistent stream of reviews. A straightforward email asking them for help often gets a surprisingly high response rate.

• Update the page occasionally with photos and posts, and respond to questions as they come in.

It should be no surprise, but Google will prioritize search visibility for those that take advantage of the tools they offer. Meaning the more thorough your setup and more frequently reviews or updates show up on your page, the higher you’ll show up in searches. This is critically important, as most studies show that 75%+ of searches never scroll past first-page results.

Directory Listings (free, or monthly fee for services that streamline this for you) Google isn’t the only source for showing up locally.

Facebook, Yelp, Instagram, and others create pins on the map, so to speak. HubSpot has a good article [blog. hubspot.com/blog/tabid/6307/bid/10322/the-ultimatelist-50-local-business-directories.aspx] outlining the top 50 online directories, and you could go about the tedious, but mostly one-time, process of listing your business on each.

Or, you could consider trying a service like BrightLocal ($29 per month) for a period of time. BrightLocal will set up and monitor the listings, as well as detect duplicate or incorrect listings.

If you’re going the route of doing it yourself, prioritize Facebook, Yelp, Bing, and Yellowbook.com, to start.

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Referrals (free, or monthly fee for services that automate this for you) Every study on referral marketing agrees – word-of-mouth and peer referrals are some of the best leads you can get.

Built on existing trust, they often close faster and remain loyal customers.

But it’s not always natural to ask for a referral at the close of a sale, so many companies have resorted to things like automated emails or texts soliciting the referral. If you’d like to try a software solution, ReferralHero is one of the better affordable solutions at $49 per month, without a contract.

If you don’t want to commit to a software, you don’t have to. Why not create a simple Google Form with the following copy?

We’re so grateful you’ve trusted us to take care of your insurance needs. As a local business, we rely on word-ofmouth referrals, and would love to share our services with someone you know who might be a good fit. Do you know anyone looking for (services you specialize in)?

You could set up a reminder to send this email at a certain point after the sale, or assign to a specific team member. It doesn’t have to be complex – just on time, and completed.

Note – Some companies offer referral incentives when a referred client becomes a customer. This may be a compliance issue on a state-by-state basis, and should be researched.

Email (free) Many businesses are far more cautious in regards to sending emails to their list of clients and prospects than they need to be. No one likes “spam” or junk mail in their inbox any more than their real mailbox, but it’s par for the course, and that “unsubscribe” button is always there.

But businesses that take the time to craft emails that add value to the reader often find email is their most successful outlet for new business and upsells. Email

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newsletters like The Hustle have earned literally millions of newsletter subscribers just because of the quality content they pull together.

But where to start? Well, what are you an expert on?

Could you turn that expertise into a series of tips or learnings? Do you have new products for a particular segment of your customers, and can you articulate their value? Do you have any promotions, or seasonal considerations for your product?

Start there. It doesn’t have to be beautiful or overly designed. In fact, many of the best B2B emails are simple, plain text emails that get to the point. Gong offers a great guide [gong.io/blog/these-are-the-best-sales-email-tipsyoull-read-in-2021/] on effective email crafting.

Tip – Be sure to segment out your existing customers, and prospects. You can send more frequently, and say more, to customers.

Local Blog Authorship (free, or one-time fees for copywriting assistance) Speaking of expertise, it’s not uncommon to find other local blogs or business associations that would be happy to let you guest write a topic related to your expertise. You then get the benefit of them sharing your expertise with their network, linking back to your contact info.

Not a confident writer? That’s ok! You can often hire one inexpensively on services like UpWork for a low hourly fee. They can interview you and pull out the copy, or even refine rough drafts or bullets you produce.

What types of blogs might make sense? After checking with local and specialty business groups, look for entrepreneurial blogs or accounts, or even small business-focused blogs. Many of these rely on a steady stream of fresh content to keep their audiences engaged, and take no offense when receiving a sample offer for original content.

JUNE 2022

LOCAL MARKETING

Why’d We Write This?

We’re a payments company, right? Yes. And our passion is making your payments simpler, faster, and more modern so that you spend less time managing cashflow and more time growing your business and delighting your customers. If you want to see how ePayPolicy can help you do that, feel free to look around our site, or watch a demo [epaypolicy.com/recorded-demo/].

Justin Jaksha, ePayPolicy VP of Marketing, contributed this article.

As an IA&B preferred provider, ePayPolicy allows a simple, cost-effective way for agencies to process online payments. IA&B members receive their first three months free when they use the referral code IABMember when signing up. Learn more: IABforME.com/ePayPolicy

T H E

M A T H

I S

S I M P L E :

Expert Claims Management + Value-Added Services Outstanding Protection from a Trusted Partner in School Insurance Don’t complicate the equation: CM Regent® is the insurance partner schools have trusted since 1971. We offer superior insurance solutions designed exclusively for schools, and when you have a claim, you can be confident our expert claims management team has you covered. We also offer policyholders these value-added services: Building & Content Appraisals. *

Elevator & Boiler Inspections.

Separate Excess Towers.

Emergency Response Services.

CM Regent offers the expertise to help you control your risk and protect your property and your people.

See how it all adds up at www.cmregent.com/products/value/.

Rated “A” (Excellent)

by A.M. Best

CMRegent.com | Toll-free 844-480-0709

Additional information concerning A.M. Best ratings can be found at ambest.com.

©2022 Church Mutual Insurance Company, S.I. CM Regent Insurance Company is a wholly-owned subsidiary of Church Mutual Holding Company, Inc. This material may include only a general description of insurance coverages and does not include all rates, terms, conditions, and limitations found in CM Regent Insurance Company (“CM Regent”) policies. The insurance policy, not any general descriptions of coverage that may be found in this material, will form the contract between the insured and CM Regent, and is subject to approval from the state. Neither CM Regent nor its employees, representatives, or agents shall be liable to any party for the use of any information or statements made or contained herein. NAIC # 12356 *Elevator inspections are currently available only for PA customers.

IABforME.com |

17

“I love playing guessing games about appetite.”

SAID NO AGENT EVER. UFG Insurance has dished up a buffet of small businesses we’re hungry to write online, because we know agents have better things to do than guess about our appetite.

Simple solutions for complex times

Wonder less and bind more with help from appetite guides that focus on profitable business to diversify portfolios, creating more opportunities for our agents to grow.

On the table right now are some retailers, offices, distributors and more.

A clear picture of appetite. A strong and stable market for your business. Think UFG for your next small business risk.

ufginsurance.com/online-appetite © 2022 United Fire & Casualty Company. All rights reserved.

STAFF PROFILE

Get to Know …

Tracy Banks, Administrative Manager

Years with IA&B: 42 years. Started on June 23, 1980.

Role at IA&B:

Happy Anniversa ry, Tracy!

I’m responsible in a support capacity for various administrative, operations, and finance functions.

These include HR, office administration, volunteer and governance functions, payroll, accounts payable processing, and corporate records maintenance.

Best part of your job: Working with a great staff and getting to know our members over the many years I have been here. When I started in 1980 with PIA [a precursor to IA&B], there were nine staff. Now we have 24.

Favorite IA&B memory: Years ago, our staff was treated to a bus trip to NYC to take in a Broadway Show and have a wonderful dinner together. It was a fantastic trip!

What keeps you busy outside of work?

Spending time with family and friends. I enjoy antiquing, concerts, wineries, trips to the beach, and traveling overseas to see family in England. I love to garden and relax at home around the pool. I also love to crochet, cook, and bake. And I always decorate for the holidays. I put on a haunted house display for the kiddos every year (adults seem to enjoy it too) and a nice Christmas lights display as well.

You can reach Tracy at: 800-998-9644, ext. 405 TracyB@IABforME.com

IABforME.com |

19

PICS & POSTS

PICS & POSTS

20

JUNE 2022

Facebook.com/IABforME LinkedIn.com/company/IA_and_B Twitter.com/IA_and_B YouTube.com

WELCOME MEMBERS NEW AGENCY MEMBERS The Graham Company Philadelphia, PA Raynock & Associates Macungie, PA

NEW PARTNER MEMBER Farmers of Salem For information about membership or benefits, contact: Tim Wonder, VP-Membership 800-998-9644, ext. 351 TimW@IABforME.com

EARN CE WITH IA&B

E D U C AT I O N SCHEDULE JUNE 2022 Register today! 800-998-9644, option 1 IABforME.com/education LIVE WEBINARS DATE TOPIC

TIME

Jun 1

CISR - Personal Residential

8AM-3:45PM

Jun 14

Planting the Seed: Agent Strategies to Get & Keep Agribusiness Insureds

9 AM-12 PM

Jun 14

That’s Personal: Home & Auto Exposures Your Insured Doesn’t Share (and Why That’s Bad)

1-4 PM

Jun 15

CISR - Commercial Casulty I

8AM-3:45PM

Jun 15

Hour w/ Cathy: Additional Insured Endorsements for Contractors

2-3 PM

Jun 16

Is This Stuff for Real? Understanding & Insuring Emerging Risks 9 AM-12 PM

Jun 16

Agent’s E&O: Duties, Best Practices, Operations, Workflows, & Certificates

1-4 PM

Jun 21-22 James K. Ruble

8AM-5:15PM

Jun 21

1-4 PM

PRIMARY AGENT

Chris Amrhein’s Adventures in Aging: Social Security & Other Retirement Income Solutions

Jun 22

Hour w/ Nicole: Personal Umbrella Issues & Answers

2-3 PM

Editor: Karen Robison KarenR@IABforME.com 800-998-9644, ext. 606

Jun 23

Flood Insurance, FEMA, & the NFIP

9 AM-12 PM

Jun 23

Homeowners in Real Life: Tales of Claims & Coverage

1-4 PM

Jun 28

What the Heck Happened to Life Insurance?!

9 AM-12 PM

Contributing editors: Jennifer Ross Megan Fioretta Sarah Jacoby

Jun 28

Certificates of Insurance & the Coverage Issues that Go With Them

1-4 PM

Jun 29

CISR - Personal Auto

8AM-3:45PM

Jun 29

Hour w/ Sam: The Policy's Position on Home-Sharing

2-3 PM

Sales Account Executive: Laura Gaenzle laura.gaenzle@theygsgroup.com 717-430-2351

Jun 30

Nailed It: Understanding Insurance Requirements in Construction Contracts

9 AM-12 PM

Jun 30

Why Good People Do Bad Things: A Deep Dive Into Agency Ethics

1-4 PM

IABforME.com |

21

MORE IMAGINATION.

MORE TO LOVE FROM APPLIED.® Workers’ Compensation • Transportation – Liability & Physical Damage • Construction – Primary & Excess Liability Homeowners – Including California Wildfire & Gulf Region Hurricane • Fine Art & Collections • Structured Insurance Financial Lines • Aviation & Space • Environmental & Pollution Liability • Property • Warranty Fronting & Program Business • Reinsurance

...And More To Come.

It Pays To Get A Quote From Applied.® Learn more at auw.com/MoreToLove or call sales (877) 234-4450 ©2022 Applied Underwriters, Inc. Rated A (Excellent) by AM Best. Insurance plans protected U.S. Patent No. 7,908,157.