JULY 2020 | MARYLAND
WHAT MOTIVATES MEMBER AGENT
MARSHALL WOLFF
BRANDING IN THE COVID CRISIS
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JULY 2020
CONTENTS FEATURED > > > > 12
N THE COVER: O Q&A WITH MARSHALL WOLFF I A&B Board Member Marshall Wolff talks about his career path, his professional motivations, and the revitalization of his hometown.
Marshall and his wife, Kay, (seen heli-hiking in the Canadian Rockies) love traveling and take advantage of CIC update courses to visit destinations along the U.S. East Coast.
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BRANDING IN THE COVID-19 CRISIS
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SELL MORE AND SERVICE BETTER USING YOUR WEBSITE
ore than a lifejacket, a strong brand can M lift market leaders and set their businesses above competitors in the unsettling world of COVID-19.
OVID-19 is forcing us all to think differently. C Fortunately, there are some amazing ways your insurance agency's website can help you sell more and service better even while working remotely.
JOIN US ON SOCIAL MEDIA: Facebook.com/IABforME LinkedIn.com/company/IA_and_B Twitter.com/IA_and_B
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, 5050 Ritter Road, Mechanicsburg, PA 17055. Primary Agent (ISSN 1543-3110), Permit # 638-620, Issue # 2020-7, is published monthly by IA&B Service Group Inc., a subsidiary of IA&B. Copyright 2020. 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.
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CHAIR OF THE BOARD’S MESSAGE CLAIRE-IFICATION COVERAGE CORNER PRESIDENT'S MESSAGE PICS & POSTS NEWS & NOTES IA&B PARTNERS UPCOMING WEBINARS 1
CHAIR OF THE BOARD’S MESSAGE
SUPPORT FOR WHATEVER TOMORROW BRINGS With this July issue we are at mid-summer, and what a weird and surreal world it is. Longing for a time of stability, health, and renewal, we want to get back to business as usual. But as I write this in the beginning of June, this uncertain period affecting our families, our industry, and our country, is increasingly contentious in many, many ways. Masks or no masks, risks of exposure being debated, charts and graphs, numbers to make arguments to support different positions, frustrations and unease – all symptoms of what COVID-19 has unleashed. Your association, IA&B, is not here to solve the world’s issues. But, we are here to help you as it relates to your agency! No matter what the summer and the rest of 2020 bring, you can rest assured that your association is acting proactively to support your agency. In late May, the IA&B Board of Directors met virtually to chart the course ahead. We discussed new threats to our industry, our members’ evolving needs, and how IA&B can best support the independent agency community. Bottom line: Your association is committed to your success during this pandemic, throughout the forthcoming economic recovery, and into the future. But let’s take it one step at a time. This issue of Primary Agent includes a thoughtful piece on building upon your agency’s value proposition and brand during a time of crisis. There’s also a write-up on the use of technology and web tools to sell and write more business, even when working remotely. Please read them as I think you’ll find them very informative, and stay tuned to IA&B communications for additional support and resources. Again, I wish each of you and your families good health and security, and I am confident that you and your agency can absolutely bank on the fact that IA&B, your association, can provide you numerous and necessary resources to help you in your business. Now let’s see our customers and communities ramp it back up and enjoy the ride!
INSURANCE AGENTS & BROKERS 5050 Ritter Road | Mechanicsburg, PA 17055 191 Main Street | Annapolis, MD 21401 800-998-9644 | IABforME.com
BOARD OF DIRECTORS OFFICERS Craig S. Mader, Chair Crofton, MD Richard M. Rankin, CIC, Vice Chair Lancaster, PA
MEMBERS Sarah M. Brown, CIC, CRM, AFIS Shrewsbury, PA Emory Stephen Burnett, CIC, ARM Wilmington, DE N. Lee Dotson, CIC, AAI Wilmington, DE Andrew Enders, Esq. Harrisburg, PA Michael P. Ertel Sr. *DE IIABA National Director Columbia, MD Len Gieseler, LUTCF Pottstown, PA G. Greg Gunn, CIC * PA IIABA National Director Lemoyne, PA Bryan C. Hanes, JD Hagerstown, MD Lisa A. Leach Goth, CIC New Bethlehem, PA Elizabeth H. Martin, CIC Millersville, PA Mark J. Monroe West Chester, PA Michael A. Papa, CIC, MBA Hunt Valley, MD Jason Rodriguez Wilmington, DE D. Bradley Rosenkilde Jr. Hunt Valley, MD
Respectfully,
Tara S. Silfies, CPCU Bethlehem, PA
Craig S. Mader Chair of the Board
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JULY 2020
Robert L. Smyrl Jr., CIC Hatfield, PA J. Marshall Wolff, CIC, CPCU Easton, PA
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:
Can our Admin Department complete the license renewal app on behalf of producers? We had an issue with the regulator due to an inaccurate answer.
ANSWER: It is not unusual, nor prohibited, for agencies to handle license renewal applications via dedicated staff, but the process must be done right to avoid potentially serious issues down the line. In particular, the Pennsylvania Insurance Department recently shared with us that they are losing patience with the increase in failure to report misconduct in license renewal applications. In many instances, after the Department received the renewal application, the producer claimed he/she was not the person who completed and filed it. Not personally completing the application does not exonerate the producer from the statutory requirement to submit an accurate renewal application. Providing “incorrect, misleading, incomplete or false information to the department in a license application” is a violation of the licensing statute and can cause trouble for the producer and for the agency. On the plus side, this is the kind of trouble that can easily be avoided.
HOW TO HANDLE LICENSE RENEWAL APPS If you are using Administrative staff to process the license renewal on behalf of the agency’s licensed producers, the individual completing
the renewal should only do so after securing the answers from each producer. Whether you do so the old-fashioned way by printing a renewal application and having the producer complete it or via some other electronic method doesn’t matter. What matters is that the agency has procedures in place to ensure the accuracy, and that administrative personnel who complete, submit and ultimately – by proxy – certify that the answers are true and correct on the renewal application properly document their verification process. While regulators may exercise leniency if they so choose, they aren’t required to do so, and they are running out of patience. No one wants to be the straw that broke the camel’s back. The failure of administrative staff and producers to confirm that all information provided on the renewal application is correct can ultimately expose the producer and the agency to fines, penalties, or worse, a refusal to renew the license.
report misconduct within 30 days of being charged with criminal conduct, and/or of any administrative action taken against the licensee in any state. All state regulators are made aware of administrative actions against producers through the Regulatory Information Retrieval System (RIRS), a database that lists actions taken by regulators against producers. In addition, in Pennsylvania, the Insurance Department has partnered with J-Net, the Justice Network, so they will be notified of criminal conduct as soon as charges are filed. In other words, if you fail to report it, they will find out, but because you did not report it, you will be in violation of the producer licensing law. 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.
REPORTING CERTAIN ACTIONS Since we are on the topic, in addition to answering the background questions on the license renewal application, remember that in our three states, producers must also
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COVERAGE CORNER
OUTAGES, DEBRIS, AND … A HANGOVER? By Kevin C. Amrhein, CIC In 1974, Jimmy Buffett released a song titled, Trying to Reason with Hurricane Season. “Squalls out on the Gulf Stream, big storm comin’ soon.…” (As a side note, if you want to hear me sing that lyric, listen to the podcast version of this article. Oh wait, you didn’t know there’s podcast version?! Visit soundcloud.com and search “Insurance Agents & Brokers.”) The song’s clever lyrics and peaceful medley brilliantly convey the calm-before-the-storm, familiarbut-still-helpless feeling many Americans share this time of year. It also resonates with anyone who’s woken up hungover in a beachside
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hammock a few hours prior to landfall … but that’s just good lyrical imagery and not actually relatable to anyone reading this article (or its author), right? ... Er, um, OK, back to the insurance stuff. As I’ve written before, folks in the states represented by IA&B are not isolated from the devastation of which a hurricane is capable. Any powerful storm – even those not large enough to be given a name by the NWS – can wreak a degree of havoc that the most seasoned insurance pros out there don’t anticipate. The following statement is painfully obvious: Powerful storms present a litany of challenges. Far too many for a single article to review. JULY 2020
For brevity’s sake, I’ll focus solely on two issues within ISO’s Homeowner’s policy forms.
POWER OUTAGE Several exclusions in the form are subject to what’s commonly called the anti-concurrent causation (ACC) clause. In short, this clause attempts to fortify that such exclusions apply regardless of whether the triggering event is covered or not. Exclusion 4 – Power Failure – is subject to this clause. For example, your insured may argue that since direct physical damage to property caused by the triggering event – windstorm – is covered, any subsequent damage to property due to a loss of power
should also be covered. While it may seem obvious to us insurance pros that the ACC clause and exclusion clearly say otherwise, it’s not clear to most insureds. Prolonged loss of power can cause personal property damage (think food spoilage or humidity-exposed fabric) and real property damage (think humidityexposed flooring or wallboard). It’s up to the agent to educate insureds about this exclusion and the importance of having a plan to protect such property (generator, offsite storage, etc). Some homeowners’ insurers may offer endorsements to compensate for certain damaged property (example – spoiled food) caused by a lack of power. Another issue that further confuses insureds is the actual repair of electrical components necessary to restore the home’s power supply. Insureds often believe the utility provider is responsible for repairing all damaged components of the electrical system. However, this may not be the case. For example, while the utility provider may be responsible for damaged lines, the property owner may be responsible for costs to repair components that deliver the supply to the house such as the service stack, meter box, or any other attachment hardware. The insured may need to hire someone to repair these components before the utility company can restore service, leading to a prolonged outage and more damage. I assume if you’re reading this that you’re not an electrician. I’m not suggesting that as an insurance agent, you attempt to advise insureds on the specific electrical components of their house. However, you should suggest that they contact their utility provider
for such information so to avoid surprises at loss time.
REMOVAL OF STORM DEBRIS (Other than trees/shrubs/plants) I previously wrote a column for Primary Agent specifically regarding tree/shrub/plant removal after a storm. It was published in the January 2019 edition, and I encourage anyone interested in this exposure to review that article. [To read this article, visit Issuu.com/Primary_Agent and select the January 2019 issue.] In this edition, I’ll focus on covering costs resulting from the removal of other storm debris. For examples, Google “storm debris” and look at the images. Piles of lumber, shingle, glass, carpet, warped furniture, and the list goes on. Paying someone to remove those piles of stinky-storm-soakedstuff (alliteration is my jam!) could – and in my experience, will – cost far more than your insured expects. The good news is that the policy offers respectable cover. Provided the debris is 1) covered property, and 2) was created by a Peril Insured Against, the policy will provide coverage for removal from the premises up to the limit of insurance applicable to that damaged property. If the combination of the cost to cover the direct damage to the property and the cost to remove debris exceeds the limit of insurance, an additional 5% of that limit is available to cover the cost of debris removal. That’s all for now. Until the next round … cheers!
Kevin C Amrhein, CIC, is IA&B‘s education consultant. He works with our CISR and CIC programs, as well as our special topic seminars and live webinars. Catch him at one of our upcoming professional training offerings: IABforME.com/education.
AN HOUR WITH KEVIN Try a 1-hour webinar for only $25. Not sure if webinars are for you? New hour-long webinars with IA&B Education Consultant Kevin Amrhein, CIC are a great way to explore online learning. PERSONAL AUTO PROBLEMS JULY 8 2 - 3 PM INSURING DRONES JULY 30 2 - 3 PM Register today. IABforME.com/webinars 800-998-9644, option 1
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PRESIDENT'S MESSAGE
ONWARD & UPWARD A MESSAGE FROM JASON ERNEST This issue of Primary Agent focuses on agency marketing and branding, and I’m happy that two good friends – Jeff and Ginny – provide some valuable information for members. I also believe this is a timely theme this month in light of all we have gone through this spring with COVID. The term “new normal” has been used a lot as we continue to deal with the pandemic. From Zoom meetings to remote staff, we’ve operated as best we can, under new circumstances. I’ve been reading a lot, and have been asked to opine on what impact this will all have on the insurance industry. Both short term and long term. There has been heightened discussion that as consumers have been unable to visit certain businesses, including independent insurance agencies, the reliance on those businesses will wane. Some are saying this will increase the amount of consumers who purchase insurance online, without the use of an agent. On its face, this argument may seem plausible. But I see it differently (albeit biasedly). This is an opportunity for independent agents to shine and to brand themselves as insurance consultants during times of uncertainty. As of this writing, there remains a lot of questions about insurance coverage during pandemics. However, there will be coverage interpretations made, new insurance products offered, and maybe even a governmental backstop like TRIA formed. These won’t be easy topics though, and agencies that are well versed on it all can brand themselves as true advisors through the process. As we enter a recovery stage, agents will have an opportunity to assist. It’s key that they position themselves for that. Likewise, agencies can use their experiences from the last several months to incorporate technology and efficiencies in their agency to create a better user experience. We can all agree that these Zoom meetings are quicker and more on-point. Why not offer them to clients as an alternative? Same with digital signatures. And perhaps certain staff can get more work done remotely – if just given the right tools. Agencies may look and operate differently coming out of this, and that isn’t necessarily a bad thing. An efficient, technologically advanced agency certainly is a brand. As we continue to navigate these unchartered waters, keep your agency marketing and brand in mind. How should it adapt and evolve, and how can your agency best position itself? This pandemic will create some long term changes in our industry, and you shouldn’t be afraid to change as well. IA&B, as always, is here to help.
Jason Ernest, Esq. IA&B President & CEO
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JULY 2020
PICS & POSTS
PICS & POSTS
Facebook.com/IABforME LinkedIn.com/company/IA_and_B Twitter.com/IA_and_B
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NEWS & NOTES CONGRATS, SCHOLARSHIP RECIPIENTS In response to the COVID-19 outbreak and resulting financial crisis, IA&B recently awarded insurance education scholarships for licensing exam preparation, live CE webinars, CISR seminars, and CIC institutes. Congratulations to these individuals and staff at the following member agencies who can continue to learn, earn CE, and advance their careers even in a time of financial strain.
NEW MARKET ACCESS FOR MEMBERS
LICENSING SCHOLARSHIPS
CISR SEMINAR SCHOLARSHIPS
Placing certain risks can be difficult
Kelly Newman Burns & Burns Associates Inc. Clarion, PA
Albright Associates Inc.
for a variety of reasons. But access to
Beltsville, MD
markets shouldn't be one of them.
Assured Partners of Northeastern PA
Brad Karli Hoaster Gebhard & Co. Lebanon, PA
As an IA&B member, you can utilize
Wilkes-Barre, PA
Independent Market Solutions
Zinn Insurance, LLC
(IMS) – a new program that provides
Myerstown, PA
access to a broad mix of state-
WEBINAR SCHOLARSHIPS Howard Hanna Insurance Svcs Inc. Pittsburgh, PA
Trinity Risk Services LLC
Lighthouse Insurance Services Gambrills, MD
Reading, PA
Paist & Noe Insurance Inc. Richboro, PA
Coraopolis, PA
independent agencies and carriers
CIC INSTITUTE SCHOLARSHIPS
appointment. Access is free and
Saleme Insurance Service Inc. Boalsburg, PA The Jacobs Company Inc. Columbia, MD One Stop Insurance Agency LLC Silver Spring, MD
Pittsburgh, PA Gallen Insurance Inc. Thomas A Nolfi Inc.
specific standard and niche markets. That means more new-business opportunities and growth potential for your agency. IMS facilitates relationships between without the need for a traditional
Emmanuel Insurance
limited to members of IA&B and our
Ambler, PA
affiliated state agents' associations.
HomeSale Insurance Services LLC
Unlike other market access
Lancaster, PA
arrangements, there are no
Raymond Insurance LLC
initiation fees and low to no volume
Lock Haven, PA
commitments with IMS. Plus, you will
Since the 2019 launch of this scholarship program, we have awarded approximately $22,000 in scholarships to member agencies and individuals to attend IA&B education courses. Member agency scholarships are provided for CIC institutes, CISR seminars, and live CE webinars. Individual scholarships are awarded to those seeking a producer license, CIC designation, and CISR designation.
be the agency of record, enjoy 100% ownership of expirations, and receive standard commission rates. Learn more at IMSaccess.com
Learn more at IABforME.com/scholarships or contact: Susan Zvorsky, CISR Elite, IA&B Events Manager 800-998-9644, ext. 206 | SueZ@IABforME.com
or contact: Tim Wonder, IA&B VP-Membership 800-998-9644, ext. 351 TimW@IABforME.com
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JULY 2020
NEW FORMATS FOR ACORD 50
PRIVATE FLOOD GETS BOOST
ACORD this spring released new formats – single and digital – for ACORD 50 Forms, commonly referred to as ID cards.
Writing private flood insurance soon recently became easier. Effective May 18, the Maryland Surplus Lines Exportable List’s definition of flood and water damage insurance was amended to: “excess of federal flood insurance programs or primary coverage that is at least as broad as the coverage available through the federal flood insurance program,” effectively expanding the market for private flood insurance. As a reminder, the exportable list is a list of risks that do not require the agent to perform a diligent search (secure three declinations) before going to the surplus lines market.
The single version is designed for an insurance producer to print a specific auto identification / auto insurance card, front and back, as a replacement card or for any other use. The digital version is designed so that a single, completed card can be electronically delivered or saved. For instance, a digital version could be delivered electronically to an insured.
MIA WARNS OF REBATING NONCOMPLIANCE Take note of real-life rebating and inducement scenarios – and the legality of them – in our updated online resource. The Maryland Insurance Administration (MIA) reports an increase in agencies’ non-compliance, particularly with raffles giving away big-ticket items and cash prizes. In general, remember that any program: must carry no obligation to purchase, nor be tied to a purchase, may not exceed a $50 limit (including if a raffle/drawing), must be educational or promotional material, or articles of merchandise (i.e. may not be cash). Learn more and access real-life examples at IABforME.com/rebating.
The Maryland Insurance Administration’s (MIA) stated purpose for this change is: to open up the market for surplus lines carriers who could not write primary flood coverage as it is already available from the National Flood Insurance Program. The hope is that residential and commercial consumers will have more choices for primary flood insurance coverage and that the State will see an increase in the number of properties that are protected by flood coverage. A similar move was made in Pennsylvania a few years ago, and it helped increase the overall flood coverage take-up rate by allowing agents to offer more affordable options.
WELCOME NEW MEMBERS & PARTNERS NEW MEMBERS White Clay Insurance Inc. Newark, DE DC Finance LLC Dunmore, PA Oncken Insurance Agency PC Erie, PA MPB Risk Services LLC Harrisburg, PA Ferri Dawson Insurance Group Murrysville, PA Morris Risk Management LLC Huntingdon Valley, PA Heffers Insurance Kingston, PA Insurance Resource Network Inc. Albrightsville, PA Special Risk Insurance Svcs. Inc. Voorhees, NJ
NEW PARTNER Auto-Owners Insurance Co. Cranberry Township, PA Have a question about your member benefits? Contact:
Tim Wonder VP-Membership 800-998-9644, ext. 351 TimW@IABforME.com
JULY 2020
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IA&B PARTNERS PROGRAM
OUR FEATURED PLATINUM PARTNER Insurance Agents & Brokers proudly recognizes Farmers Mutual Fire Insurance Company of Marble as one of its Platinum Partners. IA&B Platinum Partners dedicate the highest level of sponsorship to our organization.
OUR COMPANY
Farmers Mutual Fire Insurance Company of Marble, PA Farmers of Marble
CHIEF EXECUTIVE OFFICER Eric Schmader, President and CEO
HOME OFFICE Marble, PA
A.M. BEST RATING A (Excellent)
WEBSITE
farmersofmarble.com
TOLL FREE
1.800.545.7806
FIND US ON SOCIAL MEDIA Farmers of Marble @farmersofmarble
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JULY 2020
IABforME.com/Partners2020
SHARED PURPOSE. MUTUAL VALUES.™ Founded as a mutual insurance company in 1881, Farmers of Marble strives to provide competitive rates, products and services to its appointed independent agencies and policyholders. We are able to do this by understanding the markets we serve and delivering efficient and personalized service. Farmers of Marble has made investments in technology to facilitate the ease of doing business by making available: ■ ONLINE AGENCY PORTAL • Quoting • Application Submission • Claims Submission • Payments • Document Viewing ■ AGENCY DOWNLOAD ■ COVERAGES/NICHE MARKETS • Dwelling Fire (tenant, seasonal, vacant) • Homeowners • Mobile Homeowners • Farmowners (hobby farms) • Small Commercial • Risks in PC 10 Call or email our Marketing Manager, Carrie Nicewonger, to discuss appointment opportunities. cnicewonger@farmersofmarble.com 814.354.7315
THANK YOU Thanks to these partners for supporting the independent agent network.
PLATINUM PARTNERS Acuity Donegal Insurance Group Erie Insurance Farmers Mutual Fire Insurance Company of Marble Insurance Agents & Brokers Service Group Inc. Millers Mutual Group Penn National Insurance Plymouth Rock Assurance The Main Street America Group BECOME A 2020 PARTNER TODAY Interested in becoming a partner? Please don’t hesitate to contact us. Jess McWilliams, Education Senior Director 800-998-9644, ext. 503 JessicaM@IABforME.com 11
Q&A with
MARSHALL WOLFF Marshall Wolff, CIC is president of Kressler Wolff & Miller (KWM), a full-service independent agency with offices in Easton, Allentown, and Stroudsburg, PA. Marshall and his brother, David, are third generation owners of KWM, which was established in 1923. Marshall serves on the IA&B Board of Directors and the Lehigh Valley Community Foundation Board of Governors, among other volunteer positions. Q. You are an Ivy Leaguer (Dartmouth College alumnus) with a degree in economics. Was it always your plan to join the family business? A. Joining Kressler Wolff & Miller was not the plan. I wanted to be away from Easton and that meant not in the family business. But after college, when I had been accepted to graduate school for an MBA and a Wall Street future, Uncle Sam had other ideas for me. I ended up in the U.S. Army serving in Germany and Vietnam. Military service was an important ‘growing up’ experience; I quickly learned that no one was better than anyone else, and that as an American, I was incredibly fortunate. When I returned, it was the middle of the academic year, so no schooling. Instead I needed a job, and one was available here at KWM. That was almost 50 years ago, and I have never regretted that decision.
Q. Your agency has a large book of life and health business. How have those markets evolved in recent years, and what do you anticipate for them in the near future? A. When my brother David (14 years my junior) joined the agency, my father was smart to suggest that he take his own road and build on a very modest life/health book of business. And that effort has really paid off for us. It didn’t happen overnight, and I remember being very concerned that a messed up health claim would cost me my good P/C client, but the opposite has happened. Having the employee benefits along with P/C has positively affected our retention for those clients and also inserted us into many more personnel issues, therefore confidential/ relationship-building conversations. For the future, we obviously watch with interest the conversation about ‘Medicare for all’ and other programs that may negatively impact our revenue, but we hope that there will always be a real need for expertise in this area, even if paid for (like a navigator) by the government. Q. KWM worked with IA&B partner Forge3 to develop your website. Tell us about it – the process, the end result, etc.
Q. What about your work motivates you? A. This is a very rewarding job. Like many who are reading this, I get to work with wonderful colleagues. And now as a boss and senior manager, I get to determine my day, my focus, and daily routine. No day is the same. My favorite part is developing a long-term, respected advisory position with clients who value my input, not just for insurance of course, but for business in general. Many of the business owners we deal with don’t always have people they can trust to lay out their concerns and know that their problems will be held in strict confidence. I’ve also been honored to serve as a board member in our
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community for a number of non-profits, a community bank, and now as part of IA&B’s governance, and I’ve always felt there was so much more to learn than to give.
A. There were two reasons this worked out so well for us. 1) Forge3 was so easy to work with, they know their stuff and were (and continue to be) responsive, which made this process much easier. 2) David and I asked a senior employee to spearhead this project, and she owned it. This simple step – having someone else take this on to help drive it to conclusion – was key to success. It is not hard to accomplish, but there are many minor pieces that have to happen, and we wouldn’t have done nearly as well without great help.
JULY 2020
ON THE COVER Q. Your agency is located in Northampton County – one of the earliest and hardest hit by COVID-19 in Pennsylvania. What did you do right, and what lessons did you learn during the crisis? A. Northampton County was hit early with COVID, probably because we are right on the New Jersey border – the Delaware River separates our agency from Phillipsburg, NJ, about 1 mile away. We were very concerned primarily because we have a number of employees and employees’ spouses who qualify as ‘vulnerable.’ We had most people, most days, working from home. We correctly decided (but not as quickly as we should have) to purchase additional laptops for those who did not have good capability at home, and we got our IT folks involved with software and setups. Working remotely has definitely worked, maybe not with the collaboration that I miss, and with too many Zoom meetings from carriers, Chambers, HR folks, etc. We ourselves decided to err on the side of over communication, so I may have added to the ‘Zooming’ overload…. In early June we entered the yellow phase of Pennsylvania’s reopening plan (not any real change for us) and are wondering when customers will begin to venture into the downtown (outdoor dining/retail is happening) and visit again. We are ready – PPE, sanitizer, signs, acrylic barriers at the counter – but until we get a vaccine cannot clearly state that we are out of the woods.
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Q. For those who aren’t familiar with Easton, what can you tell us about your hometown? A. I’m so glad you asked. Easton, like many small city downtowns, was badly hurt with the advent of suburban malls, but in recent years has experienced a remarkable rebirth. Restaurants, retail, theater, breweries, lots of young families in many new apartments. In addition, Easton has a rich history, being one of the three cities where the Declaration of Independence was first read (along with Philadelphia and Trenton on July 8, 1776). We have wonderful festivals – the largest is Baconfest that attracts 50,000+ to enjoy everything bacon, from cupcakes to margaritas – and are best known as the home
320 Granite Run Drive Lancaster, PA 17604-3320
Producernet.com 717-581-9284
of Crayola crayons and Larry Holmes, former heavyweight boxing champion. We built our current office downtown during the ‘80s when little new construction was occurring, and now we are within blocks of all the action. This is a great community. The Lehigh Valley (including Allentown and Bethlehem) is home to great healthcare, nine colleges including Lafayette and Lehigh, the Phantoms and Iron Pigs minor league teams, and more. I love working and being involved here.
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BRANDING DURING COVID-19
The Benefits of
BRANDING in the COVID-19 Crisis By Virginia Roth
More than a lifejacket, a strong brand can lift market leaders and set their businesses above competitors in the unsettling world of COVID-19. Your brand can differentiate your agency. And we know we must now operate in what feels like a surreal time for all businesses. Is this challenging time the right time to assess your brand’s impact? If you are interested in rising above the competition, this is absolutely a great window for a quick brand checkup. PPO&S Creative Director and Vice President Joe Knezic reminded readers in this publication last summer that your brand, “… sets an expectation of what your prospects and customers experience.” His article on branding made a compelling case for how perceptions of a brand are closely tied to emotion and experience. [To read this article, visit Issuu.com/Primary_Agent and select the June 2019 issue.] Given the gigantic impact of COVID-19 into our worlds, I’d suggest your proverbial desks as an independent
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insurance agency business and thought leader just got way bigger. What I mean by that is you actually have more to think about now than you did four months ago. In the world of the COVID-19 crisis, businesses of all sizes are leaning heavily on the dividends of their brand. Right now, nearly every business leader – large and small, public or private – must lead from a place that is anchored in the strength of their organization’s brand. But, what does that mean for your company and brand? During a time of crisis, there are several strategies that need to be considered to maintain a strong brand relationship with key audiences. You need to recognize and appreciate that you are the strongest and most accessible expert a majority of your
JULY 2020
clients have to address the many questions related to risks they are facing. That trust in your expertise can be the essential ingredient to strengthening your brand (and your customer’s relationship) and more importantly, to growing your business. How about taking that “good look” at your brand right now to make sure you are doing everything you can to leverage its ROI on behalf of your enterprise? There are concrete steps you can take that revolve around your agency’s brand.
THINK ABOUT YOUR BRAND AS AN ASSET First, think about your brand as an asset, a basis of strength from which you operate. Your promise to your customer is the heart of your brand. Start with that as your focus.
DETERMINE WHAT YOUR CUSTOMERS NEED What does your customer base need now from you to remain loyal? What questions are they asking, and are you (and your teammates) responding with proper knowledge? How can you best leverage and mine that asset? How might you build on your customer’s loyalty and graduate
them to the level of a brand ambassador? Using a blank piece of paper or a clear screen is also helpful. Writing or typing your observations forces attention to detail and provides a form of accountability, even if the only one who reviews your notes is you. Many of us have found the avalanche of COVID-19-related information (from all sources) from day to day and week to week to be both stunning in volume and stressful in detail. The cumulative impact creates pressure and – for even the most disciplined and thoughtful business owner – can make focusing more challenging. Yet, the need for you to be agile and flexible as a resource for your clients has never been in higher demand.
SHARE INDUSTRY RESEARCH AND TRENDS What research or industry trends are worthy of review and proactively sharing with clients during this trying time? Customers always appreciate information sourced to experts and aligned with their own circumstances.
REVIEW YOUR STRATEGIC MARKETING PLAN This is also a good time to do a quick review of your strategic marketing plan. After reviewing your brand
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BRANDING DURING COVID-19 promise, take a good look at the metrics generated by activities directed by your plan. Consider any modifications appropriate for this new world business baseline. Keeping good notes about any modifications will prove invaluable going forward to help in determining later on if your shifts were well-conceived and properly executed.
IDENTIFY AND SEGMENT YOUR KEY AUDIENCES Identify and segment your key audiences – and be very specific. Who are they? What do they need to be hearing from you right now? The 80/20 rule applies here. The business segment that generates 80% of your revenue should be the primary audience for your engagement. Are you doing everything you can to stay visible with this customer segment, and are you creating value for them? Give extra consideration to your employees and their extended families. Other policyholders and industry colleagues like underwriters and claim experts are also worthwhile audiences to monitor. Property tenants, neighbors, and business partners – including bankers, investment advisors, and technology experts – should be assessed for how your brand is resonating within their arenas of need for information.
CRAFT COMPELLING, CUSTOMIZED MESSAGES What key messages will resonate as consistent with each audience? As this article is being written, some 85% of the entire country – the entire country – is operating under a stay at home order. And, to make things a little more interesting, every state is being challenged to design and administer work and operational policies unique to their residents. In many instances, if your client base lives in different states, you could have varied demands from clients.
UTILIZE PROPER COMMUNICATIONS CHANNELS Give good thought to the communications channels most appropriate to meeting your audience where they might be most receptive. Is a phone call helpful? Are your emails timely and engaging? Where and when should internet video chats be scheduled? Share the message strategy with your team so everyone is working from the same script. It is also wise to give some consideration to how your audiences might differ based on education, age, income, sophistication, access, and resilience. Not all customers regularly read their email, right? You might have an older client or employee who might appreciate a handwritten note or an encouraging phone call. Your business partners might welcome a follow-up email note after a conference
all in-person classes cancelled through august 31
NOW
WEBINARS WILLIAM T.
HOLD S E M I N A R S
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call for tracking purposes. Encouraging staff to participate in the message engagement strategy is healthy, especially with customers where they have a portion of the relationship. Where might being proactive resonate most highly? Where can you help customers consider how their liabilities are managed and, perhaps, how might they save money? Where might someone just need a compassionate ear? Sometimes the most remembered phone call is one that simply asks, “How are you doing?”
Use good news as a way to stay connected with your team members. Leverage social media platforms to reinforce your messages, and make use of pre-produced industry assets (video or illustration) to clarify details on a particularly tough topic. What community-based donations or collaborations can your team point to as points of pride during this time of crisis? No business has to have every solution but being part of the answer goes a long way in building goodwill and community
Engage and listen. Nearly everyone will tell you what they need to hear, which is something often overlooked because we forget to listen. How can your business and your team best live your brand and meet the expectations of your customer?
Delivering that personalized service that is so vital today as an independent agent can be a major contributing factor in strengthening your brand. It’s also a wonderful platform upon which to build future referrals from testimonials. Your brand loyalist customers will be proud to act as brand ambassadors on your behalf once you’ve assisted them in navigating this challenging circumstance.
To help guide you through this review, we’ve developed a checklist, “Navigating Your Brand Through Uncharted Waters.” Download it at http://pposinc.com/brandchecklist
Remember, you don’t own your brand, your customers and prospects do. What they know and don’t know about your industry shapes your opportunity with them.
Using this checklist will also allow you to challenge your team members to share what they are learning, so collectively your plan can be updated as you go along in the weeks and months ahead.
In a crisis we are measured by our response.
LISTEN TO YOUR CUSTOMERS
CYBER SECURITY VULNERABILITY ASSESSMENT IT ONLY TAKES ONE WEAK POINT FOR A CYBER ATTACK Measure Your Risk Now Our partner, Radiant will gauge the vulnerability of your agency’s devices without disrupting your daily operations.
IABforME.com/Radiant TO LEARN MORE, CONTACT: IA&B President & CEO Jason Ernest, Esq. 800-998-9644, ext. 415 | JasonE@IABforME.com
Of course, strong brands will both stretch and even evolve a bit during this period of COVID-19 stress. That may actually be good news. Building on what you have learned, your brand will become stronger and resonate more powerfully with your preferred audiences and make the business you operate more relevant and likely, profitable. Virginia Roth is president of PPO&S, a strategically minded and results-focused advertising agency with expertise in integrated marketing communications. Learn more by visiting PPOSinc.com.
BRAND YOUR AGENCY Improve your market presence with a customdesigned logo. As an IA&B member, you can benefit from our partnership with PPO&S, an award-winning advertising and branding agency. PPO&S is offering a series of all-inclusive logo design packages to members. They’ve developed a simple process that begins with input from you, so the end design is a distinctive reflection of your company. Learn more and get started. IABforME.com/LogoDesign
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USING YOUR WEBSITE
Forge3’s ActiveAgency website platform includes Video Proposals.
Forge3’s ActiveAgency website platform includes 30+ Clickable Coverage graphics.
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sell more service better using your
By Jeff Teschke
COVID-19 is forcing us all to think differently. It's not business as usual. Fortunately, there are some amazing ways your insurance agency's website can help you sell more, service better, and wow people along the way. There's no better time than now to dive in and see what's possible! 1. VIDEO PROPOSALS At a time when having sincere personal connections are severely lacking, now’s the time to reset expectations and make a lasting impression. A friendly smile and the personal touch of a video proposal can go a long way to establishing a relationship with your clients and prospects. Video proposals have always been a great sales and servicing tool. Now, with so many people working remotely, it’s almost required. They typically feature the producer on camera (webcam) and/or a recording of their screen where policy options or proposals are displayed and explained in video format. They can be used to explain coverage options or just put a friendly face in front of prospects, as well as following up with current clients.
Above all else, now is the time to show the human side of the business. Video proposals are one way to accomplish this in a remote-first world. Many IA&B agencies use ActiveAgency, a website platform that includes the agency website and a collection of sales, servicing, and marketing tools. The Video Proposals feature is included so you can produce videos all-in-one place while maintaining your agency’s branding. And for agencies who don’t have an Active Agency website, the standalone option we recommend is Loom (loom.com).
2. LANDING PAGE WITH CLICKABLE COVERAGE On average, insurance agency website traffic has been up 7-10% since the COVID-19 pandemic began. This isn’t surprising. Your prospects and clients still need you, and
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USING YOUR WEBSITE your website is your primary connection to them. It’s your first (and sometimes only) impression. Studies have shown that people like to learn on their own and explore, and most are visual learners. So, having engaging content and information on your website is really important. The best way to get prospects to explore your website and consider switching is by sending them to a landing page. That simply means a page on your website that’s designed to capture your visitor’s attention and drive them to learn more and/or contact you. The content and the visual elements need to work together to draw the user in and give them the place to learn about the risk factors and insurance solutions before they get in touch with your agency. This is where Clickable Coverage scenes come into play. They are a collection of interactive graphics exclusive to ActiveAgency that help explain the risks and related insurance solutions. It’s great to include these graphics on landing pages since they capture people’s attention and get them to learn about insurance in a fun, effective way. They can simply click the yellow hot spots to read about their specific risks. This also helps take the focus away from the cost of the insurance and instead put it on the value insurance has. Videos, infographics, and other compelling content can also work. Regardless of how you grab attention, make sure it’s entertaining, educational, and always includes an obvious call-to-action, such as a contact or quote form.
3. POWER PANELS AND NOTIFCATION BARS When people visit your website, it’s important to immediately establish credibility. Testimonials, awards, years of experience. These are some of the credibility factors that should be displayed prominently so you can make a positive first impression. One option is to create little pop-up messages. In ActiveAgency, we call them Power Panels. Just like slices of toast jumping out of a toaster, Power Panels appear and cycle through at the bottom left of the screen, grabbing attention by the animation and with valuable information. Most often, they are used for featuring testimonials, Google reviews, links to quote forms, and other news. In addition, and especially in times of uncertainty, it’s your job to communicate with your prospects and clients. Another ActiveAgency feature, Notification Bars, is the perfect way to have a message be present on the bottom
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of every page of the website. If your office is closed or if you’re working remotely, tell people. How should they get in touch with you? What if they have a claim? Add these messages to your website, or better yet, highlight them in a Notification Bar to reinforce that you’re available when people need you.
4. 24/7 CLIENT SERVICE CENTER Having a system in place to allow clients to request services is all but required these days. At the very least, you need to provide a way for clients to request services on your website after hours, whether it’s a simple form or an integrated client portal. Some examples include reporting a claim, changing a policy, requesting a certificate, getting an auto ID card, making a payment, and reviewing a policy. Don’t overcomplicate this. Simple forms often work best and allow clients to initiate the process no matter the day or time. It also gives them the convenience of making requests on their time, so it feels like your agency is there for them on a 24/7 basis and they don’t have to wait for the office to be open. Since the form submissions are typically delivered to you via email, you can keep things organized and respond quickly and easily.
5. HELLO PRODUCER The human connection is so important, especially when doing business remotely. All of us want to do business with people we like and trust. It’s your job to reinforce that connection. Find ways to inject you and your team into your communications, starting with your website. Team pages, agency history, and other behind-the-scenes photos are always great. If you’re using ActiveAgency, another cool option is Hello Producer. Your team can send special links to prospects, clients, and referral partners that, when clicked, shows that person’s photo and contact info across the website. It’s very slick and allows them to maintain the relationship. Regardless of how you do it, always remember that business is, and always will be, personal.
6. LIVE CHAT Did you know that 75% of website visitors prefer live chat versus calling to speak with an agent? This is another feature that is quickly becoming a requirement these days.
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Forge3’s ActiveAgency website platform includes all of these powerful features.
Some agency owners tell me that they don’t like live chat so they don’t think it’s important. That’s a backwards way of looking at it. It doesn’t matter what you or I think or prefer. People want live chat. So, it’s up to you to give it to them. Otherwise, you’re likely missing out when those people leave your website without you ever getting a chance to know about it. Offering live chat on your website allows you to engage with prospects and help clients where and when they need it most. It’s convenient for both them and you. And especially if it’s building a first impression, having that convenience and personal touch right off the bat can go a long way. While phone calls and emails are still essential, live chat is a communication feature you can’t afford to go without in order to reach a new generation of clients. Forge3’s ActiveAgency website platform includes all of these powerful features and more. To learn more and schedule a demo, visit forge3.com.
GET MORE FROM YOUR WEBSITE CHECK OUT the cost-effective insurance agency websites offered by our partners at Forge3. Their ActiveAgency platform gives you a custom-designed website, along with powerful lead-generation sales tools, including Video Proposals, Clickable Coverage, Power Panels, and Hello Producer. Learn more by visiting forge3.com/iab or contacting: Zack Yurch 484-275-0983 zack.yurch@forge3.com
Jeff Teschke is Founder and CEO of Forge3, Ltd. As an IA&B partner vendor, their ActiveAgency website platform is the highest-rated, fastest-growing solution in the industry. Learn more and schedule a demo at forge3.com.
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PRIMARY AGENT EDITORIAL Editor: Karen Robison KarenR@IABforME.com 800-998-9644, ext. 606 Contributing editors: Jennifer Ross Megan Fioretta Melissa Telesha
SALES Account Executive: Travis Yaga travis.yaga@theygsgroup.com 717-430-2021
INSURING OPPORTUNITY THROUGH MUTUAL SUCCESS.¨ Harford Mutual Insurance partners with independent agents in Maryland. We insure restaurants, contractors, mercantile, and other commercial entities. We’re committed to protecting your client’s business and building yours.
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JULY 2020
IA&B MEMBERSHIP MEANS
MARKET ACCESS
TRAINING & EDUCATION
UPCOMING WEBINARS JULY 2020
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• A broad mix of standard and niche markets that are state specific
DATE
TOPIC
TIME
JULY 1
William T. Hold: Personal Lines
8 AM - 4 PM
IMSaccess.com
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CISR Commercial Casualty I
8 AM - 4 PM
JULY 7
Insurance Issues for Today’s World
1 - 4 PM
JULY 7
CISR Elements of Risk Management
8 AM - 4 PM
JULY 8
Hour w/ Kevin: Personal Auto Problems 2 - 3 PM
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Commercial Transportation Exposures 1 - 4 PM
IA&B Members: Shopping your policies?
JULY 9
William T. Hold: Commercial Lines
IA&B Service Group can help protect your assets. We provide:
Contact Tim Wonder, VP - Membership TimW@IABforME.com • 800-998-9644, ext. 351
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Agent’s E&O
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CISR Commercial Property
8 AM - 4 PM
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Ethics and E&O: Synergy, Not Rivalry
1 - 4 PM
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CISR Miscellaneous Personal Lines
8 AM - 4 PM
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Insuring Condo & HO Associations
1 - 4 PM
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The Water Damage Webinar
1 - 4 PM
JULY 21-22 CIC Commercial Casualty
8 AM - 5 PM
JULY 28
Many Functions of Life Insurance
9 AM - Noon
JULY 28
Alphabet Soup: D&O, EPLI, FLI & EBL
1 - 4 PM
JULY 28
CISR Personal Residential
8 AM - 4 PM
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Construction Contracts
9 AM - Noon
JULY 29
Problem Commercial Liability Claims
1 - 4 PM
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CISR Commercial Casualty II
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Hour w/ Kevin: Insuring Drones
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