In the Carolinas, the P&C business is booming. More and more people are finding out about the quality of life in cities like Charlotte, Greensboro, Raleigh, and Charleston, and all these new state residents are buying homes and cars—for which, by law, they need insurance. Basically, you P&C agents have it good. You sell something that people are required by law to have!
Of course, you sell other types of policies, too, like liability insurance, commercial insurance, cyber insurance, and so on. The point is you’re in high demand. The problem is that the supply of P&C Agents in the Carolinas is extremely high as well. Thus, you have a business that has become something of a commodity.
As a consumer, how do I pick the best P&C Agent for me? I could go with a national company, but if I get in an accident, I don’t want to sit there on hold waiting to talk to some stranger, I want to talk to the owner of a local agency and have them walk me through it. How do I find such a person if I don’t know someone who can give me a referral? If I don’t have any leads? Or, even if I do get a reference, how do I know that the friend making the referral wants the same things from an agent that I do. Sometimes one man’s pleasure is another man’s poison, as they say.
So, I’m stuck looking up however many small, local agencies online, but their websites are all similar, their message is similar, and the carriers they offer are all similar. I don’t have time to go interview all these agents.
To get my attention, you’re going to have to do something to make yourself stand out, something that gives me a real sense of what makes you, the P&C agent, tick.
How about showing me creative written content or video (otherwise known as content marketing)?
If you can tell your story, weave your marketing strategy around letting your website visitors know what you do, and why you do it, then you have instantaneously differentiate yourself from your competition. You have shared who you are (through content marketing), and people are drawn to that.
No longer do consumers want to be pitched products and prices. They are done with big corporate messaging. So stop regurgitating what your home office is saying–your competitors are using that boring content. You can create your own content and implement a content marketing strategy. Put yourself out there, de-commoditize yourself, and reap the benefits.