They are using technology and social media to build relationships and communicate subject matter expertise, differentiate their brand and grow their business. Collectively this group has built virtual offices and produced informative, creative and occasionally outrageous videos. They have been industry leaders when it comes to blogging and effective use of Twitter, Facebook,  Linkedin and YouTube. While protecting client’s assets is serious business for these agents insurance is also fun.
Yet, it is not all about the technology. This group represents an influx of young agents entering our industry who reject the argument that personal lines is a commodity and the need to sell price. Rather, they sell the value of having a trusted relationship with an agent, choice, a local presence, and providing insurance expertise and knowledge. Yes, they are “digital natives” but they also fully appreciate the value of “off line” and “in person”.

The example being set by these agents speaks to what I think is a wonderful opportunity to attract new young talent. They are demonstrating that insurance can be interesting and exciting – and they are doing it their way.

Are our traditionally conservative insurance organizations prepared to embrace this new generation of insurance agent? For example, are carriers willing to offer contracts to young independent agents and rethink their volume requirements?

Too often agency principals find themselves facing a forced sale as a result of not having a proper perpetuation plan. In this podcast, MarshBerry president John Wepler discusses the many difficult and “uncomfortable” decisions required of an owner seeking to properly–and profitably–perpetuate the firm. Listen to this frank conversation as John offers some good news: It is never too late to start to implement a perpetuation strategy but it takes a “burn the ships” commitment. That is, once you start down the path there is no turning back. Get some good ideas for your firm from one of the industry’s best-known management consultant.

The podcast was published Monday, August 23, 2010. Run time is 25 minutes 43 seconds.

In this Podcast Doug Pullman, a member of the Parker, Smith & Feek marketing team, describes the planning and process this top 100 broker went through to prepare for their launch into the world of Facebook, Twitter, Linkedin and blogging. Doug discusses the very deliberate and measured approach the brokerage took, the importance of getting not only support but participation by senior management, and how success is tied to having a unified and comprehensive strategy.

Doug explains that the agency goal was to use social networking to help customers and prospects build a personal and emotional connection with the broker. They knew that they needed to be where 25% of their customer base was – the social Web. His advice to other agencies wanting to tap into the opportunity the social web offers: Take it slow, learn from others, and add your own voice.

The podcast was published Monday, August 9, 2010. Run time is 21 minutes 11 seconds.

Listen to agency owner Claudia McClain explain why even in today’s social media world success involves more than just putting up a Facebook Fan Page. Claudia explains how her agency has continued to grow and prosper even in this difficult economic time. Her secret – an agency culture built around strong customer service and a blend of traditional marketing and social networking. While the agency has a blog (two actually), a Facebook Fan Page, a LinkedIn account and is on Twitter, it also touches each customer 12 times a year with traditional print media.

The message Claudia drives home is that social networking is not a Silver Bullet to success. Rather, she sees social networking as providing her with a new set of tools that has enabled her to expand the way she communicates with prospects and customers. Yet, the foundation of her success is rooted in traditional marketing principals and practices, and the understanding that building long-lasting trusted relationships not only takes time, but is hard work.

The podcast was published Monday, July 26, 2010. Run time is 27 minutes 26 seconds.

“On Point, with Peter van Aartrijk and Rick Morgan” is an audio conversation with insurance industry leaders who champion change and challenge all of us to think.

Texas agent David Berry has used the marketing lessons he learned from his experiences in the captive agency system to find success as an independent agent. Listen as Berry discusses how he uses traditional marketing practices, combined with the new tools of social media, to grow his business.

Berry understands the importance of investing in technology; but more importantly he understands the need to make sure it’s used wisely. He’s committed to building strong relationships and providing great service as he builds his new business, and credits social media as a powerful tool to help him contain costs and expand his reach. Peter and Rick particularly enjoyed listening to Berry speak passionately about the advantages and value of the Independent Agency System.

The podcast was published Monday, July 12, 2010. Run time is 20 minutes 41 seconds.

Peter and Rick discuss the renewed energy and engagement they are seeing across the industry. For example, at the recent ACORD conference they noticed many new vendors and lots of younger folks in attendance. The exhibit hall was filled with activity and a renewed energy that had not been in evidence for several years.

Clearly, there is a realization that in spite of value of social social networking — face-to-face networking is still a critically important component in a successful business strategy. Perhaps associations, user groups, and others who hold conferences can learn from this. More than education and keynote speakers, it is the networking opportunity that may drive the events of the future.

More than their experience at several recent events, Peter and Rick are seeing a resurgence in confidence and a commitment to the independent agency system by agents, brokers and carriers alike. Yes, part of that is technology based. The growing implementation of Real Time is helping agents do business in a more efficient and effective way and social networking is giving them a whole new set of tools to help them build and strengthen relationships and more effective way to communicate with their community.

The podcast was published Monday, June 21, 2010. Run time is 15 minutes 6 seconds.

“On Point, with Peter van Aartrijk and Rick Morgan” is an audio conversation with insurance industry leaders who champion change and challenge all of us to think.

This podcast is an interview with Sharon Emek, President and CEO of WAHVE.

Listen to Sharon as she shares here vision for this new company with Rick and Peter.

“The definition of retirement has changed. Consider two trends:

1) People who are “retired” from the insurance industry in the traditional sense (no longer going to an agency or a carrier to work in a management or professional position) still want to work, but under different working arrangements.

2) Those who are hiring in our industry now consider “retirees” as a prime market to fulfill their demand for a quality workforce for their businesses.

Matching up vintage workers (those people who have left the traditional workforce but want to work from their homes) with hiring managers is what this innovative new company is all about. The acronym “WAHVE” reflects the focus in placing “Work-At-Home Vintage Employees” with insurance organizations such as independent agencies.

As an insurance producer, I came to learn how vital agency staff people are to selling and servicing insurance clients. As an agency principal, I came to appreciate how precious quality performers are to running an insurance agency. Now, as the founder and CEO of WAHVE, I’m pleased that we can offer employees and principals the only remote domestic staffing option for insurance agents and brokers.” – Sharon Emek

The podcast was published Friday, June 4, 2010. Run time is 22 minutes 6 seconds.

“On Point, with Peter van Aartrijk and Rick Morgan” is an audio conversation with insurance industry leaders who champion change and challenge all of us to think.

Linda Rey is a second-generation agent and owner of Rey Insurance in Sleepy Hollow, New York. Frank Rey founded the agency in 1978 to serve bilingual clients in the local community.

Linda discusses how she has incorporated the use of social media into the agency’s marketing strategy. For Linda, it was an “effective way to be present, visible, and increase awareness and exposure.”

This agency has made very effective use of video to put a human touch and project personality on their website. Linda states, “it is OK to show personality – it isn’t always about business.”

While it is important to have a solid strategy, Linda feels that having fun and enjoying what you are doing are keys to being successful an benefiting from the use of social networking.

You can also follow Linda Rey and Rey Insurance on Facebook, Twitter, and LinkedIn.

The podcast was published Monday, May 10, 2010. Run time is 20 minutes 9 seconds.

On Point with Peter van Aartrijk and Rick Morgan is an audio conversation with insurance industry leaders who champion change and challenge all of us to think.

Social media expert Amber Naslund is Director of Community for Radian6. Her job is to steward the Radian6 brand on the social Web—monitoring what the community is saying about company.

There’s no perfectly right way to blog, Naslund says. “I tell people if they are going to start blogging, it is kind of a commitment; something that will take some time.” Blogging a couple of times a week should keep you in the habit, she says. Her blog is Altitude Branding.

Set expectations for your audience so they can rely on steady information, she says. “The beautiful thing about blogging is that it can be a little bit messy; it doesn’t have to be perfect. It can be an evolution of ideas. Blogs are an opportunity to share all types of things, like videos—it’s not always about creating new content.”

Consumer expectations have shifted with social media, she says. People expect companies to be more responsive. But at the same time, old values implemented into new technology—like treating your customers well—and social media has given businesses ways to meet expectations of customers faster and easier then ever before.

Yet, it can be “very scary” for a business to have transparency, she says. “Open up dialogue inside the company. Pay attention to the larger dialogue in social media doing searches on Google or socialmention.com. You need to have rules and frameworks, but it’s more about trusting your employees.”

The very nature of the online world is that it is evolutionary, Naslund says. “The location-based stuff is really popular. I also think that we will see more exclusive networking sites, ones that are smaller and more niche.”

Naslund offers two free e-books at Altitude Branding. Other contact sites: Twitter, Facebook, and LinkedIn.

The podcast was published Monday, April 26, 2010. Run time is 27 minutes 54 seconds.

Peter van Aartrijk

Check out what might be dubbed a “Beginner’s Guide to Social Networking in Insurance.” It’s an audio podcast published by Insurance Journal featuring Peter van Aartrijk, managing director, and Rick Morgan, senior associate of Aartrijk.

Noted van Aartrijk in the podcast: It’s becoming urgent for independent agency owners to experiment with social networking, if they’re not already. Some agencies are using social networking portals as a way to do business.

“What they [independent agents/brokers] do — dispense advice, solve problems … It’s incredibly important what they do,” commented van Aartrijk in the podcast. “This new social media … is incredibly powerful to really bring to light what they do.”

Check out the podcast, Agency Management Done Right, Episode 2: Social Media, at: http://www.insurancejournal.tv/videos/2434/

The “Agency Management Done Right” audio podcast is hosted by Mitch Dunford of Insurance Journal and explores insurance agency management.

April 30, 2009