While cost-effective insurance plans are sure to be more successful than those with exorbitant rates, basing your independent agency’s value on cheaper rates isn’t an effective marketing strategy. All it ensures is a constant price war with competitors.
In reality, an agency can afford to raise rates if it offers other values that consumers prize as much as (or more than) price value. So what benefits should you focus on when promoting your independent agency’s unique value to clients and prospects?
People are willing to pay a little more for convenience. Whether it comes in the form of a local office or in the form of user-friendly technology, if you’ve made your agency accomodating to your prospects, it’ll be more convenient for them to choose you.
People don’t like waiting. Not on the phone, not on a website, and not in an office. Prospects are faster to embrace an agency that they know will respond more quickly than its competitors.
While we all love the accessibility of online services, we still prefer to feel like we’re doing business with people. Why? Because computers can’t relate when we’ve been in a car accident or lost our home in a flood. Only people can. Ensuring that your customer support is the most personable will make your agency an easy choice.
While it’s never wise to rest on your laurels, a track record of stability (and happy clients) helps consumers put their faith in your services. Show off the stats that prove your agency’s continued growth and progress over time to reassure clients and prospects that they’ve made the sound choice.
When you base your independent agency’s value on the benefits that you provide, you don’t have to reduce your rates. Clients will feel justified in spending more to get more. Let AgenciesOnline's insurance marketing experts assist you in defining and capitalizing on your agency's unique value today.