Many large insurance companies have moved their businesses entirely online, and independent insurance agencies are following suit. It makes good business sense in many ways. Conducting transactions, finding answers, and reporting problems online saves your clients’ time and makes insurance more intuitive and convenient.
However, for independent agencies seeking to differentiate themselves from big, box store-type companies, a real world community presence is equally valuable. After all, risk management was a community activity before insurance agencies became big business. If a farmer’s home burned down, the community came together to rebuild it. If one family’s crops were destroyed, the community redistributed resources to prevent hardship.
Opportunities for community engagement abound for independent insurance agencies, and capitalizing on those opportunities can secure your agency’s position as a cornerstone of your local community. In addition to general good will, taking on a more active role in your community builds relationships and keeps your agency front of mind when prospects are making decisions regarding their insurance needs.
Teachers, police officers, firemen, and nurses are just a few of the people in your neighborhood who probably don’t get nearly the appreciation they deserve. Consider sponsoring an event that celebrates these local heroes. The gesture doesn’t have to be grand to be remembered by the people you’re honoring, their families, and other members of your community.
Team up with some of those same local heroes to offer free classes, workshops, and seminars that address important information like car seat safety, holiday travel precautions, and financial planning.
Next time there’s a local fun run, raffle, or golf tournament, join in as a team! Mingling among your neighbors and working charitably with other businesses is an enjoyable way to build up your agency’s reputation for good works and community-mindedness.
Youth leagues, church leagues, and other community sports leagues offer a great opportunity for your independent insurance agency to gain local brand recognition. But don’t just support your team with money. Get out to the games and show your support in person. You’ll meet new people, show your community spirit, and have an opportunity to speak one-on-one with other locals.
Building relationships between your insurance agency and your community does more than get your name out there. It also provides first-hand access to valuable information about your community as a whole, trends within your community, and opportunities for positioning your agency as a community leader.