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Agent to Agent: Social Media Can Combat Commoditization — Here’s How

Agents lament the commoditization of insurance and not having enough time to develop stronger relationships with clients and prospects...
July 31, 2014

Agents lament the commoditization of insurance and not having enough time to develop stronger relationships with clients and prospects. Regrettably, most still ignore or underutilize one of the most powerful weapons in combating both: social media.

Commoditization and weak relationships are two sides of the same coin. On one side, strong relationships keep the lines of communications open, head off misunderstandings and dispel perceptions that all agents are the same. On the other side, agents contribute to commoditization if they treat policies more as transactions than relationships. In today’s marketplace, relationships with both current and prospective clients must be developed and maintained continually, not just at renewal time or when a claim needs attention.

Read the rest of this article by Tom Wetzel here:
Social Media Can Combat Commoditization — Here’s How

Like this article? Want more like it? This article originally appeared in the 2014 PIA Agency Marketing Guide. PIA members can read all of the marketing tips in this year’s Agency Marketing Guide on PIA National’s website: www.PIAAgencyMarketingGuide.com

PIA National wishes to thank the sponsors of the 2014 PIA Agency Marketing Guide: Allied Insurance/Harleysville Insurance, EZLynx, ITC and Rough Notes.

PIA’s Agency Marketing Guide is published as part of the PIA Branding Program, PIA's agency marketing program (www.piabrandingprogram.com). Funding for the PIA Branding Program is provided in part by PIA’s Pinnacle Partners: Encompass Insurance, Erie Insurance, Harleysville Insurance, Progressive Insurance, State Auto Group, The Hartford, The Motorists Insurance Group, and Wright Flood.