Who I work with · Professional services

Marketing for insurance agencies.

People shop insurance when a renewal price jumps or a life change forces it. The agency that answers fast and looks trustworthy in that moment writes the policy.

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How the work actually comes in

The honest version.

Insurance shopping starts with a trigger. A renewal notice with a bigger number on it. A new house, a new car, a teenager getting a license, a business that just hired its first employee. The shopper searches, compares a few agencies, and fills out whichever quote form looks easiest. If yours asks for everything up front, or nobody calls back until tomorrow, another agency has already run the numbers.

Independent and captive agencies sell different things. An independent agency's pitch is choice: we shop the market for you. A captive agency's pitch is the carrier's name plus a local person who knows you. Your marketing has to make that difference obvious, and for captive agents it also has to stay inside the carrier's own brand and advertising rules.

By the numbers. Census County Business Patterns, 2023 counts 177 businesses in Plymouth County, 143 in Bristol County, 302 in Norfolk County and 320 in Rhode Island classified as insurance agencies and brokerages. Source: U.S. Census Bureau, County Business Patterns 2023. Counts cover businesses with paid employees.

Where the work leaks

Your Receipt, insurance agencies.

SICC MEDIA

Customer copy

Receipt #669470 · INSURANCE AGENCIES

  1. 01

    Quote forms that feel like an interrogation

    LEAKING

    Asking for every driver's license number and VIN before a human says hello scares people off and sends them somewhere simpler. Collect the basics first, follow up fast, and gather the rest in conversation. A quote request is the start of a relationship, not a data dump.

  2. 02

    Renewals handled by the carrier, not you

    LEAKING

    When the only contact a client gets is a renewal notice with a higher price, the relationship is with the price. A short note from you before renewal, explaining what changed and offering a review, keeps clients from shopping you out the door.

  3. 03

    One policy per household

    LEAKING

    Agencies write the auto and never ask about the home, the umbrella, the boat or the business. Cross-selling is not pushy when it is timed to a real moment: a purchase, a renewal review, a policy anniversary. Without a system, those conversations just never happen.

  4. 04

    Ads that promise savings you cannot guarantee

    LEAKING

    Lowest-rate and big-savings claims need backing, and both carriers and state insurance regulators take advertising seriously. Savings depend on the person. Ads that sell the review, the choice and the local service avoid that exposure and usually read as more believable anyway.

Leaks found4
Cost to find yours$0.00

Every leak above is fixable. Most of them this month.

This is the general version

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The leak that costs the most

You missed the call. Now what?

One missed call. Two endings.

  1. You are on a call with another client. The phone rings. You cannot get to it.
  2. They hit voicemail and hang up without leaving a message.
  3. They tap the next name on Google.
  4. You see the missed call. You call back. No answer.
  5. The new policy went to whoever picked up.

An example of how it plays out, not a real customer. The text-back is part of automation for insurance agencies.

Timing

The year, for insurance agencies.

Spring and summer bring home purchases, which means homeowners quotes on a closing deadline. Boat policies pick up along the South Coast as the weather turns. Winter storms and nor'easters are when clients learn whether their agency picks up the phone. Many commercial policies renew around the turn of the year, so fall is when business owners are open to a review.

Where I would start

Websites for Insurance Agencies

The quote request is where insurance shoppers decide, and agency sites often make it painful. A shorter form, an immediate acknowledgement, a booking link for a coverage review and tracking on which page produced the quote fix the biggest leak before another dollar goes into ads or lead lists.

See the plan →

Everything I do

Ten services, written for insurance agencies.

Or skip straight to your problem

I run and I keep losing jobs to

The list is not everything. Not on it? Pick “a business not listed,” or run the free Receipt. It works for any business.

Service 01Branding for Insurance Agencies

An independent agency's website often shows a wall of carrier logos and no identity of its own.

Service 02Websites for Insurance Agencies

A quote request is a shopper with a deadline.

Service 03Marketing Strategy for Insurance Agencies

Agencies grow by writing more lines per client and keeping them at renewal.

Service 04Social Media Management for Insurance Agencies

Nobody follows an insurance agency for fun.

Service 05Content Design for Insurance Agencies

Insurance is paperwork the client does not want to read.

Service 06E-commerce for Insurance Agencies

A homeowners policy cannot go in a shopping cart.

Service 07Automation for Insurance Agencies

An agency's book lives or dies at renewal.

Service 08Voice Agents for Insurance Agencies

Insurance calls do not wait for business hours, especially after a storm.

Service 09Local SEO for Insurance Agencies

Insurance search is dominated by national brands and comparison sites.

Service 10Google Ads for Insurance Agencies

Insurance keywords are expensive because national carriers bid on them.

Questions

What insurance agencies ask first.

We are a captive agency. Can we even do our own marketing?

Usually, within limits your carrier sets. Carriers typically have brand guidelines and an approval process for local advertising. I work inside those rules: approved logos, required disclaimers, and anything that needs review going through it before it runs. Your local reputation, reviews and community presence are where you have the most room to stand out.

How do we compete with direct carriers that advertise everywhere?

Not on ad budget. You compete on what they struggle to offer: a real person who answers, reviews coverage at renewal and helps when there is a claim. Your marketing should make that visible, with reviews that mention service, fast responses and a renewal process that proves it year after year.

Should we market personal lines and commercial lines separately?

Yes, at least on the website and in ads. A business owner looking for a business owners policy or workers' comp coverage needs a different page and a different conversation than a family shopping auto. The two can share a brand. They should not share one generic quote page.

Where they are

Towns with the most insurance agencies.

Providence, RI · 41Warwick, RI · 40Quincy, MA · 37Braintree, MA · 37Cranston, RI · 28East Providence, RI · 26Plymouth, MA · 24Brockton, MA · 22New Bedford, MA · 22Fall River, MA · 20

Business counts by town, Census category "Insurance agencies and brokerages". Source: U.S. Census Bureau, ZIP Code Business Patterns 2023.

Close neighbors

Other professional services businesses I write for.

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Or text (508) 546-9942