I am sad to say this but you are likely severely under-performing. Every day the people of the United States and I are reminded how much you covet their business but never how much you appreciate the business you have already. Every day we see you continuing to waste the money we give you by advertising to us like we are a bunch of uneducated, dollar crazed idiots not interested in value. Behind the scenes you continue to “add” useless endorsements that are rarely paid out on. You continue to ignore the premise that value trumps price. When the rest of the world is being successful advertising and working for a particular niche or even a large group but not “everybody” yet you still market to the masses
You don’t need to get any bigger but you do need to get better.
First step is cleaning up what you have. By that I mean, you inspect or at least should inspect every property you write as new business but might have just started doing this. Obviously things change but fact is I have been asked to insure several homes and autos and have actually politely turned them down. Remember the goal is not to be bigger it is to be profitable. Do you even know what you insure at this point? Why not? If your broker partners are paying attention to what they insure why aren’t you? Reality is you are hurting all of us but you are the one taking the biggest hit.
As far as your advertising, unfortunately you are paying a bunch of people to produce content that does not have a measurable result. If it does, the metric was likely introduced by someone who helps support advertising and marketing firms so why pay attention. A few ideas; Did your gross premium dollar volume increase because you raised rates or because the households you insure went up? If it is not because the households you insure went up you need to rethink your strategy. Are you advertising at the very expense of the people you already have? Seriously, have you not caught on that the single best form of advertising is word of mouth? Why not focus on what you have, turn them into raving fans and see what happens?
Some random ideas I bet you will not implement;
STOP advertising. Instead apply that money to programs to help your existing customers.
As the value of the car goes down so should the rate. You know how many times agents have to answer this question.
If you really want to do a rate increase you should put last years rate right next to this years rate. Now this one will take some intestinal fortitude, got some?
Seriously, just include glass. Who takes comprehensive without glass. Now I know this varies in different states but this is an actual practical thing to do.
Set a standard of coverage and don’t waiver. Now I know this is tough because you feel like you are risking more but the reality is you aren’t. Be the first one to do better and see how well it works out.
This is getting long and can keep going. Call me some time I would be glad to chat.
Billy Van Jura
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