Web Competition Challenges Redwood City, Bakersfield & Apple Valley CA Independent Insurance Agents
Optimized Media Placement
(Contributors: Brian David Mullen, Helen Morgan, Willard Brumbaugh, Tim Townsend)
Each day an increasing number of consumers turn to the Internet for insurance coverage and advice. With so many offerings, a decision to purchase services such as insurance is often decided by one factor: price.
So far, the Internet companies are making off with the lion's share of the business.
"Competition is the fiercest ever, and we are currently going through price wars that hurt our bottom line as well as retention when clients jump ship," says Brian David Mullen, an independent agency owner in Redwood City, CA. "There are more and more companies vying for clients every month and the Internet companies, who do not have storefronts, are hard to compete with on price."
Many independent insurance agents feel the same way, and caution that consumers may be sacrificing the valuable advice that a licensed professional would provide.
"These Internet companies put clients in charge of making insurance decisions, and individuals who have no experience with insurance or familiarity with the terminology are focused on shopping strictly by price, leaving them under-insured or uninsured altogether," says Helen Morgan, an independent agency owner in Bakersfield, CA.
The lower Internet prices also promote big online insurers as saviors of the common man, while independent insurance agents get the wrap as outdated, more expensive alternatives.
"When they talk with an agent, they often feel as though we are gouging them because they can get a "better deal" online, when they are actually putting their assets and future earnings potential at risk," Morgan said.
But in order to change perception, independent insurance agents in California must find a platform to reeducate the consumer, and ironically, they are finding that platform to be the Internet itself.
Today, many who provide professional services are beginning to take advantage of emerging online marketing strategies such as Optimized Online Media (OOM), a Search Engine Marketing (SEM) technique called that syndicates original content, such as an advice column or article, and distributes it to Internet news sites throughout the web, including Google and Yahoo! news.
Treated as valuable content by the search engines, syndicated articles typically appear on the first page of search engine results within 48 hours. The speed at which the listing appears, coupled with its ranking, are a great benefit considering the vast majority of search engine users typically end their search on the first page of search engine results.
"Targeted content distributed using Optimized Online Media strategies helps professionals such as independent insurance agents gain credibility by instantly providing the very answers for which the consumer is searching," says Tim Townsend, President of Optimized Media Placement, an expert provider of Optimized Online Media campaigns. "It also greatly increases exposure, especially in the professional's local market."
"Being able to get yourself in front of your audience, provide that audience with free information and advice in a helpful, authoritative manner, and giving the consumer the ability to contact you for more information reinforces the value of personal service and ultimately the professional's bottom line," Townsend added.
Price will always remain a difficult objection to overcome, but just getting in the door would be a good start.
"Getting people to overcome their prejudices and allowing an appointment to be made," remains the biggest challenge says Willard Brumbaugh, LUTCF, an independent insurance agency owner in Apple Valley, CA.
The Internet is quickly changing long established rules for many industries, however new strategies such as Optimized Online Media are helping professionals such as independent insurance agents not only keep pace, but stay ahead.
It seems the old adage "if you can't beat 'em, join 'em" rings true now more than ever.
Contributors:
Brian David Mullen, Owner, The Mullen Financial & Insurance Firm, Redwood City, CA
Helen Morgan, Owner, Allstate Insurance, Bakersfield, CA
Willard Brumbaugh, LUTCF, Owner, Brumbaugh Insurance and Annuity Agency, Apple Valley, CA
Tim Townsend, President, Optimized Media Placement, San Francisco, CA
Each day an increasing number of consumers turn to the Internet for insurance coverage and advice. With so many offerings, a decision to purchase services such as insurance is often decided by one factor: price.
So far, the Internet companies are making off with the lion's share of the business.
"Competition is the fiercest ever, and we are currently going through price wars that hurt our bottom line as well as retention when clients jump ship," says Brian David Mullen, an independent agency owner in Redwood City, CA. "There are more and more companies vying for clients every month and the Internet companies, who do not have storefronts, are hard to compete with on price."
Many independent insurance agents feel the same way, and caution that consumers may be sacrificing the valuable advice that a licensed professional would provide.
"These Internet companies put clients in charge of making insurance decisions, and individuals who have no experience with insurance or familiarity with the terminology are focused on shopping strictly by price, leaving them under-insured or uninsured altogether," says Helen Morgan, an independent agency owner in Bakersfield, CA.
The lower Internet prices also promote big online insurers as saviors of the common man, while independent insurance agents get the wrap as outdated, more expensive alternatives.
"When they talk with an agent, they often feel as though we are gouging them because they can get a "better deal" online, when they are actually putting their assets and future earnings potential at risk," Morgan said.
But in order to change perception, independent insurance agents in California must find a platform to reeducate the consumer, and ironically, they are finding that platform to be the Internet itself.
Today, many who provide professional services are beginning to take advantage of emerging online marketing strategies such as Optimized Online Media (OOM), a Search Engine Marketing (SEM) technique called that syndicates original content, such as an advice column or article, and distributes it to Internet news sites throughout the web, including Google and Yahoo! news.
Treated as valuable content by the search engines, syndicated articles typically appear on the first page of search engine results within 48 hours. The speed at which the listing appears, coupled with its ranking, are a great benefit considering the vast majority of search engine users typically end their search on the first page of search engine results.
"Targeted content distributed using Optimized Online Media strategies helps professionals such as independent insurance agents gain credibility by instantly providing the very answers for which the consumer is searching," says Tim Townsend, President of Optimized Media Placement, an expert provider of Optimized Online Media campaigns. "It also greatly increases exposure, especially in the professional's local market."
"Being able to get yourself in front of your audience, provide that audience with free information and advice in a helpful, authoritative manner, and giving the consumer the ability to contact you for more information reinforces the value of personal service and ultimately the professional's bottom line," Townsend added.
Price will always remain a difficult objection to overcome, but just getting in the door would be a good start.
"Getting people to overcome their prejudices and allowing an appointment to be made," remains the biggest challenge says Willard Brumbaugh, LUTCF, an independent insurance agency owner in Apple Valley, CA.
The Internet is quickly changing long established rules for many industries, however new strategies such as Optimized Online Media are helping professionals such as independent insurance agents not only keep pace, but stay ahead.
It seems the old adage "if you can't beat 'em, join 'em" rings true now more than ever.
Contributors:
Brian David Mullen, Owner, The Mullen Financial & Insurance Firm, Redwood City, CA
Helen Morgan, Owner, Allstate Insurance, Bakersfield, CA
Willard Brumbaugh, LUTCF, Owner, Brumbaugh Insurance and Annuity Agency, Apple Valley, CA
Tim Townsend, President, Optimized Media Placement, San Francisco, CA
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