THE UNITED States, it has been said, is a nation of immigrants. For more than 200 years, people from around the world have come to America to start new lives. Immigration continues to reshape the county in the 21st century; and as Dave Mannato, an agent in upstate New York, recently learned, it also can provide opportunity for those prepared to serve the new arrivals.

Dave's story starts in 2003, when he decided to leave his captive agency position of 10-plus years and strike out on his own. He approached his cousin, Steve Mannato, who worked with Richard Pombo and manager Joseph Ventura at William Tell Financial Services, in Latham, N.Y. William Tell sold life insurance and securities, and its principals liked the idea of adding property-casualty insurance to their mix, since it tends to provide a more predictable revenue stream than financial services does. Together with Dave, they started Matador Insurance Agency.

After about six months, the agency had a few dozen clients and just $20,000 in premiums. Most of the new business came from a Will Tell partner who persuaded financial-services clients to bring their property-casualty business to Matador. Some price-conscious clients made the switch, but others were reluctant. Until the agency got off the ground, Dave worked part-time at a Home Depot paint desk. That's where he began noticing a change in the community, one that would present an unexplored opportunity for the new agency.

“I got to learn about a new community of immigrants who were buying houses in distressed areas, refurbishing them and either selling them for a profit or renting them,” he said. “People who buy real estate need insurance, so I'd ask them about their coverage.”

Dave's instincts proved correct. According to the 2000 U.S. Census, some 500 Guyanese and Russian families were living in the nearby city of Schenectady. Dave increasingly looked for opportunities to work with them. He said the immigrants generally were pleased to have someone who could guide them through the ins and outs of insurance. It didn't seem to matter that he was not a part of their ethnic community, Dave said, and referrals began to flow in.

“Eventually people would walk up to the paint desk and ask, 'Who's the insurance man?'” he said. “Sometimes they'd approach me with current policies in their hands and ask for a review on the floor.”

With Matador still in its infancy, Scott Veronese came on board to help sell policies. Like Dave, Scott was an area native, and he had been an intern at William Tell Financial Services the previous summer. Immediately after graduating with a business degree from the State University of New York in Albany, he went to work full-time at Matador. Scott began working the ethnic circuit as well, going to community events and visiting with Guyanese businesses owners. In addition to buying, renovating and selling real estate, many are in the taxi and retail business.

“Like other immigrants, these are hardworking people but there's a lot to understand when you're in a new country,” said Scott. “They appreciate someone who can help them save money and get good coverage.”

Scott's and Dave's contacts led them to other ethnic neighborhoods outside of their home region. The two began traveling to New York City, a four-hour car ride each way, to meet with other Russian and Guyanese prospects.

“Once we did a good job for the local people, the phone started ringing with referrals, relatives of clients who lived all over the state,” said Dave. Scott recalls having a client sign a policy in the parking lot of Shea Stadium, before the start of a Mets game. “I was coming to the area, and he really wanted to see me,” he said. “So that's where we signed the deal.”

By the end of 2005 the agency had acquired nearly 1,000 clients throughout the state and had reached nearly $2 million in premium volume. “It's been a pleasure watching Matador grow,” said William Tell's Richard Pombo.

Referrals and word-of-mouth advertising continue to be the agency's main source of business. With William Tell Financial Services, Matador also publishes a quarterly newsletter for clients, The Town Crier, which contains tips for saving money on insurance and introduces new services. Last Thanksgiving, Matador sponsored a float in the Schenectady Parade. About 35% of its business can be traced to ethnic communities.

“Languages and cultural issues are not that much of an issue,” Scott noted. “There's usually someone on hand who can speak English as well as the native language, such as a younger family member or friend, but clients generally have at least a working knowledge of English. Culturally, the women often make the decision when it comes to insurance or have a heavy say in it. The men are more focused on taking care of the day-to-day needs of the business.”

When it comes to working with an insurance agent, the immigrants “are not necessarily looking for someone from their community as much as they want someone who gives them a good honest deal,” Scott said. “They appreciate a thorough, detailed explanation of the coverage, as this is often a new area for them. They don't always take the cheapest coverage once they learn what's covered, what isn't and what their liability may be.”

“Referrals also play a large role,” added Scott. “If one community member is happy, he may refer you to a friend or relative. That's a strong endorsement, because people new to a country are naturally somewhat apprehensive.”

Dave said that becoming an independent agent was the “best business decision I ever made.” He finds clients generally appreciate the variety of products and services he can present as an independent. Matador offers policies from 16 companies. The agency recently began offering such atypical products as identity theft and pet insurance, and offers clients membership in the Pinnacle Motor Club. Clients or prospects who need term, whole or universal life insurance are referred to Dave's cousin, Steve, who also specializes in Sec. 529 plans to help fund college educations.

As a result of Matador's success, competition is heating up. “It used to be that no one knew us, but now the secret's out in the local insurance community,” Dave said. Matador is not planning to run things much differently, however. “We'll keep doing the things that have made us successful,” he said, “like letting clients know about products and services that can help them, reviewing policies and being available.” The office is open six days a week. On weekday evenings someone is on hand until 9 p.m.

While Dave said that the Golden Rule for agents is to “take care of their clients,” he also advises anyone entering the business to be patient. “You've got to be there when the client needs you,” he said. “In the end, this business is all about service.”

Joseph Finora is a freelance writer who lives in Laurel, N.Y.

Special Reports /

Immigrants Seeking Opportunity Also Create One for Agency

Related Stories

Recommended For You