Can insurance — that most traditional of industries — be marketed in an untraditional way? Marlene Bieler, president of Integrity Insurance of Florida, offers an unqualified “Yes.” In 2000, when business dropped off for the group of financial planners she was with in Tampa, she decided to go on her own — but in a way that suited her work style.

“I sell mostly commercial insurance, and normally I am out seeing clients at their places of business.” It didn't make sense to her to pay high overhead to maintain an agency when she would rarely be there, so she switched her base to her home. But because the Department of Insurance wants agents to be available for the public to make appointments, she also opted for a virtual office in the form of a business identity package.

Bieler chose Bradenton's Com Center 70 executive office park for her virtual office even though she lives in south Pinellas County. “Pinellas and Hillsborough have a lot of independent agents,” she said. “In order to get A-rated companies, I needed to go to an area that was less crowded. The Manatee location has worked well.” An added bonus is the high visibility of one of her office neighbors, the Manatee Chamber of Commerce. She benefits from networking opportunities and exposure from this setting.

Virtual Office Accouterments

The Com Center maintains a staff of four who answer phones, take packages, process mail, handle photocopying projects, and perform routine office functions. This provides Bieler with a live voice that answers her phone number and forwards calls to her cell phone.

The package includes a private office with traditional desk, filing cabinet, and chairs where she can make clients comfortable. She also has use of a conference room that is usually available on the spur of the moment. “The space is well-equipped; I can't see outgrowing it,” said Bieler.

She pays $65 a month for her basic package. Additional services are extra, but always available. She pays extra by the month if she needs office services help, mailings (including postage), the use of a sophisticated copy machine at a per-page charge, or other assistance.

“I can be anywhere,” she said, “and it still sounds like a 'real' office — the kind I call the 'mahogany desk' office. If clients call to make an appointment, I'll be there. If they drop by to leave something, the staff lets them know I'm out on a call, but available.”

Is she upfront with people, or does she prefer to maintain an illusion of having a “real” office? Her business card has the Bradenton street address of the Com Center. “I just do my thing. They can come to my office anytime. I don't feel a need to tell anyone it's any different. Although I have to say that clients have told me they like me better knowing that I'm working so cost-effectively — they think I might be able to save them money.”

Maximizing Her Time

An early-to-bed and early-to-rise person, Bieler appreciates the fact that all of her major companies allow her to rate and issue policies over the Internet. “Because it doesn't matter where or when [these tasks are done], I do a lot of work my work in the early morning hours in my home office, when it's quiet.” When she first started, she said some of her companies checked out her arrangement. Travelers, The Hartford, and MetLife sent reps to test it, to make sure she was accessible.

A true insurance veteran, Bieler started in New Jersey in 1967 as an after-school file clerk. From there, she sold restaurant insurance in New York City and loved it. P&C was her field until 2000 when she began to branch out. She was in a traditional agency setting for more than 30 years.

Today, Bieler looks for ways to align with other professionals to find and serve clients. Recently she formed an alliance with Chris McManus and Tim O'Rourke from Human Capitol Systems in Tampa, a payroll service. They get calls from people dropped by PEOs who need the insurance that used to be provided, and they now include Bieler on their client calls. She refers back as many payroll prospects as she finds. This way, she doesn't have to hire a salesperson. She said she has found this combination in demand right now. “It helps close deals with a one-stop shop.”

It's another reason she expanded to offer health insurance. “I usually go in with workers' comp (when it was more available), then health, then P&C,” she explained. Currently, some 12 payroll companies include her services.

Any downside to switching to a virtual office environment? Not according to Bieler. “It was very smooth. None of my insureds felt a difference. Just a change in address.”

Some “must-have,” “must-do” and “beware-of” advice from this virtual veteran:

?You need a good cell phone with a lot of minutes. Learn how to put the head set on. Pull off the road when you get a call. Don't write and drive.

?At first it the work arrangement feels strange. You feel like you need an office, a place to be.

?The hardest part is to get up everyday and dress like you're going to work. Get the attitude. Put the smile on when you talk on phone. Be in the business mode. Then you're always ready if someone wants to meet. If you sit in your pajamas, you'll sound casual, and there'll be the stress of not being ready when you're needed.

?It can be hard to stop and not overwork — sometimes very hard to stop. The good thing is that the virtual office stops taking incoming calls at 5.

Special Reports /

Varied Work and Lifestyles: Virtual Offices Meet Client Needs

Related Stories

Recommended For You