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Is homeowners insurance a commodity? That question has been a frequent topic of debate in the industry. But whether it is or not, hardly anyone can dispute that the homeowners insurance market can be highly competitive. For most insurance buyers, price is often the No. 1 factor when making a purchasing decision. In other industries, the way to succeed in a highly competitive market is often through volume: The more you sell, the more profitable you’ll likely be. But for homeowners insurers, that may not be an option. In fact, that approach can quickly lead to bankruptcy if poor underwriting decisions cause excessive claim losses.


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