In the age of direct marketing, the collapse of channel conflict, the reduction of commissions and the growth of alternative distribution channels, it has become imperative that local independent agents identify and focus on the correct channels their business model supports and operate within.

Without a $6 billion budget to attract buyer attention, the industry requires a targeted effort on revenue per account and the selling of every possible line of coverage per account. The other factor that has significantly impacted the industry is the fact that regional and national brokers are raising the bar on the size of accounts that they view as important. Overhead has made the small business sector an “untouchable.” Local independent agents living in communities and daily interacting with local friends and family have a significant opportunity to grow their small commercial lines books.

Carriers are rewarding agencies with higher commissions, bonuses, and educational assistance when they commit to focusing on their local small-business opportunities.

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