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About 80% of all shoppers use a digital channel at some point in the insurance buying process. (Photo: Shutterstock) About 80% of all shoppers use a digital channel at some point in the insurance buying process. (Photo: Shutterstock)

The value of the independent agent has always been a choice. A consumer has one point of contact (you) but access to multiple products (carriers).

The challenge for independent agents is how to stand out in such a crowded marketplace. Let’s be real. You can’t match marketing dollar for dollar with companies like GEICO, Progressive, or State Farm. Nor should you try. They spend millions of dollars every year on digital marketing.

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