How to build agency loyalty and engagement

Help your agents with their business development efforts and you win:

• More business that better suits your appetite
• Better agency/company relationships
• A reputation as a desirable partner for new agencies

MarketStance has put together a turnkey program to help clients do just that.

Leads are a key component of the Sponsored Business Development Program. The MarketStance Enhanced Leads have proven an effective basis for gaining appointments. However, the program actually provides a framework for building agency loyalty and improved effectiveness, not simply leads. Here’s how.

The program provides ample opportunity for exchange — and relationship building — between the sponsor company and the participating agencies. All agency contact, whether to promote participation, to enroll agencies, secure agency policy and target market data, or to distribute leads, is made by the sponsoring company.

The sponsor determines whether program participation is to be used:

• to support high-potential agencies
• to reward high-performing agencies
• as a fast-start tool for new agencies
• on an ad hoc basis
• or any combination of these

For each participating agency, a sponsor-branded Market Opportunity Report is produced that provides the 100 top ranked business classes in the agency’s target market. Ranking is based on number of accounts, premium potential and growth rates. At the higher of the two service level options provided, individual agencies also receive a Book of Business Profile. This report tabulates agency clients by county and class of business to better spot agency strengths and areas of opportunity.

Using these reports as the basis for an in-depth sponsor/agency discussion, agreement is reached on who best comprises the agency’s opportunity, which in turn produces focused leads.

For more information, see the Sponsored Business Development brochure.

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