Remember the days when you used to call a travel agent to book that annual family vacation, business trip, or just a quick getaway? Your favorite travel agent knew you, knew your preferences, and even called you with that occasional “great deal.”
Where is that travel agent today? Well, the traditional travel agent is a nearly extinct breed. Between 1996 and 2006, travel agents saw air travel commissions, their historical “source of revenue,” almost completely disappear; going from 61% of their income to 7% of their income. Because? Internet and DIY websites like Travelocity.com and many other similar sites. Travel agents that did not adapt closed. By the way, that agent who called you with the special offer or got you the exit row seat is still in business.
Today, with the growing number of online insurance quote and information sites, insurance agents are about to fight the same battle for survival that travel agents faced, and lost, 10 years ago. Fortunately, insurance agents still have time to communicate with their clients and buyers in order to avoid the same situation that awaited the travel agent. However, between regulatory changes, government mandates, and most importantly, buyers wanting to handle more online interactions, insurance agents have a relatively small window to proactively establish their online presence.
We know that customers of all ages are online: shopping, researching, banking and networking. We also know that the ‘silver tsunami’, the massive wave of boomers who will retire in the next ten years, is becoming more comfortable doing more online. If insurance agents don’t adapt quickly, they’ll miss out on a great opportunity: connecting with current and potential customers online. Why is this so important? Because trend research shows that shoppers go online to validate who they’re doing business with. As a result, if an insurance agent does not have a high-quality website, they are likely to lose the customer as well.
One of the best solutions for independent insurance agents, small agencies and insurance brokers is a website building platform that allows you to create, launch and customize a professional website in minutes. The advantage of such a platform is that the agent does not have to have any technical experience and can start directing current and potential customers to your website immediately.
Agents without a strong Internet strategy today are at risk of losing their customers in the near future. Simply putting your logo on a listing engine is not enough. Having a high-quality website is a critical piece of the toolkit agents need to be successful.