She made the remarks just hours before Gov. James McGreevey was scheduled to sign the legislation that a group of company, agent and consumer associations lobbied for, hoping that the reforms in the package will bring more insurers back to the state.

"We have to keep in mind that this reform package is not just about company or agents or regulators. First and foremost it is about consumers," Ms. Bakke told the group of agents.

"If consumers don't experience different priced markets and a different shopping experience, we won't be able to fulfill our goals implementing this legislation."

"As you and I both know, no matter how good the bill is, it will take time to implement it," she said. "As Gov. McGreevey said, we did not get to this position overnight and we won't solve this problem overnight."

She asked agents to become partners with the state in implementing the reforms, as they had been when the legislation was being drafted.

Agents, she said, need to spend a little time with customers seeking coverage that the agent can't yet deliver. She asked agents to explain why they are unable to provide the policy the customer is looking for and talk about the reforms that are taking place.

Ms. Bakke noted that the availability of insurers "in this dysfunctional marketplace" is a major issue for agents. New Jersey, which has had problems attracting new insurers and keeping some, will not see new companies running back to the state soon, she said. But the reforms are the foundation for change that would eventually attract insurers back, she said.

"Companies have asked us for certainty all along in this process and I know you [agents] need a degree of certainty too," Ms. Bakke said. "But I don't know if I, or any governor, or any other commissioner can give complete certainty."

"What I do know is that this [legislation] gives us the tools to change the market," she continued reminding agents that the state has gotten to this point through the cooperation and effort of state officials, agents, and company associations working together.

Mary K. Caffrey, assistant commissioner, told National Underwriter that the department has been getting a number of inquiries from companies expressing an interest in what is happening in the state. She declined to say who the companies are, but said that the department looked at this as a encouraging sign and that this could be the beginning of improvements.

A major part of the reform package is to refocus consumer's attention from price to product. It will be one of the jobs of agents to make consumers aware of exactly what is contained in their policies and how they can save money by removing coverage they don't need.

"Once consumers understand what they are getting, price will no longer be an issue," Ms. Bakke said.

Among some of the reforms, high risk drivers, those with seven or more points on their record, will be moved into a high risk pool and out of the general insurance pool.

In the coming months, Ms. Bakke said, she is going to be an ambassador to the states auto insurance market and talk to companies and rating agencies about how the reforms will be improving the environment. However, she added that agents must also be ambassadors, explaining to customers the changes, what they can do now and what they will be able to do later when the full plan takes affect in Jan. 1, 2004.

"It is going to take a while, but the time will come," she added. "We're not going to have GEICO tomorrow. We're not going to have Progressive tomorrow. But they are coming. The time will come."