IF SOMEONE referred to your newborn child as “the plumb bob,” you probably wouldn't be thrilled. But for me, the comment conveyed genuine closeness and affection from my main group of clients: land surveyors. Our agency insures about 3,000 of them nationwide and they account for at least 80% of our business.
For years, land surveyors were the invisible professionals-at least from the insurance industry's standpoint. Most insurers lumped them in with architects and engineers, even though they have quite different characteristics. This lack of specificity gave me the chance to develop a successful program. In this article, I'll tell you how I went about doing it.
I'm very relationship-oriented, which is one reason I've always liked the program approach to business. It gives me an opportunity to really focus on a specific class and get to know the people in it. In the best programs, agents truly bond with their clients-and that certainly happened with the land surveyors and me.
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