With several years of erratic weather behind us–and predictions of more to come–flood is an increasingly real threat to many U.S. homeowners and businesses. WSI Corp, a Massachusetts-based provider of weather-driven solutions, predicts 13 named storms for the 2009 hurricane season–higher than the 1950-2009 average of 9.8 storms.

Creative producers focus on the opportunities such climate changes can present. Williams Insurance Agency, Rehoboth Beach, Del., and Neefus-Stype Agency Inc., Aquebogue, N.Y.–both named by the National Flood Insurance Program (NFIP) among its top agencies for 2008–prove how innovative and proactive marketing can turn into a flood of new business.

Adequate flood insurance is essential in nearly every area of the United States. Along the Northeast Coast, the threat comes from nor'easters, storms resulting from low pressure fronts that move up the coastline. Bud Clark, vice president of Williams Insurance Agency, Rehoboth Beach, Del., said that in his region, nor'easters and local heavy thunderstorms can create heavy floods. These unpredictable storms can decimate portions of towns and drop 10 inches of water in an hour's time, Clark said.

Bud Clark

This provides marketing fodder for Williams Agency, which brings in $25 million in premium volume with its 10 agents. Flood insurance brings in about 5 percent of total premium. “It gives us more ideas to throw at people,” Clark said. “When Katrina hit, we did our first major push for insurance and that was fresh in people's minds even though this area had not been hit. The two items together provide a one-two punch.”
The threat of bad weather provides an opportunity to act as a consultant for creative agencies. Neefus-Stype Agency reviews the projections and procedures in the summer before the heavy storm season, said John Stype, CIC, senior partner with Neefus-Stype Agency Inc.
Nor'easters also hit this area and Stype said that flood claims may occur in the winter–not always during the summer hurricane season.
The erratic weather–and capitalizing on clients' fears–is one of the many