Five-Star Brokers on Carriers 2018 - Marketing Support

Five-Star Brokers on Carriers 2018 - Marketing Support

Carrier performance 7.50

“Carriers are more interested in sales than in improving the process,” remarked one respondent, who suggested that carriers need to better align their marketing efforts with improvements in offerings and operations

As in previous years, marketing support isn’t high on brokers’ list of priorities, but if carriers happen to be doing well in this area, it’s an appreciated bonus. Although carriers had their second worst average score in this category this year at 7.50 out of 10, 16 carriers earned five-star ratings for their marketing efforts. Brokers’ observations on carriers’ marketing efforts revolved around the need for more presence and better online support. “Carriers are more interested in sales than in improving the process,” remarked one respondent, who suggested that carriers need to better align their marketing efforts with improvements in offerings and operations in order to deliver what is promised. Another respondent confirmed this idea, saying that “marketing reps need to understand products and systems; the job should be more than buying lunch and visiting the office.”

Meanwhile, other brokers wanted carriers to offer “more brand marketing,” as well as co-op dollars to “make co-op advertising easier for agents.”