M A R Y L A N D M E S S E N G E R M A R / A P R 2 0 1 2

m mm mWHAT YOU NEED TO KNOW ABOUT

What’s inside?PAGE 10: UM/UIM- IT’S NOT JUST ALPHABET SOUP

PAGE 14: LIFE INSURANCE MADE EASIER (NEW COLUMN)

PAGE 16: EXPAND YOUR MARKETING STRATEGY ONLINE

PAGE 24: IIAM 75TH ANNUAL INSTALLATION DINNER

Chairman’s Message

What you need to know about project cap

Markets

UM/UIM: It’s not just alphabet soup

Ask Pat

Tidbits

Life Insurance Made Easy

Expand Your Marketing Strategy Online

Education Corner

Legislative Reception/ Dinner

Installation Dinner Registration

t a b l e o f c o n t e n t s

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THE MARYLAND MESSENGER INDEPENDENT

AGENTS OF MARYLAND, INC.Editor: Shelley Arnold, CPCU,AU,ARM,AAIGraphic Designer: Laurie HareAdvertising Info: www.iiamd.orgThe Maryland Messenger is a monthly publication publishedfor the exclusive use of regular and associate members ofthe Independent Insurance Agents of Maryland. Publicationof any article, letter to the editor or advertisement in the Maryland Messenger should not be deemed an endorsement by IIAM of the opinions expressed or products advertised. Questions and comments should bedirected to the editor, Shelley Arnold.

Editorial Office, IIAM, 2408 Peppermill Drive,Suite A, Glen Burnie, MD 21061 phone 410.766.0600 • fax 410.766.0993 email iiamarnold@aol.com • www.iiamd.org

IIAM OFFICERS 2011-2012William Knobloch, III Immediate Past Chair

Dennis Lawson Chairman

Michael McCartin, CPCU State National Director

Angela Ripley, CIC Chair-Elect

Terry Katz, CPCU Vice Chair

Jay Duke Director-At-Large

Thomas C. Lowe, CPCU Past President Rep.

Shelley Arnold, CPCU, AU, PresidentARM, AAI, ACSR

In the last publication, it was mentioned that plans are moving forward to launchConsumer Agent Portal (CAP), which is the online program geared to drawing customersto independent agents and away from direct writers and other online insurance options.According to ComScore, close to 75% of consumers go online before buying insurance.That’s up from 61% just a few years ago. The challenge for the independent agency channel is seen most clearly in its Personal Lines market share, which sagged from 35.9%in 2005 to 34.3% in 2009. Regaining market share is vital to the future of the independentagent’s channel, since every point of Personal Lines market share equals approximately 2.8billion dollars and net premium, based on A. M. Best Company data. CAP is no longer apie-in-the-sky idea; it is now reality. With 18 million dollars raised from six major carrierinvestors that support the independent agency system, carriers such as Main StreetAmerica Group, Central, Safeco, Selective, State Auto and Westfield continue to beadamant supporters of the independent agency system.

There are currently approximately 35 employees that are constructing the portal withthree steps to CAP success in mind:1) consumers need to see us more;2) consumers need to see us as 22,000 of one thing, not 22,000 things; and 3) consumers need to like us and trust us more.

CAP will also begin the process of selecting a permanent company name, as CAP hasalways been an interim working name.

The targeted timeline for beta testing of consumer quoting is May 2012, with it beingrolled out in a limited number of states in the summer of 2012 and reaching the rest ofthe states by the end of 2012. CAP and Trusted Choice share a common vision of drivingincreased Personal Lines business to its members. Both CAP and Trusted Choice will collaborate strategically and operationally for an optimal user experience. As statedabove, we do not want to continue to decrease our market share in Personal Lines, butrather increase from the current level through the independent insurance agency TrustedChoice sales force.

chairman’s messageDennis Lawson

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EXPERTISE YOU CANLEVERAGE. IT

,S THAT

SIMPLE.

A simple machine like the lever redirects and multiplies the force applied to it – making a job easier. Builders Mutual has been taking that same approach to construction insurance since 1984, simplifying and streamlining whenever and wherever possible. Agent tools like BOB 2.0 allow you to issue and service policies online with ease. When you’re quoting construction-related accounts, the insurance choice is simple.

Login today at buildersmutual.com.

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Project CAP is the product of a powerful industry initiative led by the partnership and investment of independent insurance and investment of IndependentInsurance Agents and Brokers of America, Inc. (IIABA) andselect insurance carriers (Investor Carriers). OtherProject CAP stakeholders include IIABA’s federation of51 state affiliates (State Associations); Trusted Choice;agencies, brokers and carriers that participate in ProjectCAP but are not investors (Carriers). Market researchshows independent agencies need effective digital marketing (as demonstrated by the lack of independentagencies near the top of a Google search for, say,“autoinsurance Madison WI”).

Project CAP offers help through two business units:

The Industry Services business unit will offer a range ofdigital marketing products and services to agencies andCarriers (directly and through a web-presence), including:business intelligence (with proprietary consumer habitsinformation from the Portal), education, and self-and professionally-fulfilled digital marketing.

The Consumer Portal business unit will launch a “Portal”in mid-2012 for consumers to research home and autopersonal lines insurance options, obtain comparativequotes, and select and communicate with the independentagency of their choice. The “Portal” will attract insuranceconsumers nationally and convert them into qualifiedProjects for local, participating agencies-this is ProjectCAP’s National Strategy of Marketing Locally. The Portalalso tracks and records consumer behavior and serves thisvaluable, proprietary business intelligence data to theIndustry Services business unit.

How will Project CAP and Trusted Choice work together?

As products of two of IIABA’s most important endeavors,Trusted Choice and Project CAP will work together topromote the independent agency channel, and its uniquequalities and values to consumers. The Trusted Choicelogo will be displayed prominently on the Project CAPPortal and other key Project CAP offerings.

Tremendous research is being invested to determine theappropriate identity for Project CAP, its business units and products. To this end, Project CAP also is leveragingInvestor Carrier expertise and input in developing andintegrating a long-term online and traditional brand strategy. Project CAP’s strategy may involve the use of an“avatar” (e.g., the Verizon Guy) that helps promote ProjectCAP’s identity and resonates emotionally with today’s on-and off-line consumers.

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THE CONSUMER AGENT PORTAL, LLC (PROJECT CAP) IS A DIGITAL MARKETING PRODUCT AND SERVICE PROVIDER TO

THE INDEPENDENT AGENCY, INSURANCE CARRIER AND BROKER CHANNEL FOR HOME AND AUTO PERSONAL LINES.

THE NAME “PROJECT CAP” WAS ADOPTED AS THE WORKING NAME TO BE USED WHILE INITIAL DEVELOPMENT

WORK ON PRODUCTS AND SERVICES IS DONE AND A FORMAL NAME, IDENTITY AND BRAND ARE DEVELOPED.

WHAT YOU NEED TO KNOW ABOUT PROJECT CAP.

WHAT IS PROJECT CAP? WHAT DOES PROJECT CAP DO?

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How can Project CAP compete with direct writers?

The independent agency channel must unite as a singularforce of aligned stakeholders and not remain a dividedgroup of 22,000 individual agencies and 225 individualCarriers. With the power of digital marketing, ProjectCAP can help the independent agency channel leveragesearch engine optimization and social media methods toachieve “organic” visibility (or “earned media”) and consumer affinity without needing to outspend the massive budgets of direct writers. Project CAP does notneed to create online demand but only divert a portion ofonline insurance consumers to the independent agencychannel by:

• First, enlistings as many stakeholders as possible to participate in Project CAP and create “links” betweentheir respective online presences. This linking strategycreates tremendous lift in placement of Project CAP andits stakeholder partners in search engine results andsocial media visibility.

• Next, with Project CAP’s help, stakeholders need topublish and promote unique, quality content.

• Then, inside that content, stakeholders need to implement specific terms and words used for keywordsearches.

• Finally, messaging must create emotional connectionswith consumers to maximize traffic.

What business markets does Project CAP serve? Will Project CAP introduce more markets?

Project CAP is dedicated to the success of the independent agency channel in home and auto personallines. Future opportunities will be evaluated as success inthis core market is achieved.

What does Project CAP cost?

There is no cost to consumers for any Project CAP offerings. Product and service costs to agencies andCarriers vary-and some are offered at no charge to IIABA members.

Bronze, Silver, Gold and Platinum packages, advertisingopportunities, and business intelligence offerings are available to suit the broad range of needs for agencies and Carriers. Individual agencies will pay a fee for each qualified lead from the Portal, where a consumer selected

that agency for contact; each Carrier selected by a consumer for a quote through the Portal will pay a per-quote-fee.

What should agents participate in the Portal?

Simply put, the Portal provides a stream of qualified,exclusive, inbound prospects at a very reasonable cost.The cost is directly variable with no significant upfrontcosts.

What are the agency criteria to participate?

To participate in the Portal, agencies need to:

• Commit to deliver service at levels consistent withtoday’s Internet consumer’s expectations.

• Educate themselves on response times and respondpromptly to Portal leads.

• Work to optimize their web presence on a local level,including building and regularly updating a profile template on the Project CAP portal (for example hoursof operation, Carriers represented, etc.)

• Create sufficient amount of content (1-2 content piecesper month) to drive the Portal organic optimizationstrategy (as well as driving their own organic optimization).

• Report on leads

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SAFETYTEK NOW OFFERING FREE CREDIT CARDPAYMENT PAGE

Stuckey & Company Committed to HelpingAgents and Brokers Do More for Insureds

Lake St. Louis, Mo – Stuckey & Company, the managinggeneral agent for the SafetyTek insurance program, is nowaccepting credit card payments for the SafetyTekprogram.As part of the free service, Stuckey is providing a creditcard payment page that can be customized with the retailpartner’s logo and customer service information, includingtelephone number and email address. Credit cards areprocessed electronically using the authorize.net paymentprocessing system and no fees are charged.

For more than 12 years, the SafetyTek insurance programhas provided comprehensive Professional Liability coverage to technology businesses that provide computerconsulting services, as well as IT Staffing and other ITrelated services. The program features broad coverage,low minimum premiums and is competitively priced foreven the most complex services.

“Our job is to help our agents and brokers provide theirclients the best technology insurance available,” saidDwight Stuckey, President and CEO of Stuckey &Company. “As part of that job, we are continually

innovating and offering new platforms to improve agent-client relations.”

According to Maggie Hammett, Lead Underwriter atStuckey, the co-branded credit card payment page simplifies payments for insureds making the entire processeasier for the agent or broker.

“As the demand grows for technology E&O liability insurance, it is increasingly important that agents and brokers have the latest platforms at their fingertips”Hammett said.

Insurance agents can get real-time SafetyTek quotes andproposals using Stuckey & Company’s online application.Potential insureds can also use the online application anddesignate a local agent for their coverage. Agents whowish to become a Stuckey Licensed Agent should complete the brief application at www.stuckey.com.

Stuckey’s Tek Division is focused on small to mid-sizedtechnology accounts and offers low minimum premiumsstarting at $1,000 for a $1,000,000 limit. New rating factors for individual risk characteristics are also available.

Visit http://www.stuckey.com/safetytek/technology/index.php for business insurance quotes and a completelist of eligibility.

markets

HARTFORD STEAM BOILER LAUNCHESCONTRACTORS ERRORS AND OMISSIONS COVERAGE GEARED TO SMALL BUSINESSES

Provides Affordable Coverage for Artisan-Type Contractors, Fills Gap in GeneralLiability Policies

The Hartford Steam Boiler Inspection and InsuranceCompany (HSB), a part of Munich Re, today announcedthe launch of Contractors Errors and Emissions (E&O)coverage targeted specifically to small “artisan-type” contractors. Although small contracting projects face

many of the same risks and liabilities as larger ones,Contractors E&O coverage has not been widely andaffordably available to small businesses.

“This product was designed to meet a specific and growing market need,” said Todd Cincotta, vice presidentof specialty liability for HSB. “It fills a gap in mostCommercial General Liability forms and provides financialprotection and peace of mind for small artisan contractorsat a price they can afford.”

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Coastal Homeowners InsuranceISO HO3 & HO6

Immediate Quotes- 15% commission

Primary and Secondary Homes are eligible.

For information regarding an appointment contact:

Sharon KarlssonPhone: 201-407-7151

Fax: 609-390-1651skarlsson@coastalagentalliance.com

(con’t from page 8)The coverage is designed to protect plumbers,electricians, painters, finish carpenters, heating/ventilation/air-conditioning professionals, select specialty trade contractors and others small contractors. In all, there are more than 40 eligibleclasses of contractors.

The coverage was developed in collaboration withMunich Re, HSB’s parent company, and reflects thevalue created by their combined resources and risk knowledge. It directly addresses risks artisan contractors face in today’s more litigious environment, as customers become more demanding and likely to allege negligence.

HSB’s coverage is available as an endorsement to aGeneral Liability policy. Contractors E&O respondsto complaints that are brought by a contractor’scustomer alleging property damage resulting fromthe contractors work or work product.

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An individual making the decision to drive without insurance is not only taking a risk forhimself, but is also placing others in jeopardy. Agents who are not careful when dealingwith the placement of UM/UIM coverage may be taking a risk as well.

The first requirement to effectively handle this coverage is to understand it. Uninsuredmotorist (UM) coverage responds to losses caused by a driver who is uninsured; andunderinsured motorist (UIM) coverage applies when the at-fault driver has limits lowerthan the covered driver’s underinsured limits. Some states treat the two coverages similarly while others do not. It is important for agents to be aware of a state’s rulesregarding these coverages.

In some states UM (and sometimes UIM) coverage is mandatory. In other states, it isoptional. Even if the coverage is optional, there is generally a requirement that it mustbe offered (and explained) and that an effective waiver is signed by the customer if hedeclines the coverage. Most states require a written declination, and some even require aspecific waiver form to be completed. An appropriate declination should be obtainedand maintained in the file and forwarded to the carrier if required.

Whether the customer has the coverage or not is only the first hurdle. The next potential pitfall for the agent is offering the appropriate limit. In some states coveragemay be considered mandatory or automatic up to the bodily injury limits selected on theauto policy. Other states allow customers to choose UM or UIM limits that are less thanthe bodily injury liability limits on the policy (often as low as the minimum state requiredliability limit). Agents may need to discuss, explain and offer UM/UIM motorist coverageto protect the client in the event of an accident with an uninsured or underinsured driver. A best practice would be to have standard procedures in place in which a writtenoffer of available UM/UIM coverage is presented to the customer and any waiver orrejection is documented.

Another issue is stacking, which involves essentially combining the UM or UIM limits ofseveral different vehicles on a policy or policies in order to increase the amount of UMor UIM coverage. Whether a state mandates or allows stacking is determined on a state-by-state basis.Agents should be familiar with the stacking laws of the states theywrite in. Issues on stacking can also arise when vehicles are placed on different policiesor between auto and motorcycle policies.

Umbrella or excess policies may apply differently when dealing with UM/UIM coverage. Ifyou are placing umbrella or excess coverage, be very aware of whether those policieswill provide UM/UIM coverage and, if so, what underlying UM/UIM limits are required.

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/IT’S NOT JUST ALPHABET SOUPby Nicole Yarbrough, J.D

ROUGHLY ONE IN SEVEN DRIVERS ACROSS THE UNITED STATES IS UNINSUREDACCORDING TO A 2011 INSURANCE RESEARCH COUNCIL ESTIMATE.

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Dear Pat:I am trying to sell my insurance agency and retire. Any

free tax advice that you can give me, particularly aboutallocating the sales price to covenants not to competeand/or good will?

Good Will Hunting

Dear Good:Although most lawyers abhor free advice, let me give

you some—YOU NEED TO SEE A LAWYER. A sale of abusiness is an important financial transaction which canhave significant tax, retirement and estate implications.

As to your specific question, allocations made in thesale price for covenants not to compete are generallytreated as ordinary income. The allocation of good will isa more complex issue. If the good will is personal to theseller and it is transferred as part of the sale, there willgenerally be long term capital gains treatment for thatportion of the transfer. But each transaction needs to bereviewed on its own merits.

The allocation of what portion of the sale price goes tovarious items is something that needs to be consideredbefore the ink is dry on the sale agreement.Pat

Dear Pat:I look like my cousin and have a similar name. This is

usually not a problem, but recently my cousin got intosome trouble with the law. Through a string of KeystoneCop circumstances, I ended up getting arrested (the lawenforcement officers did not initially believe that I was notmy cousin). Ultimately, I was able to get the confusioncleared up and was released.

All of this is quite embarrassing for me and my family.I would rather it all go away. My question to you is do I have to report this arrest to the Maryland InsuranceAdministration?

Mistaken Identity

Dear Mistaken:Sometimes you just have to love family! Under Section 10-126(g)(3) of the Insurance Article, an

insurance producer must file a report with the MarylandInsurance Administration if the producer is “prosecutedfor a crime”, other than a misdemeanor violation of themotor vehicle laws. The issue for you is whether you

were “prosecuted”. Although that term is not defined, ifyou had a court appearance in the matter, you will likelybe deemed to have been “prosecuted.”

If there is a reporting requirement, the MarylandInsurance Administration can take administrative actionagainst you if you do not timely report the matter. Whilemost innocent mistakes in reporting are dealt with asminor regulatory violations, one never knows how a regulator will react in particular circumstances.

My advice is to report the matter. Just think, you willhave one more thing to talk about at the family reunion.Pat

Dear Pat:I have some great people that work for me; some of

them are licensed insurance producers and some are not.When a licensed producer’s home is written by myagency, the commission goes to my producer. My unlicensed receptionist has complained that it’s not fairthat she doesn’t receive commissions when her home iswritten by the agency.

Any advice as to how I should deal with this situation?My Fair Lady

Dear Lady:Actually, I am not sure that you are a lady, but I wanted

to continue with my movie based names.I think you should tell your receptionist that she

should become a licensed agent so that you don’t have toworry about the issue.

In general, commissions can only be paid to licensedinsurance producers. While you can make the decision togive a gift to your receptionist, she would have to be alicensed producer if the amount of her compensationvaries with the amount of premiums received or the number of applications given—even, in my view, if the business comes from the receptionist or someone in herfamily. While you may also be able to assign, voluntarily,your commission to her after receipt, all of this is complicated, especially in terms of accounting.

I suggest that you buy the receptionist a nice something as a token of appreciation for her being a teamplayer. If she complains too much, you may want to consider whether she is the lady you want sitting at the front desk.Pat

ASK PAT.Patricia McHugh LambertHodes, Pessin & Katz, P.A.901 Dulaney Valley Road, Suite 400Towson, Maryland 21204(410) 938-8800 • (410) 339-6759 (direct)(410) 832-5628 (fax) • plambert@hpklegal.com

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1 T i d b i t s

ZURICH CELEBRATES 100 YEARS OF INSURINGAMERICA YEAR-LONG CELEBRATION HONORSPAST AND LOOKS TOWARD FUTURE GROWTH

Schaumburg, IL.,– America has experienced tremendouschange in the last 100 years, thanks to risk-takers,entrepreneurs and legions of committed workers whoembody the country’s can-do spirit. Zurich, a leadingprovider of property and casualty insurance in NorthAmerica and globally, has worked alongside them since1912 and today announces a year-long celebration of 100years insuring America.

The organization’s rich American history – from beinginvolved with the construction of the Hoover Dam toinsuring the Chicago World’s Fair in 1933– will be commemorated through a variety of events, historicaltimelines and storytelling, volunteer service projects and acentennial advertising campaign throughout 2012.

The anniversary also arrives as organizations continue tograpple with new, complex risks, as shown in the WorldEconomic Forum’s Global Risk 2012 report that wasreleased this week and which Zurich has supported as a

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Above: Maryland's ACSRs enjoy the 3rd Annual ACSR Tribute Day withbreakfast and CE session on February 22, 2012 at the Crowne PlazaHotel in Timonium.

Left: Terry Katz, IIAM Board Member and Colleen Dunn, ACSR.Colleen is Maryland's 2011 ACSR of the Year. Terry and Colleen are co-workers at HMS Insurance Associates, Inc.

MARYLAND MEDICAL FEE SCHEDULE

The National Council on Compensation Insurance’s (NCCI) analysis of the Maryland Medical Fee Schedule that wentinto effect on 01/01/12. NCCI estimates that the changes to the Maryland Workers’ Compensation Physician andAmbulatory Surgical Center (ASC) Fee Schedules by the Maryland Workers’ Compensation Commission will result inan overall impact of +0.6% on Maryland’s workers’ compensation system costs. This impact will be included in the01/01/2013 annual loss cost filing. Visit the Maryland Workers Compensation website for the fee schedules athttp://www.wcc.state.md.us/MFG/Medical_Fee_Schedule.html.

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(con’t from page 12)partner and contributor. The report highlights how theworld and businesses are now interconnected throughtechnology and how this interconnectivity creates manynew challenges in identifying risk.

It is key for companies to understand these new riskinterconnections driven by technology. For example,cyber risks, such as hacking and data theft, are increasingrapidly, and Zurich's technology specialists are designingproducts to help Zurich customers address these newtypes of risk.

“Zurich has insured the success of American businesseslarge and small to help build the America we know today,”said Mike Foley, CEO of Zurich North AmericaCommercial and Regional Chairman of the Americas forZurich Financial Services.“Our legacy of helping our customers tackle obstacles in the past gives us the insightsneeded to take on the emerging risks of the future.”

Zurich’s centennial program is supported by:

• An online portal showcasing the centennial timeline,calendar of events and a Zurich fact of the week.Learn more at www.zurichna100.com;

• A traveling exhibit, which helps bring to life Zurich’sjourney in the U.S. and will visit multiple sites across thecountry throughout 2012. Go to www.zurichna100.comfor an updated calendar;

• A multi-media advertising campaign bringing forwardZurich’s point of view through the lens of its Americanexperiences;

• The “100 Ways” challenge mobilizes Zurich employeesto complete more than 100 projects of service and helpmeet local community needs across the U.S. and Canadaalongside organizations like the United Way, Hands onNetwork, Habitat for Humanity and the American RedCross.

"For the past 100 years, Zurich has contributed to a richhistorical tapestry of a successful and productive Americaby supporting the communities in which we live andwork," Foley said. "We are dedicated to continuing thatcommitment in the years to come."

For more information about the Zurich centennial, go towww.zurichna100.com

A n d b i t s

3

easy.life insurance

made

WHO IS BELMAN KLEINASSOCIATES, LTD?

Established in 1968, Belman Klein Associates, Ltd. is a fullservice Brokerage General Agency located in ColumbiaMaryland. Over the past 40+ years Belman KleinAssociates has established itself as expert in working withImpaired Risk and Advanced Concept life insurance cases.We work with independent agents and advisors to support all of their Life and Long Term Care insuranceneeds by offering full sales support and back office administration support. Having two attorneys and twounderwriters on staff allows us to offer our brokersadvanced sales design and expertise as well as underwriting advocacy.

OUR CARRIERS:

We represent over 20 of the industry’s best and mostwell known carriers.These carriers offer a wide range ofLife and Long Term Care insurance products including;

• Universal Life Insurance (Individual and Second-To-Die)• Variable Universal Life Insurance (Individual and Second-To-Die)

• Whole Life Insurance• Indexed Universal Life Insurance• Term Life Insurance• Long Term Care• Linked Benefits• Disability Insurance• Annuities

IMPAIRED RISK EXPERTISE:

Belman Klein Associates has always been known as thebest option for those hard to place cases. Our staffunderwriters and impaired risk specialists are the best in the business and know which carriers offer the best ratings for specific impairments and risk classes.We will review these challenging cases internally before recommending a specific carrier. In many cases, we can obtain standard coverage for individuals who have previously been declined by other carrier.

PERSONALIZED SALES SUPPORT:

Each opportunity to make a sale represents unique challenges. Our team of sales and marketing consultantswill work with you to understand the needs of your clientfrom term cases to permanent coverage and advancedcase design. Our propriety tools are designed to provideyou with a sales presentation that has been customized tofit the needs of your clients. Our sales support does notstop once we send you a presentation.We offer video,teleconference and in-person point of sales support tohelp you close each case.

MANAGING THE APPLICATION PROCESS:

Once we receive your first application submission you willbe notified and assigned a dedicated case manager whowill handle all of your cases from that point forward.Every application submitted will be thoroughly reviewedto insure accuracy. If needed, we will work to have yourlicensed in the correct jurisdiction and appointed with theappropriate carrier.

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BROUGHT TO YOU BY:

BELMAN KLEIN ASSOCIATES, LTD

(con’t from page 14)Your case manager will order any required exams and ourAPS specialists will aggressively track and acquire all medical information required by the carrier. Once we haveall information in house and it has been checked for accuracy it will be released to the carrier electronically.As we work through the application and underwritingprocess you will receive weekly status updates from yourcase manager and you will also be able to review thestatus of your cases 24/7 by logging into our secure server.

When your case is approved by the carrier the policy andany requirements will be prepared for delivery and yourcase manager will include a placement lettering offeringinstructions on how to complete the sale.

HOW WE ADD VALUE TO PROPERTY & CASUALTY AGENCIES

Our mission is to help Property & Casualty agenciesseamlessly integrate life, long-term care and linked benefitproducts into their standard offerings. Our commitment isto help firms identify emerging opportunities and provide

the knowledge, product and point-of-sale assistance thatwill allow P&C firms to maximize their strengths in developing and broadening client relationships. We offerturn-key presentations for:

• Business Owner Succession Planning and RiskManagement

• Income Replacement Planning• Executive Benefits• Wealth Transfer

BELMAN KLEIN ASSOCIATES AND THE IIAMD

As an Associate member of the IIAMD we look forwardto working with members to help them round out their business by partnering to bring our services to theirclients. In the coming months we will be offering free LifeInsurance Continuing Education Credits to IIAM membersas well as a new Life Insurance section in the Bi-MonthlyMaryland Messenger. For more information contact ScottZilber at szilber@belmanklein.com.

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Expand Your Marketing Strategy Online

THREE DIGITAL PARALLELS TO TRADITIONAL TACTICS

BY MATT MARKO

For agencies that have spent years, decades, even generations building a local footprint with traditional marketing tools,

it can be understandably daunting to hear so many in the media assert that success in today’s marketplace now requires

extensive e-marketing expertise and a dynamic online presence. The good news: many of the techniques agents have

long used to thrive in their communities are still relevant. They also have clear parallels in the digital space and, in many

cases, their online counterparts are easy to implement and measure. Understand the connection, and you can use what

you already know to master these new online tactics.

This article outlines some important strategies you can employ to add powerful digital marketing components to your

traditional marketing plan and navigate easily from what you already know to these digital tools.

Yellow Pages and Local Search

The Yellow Pages Association reports that there are 900million Yellow Page print references every month.Theonline equivalent? Local search. ComScore estimates thatin March 2011 there were nearly 17 billion searches on allmajor search engines. With Google having released estimates that local search represents 20% of their searchvolume and Bing reporting 53% of its mobile searcheshave local intent, the opportunity for small businesses isimmense.

When a consumer searches online for insurance, howyour agency ranks in the local results makes all the difference. According to Chikita research, if you make thetop three listings, your agency shares 63% of the traffic.Land in the bottom seven and that number drops to 32%(and only 5% of searchers continue to the second page of

results).Yet only a fraction of independent agents havetaken the first step to benefiting from this free service.

That first and most important step is proactively claimingand verifying your online listings. Progressive offers a listing management program, called ListAgent, to helpclaim and keep your listings relevant, maintained and optimized for less than $100/year. There are also free do-it-yourself options like getlisted.org that audit howeffectively your agency has claimed its local search listingsand allow you to create listings with each of the primarysearch engines from one website.

Just as a variety of factors (ad size, color, content) influence the success of your Yellow Page print ad, several

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M A R | A P R 1 2 : 1 7m m(con’t from page 16)elements affect your local search ranking. Keep your listings consistent across search engines by using your official business name and avoiding abbreviations, generateas many consistent citations (online references to yourbusiness) as you can among search engines, eliminateduplicate listings, and be sure to include as much relevantcontent as possible, including your agency address, phonenumber, email, website, photos, and business details. Finally,create a strategy for getting your customers to reviewyour business online.

Word-of-Mouth and Online Review

It’s no secret that a leading driver of new business is ahappy customer. For agencies that have nurtured word-of-mouth referrals from their customers (and for agenciesthat simply see the results walking through the door),encouraging your customers to share their feedbackonline is an easy way to amplify their voice. AskingFacebook fans and LinkedIn connections to recommendyour agency to their social networks is the clearest bridgebetween traditional and digital referral tactics, but onlinereviews on sites like Google Places, Citysearch,Yelp andInsider Pages have additional advantages—not only canthey boost your local search visibility, they can swaystrangers as well.

In fact, according to BrightLocal, 70 percent of consumerstrust online reviews as much as personal recommendations. This is especially true in the insuranceindustry, where 57 percent of consumers said their insurance purchase was influenced by reviews—more thanwebsites,TV or radio advertising. Search engines likeGoogle and Yahoo prominently display reviews in theirquery results, yet Progressive’s research on online referrals found that our independent agents have, on average, just .3 reviews on their online listings.

If you’re not currently soliciting online reviews from yourcustomers, try adding requests to your customer communications. Develop email templates that you caneasily customize and send with links to review sites.Again, your carriers may be able to help you here by having email templates for you to use, as Progressive hasdone.You can also add links to your website and customernewsletters.

Don’t worry if a couple of negative reviews turn up withthe positive. A 2011 Lightspeed Research study foundthat only four percent of shoppers change their mindabout a service after reading one bad review, and only 25percent of consumers change their mind after readingtwo. Plus, you can frequently turn bad reviews around by

simply responding. A January 2011 Harris survey discovered that 33% of customers who received aresponse from a company after posting a negative reviewfollowed it up with a positive review, and 34% deletedtheir original post.

Print Ad and Tile Ad

Finally, as newspaper readership declines and more consumers get their news from the web and social media,online advertising may offer your agency additional bangfor the marketing buck. While banner ads on your localpaper’s website are an alternative worth exploring, siteslike Facebook give you pinpoint targeting options thatprint and online publications cannot. Using Facebook, youcan create and publish an ad yourself in minutes, andunlike traditional media, you can hand-select an audiencemost likely to respond to your message using the information Facebook users list about themselves,including zip code, age, gender, marital status, even hobbies, interests, and associations. A hyper-targeted admeans less waste, and Facebook provides detailed metricsthat enable you to quickly test executions and adjust asneeded during the campaign. Best of all, you can pay perclick or impression, and set budgets by day or campaign.To make the process even easier, your carriers may provide you with resources to help you with online advertising. Progressive, for example, offers illustratedhow-to guides on creating Facebook ads and contests onits agent marketing website.

It’s true that the market and the customer are evolving,but there are easy ways to apply what you already knowto succeed in online marketing. You don’t need specialskills or an expensive consultant to take the first stepsforward; just a basic understanding of what’s out there, awillingness to explore, and a few trusted resources to helpyou along the way.

Editor’s Note: Please visit the ACT website(www.iiaba.net/act ) and click on the “Websites & SocialMedia” and “Sales & Marketing” links for additional articles, recorded webinars and resources to help agenciesdevelop their digital marketing plans.

Matthew Marko is Marketing Manager for Progressive Insurance. Heworks to provide local marketing strategies, tools and co-branded collateral to help independent agencies grow their businesses. E-mailhim at matthew_marko@progressive.com . Matt prepared this articlefor ACT. For more information about ACT, contact Jeff Yates,ACTExecutive Director at jeff.yates@iiaba.net .This article reflects the views of the author andshould not be construed as an official statement by ACT.

SAMUEL C. HOFF AGENCY EARNS RECOGNITION

HUNTINGDON, PA – Samuel C. Hoff Agency, an independent insurance agency located in Westminster,Maryland, has been awarded Inner Circle honors for 2011by Mutual Benefit Group, a multiline property and casualtyinsurance company based in Huntingdon, Pennsylvania.TheSamuel C. Hoff Agency has been in business for 45 yearsserving the Maryland counties of Carroll, Baltimore,

Frederick, and Howard, and the southern Pennsylvaniacounties of Adams and York.

This is the third time Samuel C. Hoff Agency has qualifiedfor the award, an honor that Mutual Benefit presentsannually to acknowledge outstanding agent performance,recognizing those who have established a consistentrecord of profitable growth along with superior customersatisfaction.

Mutual Benefit Group markets its insurance coverage through a network of more than 250independent agents in Pennsylvania and Maryland.

M A R | A P R 1 2 : 1 8m m

SWISS RE'S BOARD OF DIRECTORS APPOINTSMICHEL M. LIÈS AS NEW GROUP CHIEF EXECUTIVEOFFICER

Swiss Re's Board of Directors appoints Michel M. Liès,currently Chairman Global Partnerships at Swiss Re, asnew Group Chief Executive Officer as of 1 February 2012.Michel M. Liès succeeds Stefan Lippe.

Walter B. Kielholz, Chairman of the Board of Directors,says: "The Board of Directors is delighted that Michel M.Liès will assume the position of Group CEO as of 1February 2012. Michel M. Liès' proven track record inreinsurance and broad international experience will support our mission to become the leading player in thewholesale re/insurance industry, while ensuring strategicand operational continuity. He brings with him in-depthknowledge of all facets of the business, an excellent reputation with clients as well as with governmentalorganizations and tremendous insights into the growtharea of emerging markets, one of our main strategic pillars".

Michel M. Liès has built up a wealth of experience in theareas of both life and non-life re/insurance from the various roles he has held at Swiss Re for more than 30

years. In his current role as Chairman Global Partnerships,Michel M. Liès focuses on building and deepening long-term relationships with public sector stakeholders,governments and NGO’s, with a particular focus onemerging markets. Prior to becoming Chairman GlobalPartnerships, Michel M. Liès served as Swiss Re’s HeadClient Markets, where he was in charge of all client relationships worldwide, and was a member of theGroup’s Executive Committee from 2005. Before that he was Head of Europe Division from 2000 to 2005 andHead of Latin America Division from 1998 to 2000.

"I am extremely excited about assuming the role of GroupCEO of Swiss Re," said Michel M. Liès. "The company is ina healthy state after the successful turn-around, and I amfully committed to implementing and further developingthe strategy set, advancing our market position. I willensure that we continue to leverage our exceptionalunderwriting capacity as well as our clear focus on clientcentricity.We will also place great emphasis on providing aworking environment where the best people in the industry will want to succeed, and on increasing the long-term value for our shareholders."

As announced in December 2011, Stefan Lippe has decided to step down as Group CEO of Swiss Re.

4

A n d b i t s

5

M A R | A P R 1 2 : 1 9m m

A n d b i t sTHE BIG “I” TO HOST POLITICAL PANEL FEATURING

Commentators Fred Barnes and Mort Kondracke to discuss presidential politics at annual gathering of agentsand brokers.

WASHINGTON, D.C. -Veteran journalists and politicalcommentators Fred Barnes and Mort Kondracke willheadline the political panel at The Independent InsuranceAgents & Brokers of America (IIABA or the Big “I”) annualLegislative Conference & Convention this spring.

Barnes is a FOX News political analyst and founder of theWeekly Standard. Kondracke is also a FOX political analystand serves as Roll Call newspaper’s senior editor. Thepolitical panel will be held on Friday,April 27 at 8:30 a.m.ET at the Grand Hyatt Washington and moderated byRobert Rusbuldt, Big “I” president & CEO.

“We look forward to Fred Barnes’s and Mort Kondracke’sinsight from opposing sides of the political spectrum on anarray of important issues to independent agents and brokers, such as health care, tax implications and muchmore,” says Rusbuldt.“ Their incredible expertise, insiderWashington knowledge, and decades of experience covering politics will provide an interesting discussion.Hosting such a panel in the middle of a presidential campaign year is particularly important and timely to Big‘I’ members.”

Barnes is co-founder and executive editor of The WeeklyStandard. He previously served as senior editor and WhiteHouse correspondent for The New Republic, covered theSupreme Court and the White House for the WashingtonStar, and served as the national political correspondent forthe Baltimore Sun. From 1998 to 2009, he was host, alongwith Kondracke, of the Beltway Boys on FOX News.Barnes also appears regularly on FOX’s “Special Reportwith Bret Baier” and has also appeared on “FOX NewsSunday,” “CBS This Morning,” “Nightline,” “Meet thePress,” “Face the Nation,” “The NewsHour with JimLehrer” and “The Daily Show with Jon Stewart.”

Kondracke has been a journalist for nearly 50 years, 45 ofthem in Washington, and has covered nearly every phaseof American politics and foreign policy. In 2011, he retiredafter 20 years as executive editor and columnist for RollCall and remains with the publication as senior editor.Kondracke also writes a weekly column "PennsylvaniaAvenue" on national politics, domestic and foreign policythat is syndicated nationally. He has been a regular commentator for the FOX News since October 1996,was co-host of the weekly political show,“The BeltwayBoys,” and is currently a panelist on Special Report withBret Baier.

The Big “I” Legislative Conference & Convention is theinsurance industry’s best-attended, most effective legislative meeting. This year’s event will take place April25-27 at the Grand Hyatt Washington Hotel inWashington, D.C.

The legislative conference is an opportunity for Big “I”agents and brokers to discuss important issues with theircongressional representatives. Top issues this year include:insurance regulatory reform, extension of the NationalFlood Insurance Program (NFIP), agent licensing reform,medical loss ratios (MLRs) and other health care topics,tax reform; the Federal Crop Insurance Program (FCIP),and other economic challenges facing independent insurance agents and the industry.

Other highlights of the Big “I” Legislative Conference &Convention include in-depth issues briefing sessions;appearances by numerous high-profile speakers discussingimportant insurance and national issues confronting law-makers as well as agents and brokers and hundreds ofmeetings on Capitol Hill between Big “I” agents and brokers and their elected representatives in the Congress.

For registration and hotel information, go to www.independentagent.com and select the “Events andConferences” link. Journalists interested in attending,please contact Margarita Tapia, director of public affairs,at (800) 221-7917 or margarita.tapia@iiaba.net for media registration.

6

M A R | A P R 1 2 : 2 0m m(con’t from page 10)

UM/UIM coverage has become more important as more drivers are going uninsured or carrying minimum limits. Thisresults in more claims against UM/UIM coverage which may involve waiver issues as well as arguments that there is notenough UM/UIM coverage offered. In defending an E&O claim, the agent must be able to produce evidence of the offerof UM/UIM coverage. Even better (and sometimes required) evidence is a properly executed and maintained rejectionform signed by the customer.

In the current economic climate, customers seeking cheaper alternatives may want to purchase only minimum UM/UIMcoverage. As the agent, you cannot force a customer to purchase coverage, but it is important to be able to show allcoverage (including UM/UIM) that was discussed, offered and rejected. Never alter a rejection form (or any document)after the customer has signed the same. Upon receipt of the signed wavier, review it for discrepancies. If an error orinconsistency is found, contact the customer. Agents who fail to understand the state laws relating to UM/UIM coverage may find himself the target of an E&O claim. Don’t just go through the motions when placing auto policies.

Nicole Yarbrough, J.D., is an assistant vice president, claims and liabilities, with Swiss Re Corporate Solutions and handlesclaims against insurance professionals.

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MAR/APR3/7Commercial Liability Insurance forContractorsDon Dudey, CPCU8:30am - 5:30pm 8 hrs of CE credit in MD

3/12Miscellaneous Personal Lines (ACSR #3)Joseph Conroy, ACSR9:00am - 4:00pm6hrs of CE in MD, PA & DE

3/15Commercial Automobile (ACSR#8)Don Dudey, CPCU9:00am - 4:00pm 6hrs of CE in MD, PA & DE

3/20Property & Liability InsurancePrinciples

INS 21 - Segment BShelley Arnold, CPCU9-4:306 hrs of P/C credits

4/5Flood SeminarVince Phillips9:00am - 11:00am2 FL or P/C

4/5Insurance EthicsVince Phillips1:00pm - 4:00pm3 hrs of ETHICS credits in MD &PA

4/10Professional Development &Account Management (ACSR #5)Shelley Arnold, CPCU9:00am - 4:00pm6 hrs of CE credits approved inMD & PA

4/12Certificates of Insuranceor “How I Got a Job in the PrisonLaundry”Stanley Lipshultz, CPCU9:00am - 12:00 pm3 hrs of CE credits approved inMD

4/17Property & Liability InsurancePrinciplesINS 21 - Segment CShelley Arnold, CPCU9:00am - 4:30pm6 hrs of P/C credits

4/25Directors & Officers LiabilityJohn Darlington, Jr.9:00am - 12:00pm3 hrs of L/H or P/C credits

Edu ationCorner

M A R | A P R 1 2 : 2 1m m

M A R | A P R 1 2 : 2 2m m

Shelley Arnold, CPCU,AU,ARM

On January 26th, several members of the IIAM Executive and Legislative Committees welcomed twelve

delegates from the House Economic Matters Committee and five Senators from the Senate

Finance Committee for dinner at Maria’s in Annapolis.

The meal was excellent and the time afforded provided our

committees the time to discuss pending legislation with the group,

which included the Chairman of Senate Finance,Thomas ‘Mac’

Middleton and the Chairman of Economic Matters, Derek Davis.

One of the main topics of conversation was the pending Certificate of

Insurance legislation, SB297/HB463, as well as several other bills which

would have a direct impact on how we do business.

Please keep informed of all pending legislation by checking the 2012

legislative bulletin regularly. Go to http://www.iiamd.org/2012%20Leg.%20Bulletin.htm.

Legislative Reception/Dinner

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Event Informa on:

Friday, June 8, 2012

6:00 pm 10:00 pm

Bal more Museum of Industry1415 Key Highway Bal more, Maryland 21230

410 727 4808

$100. Members

$700. Members (Table of 8)

Event Schedule

6:00 pm 7:00 pm Cocktails 7:00 pm 7:45 pm Dinner7:45 pm 8:45 pm Installa on & Awards8:45 pm 10:00 pm Entertainment

*For a lis ng of hotels in the area, please contact the associa on o ce.

Dinner Registra on: Register online at h p://www.iiamd.org/

Agency Name:__________________________________________________________________

Agency Address:________________________________________________________________

City, State, Zip:_________________________________________________________________

Phone:______________________Fax:_____________________Email:_____________________

Persons A ending Dinner:________________________________________________________

______________________________________________________________________________

I have enclosed $________________for______Dinner Registra ons.

Cancella on Policy: Cancella ons must be received in wri ng by May 26, 2012 to qualify for a refund. A $25.00 administra ve fee will be retained. Replacements are always welcome and encouraged. No shows will be invoiced. Return Check Fee: $50.00.

Phone: 410 766 0600Fax: 410 766 0993

E mail: iiamarnold@aol.comWebsite: www.iiamd.org

IIA Maryland, Inc.2408 Peppermill DriveSuite AGlen Burnie, Maryland 21061

The Independent Insurance Agents of Maryland

75th Annual Installa on Dinner

Entertainment following installa on:

Keith Matheny Keith will cap vate, amuse,inform, inspire and mo vate. A publishedauthor, Keith will demonstrate the power andability of the mind.

LLooookkiinngg BBaacckk,, MMoovviinngg FFoorrwwaarrdd

Looking Back, Moving Forward Levels of sponsorship available:

$2500 – Dinner Sponsor:includes 4 tickets to the dinner and 1 full page ad in program (3 Available)

$1500 – Reception Sponsor: includes 2 tickets to the dinner and 1 half page ad in program (3 Available)

$1000 – Speaker Sponsor: includes 1 ticket to the dinner and 1 quarter page ad in program (5 Available)

$500 – Patron Sponsor: includes 1 ticket to the dinner and 1 business card size ad in program

***Please send all artwork to iiamarnold@aol.com in jpg, pdf or tiff***

We would like to sponsor IIAM’s 75th Annual Installation Dinner:

Phone:

Please forward this contract, artwork and total due to:

IIA of Maryland, Inc. Attn: Shelley Arnold 24408 Peppermill Dr., Ste A Glen Burnie, MD. 21061 410-766-0600 410-766-0993 iiamarnold@aol.com

Company:

Contact Name:

Address:

City/State/Zip:

Email:

Payment Enclosed:

IIIIAA ooff MMaarryyllaanndd,, IInncc..7755tthh IInnssttaallllaattiioonn DDiinnnneerr

JJuunnee 88,, 22001122BBaallttiimmoorree MMuusseeuumm ooff IInndduussttrryy

You may also sponsor online at http://iiamdeducation.org/annualdinnersponsorship

An accident on the job can spoil everything. That’s why it’s important to stress safety to your employees

and provide proper equipment and procedures to prevent mishaps. A safety-focused workplace

helps decrease lost work days andminimizes workers’ compensation costs. To learnmore about

workplace safety, visit iwif.com, the home of Safety University. To learnmore about workers’

compensation insurance from IWIF, contact your agent, call 800.264.IWIF or visit our web site.

WORKPLACE SAFETY

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AN ESSENTIAL INGREDIENT FOR BUSINESS SUCCESS.

Advertiser: IWIF

Publication: Maryland Messenger

Insertion: March/April 2012

Ad Size: 8.5” x 11” trim7.5” x 10” image8.75” x 11.25” bleed

Title: Kitchen

If you have received this publication materialin error, or have any questions about it pleasecontact the traffic dept. at Weber Shandwickat (410) 558 2100.

S A F E T Y S A V E S W I T Hiwif.com

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2012 BEGINS WITH RATE INCREASES

Calendar year 2012 starts with a composite property & casualty rateincrease of 1 percent. According toRichard Kerr, CEO of MarketScout, "The1 percent composite increase in Januarymatched the increase for December2011. Workers’ compensation andcatastrophe exposed property continuedto exhibit the largest increases withupward adjustments of plus 2 percent."

In 2012, MarketScout will start trackingpersonal lines rates. Mr. Kerr commented, "Beginning in February,MarketScout will post a separate marketbarometer for personal lines business.A composite rate for all personal linescoverages will be posted each month.Specific market pricing will be posted for personal auto, homeowners and personal articles. We will also track high value homeowners separately from traditional homeowners."

A summary of the January 2012 rates by

coverage, industry class, account size and personal lines is set forth below.

Penn National Insurance values our independent agency force, and offers big opportunities for profitable growth.

� Competitive products and pricing.

� Real-time quoting and user-friendly systems for easier agency workflow.

� Local presence and outstanding claim service.

� Attractive commission and profit-sharing program.

We are committed to the independent agency system as the only means to deliver our products.

Ready to write your business

Visit us at www.PennNationalInsurance.com to find out how you can become an agent with big opportunities for growth.

Business • Auto • Home • Surety

A n db i t s

7

BY COVERAGE CLASSCommercial Property Up 2%Business Interruption Up 2%BOP Up 2%Inland Marine FlatGeneral Liability Up 2%Umbrella/Excess Up 1%Commercial Auto Up 1%Workers' Compensation Up 2%Professional Liability FlatD&O Liability Up 1%EPLI Up 1%Fiduciary Flat

Crime FlatSurety Flat

About MarketScout:The barometer is compiled by MarketScout, aninsurance distribution and underwriting company headquartered inDallas,Texas.The firm owns and operates the MarketScout Exchange at http://www.marketscout.com as well as over 40 other online and traditional underwriting and distribution venues. MarketScout launchedMarketScout Wholesale, LLC (MSW) in April 2010 developing a traditional wholesale strategy complimenting its electronic underwritingand distribution strategy. MarketScout and MSW have offices in Fort Lauderdale, San Francisco, Los Angeles, Phoenix,Dallas,Austin, New Orleans,Tampa, Chicago,Washington DC and New York City. M A R | A P R 1 2 : 2 7m m

� 150% current market value with no

deductible for scheduled items

� Blanket coverage, customized for high-limit

items ($50,000 per item limit and no

deductible)

� Immediate coverage for new acquisitions to

90 days up to 100 percent of class limit with

transit covered

� Coverage applies worldwide

� Fine Arts specialty coverage

� No out-of-vault/in-vault surcharges

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breakage of fragile items - even water

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Do you have clients with high-value, well-built and well-protected

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and who value a company and agent that specialize in meeting the

unique needs of their lifestyle?

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If so, we have an invaluable market for your insureds’ valuables!

For more information on this valuable market, please contact Big “I” Markets

at bigimarkets@iiaba.net or 800-221-7917.

Stand-alone

Valuable Articles

The very competitive rates and broad appetite of this program have made it one of the most popular on Big “I” Markets thus far, with nearly 40% of submissions placing coverage. It is available on a personal and commercial basis for a diverse range of risks including fine arts, jewelry, antiques, silverware, coins & stamps, memorabilia, gun collections, fine wine, musical instruments as well as other collectibles.