Greetings from the Heartland

We would be remiss if we didn’t take this opportunity to sincerely thank Alex and Patt Soto for the great leadership they have given us and the contributions they have made to the Big “I” and the entire insurance industry.

We come to you from the great state of Iowa, truly in our nation’s heartland. We all are proud of our roots, but there is something very special about Iowa—a combination of hard work, determination, kindness and a work ethic that is beyond reproach. That is why our nation’s political parties have allowed Iowa to lead every four years in the caucus system, why our educational system continues to rank at or near the very top in student performance and why the insurance industry thinks so highly of our state that we now rank first or second (depending on the survey method) as the state hosting the most domiciled insurance companies. Next to agriculture, insurance is the second most important revenue source for feeding our families. What makes this all the more amazing is that our cost of living remains near the bottom. In fact, we have the lowest automobile insurance rates in the 50 states and almost the same for homeowners.

But, like many of you, we don’t just look to price as the total measure of performance when selling our product. There are other things that enter the equation. Our service to the policyholder during the “insurance experience” or at the unfortunate time of a claim is what sets us as independent agents apart from other channels. If we choose to, we can be involved during the initial quoting of the risk, the underwriting process, the lifetime of the policy and even the claims process. Try to get a caveman to do that for a consumer. We are exceptional, we are truly independent and we offer products from a variety of financially sound and well-governed carriers.

We also have the privilege of serving the public during a time of great consumer expectations. There’s lots of competition. With the mere click of a mouse, cell phone connection or a rapid fax-back, our customers can be in contact with a competitor almost instantaneously. We have to bring something more to the equation; we have branded ourselves their Trusted Choice® and we have to live that brand!

That’s why the Trusted Choice® Board of Directors is emphasizing the opportunity the brand brings to our storefronts and the necessity that we not just “display” the brand but actually “live it” in our day-to-day operations. We are so convinced it will make a difference that Trusted Choice® developed a blueprint for branding excellence. The guidebook “Live the Brand” helps fully integrate Trusted Choice® into your agency, step by step.

Now let me admit something: My agencies’ offices joined Trusted Choice® in its infancy. We did so because: 1) we knew the importance a brand brings to a transaction; 2) we wanted to do anything that would help enhance our public image and 3) we wanted to be team players. After all, I was on the road to becoming your national chairman, so it is my job to lead the charge. But that was it! I joined, posted the information and the brand itself, did a little advertising and went my merry way. I didn’t truly live the brand. But that was then, and this is now. I’m not alone—there are others who share this history with me—but fortunately, more and more of us have developed a vision beyond just joining. We know that living the brand will make our agencies, and the independent agency system, stronger and more competitive. So how do we go about it?

Order your Trusted Choice® “Living the Brand” guide from your state office today. Then join my and other agencies in working through the monthly steps to really live the Trusted Choice® brand. This first month suggests we sign up for the program and/or update our agency profile. Next, we explain Trusted Choice® to our employees and choose an agency brand manager. Week three, we begin to implement the brand into the agency identity by adding the Trusted Choice® logo to agency stationary and collateral materials. We close out month one by sending press releases about joining Trusted Choice® to local media outlets.

Let’s do it together—join me in living the brand. E-mail me your results at bfulwider@fai-wai.com. Your message will reach me personally—here in our nation’s heartland.

Bob Fulwider
Chairman