Agency Profile: Just Do It

By: williamjones
July 1, 2014

By: Sheryl Feminis

East Lansing, Mich.
Founded: 1976
Employees: 6

Thirty-somethings Will and Lisa Lemanski know a social business is a firm with a future. Their M.O. includes consumer-preferred communication and non-traditional advertising. Husband and wife brought agency and carrier experience when they purchased the business co-founded by Will’s uncle, Robert Meiers, an agency producer and trusted adviser. As a fourth-generation agent, Will brought the legacy.

The couple embodies the collegial spirit independent agents are known for. When Will chaired the Michigan Association of Insurance Agents (MAIA) Young Agents Council (YAC), he oversaw the launch of a text message service as an alternative to email YAC alerts. He also devised a YAC app that delivers meeting schedules, Q&As, career guidance and more. Will credits Rita LaMoreaux, MAIA government affairs and YAC specialist, for making the app a reality.

WILL LEMANSKI, CO-OWNER

“Instead of doing traditional ads, we’re more focused. I grew my book through networking, but not necessarily with the usual local groups. I joined an international business networking organization with a structured program for word-of-mouth and referrals. I see exactly what I spend and what I earn as a result. With social media, some agency owners object to not seeing a return. But when they spend thousands to have their name on banners at the local softball field, can they say they’re realizing the equivalent in sales and commissions?”

ROBERT MEIERS, CO-FOUNDER

“Regardless of technology, we preserve our core values—field underwriting, establishing good communication and mutual trust with clients and company personnel and putting clients’ best interests first. Will and Lisa do an exemplary job preparing the agency for the future. Me? I’m learning about current tools. My daughter got tired of my flip phone and bought me a smartphone.”

LISA LEMANSKI, CO-OWNER

“I consider how I use Facebook as a consumer—like finding a class or a bank. I visit our agency’s Facebook page and website. We want to look professional and have consumers know they can take us seriously. We don’t want our agency left in the dust as social businesses succeed. We post YouTube video blogs on topics people are interested in. Does social activity yield sales? No. But it makes us relatable and credible on a personal level.”