Independent broker blog: A web of intrigue

If like me you are an independent regional broker, grown up on shop front and footfall, then you’ll understand my current dilemma with the development of my own website and our presence on the internet.

I recognise the need for a presence and understand that this is a “shop window” to a world beyond my own high street; however I struggle to understand how this mode of communication can generate relevant enquiries for my business.

Whilst obviously not a new innovation I believe that internet trading has settled to an extent where patterns and trends are becoming apparent, all of which currently don’t lend themselves to our business model. It seems to me that in order to make money from this medium you need volume and to create volume you must have the cheapest price and the resource to chase down these leads.

We work tirelessly to distance ourselves from the online offering and actively pursue those clients looking for relationship and rapport, we don’t offer “quote & buy” online and are not interested in attracting those looking for “cheap” car insurance.

What then do we do with this two dimensional medium to reflect and promote the three dimensional services we provide?

We don’t want to generate loads of enquiries from unconnected clients surfing for cheap car insurance or 12 months home insurance for the price of 10. We couldn’t handle the volume nor do we have the available funds to compete with those trying to maintain a presence on the first page of google.

We have recently changed the email enquiry form on our site adding more questions to try and encourage those looking to enter into dialogue and dissuade those who are surfing with no commitment to buy. We want people to find us when looking for help and guidance, we want these people to live or work locally and we want them to understand the value we add.

It is my belief that out of the hundreds and thousands that want to gain insurance within six easy keystrokes online, there are at least one or two relatively local to me that are hitting their heads on their keyboards desperate for someone like us to talk too.

We want to promote insurance, but more important than that we want to promote the 'Ashbourne way'.

We understand the need for a corporate identity, but it has to feel human, we don’t want stock photography, and we want people to see staff profiles and pictures and information on what we are doing in and around the local community.

When so many online companies and products are masked by smoke and mirrors and the general insurance buying public recognises this medium as a means to obtain cheap cover whilst cutting out the middleman, where do we figure without ourselves being dragged down the same route?

I suppose what I’m talking about is not too different from what I already have, however given the return on investment I’m struggling to justify spending money on developing the site just to get more of the same!

We currently receive approximately 50 or so enquiries per month from our website and whilst to some this may seem a miniscule amount which could be handled with minimum fuss, the effort is just not worth the hassle or return. We don’t hang around and try to make immediate contact, that’s easier said than done.

What we are doing wrong is applying our own way and offering personal and professional help and advice. What we don’t realise is that the vast majority are not looking for the “Ashbourne way”; they are looking for the cheapest way, regardless of consequence or cover provided.

I don’t know the answers to all these question and I’m currently looking for someone to guide me, without them trying to tell me to change my business model so that it fits with the traffic and enquiries currently generated by the web. Watch this space.

Peter Smits is managing director of The Ashbourne Insurance Group.