HVRAP Emphasizes Action and Presence
Have a strong web presence; be aware of E&O trends
More than 200 insurance professionals from across the state gathered on Oct. 20 in the Doubletree Hotel in Tarrytown, to enjoy a day of networking, education and more, as part of PIANY’s annual Hudson Valley Regional Awareness Program.
President’s message
During the event’s luncheon newly elected PIANY President John Parsons II, CIC, CPIA, AAI, delivered his first formal remarks as president. In his speech, Parsons stressed the importance of reaching out to younger generations and setting an example of how rewarding a career in insurance can be. He also took time to reflect on all PIANY has accomplished over his time with the association and encouraged everyone in attendance to become more involved in the association.
“Because you are here today, you’ve demonstrated that you are committed to our industry and dedicated to improving yourself and your business to better serve your clients,” he said. “I applaud you for your work, and ask each of you, as the best marketing examples our industry can have, to take a more active role in PIA.”
Parsons wrapped up his speech by expressing his hopes and plans as president of PIANY, “I promise, this year and beyond, I will work with PIA to continue to bring you the best programs and benefits that we can to help you build your businesses.”
Keynote/awards luncheon
During the luncheon, Hudson Valley RAP Committee Chair Frances A. Scott presented Robert J. Ryan Jr., CIC, of Ryan & Ryan Insurance, with the HVRAP Distinguished Insurance Service award. The award is presented to individuals in the insurance industry who have a history of significant contributions and support to the regional insurance community.
Ryan was presented with the award for his continued dedication and support to the professional, independent insurance agent. As an active member of PIANY, Ryan has served on the Kingston Advisory Council and as past president of the New York Young Insurance Professionals.
Also during the luncheon, Casey Preston, CEO of Stratosphere Marketing Solutions, delivered the event’s keynote address, speaking to the importance of social media and a strong web presence for all businesses. Drawing on his more than 15 years of experience in the digital marketing/web design industry, Preston provided attendees with strategies to strengthen an agency’s online presence. The overarching theme of Preston’s presentation was: Keep it simple.
“I think we all overcomplicate our marketing online to the point where we have so many moving parts and nothing’s working for us,” Preston said. “The solution to this comes down to four factors: Time management, knowledge of digital marketing, retention and staying connected.”
Preston provided insight into how to work social media into an agency. He suggested starting a blog and posting four times a month; making sure you are posting on Facebook and other social media sites (e.g., Twitter and LinkedIn) and engaging your base; and making sure you like what comes up when you search for your agency online. Preston called this winning the battle of you.
“You need to match your online brand with your offline brand because consumers are going to find you there first,” he said. “Even if you are the most established agency in your market, you might be losing business to an agency that doesn’t provide the same quality service.”
Staying connected and engaged with the local community and ensuring you are creating strong connections both online and offline, is where independent agencies win against larger insurance companies. Preston suggested having your agency’s web presence reflect your community involvement. Being consistent across the digital landscape is key.
“As an independent agent, we have to offer much more value and service, and we have to simplify our web presence to serve these modern technologies,” Preston said. “That’s going to allow you to continue to provide the value that an independent agency offers.”
Education
HVRAP attendees had the opportunity to earn much-needed continuing education credits by participating in two education sessions offered at the event. In both the morning and afternoon sessions, insurance expert Steven D. Lyon, CPCU, CIC, CRM, AAI, ARM, CRIS, AIS, walked agents and brokers through contemporary issues being faced in the insurance industry today.
The morning session—What’s New in Personal Lines and Commercial Lines?—aimed to “bring people up to speed with all of the massive changes that are going on in the insurance industry with the rise of the sharing economy,” Lyon said.
The class tackled this goal by examining emerging issues, risks and exposures that clients of professional, independent insurance agents face in this emerging technology world and how agents and brokers can reconcile those risks and exposures to insurance products that ensure clients have proper protection. The session also explored ride hailing, the host liquor liability coverage, price optimization and more.
In the afternoon session—25 Potential Errors-and-Omissions Issues—Lyon led the class through real-life errors-and-omissions claims to address how agencies can prevent similar issues. The class took a proactive approach to policy language and exposures that agents and brokers face by analyzing actual court cases and focusing on policy language.
“In the class we look at current court cases where agents get dragged into court for not meeting the standard of care that an agent owes in the state of New York,” Lyon said. “The primary goal is to keep the agency out of court because once you get to court and involved in an E&O claim, it’s a lose-lose situation for anybody. Be proactive, understand the products you are selling and stay out of court.”
Networking
HVRAP offered attendees the opportunity to connect with fellow agents, catch up with friends and make new contacts at its expansive trade show. With nearly 50 exhibitors and major door prize drawings, the trade show offered participants the perfect venue to catch up on the latest innovations, products and markets.
This year’s event closed with another networking opportunity, sponsored by PIANY-YIP. The networking reception offered insurance professionals the opportunity to discuss the day’s events over complimentary cocktails and hors d’oeuvres.
