Expert Series: Choosing One Vertical in Insurance with Justin Brock

Justin Brock, President of BBI

This blog post is based on an article by Justin Brock, President of BBI. It has been posted with his approval and permission.


Continuing with our Expert Series blogs, we had the opportunity to talk with Justin Brock, President of BBI, about the benefits of choosing one vertical in the insurance industry. Thank you, Justin, for your time and contribution! Read below to learn about his advice for focusing your efforts.


The Benefits of Focusing on One Insurance Vertical

There’s a bull market in financial services, and many people are using the optimism to start a career in the insurance industry. When first starting out, there are many decisions to be made. Needless complications can delay or even prevent you from achieving success.

Become An Expert In One Niche

When you first embark on building your insurance empire, you’ll want to give a good deal of thought to your business plan. Consider which products are natural complements and can be sold with the same licenses. For instance, specified illness and hospital indemnity policies are natural complements to health insurance. Selling Medicare or ACA plans can easily be combined with these ancillary products.

This keeps you in one vertical.

Aim to be the expert in this vertical in your local area. If you can really groove your bread-and-butter niche, you’ll not only accelerate your earnings, you’ll also scale your reputation. Financial services depend heavily on reputation; the sooner you can build your reputation as an in-demand expert, the sooner your sales will take off through referrals. Marketing becomes easier when you’re known to be an expert, too.

Focusing on one vertical also allows you to hone your marketing and networking message. By remaining laser-focused, you’ll maximize sales growth without wasting your budget on distracting business ideas.

If you dilute your brand by working in more than one vertical too early, you’ll delay this kind of positive synergy. Stay focused on your home niche early on, and you’ll pave the way to later, and greater, successes.

Scale Quicker

Choosing one vertical in insurance will help you to scale quickly. Success breeds success, and since most of the insurance industry pays residual, or passive, income, scaling quickly in your primary field is key. Sales lead to sales, and the more sales you have, the easier it will be to build an organization of selling agents under you. By focusing on your key area and succeeding in it, you’ll also be able to help your downline do the same, and a vibrant downline is a huge boon to scaling your business. This kind of exponential growth will make your organization highly valuable in a potential sale to a bigger entity or can allow you to make strategic acquisitions of your own.

It’s Easier To Move Into Other Areas When You’re Already Successful In One Vertical

Consistent success in your initial insurance vertical will eventually allow you to expand into other areas of the business. If you initially focused on health insurance, you can move into the life insurance space, too. When you have a big enough book of business on the health side, you’ll have more and more life insurance conversations with clients and prospects; adding life insurance as a service offering will come naturally.

Since you’re building on a successful operation, you can afford to grow your second niche slowly; you’re not dependent on rapid success in the new area. But now, you’ll have two growing profit centers, both of which pay passive income, which will put you on the path to generational wealth.

As you develop or re-develop your business, don’t forget about the importance of choosing one vertical in insurance. This initial choice can help you lay the foundation for a profitable and rapidly growing insurance empire.


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Kelsey Rosauer

By Kelsey Rosauer on June 2, 2022 in Selling

Kelsey is the Brand Manager at AgencyBloc. She plans and creates educational resources to help insurance agencies organize, automate & grow their business. Favorite quote: "I am convinced that life is 10% what happens to me and 90% how I react to it." —Charles R. Swindoll  More articles

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