Randy Kerns, CIC, ChFC • Bridgeport, WV
United Security Agency • Voya Financial Advisors, Inc.
Our company has several distinct business lines. Property and casualty insurance and our investment advisory practice are the most prominent. Almost 100% of our new clients come in through word of mouth and referrals.
P&C for both commercial and individual clients is a relatively high-volume business with a low number of client touches. Client service is very important, but the bulk of that occurs during the preparation of proposals and the claims process. Clients are generally in pretty good shape until the next renewal, assuming no major claim issues.
The investment-advisory and financial-planning sides of the business are almost the opposite—fewer clients but a very high frequency of client touches. I help individuals solve a lot of potential household problems. They may be insurance-related, in the sense of risk mitigation, or any other element of their financial lives. People have come to see us as a trusted advisor, and we have strong relationships with lawyers and CPAs who will act as a team with us.
Keeping the client touches frequent is a priority. We schedule meetings with distinctly different purposes and phases, like reviewing wills, trust documents, or investment policy statements to keep everything current. If we have completed a retirement plan or asset-allocation analysis, we will refer back to the original goals that were set up and make sure everything is still on track compared to client expectations.
We will also ask clients for feedback to see if they are happy with me and my staff. Satisfied with what we’re doing? Is there anything that they’d like us to be doing that we’re not? We find that the frequency of these client touches helps translate into the high number of positive referrals our firm receives.
Disclosure: Securities and investment advisory services offered through Voya Financial Advisors Inc. (member SIPC). United Security Agency is not a subsidiary of nor controlled by Voya Financial Advisors, Inc. 21423006_IAR_1215
Photography by Martha Rial
