March 23, 2023

RHS 174 - It’s an Aaron Gordon World, We’re Just Living in It

1 hour

Became a Master of the Close: https://masteroftheclose.com

Aaron Gordon is the Vice President of Gordon Companies.

Aaron Gordon is one of my favorite people in the insurance industry...The dude bleeds the independent insurance agency.

And while Aaron may come from a traditional agency, his thoughtful design has prepared the Gordon Companies for massive growth in the future.

This is a TREMENDOUS conversation you don't want to miss...

Episode Highlights:

Aaron mentions that he is fascinated by people who do alternative living and make a living through YouTube content creation. (10:15)

Aaron discusses content creation for insurance agencies and the importance of ensuring that the content being created is actually a business and not just for fun. (14:33)

Aaron emphasizes the importance of building a brand through social media and the impact it can have on attracting potential customers, even if they may not immediately engage with content or make purchases. (17:25)

Aaron discusses the value of effective sales scripts and the importance of not being too pushy. (19:59)

Aaron believes that using carrier service centers for insurance sales could be more profitable than writing it in-house, as carriers can provide better cross-selling and take a lower commission. (26:20)

Aaron discusses the importance of setting a minimum threshold for coverage and analyzing the profitability of different silos of the business. (29:22)

Ryan and Aaron discuss the different types of agents in the market. (34:10)

Aaron explains that referrals are essential for growing an agency. (41:07)

Aaron believes that there is a place for both no-touch and touch in the industry, and the secret sauce is not about how to bring customers in the door but how to increase revenue per account each year. (44:33)

Ryan mentions that an individual can be both a marketer and a salesperson and still care about the quality of customer experience. (50:27)

Aaron mentions that traditional agencies that have not adapted to the changing times may face a day of reckoning. (53:56)

Key Quotes:

“The secret sauce is not worrying about how you bring them in the door but worrying about how each year, not just on rate, you increase the revenue per account.” - Aaron Gordon

“I think that there is a day of reckoning coming for those random, older time agencies that haven't adapted at all.” - Aaron Gordon

“The challenge that we have is that insurance isn't cool. And I think that one of the things that I at least tried to do and that I think you tried to do also is like, I want people to buy from the person. What I don't want is for people to think that this person is a jerk or this person doesn't know what he's talking about. - Aaron Gordon

Resources Mentioned:

Aaron Gordon LinkedIn

Gordon Companies

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By Ryan Hanley, Bleav

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