Above The Business Episode 471: Marketing Attribution, Staffing Solutions & AI Strategy with Andrew Filar
Today on the podcast, we welcome back listener favorite Andrew Filar! Andrew is a Managing Partner and CEO at Marilyn Todd Insurance in Atlanta, GA. He has successfully grown his agency from $0 to $30 million in premiums in under 5 years and now helps other insurance professionals achieve similar growth.
In this episode, Bradley and Andrew discuss three major themes for insurance agency growth: audience building in the AI era, evolving marketing strategies, and solving industry staffing challenges. Andrew provides both high-level strategic insights and actionable tactics for immediate implementation.
Andrew emphasized the complexity of modern attribution: customers might see a referral, then a Facebook ad, then Google search before calling - making it difficult to track the true source of leads. He also references how his agency has implemented mandatory referral requests on every customer interaction, recognizing that referrals often don't get attributed correctly even when they drive significant business.
Actionable Takeaways
- Implement Full-Funnel Marketing: Don't rely on single tactics - integrate calling, email, retargeting, and direct mail.
- Focus on Local Audience Building: Invest in building authentic local presence and relationships.
- Measure What Matters: Track both individual tactic performance and overall cost-per-acquisition.
- Systematic Referral Requests: Make asking for referrals a standard part of every customer interaction.
- Invest in Training: Focus on developing talent rather than just trying to hire experienced professionals.
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