Marketing to the Insurance Customer
June 23, 2014
My first introduction to the glass industry was on the automotive side, where I quickly learned about the challenges associated with insurance claims. Retail auto glass shops struggled on a daily basis--and I imagine still do--to educate consumers that their choice of service provider was not limited to the auto glass company their insurance company recommended. It was a tough job. After all, when insured property is damaged, most people call the insurance company first.
Does this same issue exist for window and door dealers? I ask because my neighborhood was recently hit by a severe hail storm and I am looking at potentially replacing skylights. I have been inundated with roofing companies going door to door, asking that I use their services when I file my insurance claim. Yet I haven't had a single call or visit from a window or skylight company.
Does insurance work represent such a small portion of the business that it doesn't make sense to dedicate resources to pursuing? Or, do you establish relationships with local agents rather than relying on door-to-door sales to get your name in front of potential insurance customers? Or is my experience an anomaly?
While I've worked in the window and door industry for some time, I'm still learning the nuances, and I ask this question as both an editor and consumer. What marketing approaches, if any, do you employ for the insurance customer?