Why Being “Different” Is the Secret to Winning Clients and Building Loyalty

At IIAT’s 2026 Joe Vincent Management Seminar, Brandon Smith, EVP of Marketing & Communications at Glidewell, challenged attendees to rethink how they build relationships and market their agencies.

During the presentation "A Different Approach to Business Relationships and Marketing," sponsored by BroadStreet Partners, Brandon's message was simple but powerful: Different means no longer the same.

And in a competitive insurance market, “no longer the same” is exactly what independent agents need.

What Does It Mean to Be Different in Insurance?

Smith framed the session around one core idea: the difference between a contact and a contract is the letter R—relationship.

Independent agents already have a built-in advantage. They are community-based, relationship-driven, and not beholden to corporate quotas. But too often, marketing becomes routine—sponsorship logos on jerseys, generic social posts, standard email blasts.

Different agencies create “wow” moments.

Case Study #1: Turning a $500 Sponsorship Into $12,000 in Revenue

Instead of simply putting his logo on a Little League jersey, Smith:

• Mailed personalized draft letters to each player

• Posted game highlights and tagged families on social media

• Sent handwritten notes to both players and parents

• Invested time in meaningful conversations

The result? Stronger community ties and nearly $12,000 in first-year revenue without ever asking for a quote.

The lesson: When you build authentic relationships, business follows.

Case Study #2: A $20 Pizza Giveaway That Generated $63,000

A hyper-local Facebook giveaway, strategically executed in a community group, generated 354 new local followers. Those followers were later retargeted during open enrollment.

First-year revenue: $63,000.

The key wasn’t the pizza. It was intentional follow-up, personal delivery, and creating shareable moments that expanded visibility.

Key Takeaways

• Invest in relationships before asking for business.

• Create unexpected “wow” moments.

• Be intentional with local engagement.

• Use social media to build community—not just broadcast information.

• Control what you can—even in a hard market.

Independent agents are uniquely positioned to win through connection. As Smith reminded attendees, when you put people before premiums, retention and revenue take care of themselves.