In an industry shaped by pricing pressure, tighter underwriting and constant market shifts, it's easy to focus on what can't be controlled. But according to Marcy Tabora, personal lines manager at RPS, agents can influence one constant: relationships.

"The marketplace, whether hard or soft, is always a bit of a moving target," says Tabora. "What you can control at any time is how you foster your relationships. Insurance is still a relationship business, and relationship matters more now than ever."

While technology, automation and efficiency are essential to today's operations, Tabora believes they can never replace the trust built through personal connection.

"We're all chasing technology, and that's important," she says. "But it doesn't compare to the human side of what we do. AI can't walk into a client's office or home, bring coffee and donuts and thank them for their business. Human relationships still work — and they still win."

Trust Is What Clients Value

One of the clearest indicators of the value of strong relationships, Tabora notes, is client loyalty.

"We hear it all the time: When customers move, they tend to remain with their agent," she says. "Clients don't want to start over with someone new. They want an advocate they already trust, someone who has their best interests in mind."

In a marketplace where options can be limited and pricing continues to rise, that trust becomes even more critical. Clients may feel frustrated when coverage tightens or premiums increase, but a strong relationship gives agents the opportunity and credibility to explain why changes are happening and how to navigate them.

Communication That Goes Beyond the Transaction

Building trust begins with meaningful, proactive communication, with regular check-in calls and approaching client conversations with preparation and purpose. Before a renewal discussion, for example, Tabora recommends revisiting the account in detail.

"Look at the replacement cost on the home. Is it still adequate for today's market? Have there been any updates or renovations? Have there been purchases in the last year that should be scheduled on the policy?" she says.

Life changes often drive coverage gaps, and agents who stay engaged can help close them.

"Maybe they bought a new boat. Maybe there's a household member approaching driving age. Perhaps they added something valuable and forgot to tell you. Having these conversations helps you protect the client and strengthen the relationship."

She also emphasizes that connection doesn't have to look the same for every client.

"It doesn't always have to be a phone call. Some people prefer email. Sometimes it's an email followed by a call. It's about what works for you and your client."

Availability, Professionalism and Follow-Through

In an increasingly competitive environment, responsiveness remains a differentiator.

"Customers want timely responses," Tabora says. "Quick turnaround matters. That's how you show that you're engaged and that their business is important."

Professionalism is equally essential. "A professional response, whether on the phone or by email, is an easy way to demonstrate competence," she notes.

Tabora also encourages brokers not to let relationship-building feel overwhelming. "You don't have to call every client in a month," she says. "Choose a cadence that feels manageable each week or month and work in smaller increments. Just start."

Strong Relationships Protect Clients When It Matters Most

Beyond renewals and pricing conversations, Tabora sees relationship-building as a form of risk management.

"Open conversations are critical. You don't want to discover after the fact that something wasn't covered properly or wasn't documented the way it should have been."

That trust also plays a vital role when clients need guidance navigating their coverage, documentation or policy structure.

"If there's confusion or uncertainty, clients need someone who can help them understand what they have and what's required," Tabora says. "That only happens when a relationship already exists."

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