Personal Lines is auto, home, and umbrella insurance for individuals and families. It's what most of our prospects sell. This module gives you enough to talk shop without faking expertise.
Personal Lines is mostly three products. Most agencies cross-sell them as a bundle.
Liability + collision + comprehensive coverage. Renews every 6 months usually. Average premium $1,200-$2,500/yr. The lead magnet for most agencies because everyone needs it.
Required by mortgage lenders. Average premium $1,500-$3,500/yr. Renews annually. Less price-sensitive than auto. Bundling auto + home gets a discount, which is why agents push this combo.
Extra liability coverage on top of auto + home. Cheap (often $200-$500/yr for $1M+ in coverage). Easy upsell. Almost pure profit on the agent's side.
| Metric | Industry average | Why it matters |
|---|---|---|
| Lead-to-quote rate | 40-60% | Half the leads never even get a quote because no one followed up |
| Quote-to-close rate | 25-35% | 3 out of 4 quotes don't close, mostly because no follow-up after the quote |
| Average commission per policy | 10-15% of premium | $120-$375 per auto policy bound |
| Renewal commission | 10-15% every renewal | This is why retention matters more than new sales |
| Average policies per household | 1.5-2.5 | Bundling = bigger commission & stickier customer |
The total set of customers an agency owns. "We have a $2M book" = $2M in annual premium they collect commission on.
Permission from a carrier to sell their policies. Agencies brag about how many appointments they have.
Selling auto + home together. Customer gets a discount, agent gets two policies.
The date a customer's current policy with someone else expires. Agents try to time outreach to land right before x-date.
Software that pulls quotes from multiple carriers at once. Examples: EZLynx, PL Rating, Tarmika.
Agency Management System. The agency's main software. Examples: AMS360, Applied Epic, HawkSoft, NowCerts. Different from a CRM (we don't replace AMS, we sit alongside it).
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