when Izzy Green, employee of his local P&C insurance broker, realized that insurance was an area at which he naturally excelled. He decided to leave his job and start his own business. In need of a partner, Izzy approached his long-time friend Sol Eisenberg and offered him the opportunity to join him in establishing an insurance agency of his own.
After realizing the potential that existed in the insurance field, Sol agreed and Evergreen Insurance & Risk Management was born. Izzy and Sol, barely out of their teens, started their new business out of the garage of Sol’s brother. Starting out like all other traditional insurance agencies, Evergreen sold all forms of insurance, including homeowners insurance, auto insurance, business owners insurance, and more.
A closer look
A few months later Izzy and Sol took a good look at what was going on in the world of insurance agencies, and realized something crucial. Evergreen wasn’t going to make it if they remained as a typical, jack-of-all- trades company. They couldn’t remain an agency that dabbled a bit in everything, but was good at none. In order to succeed in the extremely competitive insurance environment, Evergreen would have to find a way to stand out.
Izzy and Sol decided to choose one area to excel in out of the various different options available in the insurance world. They would focus on one aspect of the insurance business, work solely within one field, and eventually become leading experts in the specialized area they chose. After careful deliberation, Izzy and Sol made the tough decision to move away from how it was traditionally done, and to specialize solely in the field of real estate insurance. They had no idea how, where, or what, but they knew they would get to the top no matter what it took.
Making it happen
The very next day found Izzy and Sol on the road to Manhattan, with the goal of breaking into the real estate insurance market. They had no idea how they were going to pull it off, but they were determined to succeed. When they got there, they began walking around the various buildings and collecting the different landlords, owners & managers’ contact information. Many hours later, they went home. And came back the next day, and the next and the next, persevering despite the odd that seemed to be stacked against them. After about two weeks, the two of them had amassed the contact information of the landlords, owners & managers of over three hundred buildings.
The next step
They contacted each and every one of the managers and offered them the wonderful service Evergreen Insurance & Risk Management had to offer. Although no one seemed to be interested, Izzy and Sol did not give up. They spent the next few months following up every possible lead to a potential client. Finally, after weeks of intense effort, their work paid off. They found their very first client, for whom they ended up saving forty percent on his policy, and who has been a loyal customer ever since. And the rest is history.
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