when Izzy Green, employee of his local P&C insurance broker, realized that insurance is an area in which he naturally excels. 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 in establishing an insurance agency of their own.
After realizing the potential that exists 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 in Sol’s brother’s garage. Starting out like 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 noted 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 dabbles a bit in everything, while excelling in 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 limit themselves to one segment of the insurance universe. They would focus on one aspect of the insurance business, work solely within one field, and build up expertise in the specialized niche they chose. After careful deliberation, Izzy and Sol chose the field of real estate insurance. They had no idea how, but they intended to 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. They returned the next day, and the next and the next, persevering despite the odds that seemed stacked against them. After two weeks, the two had amassed the contact information for the landlords, owners & managers of over 300 buildings.
The next step
They then 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 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 – whom they ended up saving 40% on his policy, and who has been a loyal customer ever since. The rest is history.
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