While the insurance market faced unprecedented rate hikes last year, things have begun to stabilize, but costs are still high. Some dealers have told WardsAuto that those costs have led to lost sales, even when all other details are finalized. Burgiss, the chief marketing officer and chief product officer for Polly, an embedded insurance marketplace, shares insights on this topic.
Here, he talks about how F&I managers can better assist customers in navigating buyers’ budget challenges and how tools like Polly can offer more competitive rates. In this Q&A, we also delve into strategies dealers can use to guide customers through the insurance process, enhance transparency and avoid last-minute surprises that could derail a sale.
WardsAuto: We have reported that insurance rates have squelched some auto sales. Do you see that continuing?
Burgiss: I think the insurance carriers have adjusted to the new normal post-pandemic. It’s taken a number of years for that to sort itself out. The insurance market was one of the worst on record last year in terms of both rate increases and total sales. People are now shopping at a heightened rate as compared to the past and, thank goodness, rates have stabilized. So, going forward, we hope for the same.
WardsAuto: As we’ve discussed, rates are still high. How do you recommend F&I managers talk to buyers about the rates they may expect to pay?
Burgiss: We know from our insurance study that about half of car shoppers research insurance prices before they go to the dealership. We recommend F&I managers check the rates on the different models to see which vehicles might be most affordable.
About half of customers are already doing that before they get to the dealership, so the sticker shock is lessened. Those customers already know what they will pay for insurance. And, of course, dealers don’t sell insurance. Letting customers discover rates on their own is the smart thing to do.
Having said that, introducing them to Polly is not selling insurance. It gives customers a tool to find the best coverage and insurance rates for their situation.
WardsAuto: I’ve heard of some dealers partnering with insurance agents to sell insurance. Is that a better option for dealers and their customers?
Burgiss: Some dealers just refer customers to only one insurance brand, or a local insurance agent. But does that agent have the power of offering a dozen options, including Progressive, Geico and other national companies? Probably not.
The customer is not going to get a great rate if they don't shop all the major brands and all the regional brands all at once. That’s how they get the best rate and avoid the possibility of getting surprised when they just call their existing agent. So yes, if a customer’s insurance options are limited you risk leaving money on the table or having a deal blow up. You want well-informed customers.
WardsAuto: So, the informed customer is who?
Burgiss: An informed customer is someone who knows what the market has to offer. You should think about auto insurance purchases just like you think about any purchase you make. Do you make a major purchase if you don’t have confidence that you are getting a good price? How do you know you’re getting a good price?
You need to see what the market has to offer. And the way to do that with insurance is to get quotes from all the major carriers and all the regional carriers. And the fastest and easiest way for your customers to do that is, of course, to use Polly to see all the rates at once, and then you have an informed customer. Then there’s not the moment of getting one rate back from the agent down the street and having the customer say, “That’s not something I can afford.”
WardsAuto: That is a real blow, especially when the deal is almost complete.
Burgiss: Yes, because at that point, you’re scrambling to patch up something that could have gone much better had you introduced your customer to a complete view of their insurance options to find the best rate for them.
WardsAuto: As you said, though, dealers must be careful not to indicate they are insurance agents. How do they do that?
Burgiss: By just introducing the client to a tool that can save them money. You know, Mr. And Mrs. Smith, we’re here to help you get the best experience possible and get a great deal on insurance as well. Because of that, we want to introduce you to Polly. They give you up to a dozen quotes in just a matter of seconds. Then you know what the numbers really are, and you can make an informed decision.’
WardsAuto: In all the years I’ve bought cars – in four different states – I’ve never had a dealer even discuss insurance with me.
Burgiss: That’s because the dealer is thinking about insurance as an administrative step on the path to getting the car sold. They need to get involved in the conversation in a way that can potentially save the customer money. And they do that by setting up a friendly, no-pressure conversation after they agree to buy the car and before they enter the F&I office. And it’s easier to do that now because rates are pretty steady; customers who are switching and saving on insurance in 2024 are saving more than $100 a month on insurance for their new car versus their trade-in.
That matters to consumers, especially those who buy new cars where insurance rates are typically higher.
Article originally published on WardsAuto
Author: Nancy Dunham, Principal Analyst/Retail, WardsAuto