CONTENTS
8
COVER STORY:
What is branding all about, and how can integrated marketing strategies help
your business? We sought out three very different kinds of industry marketeers
to find out.
By Charles K. Hirsch, CLU
Columns &
Departments Features
4 14 Driving the hybrid LTC market
CEO COLUMN
It’s a new dawn, it’s
a new day, and I’m
feeling good!
By Dan LaBert, NAILBA CEO
6
CHAIR COLUMN
Digital footprint
expansion supports
members and their
clients
The Power of You,
the Power of Us
43 EVENT CALENDAR
FOUNDATION
Honoring 2019 Grant
recipients and NAILBA
Foundation supporters
By Robin Landers, CLU,
President, NAILBA
Charitable Foundation
Perspectives magazine is published quarterly by
NAILBA, the National Association of Independent
Life Brokerage Agencies, as a resource to the
insurance and financial services industry. It is
distributed both in print and digitally to NAILBA
members, industry professionals, and attendees
of the NAILBA annual meeting.
11325 Random Hills Road, Suite 110
Fairfax, VA 22030 • (703) 884-1525
www.nailba.org
NAILBA BOARD OF DIRECTORS
Myra Palmer, Chair
Seixas “Chad” Milner III, Chair-Elect
Jason E. Lea, Secretary/Treasurer
Jeffrey D. Mooers, Immediate Past Chairman
John Gilbert
Debbie Hannam
Luke Ramsey
Victoria Van Dusen-Roos
James Wong
28 Go fund yourself!
Will private insurance solutions finally stand
up and be counted? A look at the real danger
Americans face with end-of-life care.
By Ronald R. Hagelman, Jr., CLTC, CSA, LTCP
and Barry J. Fisher, LTCP
With number of elderly Americans expected to
more than double in next 40 years, learn how
clients can finance long-term service costs with
Medicaid-compliant annuities.
By Rich Lane
LIMRA Secure Retirement Institute shares
research on the importance of client trust and
ways to build stronger relationships.
By Jafor Iqbal
24 Life lessons
Sharing some real-life lessons from those on the
front lines selling life and annuity products.
By Sheryl J. Moore
NAILBA STAFF
Daniel LaBert
Chief Executive Officer
Pam Sheehan
Senior Director, Strategic Partnerships
& Media Initiatives
Joangel Concepcion
Director, Membership & Digital Engagement
Kelly Gormley
Director, Exhibits & Sponsorship Sales
Katie Holder
Executive Assistant
Ellen Toups, CMP
Director, NAILBA Charitable Foundation
Shara Wells
Director, Annual Meeting and Member
Engagement
Stop doing everything you are currently doing
with social media. Follow these steps for success.
By Sylvia Gordon, JD
34 Marketing’s field of dreams
You will not be successful just because you build
it. Key marketing strategies and straight talk for
making business dreams reality.
By Kim Magdalein
36 Accessing data to improve sales
22 It’s a matter of trust
Reframing disability insurance for expanding
sales in today’s market.
By Angie Hughes
30 LinkedIn is a nut you can crack
18 Using annuities for medical costs
By Diane Boyle, NAIFA
44 NAILBA CHARITABLE
Years ago, traditional LTC sold more than hybrid
plans. Today, roles are reversed. Ideas for holistic
planning around hybrid LTC.
By Michael Tessler
16 Extended Care Solutions
By Myra J. Palmer, CLTC,
NAILBA Chair
40 ASSOCIATION NEWS
Branding and marketing
Revolutionizing the way we think about
insurance by analyzing data on a customer’s
needs and an agent’s response.
By Bryan Eshelbrenner and Mark Krantz
39 Fresh take on seminars
Despite chatter to the contrary, live and virtual
seminars are still an effective tool for growing
your business. Suggestions for topics and ways
to build your brand.
By Joe Elsasser, CFP
Q4 2019
Volume 12, No. 4
PERSPECTIVES TEAM
EDITORIAL CONTENT AND SALES:
Pam Sheehan • [email protected]
LAYOUT AND DESIGN:
Tim Ingersoll • [email protected]
PRINTING AND DISTRIBUTION:
Clare Printing • www.clareprint.com
ISSN 2639-9784 (PRINT)
ISSN 2639-9806 (ONLINE)
Copyright is reserved throughout Perspectives.
No part of this publication may be reproduced
or reprinted without the expressed written
consent of NAILBA. The views expressed in
Perspectives are those of the authors and are
not intended to represent the views of NAILBA.
POSTMASTER: Please send change of address
notices to Perspectives magazine, c/o NAILBA,
11325 Random Hill Road, Suite #110, Fairfax,
VA 22030.
AUTHORS AND INTERESTED WRITERS:
Perspectives welcomes comments and feedback
on articles and content. Visit NAILBA.org/
Perspectives for content submission guidelines
and schedule, or to submit your article for
consideration. Contact Pam Sheehan at
[email protected] with further questions.
ADVERTISING: Please visit NAILBA.org/
Perspectives for 2019 Media Kit, ad rates,
and terms. To learn more about additional
opportunities to partner with NAILBA, contact
Pam Sheehan at [email protected].