How Brokers Can Build a Strategic Relationship in a Transactional World
By: Kurt Meister, SVP Distribution Partnerships (Eastern Region)
Brokers have options in placing coverage for their clients. But they don’t always have a strategic partner to rely on.
Brokers that focus on building deeper, more strategic relationships with program managers succeed in building a reputation in specific industries. They create new revenue streams and leverage that experience in a repeatable fashion – becoming known as an invaluable partner in that niche.
That shift—from transactional to strategic—separates brokers who earn referrals, provide unique value and gain high retention from those that focus on cold calls, RFPs, cheap premiums and having to fight for every new customer.
Here’s how to make that shift, and what it means for your business:
Move Beyond the Submission
Let’s be honest— MGAs and carriers see a flood of submissions every week.
What gets noticed isn’t volume.
It’s clarity. Intent. Alignment.
Transactional brokers send in incomplete apps & loss runs – and don’t tell the story of what they’re trying to achieve.
Strategic brokers:
• Review their current book and discuss a number of opportunities with their program manager or carrier
• Share context about the client’s risk profile – the type of operator and what dedication do they have to the investment and risk management.
• Explain the long-term opportunity with that client – not just the one location being considered for a quote
• Provide transparency on timelines and expectations on coverage – not just asking for a quote with no background or direction and saying “do your best”
At Sertis, we aren’t appointing every broker. We’re looking for partners who value a strategic relationship. In our case, we’re looking for brokers who understand how risk management technology can give them a strategic edge that no one else provides.
They see that value and understand how it gives their client the long-term ability to control their premium AND reduce their overall cost of risk.
Treat Program Managers Like Strategic Partners, Not Vendors
You wouldn’t present yourself to a client as a vendor, so why treat your insurance partners that way?
Program managers and carriers want to invest in brokers who:
• Think long term
• Share production goals
• Are transparent about challenges
• Show interest in mutual success
That starts by opening the door to real dialogue. Ask questions like:
• “What types of risks are you best positioned for right now?”
• “What would make our relationship more valuable to you?”
• “How can I help you grow within my client base?”
And make sure the carrier or program manager receives the same information from you.
This information exchange goes a long way in building trust, unlocking collaboration and creating opportunity beyond the next submission.
When I’m meeting with a broker, these are the types of conversations we’re having. I prepare for every conversation and will ask questions that help you understand how to best work with us and grow your portfolio.
Make your Submissions Stand Out From Other Brokers
Program managers and carriers with strong incoming flow look for ways to prioritize. When an underwriter knows that a broker’s incoming submission will meet communicated guidelines and has the materials needed up-front, they skyrocket to the top.
And if you do that, more often than not, risks that aren’t a complete fit will also be considered faster because your a trusted partner.
Strategic brokers also keep their partners in the loop, provide feedback, and invest in the relationship even when there’s no active deal on the table.
Want to stand out? Try this:
• Book a quarterly meeting to align on the strategy of your current book, not just the next deal
• When submitting, tell them you’ve checked their guidelines, why the risk fits and what you’re still working on obtaining, based on the submission requirements – making them find out what is missing wastes everyone’s time
• Be clear on what you need from a coverage perspective and how the client doesn’t just focus on price – or if they do, be up-front about it
• Keep the carrier or program manager updated throughout the quoting process – “going silent” on a program manager or carrier breaks trust and isn’t strategic
• Offer feedback after quoting, even if the deal didn’t land. This is invaluable for ALL parties.
This kind of consistency builds credibility—and helps you become a broker your partners focus on first, not last when things get busy.
Build Together, Win Together
When you operate strategically with carriers and program managers, the relationship becomes about more than business—it’s about:
• Building trust.
• Building better outcomes for clients.
• Building solutions together that evolve as the market changes.
At Sertis, we seek what we call “flow” brokers where we can win multiple times per quarter and build momentum that’s contagious. We get that by establishing up front that our values are in alignment – transparency, growth, and dedication to long-term value. And we go further together.
If you want to get the best from your insurance partners, give them something to invest in—your strategy.
When you move beyond the transaction and intentionally build a relationship, you become more than a producer. You become a partner. That’s when real opportunity opens up.
If you’re looking for a real multifamily insurance strategic partner, let’s talk. Contact me at kmeister@sertisins.com.
About the Author
Kurt Meister is a distribution leader at Sertis, where he works directly with brokers to build high-impact, long-term partnerships across the multifamily insurance space. With 35+ years of experience in building broker relationships and sales teams, Kurt is passionate about helping others grow personally, professionally and in their business.