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Building Local Trust: Driving Growth for MIM Insurance in a Crowded Market

Project Objectives

  • Improve brand recall in competitive Northern VA insurance market.
  • Drive leads across auto, home, and life lines.
  • Position MIM as trusted insurance advisor.

Challenges

  • Low brand awareness vs. large agencies.
  • Customers skeptical of brokerage fees.
  • Difficulty scaling local lead generation sustainably.

Our Approach

  1. Local market research – Surveys uncovered that simplicity and trust matter most for buyers.
  2. Clear, value-based messaging – Emphasized “compare apples-to-apples,” expert guidance, and no-nonsense support.
  3. Geotargeted digital ads – Leveraged paid search, display, and social targeted to Reston, Fairfax, and surrounding zip codes.
  4. Content series – Launched “Insurance 101” explainer videos and emailed guides (e.g., “Understanding Deductible”).
  5. Community partnerships – Sponsored local events and cross-promoted with complementary small businesses.

Results

  • 60% growth in web quote requests.
  • 35% reduction in cost-per-lead vs prior channels.
  • Positive local reviews citing helpful, clear service.

Conclusion

Accelabrand helped MIM build local authority and trust—driving growth with smart digital targeting and educational positioning.