In our latest video series, The DBL Center marketing team turned the tables on Michael Cohen to interview the DBL Center President about recent initiatives and how The DBL Center has coped with the pandemic.
Now more than ever, The DBL Center remains focused on providing our brokers with free tools they can use to stay competitive and remain profitable in these challenging times.
Read on for excerpts from our three-part interview with Michael Cohen and be sure to check out the videos and subscribe to our YouTube channel to see our video content as it goes live.
Dawn Allcot: What’s been the reaction to The DBL Center’s recent marketing content – the videos, blog posts, and direct email campaigns?
Michael Cohen: Our read ratio is triple what it used to be. You always say it’s a matter of putting out good content, but it’s also a matter of not putting out redundant content. In the beginning of the [pandemic], we were getting things out quickly, but we didn’t want it to be laborious. There’s only so much people can understand about the loans and about unemployment. There has to be a shift. People got accustomed to reading the same things everywhere.
Dawn: The content we did was targeted to our audience, so it wasn’t the same things they are reading everywhere else. People can follow links to find out how to apply for the PPP loans. The Covid qualifying software you came up with really set DBL Center apart.
Michael: It’s an antiquated business and people know it. I’ll be the first to say it. These tools help set us apart. I’m happy with where we’re going, and I do think it’s going to be a unique, creative year. Everything I’ve done, and am doing, and have been building over the past 36 months has come to the point where it will be a differentiator in a very positive light. I feel very strongly about next year and I’m excited.
Dawn: On the topic of tools and resources, how does the Broker Dashboard: Net Revenue Tracker help your brokers?
Michael: No one really had a great grasp on where their business was. Because most people were elephant hunting and chasing things that my father would always tell me would be top heavy.
One of the things I’ve been able to do is use the software to help show brokers the profitability in the smaller accounts. Those are the companies that are predominantly relying on the PPP loan, and have people who have been furloughed due to unemployment. What happens when the money runs out?
The tool has been able to help brokers understand the retention aspect. Now on the cusp of unemployment maybe being a month from being over, the real question is how much of the relief and aid will stick and help the businesses survive?
Dawn: And you’re offering the Broker Dashboard completely free of charge to your brokers.
Michael: I don’t want to charge anybody so they can track their business. It’s been terrific during the pandemic in helping people know where their business is down to the dollar, because we don’t know what’s going to stick.
Dawn: Besides the Broker Dashboard: Net Revenue Tracker, what else are you doing to help your brokers thrive and grow?
Michael: I’ve been giving away free advice from friends of mine in the business who are influencers, including your interview with Kelvin Joseph from Kool Kel Marketing. The point we were trying to get across there is the power of relationships.
My business has expanded greatly in other states, predominantly because of my LinkedIn strategies and how many people I know. Between myself and my buddy Kelvin, we reach 100,000 individual touch points on LinkedIn. Every day, I get a lead in some form, that I can help give back [to our brokers].
The advice I’ve been given from my father, I’ve been able to funnel through our content marketing strategy and give back to the brokers’ community in my own words. The Broker Dashboard, LinkedIn, and our website resources are the three primary ways we’ve been able to give back for free to our brokers.
Watch the full three-part series of videos here:
by Dawn Allcot
Within the first few days of the coronavirus pandemic and the New York On Pause order, DBL Center President and CEO Michael Cohen felt the same as many of those in the insurance business did.
“When I first got news of this being a reality in New York, which is now a hot spot, I felt like I was back up against a wall,” he recalls. “I was nervous.”
He sprung to action immediately, though. He took what he learned from his decades in the statutory insurance industry and his knowledge of what technology can accomplish to create a solution to slow the onslaught of PFL claims. “I felt I had to do something to mitigate the claims,” Cohen says.
Within days of schools and businesses closing across New York State, and shortly after, through Massachusetts and New Jersey, Cohen and The DBL Center launched the COVID-19 Pre-Screening Software for PFL Claims.
A tool for insurance carriers to manage PFL claims that may not qualify, the COVID-19 pre-screening software requires employers to answer a series of questions to determine if their PFL claim is valid before requesting a claim form from the carrier. Many statutory PFL claims actually qualify for federal help under the Families First Coronavirus Response Act (FFCRA), which was enacted April 2, 2020.
The DBL Center also created a document to help show when an employee may qualify for PFL and when an employee would qualify for FFCRA aid, instead.
“Even though the changes related to PFL and FMLA [in Massachusetts] have been clearly stated, you’re still going to have some confusion at the employer level in terms of what is a valid COVID claim and what is not a valid COVID claim,” says Charles Callery, Regional VP for Lincoln Financial, one of DBL Center’s many preferred carriers. “I thought the software was perfect for that scenario.”
He added that he also sees it having long-term applications once the pandemic ends. “In general, it can help cut down on some of the administrative costs that we incur, and that others occur, taking in paper claims. I bet the industry still sees the majority of our claims in paper form, versus electronic, and this is a good first step to enter the electronic environment. It’s something the industry could use, because it pre-qualifies a lot of claims upfront.”
The Broker Dashboard Net Revenue Tracker was the first technological innovation from The DBL Center, an electronic version of the paper and pen ledger that Founder David Cohen brought to every meeting.
Designed specifically for DBL Center brokers, the Broker Dashboard helps agencies track cancellations and pending cancellations, new policies, and commissions, at a glance. A cloud-based app that gives brokers actionable insights to improve retention rates, the Broker Dashboard brings David Cohen’s paper ledger into the digital age and delivers it to the hands of every broker.
Michael Pellegrino, Lincoln Financial sales representative, reminisced about the way DBL Center tracked revenue when he first entered the industry. “I remember I’d come into your father’s office,” he tells Michael Cohen in the latest Rep Roundtable video. “He’d put down his pen and paper. He was keeping everything in order, but how time-consuming it must have been. “The fact that you took that pen and paper ledger and made that electronic is awesome!”
In addition to discussing the technology that sets The DBL Center apart, Cohen, Callery, and Pellegrino reminisce about summer get-togethers and talk about how the economy and the industry have changed in the past 20 years. Michael Cohen also reveals his secret to surviving the pandemic … all in the latest Rep Roundtable, brought to you by The DBL Center.