Apples to Agencies: An Executive Summary
Building an insurance agency takes time, care, and consistency — much like tending an apple orchard. Mike Miller, Smart Choice State Director and lifelong Minnesotan apple grower, shares lessons in patience, perseverance, and purpose — and why long-term effort always yields the sweetest rewards.
Through his experience in both farming and business, he reveals that the seeds you plant today — relationships, expertise, insurance company products, and community — will become the roots of your future growth. For an insurance agent, building relationships with potential clients and developing a deep understanding of their needs are essential for long-term success.
Growing an Insurance Agency from Seed to Success
The Art of Cultivating Orchards & Agencies
In late summer and early autumn, produce stands pop up in farmers markets and along rural roads. The bounty of cherries, blueberries, sweet corn, peas and apples appears to come out of nowhere – but of course that’s not what really happens. Behind every delicious bite hides months of hard work.
I’ve lived all my life in Minnesota, where I own a 65-tree apple orchard. Fall is the prime time for apple growers across the country, and this particular harvest got me thinking: In many ways, growing an apple orchard is like growing an insurance agency as an insurance agent. In both cases, success comes down to perseverance.
Building relationships with small businesses is a key part of planting seeds for future growth in the insurance business.
Think Like a Farmer: Goal Setting & Planning
There is no occupation more tied to perseverance as farming. At its core, farming is more than an occupation. It’s a way of life.
Insurance agency owners can learn a thing or two from farmers. Goal setting and effective time management are essential for agency owners to establish clear objectives, create actionable plans, and maintain productivity over the long term.
When you sow a field, you do the work knowing you won’t reap the rewards for months to come, and even then, success is not guaranteed. Drought, floods or blight could destroy your crops before you gain anything.
Nevertheless, you sow the seeds and spend time watering and tending to the plants, hoping you’ll have a good harvest before the end of the year. These are your cash crops, and you depend on them, so hard work and patience are necessary.
For insurance agency owners, goal setting provides a roadmap and helps you stay motivated during these long periods of uncertainty and waiting for results.
In the case of apple orchards, the wait is even longer. After planting the trees, you spend years nurturing them before they finally bear fruit. If all goes well, the payoff is worthwhile. A few years later, you’ll have an orchard that can produce fruit for years to come.
Develop Strong Roots with Cross Selling
Agency owners also plant seeds and tend to their growth, albeit in a metaphorical way. Every day, you nurture and tend to your prospects, clients and staff.
Practicing active listening is essential for understanding clients’ needs and building strong relationships that foster trust and loyalty.
You hone your skills and keep your expertise current. You provide professional advice and stay active in your community. This is how you grow an agency.
The work you do each day may not have an immediate impact on production, and some seedlings may fail to thrive, but if you persevere, you will reap the rewards of your labor. Building long term relationships with clients and referral partners promotes ongoing loyalty, repeat business, and valuable referrals, leading to sustained success.
Just like farmers, you have cash crops that can pay off relatively quickly. These accounts provide a quick sale for a modest amount of work – but it’s the orchards that will really make your career.
Cross selling to existing clients by offering additional coverage options is a key strategy for agency growth. Once you have a thriving apple orchard, you will have a source of income for years to come and maintaining it will take less effort than growing new cash crops.
Understand The Truth Behind Overnight Success
If you think apple orchards take a long time to grow, wait until you hear about the Chinese bamboo plant. After planting, the bamboo takes about five years to develop underground before any shoot breaks the surface.
During that time, nothing appears to be happening, but beneath the soil, a vast root system is forming. Then, once the bamboo finally emerges, it can grow up to 90 feet tall in just five or six weeks. Of course, that rapid growth above ground is only possible because of the years of unseen development below.
Such is the way of an overnight success. People often joke that an overnight success story took years of work. Whether you’re writing a bestselling novel, starring in movies, or running an insurance agency, it’s the same idea.
You work behind the scenes, and even though it may seem like nothing is happening, you’re building the network you need to succeed. Successful agents recognize that time is a valuable resource and invest it wisely to maximize their productivity and growth.
Then, when things start to happen, they can happen quickly. Becoming a successful insurance agent requires years of dedication and strategic use of time—after all that hard work, you’re suddenly an “overnight” success.
Never Give Up Your Continuing Education
Agencies are a lot like trees and plants. We must continue to fertilize them with hope, faith and perseverance.
“Agencies are a lot like trees and plants. We must continue to fertilize them with hope, faith and perseverance.” — Mike Miller
In addition to perseverance, agency owners should prioritize becoming a thought leader through continuing education and ongoing education to stay informed about industry changes, meet licensing requirements, and adapt to new trends.
Insurance agents in many states must complete ongoing education and training to maintain their licenses, ensuring they stay informed and compliant.
Many times, a little blind faith is required because results are not usually immediate. Reward is often delayed, and persistence is necessary. Agents who persevere are the ones most likely to finish strong, retire wealthy and leave a legacy.
Continuing education is an investment in both knowledge and growth. Online courses on the latest insurance trends help agents sharpen their skills and stay ahead in a competitive market.
Digital Tools for Insurance Agents When Building Relationships
Just as today’s farmers rely on advanced equipment to nurture their crops and maximize their harvest, insurance agencies in the modern insurance industry depend on digital tools to cultivate lasting success.
A strong digital presence—featuring an intuitive website, active social media engagement, and strategic SEO—helps agents reach and connect with prospective clients.
The right technology doesn’t just make life easier—it’s become a crucial part of how insurance agents operate, connect with clients, and grow their business.
A well-chosen agency management system acts as the backbone of a thriving agency, helping insurance agents stay organized and efficient. With all client data in one place, agents can easily track policies, manage renewals, and ensure nothing falls through the cracks.
PRO TIP: Monitoring policy expiration dates enables agents to plan timely renewal outreach, strengthening client relationships with trust, and sustaining business growth.
This level of organization allows agencies to deliver exceptional client service, building trust and loyalty with every interaction.
Customer relationship management (CRM) software takes things a step further, enabling insurance agencies to truly understand their clients’ needs.
By keeping detailed records and tracking every touchpoint, agents can offer personalized insurance solutions that address each client’s unique situation. This not only helps to attract clients but also strengthens relationships with existing ones, turning satisfied clients into long-term advocates.
Thriving insurance agents cultivate meaningful relationships—with clients, colleagues, and partners—laying the foundation for lasting success.
From streamlining daily operations to enhancing the client experience with effective marketing materials, technology empowers agencies to stay ahead of the competition and focus on what matters most: helping clients find the best coverage for their needs.
By embracing these modern solutions, insurance agencies can ensure they’re ready to grow, adapt, and succeed for years to come.
Key Takeaways
- Building a successful insurance agency takes patience, consistent effort, and long-term vision — much like tending an orchard.
- The “overnight success” often results from years of unseen hard work and preparation.
- Investing time in relationships, professional development, and client service leads to sustainable growth. Offering a comprehensive range of services and treating your agency as a professional insurance business are essential for standing out and achieving lasting success.
- Perseverance is the foundation of both strong trees and thriving agencies.
About the Author
Mike Miller is a State Director for Smart Choice, where he helps independent insurance agencies grow through mentorship and strategic carrier partnerships. A lifelong Minnesotan and owner of Miller Orchard, he donates 100% of his apples to local food shelves and charities — proving that growth and generosity can go hand in hand.
Questions to Ask When Growing an Independent Insurance Agency
Q: How long does it take to see results when growing in the insurance industry?
A: Just like an orchard, meaningful growth takes time — but with consistent effort and the right support, you’ll see results that last for years.
Q: What’s the key to sustaining long-term agency success?
A: Perseverance, client care, and continuous learning are essential. Aligning with a trusted partner network like Smart Choice helps accelerate that growth.
Q: What are the biggest lessons insurance agents can learn from farmers?
A: Farmers understand patience, planning, and perseverance. They know that results don’t come overnight, but through consistent care, adaptability, and trust in the process — lessons every agency owner can apply.
Q: What are the first steps to building a sustainable insurance agency?
A: Start by defining your goals, building strong client relationships, and surrounding yourself with the right partners. Focus on steady growth rather than quick wins.
Q: How do I grow my insurance agency faster with Smart Choice?
A: Smart Choice offers access to top carriers, training, and mentorship — giving you the tools to plant, nurture, and grow your agency with confidence.
Ready to Grow?
If you’re ready to plant the seeds of long-term success, connect with your local Smart Choice director today. Together, we’ll help your agency grow stronger roots — and a thriving future.