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They need to seek creative problem solvers who have awareness of technological capabilities, and who use that to solve the challenges an agency faces. (18:00) Impact of APIs on Hiring Processįor agency’s looking to effectively leverage the capabilities of APIs, they may need to reevaluate who they hire. The four primary vision APIs ( Azure, AWS, Clarifai, and Sighthound) are free, and with just a little bit of code, an agency can begin using these to create a more compelling experience for their customers. One example is using a vision API to take a picture of a vehicle then to identify its make, model, and color, and the insurance premium uptick for that vehicle. Vision APIs are another way this type of capability can be used to improve consumer experience and drive engagement. When a producer goes on the road, they can then see on their dashboard that they have several clients in a given area (and then visit those clients). For example, Ryan’s agency uploads client addresses to Geocodio, which then feeds the producer back the geo-coordinates. (16:05)ĪPIs allow opportunities to save producers time and to make the consumer experience more effective. There is so much capability out there today, with good research and resource allocation, smaller agencies can be just as innovative, frictionless, and “fancy” as the larger brokers and carriers. Often people in the insurance industry see all the innovative things others are doing, but they become overwhelmed and frustrated by their own perceived inability to do the same. For Steve, this offers an automated way to either begin or add another piece of important engagement with the contact. When the data comes back, Steve adds it to his database, and he then has an email campaign automatically fired off, asking those people to connect on social media (e.g., LinkedIn and Facebook). He sends the contact’s email address to a service that has an API and in turn does research (based on the email address) of all the social platforms where that email address has an account. One way in which Steve uses an API is when he adds a new contact to his CRM.
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They may not understand how to deal with things like security, or how to move data back and forth. Most new agencies do have an API strategy or are leveraging APIs to build out their agency’s technical infrastructure in some way, however, older organizations tend to have a harder time figuring out how to integrate APIs into their existing operation. If APIs are so simple and beneficial, then why aren’t more agencies using them? (11:20) So If APIs Are So Simple, Why Aren’t We Using Them? Ryan emphasizes that there are so many tools and resources available that are easy to use, but it requires taking the time to develop awareness of those resources and to find out what pieces fit together and how. With the producers divided into two teams, the winning team was then rewarded. This made it easy for everyone on the team to see who was making the most calls and setting the most appointments. The agency would then render that in a real-time dashboard so everyone could see the contest’s standings. Then Zapier would take the data entered into Formsite and automatically push it into his agency’s database. For Ryan’s contest, each time a producer made a cold call that resulted in an appointment, the producer would enter that information into Formsite (a tool his agency uses for creating contact forms). Zapier does this by connecting the software’s APIs for you and it’s all done by a simple drag and drop tool.
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It was built using a tool called Zapier, which allows you to connect different software together and push data/information back and forth. Ryan provides the example of a no-code solution he created for his agency (within about ten minutes) to run a sales contest. This creates room for a lot experimentation.
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Most APIs are available for free because the goal of so many technology companies is for developers to build on their systems and to provide value to others around them. It’s important that people in the industry be aware of all the options that are now possible as a result of APIs - especially what they can do to quickly and easily solve problems and make a positive impact. This has created a large amount of practical applications for agencies and brokerages while requiring minimal programming knowledge or efforts. APIs allow software to easily send and receive information and data to and from one another. “API” stands for “Application Programming Interface”. They discuss some of the simple ways in which APIs can be used to improve the customer experience, automate and refine agency processes, and save agencies valuable time and money. In this episode of “The Digital Broker,” Ryan and Steve explain APIs (and why agents and brokers should care about them).