Independent agency owners are some of the most passionate business leaders. So when you hire a CSR or account manager and they do not demonstrate that same level of passion, it can feel uncomfortable. Sometimes even frustrating.
But there is an important leadership question beneath that tension.
How can we expect someone to be passionate about our agency if we have not given them something meaningful to be passionate about?
For you, the agency is personal. It represents your hard work, long hours, and no shortage of risk. For a new hire, at least initially, it’s a job.
Passion is rarely automatic. It is usually the byproduct of three things:
When those elements are missing, even high performers default to task completion instead of ownership.
If your team only sees transactions, they will behave transactionally. If they see impact, they begin to think about the long-term.
Independent agents do more than quote and bind policies. You protect family from financial ruin. You help contractors keep working after a claim. You find the solutions business owners depend on.
But how often does your team hear those stories?
If the only metrics shared are premium volume, loss ratio, and retention percentages, you are communicating that numbers are all that matter. And while numbers are important, they are not terribly inspiring.
Tell the Origin Story
Why did you start the agency? What risk did you take? What gap in the marketplace did you see? When your team understands the why behind the business, they see more than a logo. They see a mission.
Share Client Impact Stories
Celebrate the claim that was resolved thanks to your team’s advocacy. Highlight the small business that stayed operational because the gap in coverage was caught last renewal. Connect daily tasks to real outcomes.
Create Ownership, Not Just Roles
Passion grows when people have autonomy. Invite team members into process discussions. Ask for their input on workflows. Let them own results rather than simply follow instructions.
Recognize Identity, Not Just Output
Do not only praise production. Recognize behaviors. "You handled that claim like a true advocate." "You protected that client from a serious coverage gap." When people are consistently identified as professionals who protect others, they internalize that identity.
Independent agencies compete on relationships and great service. That advantage is amplified when your team understands the weight and value of what they do every day.
The best agency leaders are the ones that connect work to purpose and invite people to participate in something meaningful.
If you want a passionate team, design an environment where passion can grow.