Heritage Insurance Group  ·  prepared for Jeremy & partners  ·  Oct 14, 2026

$100K in new commission in 12 months, from accounts in your radius.

Where you are today, where you told us you want to be, what's in the way, and exactly how we'd close the gap.

1. What you told us on Oct 2

Your agency

Heritage since 1909, two offices, Johnson City and Kingsport, about 20 carriers, five producers.

The accounts you want

Trade contractors (grading, excavation, concrete, asphalt, HVAC, plumbing, electrical, builders), trucking, towing, fleets of 10+ vehicles. 5+ employees. Bigger is better.

Where

In person, within 2 to 2.5 hours of Johnson City. East Tennessee, SW Virginia, Western North Carolina including Asheville.

What one is worth

A target account runs about $50K in premium, roughly $8K in commission to you. Smaller ones $5K, larger $15K.

How you sell

80% of new business works off a renewal date, 90 days out. Jan 1 is your biggest date. Best producers close about 75%, newer ones about 20%.

What went wrong before

You've used services like this. You'd get a call and not really understand who it was or why they were on it.

2. Where you want to be

$100K in new revenue from these appointments within 12 months. Your words: "if it wasn't going to generate at least that, I'm not interested."

At about $8K per account, that's 12 to 13 new accounts in a year, one or two a month.

3. The gap

What it takes to get from here to there, on your numbers.

~13 accounts

needed in 12 months to reach $100K at $8K each.

~65 meetings

held in a year if newer producers close 20%. About 5 a month.

~17 meetings

if your best producers take them at 75%. Under 2 a month.

What's in the way today

Producers spend their own time finding owners before the renewal window. Past vendors sent meetings with no context, so the call started cold. And every week in October that passes is a Jan 1 renewal someone else is already quoting.

What closes it

A steady 5 owner meetings a month inside your target box, each timed to a renewal, each with a brief, so your producers only do what they're good at: the meeting and the close.

4. How we get there: the playbook

The exact steps we run, in order. You see and approve the output of each one.

step 1 · days 1-10

Set up the sending infrastructure

Separate domains that look like Heritage but are never your real one, so your main email can never be hurt. Mailboxes warmed up before they send, authentication set, and an inbox placement test before the first real email.

step 2 · days 1-5

Map every account in your market

Every business in your box inside the radius: trucking and fleets from the federal DOT registry (fleet size included), trade contractors from state licensing boards and Google Maps. Owner names, verified emails. Your current clients removed. You get the count, by segment and county.

step 3 · kickoff

Build an offer a stranger says yes to

"Let us quote your insurance" gets deleted, every owner hears it ten times a year. We build a reason to talk that costs them nothing to say yes to, for example a review of their fleet schedule or workers' comp mod before renewal. It comes from your edge: what made your last few accounts switch to you.

step 4 · week 2

Write the campaigns, one per segment

Trucking owners and excavation owners care about different things, so each segment gets its own angle. Short, plain emails, a few follow-ups each. You approve every word before it goes out.

step 5 · week 2 on

Send, timed to renewals

Steady daily volume across the whole market, and owners who mention a renewal date get followed up 90 days ahead of it. Jan 1 renewals first.

step 6 · every reply

Our setter qualifies and books

A person calls every owner who says yes, checks the five conditions below, and books the meeting in the format you choose. Anyone who doesn't fit doesn't get booked.

step 7 · every meeting

Brief and confirm

Your producer gets the brief before the meeting. The owner gets reminders so they show. No-shows are replaced at no cost.

step 8 · day 30, day 45

Learn and scale

Weekly numbers, a readout at day 30: which segments and angles book, what owners are saying. Cut what loses, put the volume behind what wins. Day 45 is the proof point: 5 qualified meetings held, or the monthly fee stops until you have them.

Timeline: what to expect, and when

Honest version. New mailboxes need about two weeks of warm-up before they send, so the first meetings land in weeks 3 to 5, not week 1.

  1. Day 0
    Yes and first invoiceDomains bought and mailboxes start warming the same day.
  2. Week 1
    Market map and kickoffYou get the account count for your radius and a sample of the list. 30-minute kickoff on your edge and carrier appetite.
  3. Week 2
    Copy approved, placement testedYou sign off the campaigns. We test that the emails land in the inbox before sending at volume.
  4. Day 15 or so
    First emails go outJan 1 renewals first.
  5. Weeks 3 to 5
    First replies, first meetings on your calendarEach one qualified by our setter, each with a brief.
  6. Day 30
    ReadoutMeetings held, accounts in quote, what owners say. We cut what's losing.
  7. Day 45
    Proof point5 qualified meetings held, or the monthly fee stops until you have them.
  8. Months 2 to 3
    Steady stateAround 5 held meetings a month is the target that gets you to $100K. Then we decide together whether to scale up.

What a meeting brief looks like

Example format, made-up company.

Ridgeline Grading & Excavation · Bristol, TN · owner: Dale M.

  • 32 employees, 14 trucks and 6 pieces of heavy equipment
  • Renews July 1 with their current agent, quoted last year by one other broker
  • Why talk now: premium jumped about 18% at last renewal and nobody explained why
  • Wants: someone to review the fleet schedule and workers' comp mod before renewal
  • Best time: early mornings, prefers a site visit

What counts as a qualified meeting

We agree this together on this call, and it goes into the agreement word for word.

  1. The owner (or whoever signs the insurance) is in the meeting.
  2. Inside your box: a trade contractor, trucking, towing or a 10+ vehicle fleet, 5+ employees.
  3. Inside your radius: within about 2.5 hours of Johnson City.
  4. A real reason to talk: renewal within the next 3 months, or an open need they named.
  5. It happens: they show up. No-shows are free and replaced.
Your call: what format?  ☐ In person at their business   ☐ Phone or video intro first, then you set the visit   ☐ Either, owner's choice

5. What it costs

PROOF OF CONCEPT
Monthly
$1,500 / month
  • Market map, list, campaigns, inboxes, appointment setter
  • Month to month
Per meeting
$300 / meeting held
  • Only meetings that actually happen
  • No-shows are free and replaced
  • Owner, inside your box, need within 3 months

The guarantee

5 qualified meetings held in the first 45 days, or the monthly fee stops and we keep working until you have them. Not happy for any reason in the first 7 days: full refund.

What this makes you in the first year

Type in your own numbers. Month 1 has fewer meetings because emails start going out around day 15. Money is only counted once a new client actually pays you.

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You've made back everything you paid us.

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What we need from you

  • 30 minutes at kickoff, and your current client list so we never email them
  • Copy approved within 48 hours
  • A producer takes each meeting, and tells us in a line how it went

Next step

  1. Say yes on this call.
  2. Invoice for the first month and a one-page agreement today.
  3. We start mapping your market tomorrow, so the first owners hear from us inside the Jan 1 window.
Max Pidvalnyi · Maxionlabs · maksym@maxionlabs.com