Few industries reward consistency, discipline, and patience quite like middle-market commercial insurance. Initially, every producer starts with a different story, background, and path into the business. However, the ones who rise are the ones who learn to embrace the long game. Moreover, while success may take time, those who persevere ultimately reap the benefits. Furthermore, this industry values resilience, and those who remain committed often find themselves achieving great success in the end.
That was the theme of my recent conversation with Jacob Brawner, commercial producer and partner at Brawner Insurance, and a contestant on Season 3 of The Protege. Jacob’s story is one many producers can relate to; however, he didn’t grow up destined to become an insurance agent. Instead, he was a teacher and a coach. Over time, he discovered this business later in life and, as a result, learned quickly that the skills that make a great educator also make a world-class producer. Consequently, his journey is a testament to the power of transferable skills.
This blog breaks down the major lessons from that conversation — and more importantly, how those lessons translate into actionable tactics for producers wanting to win in the middle market right now. Additionally, it explores key strategies that can immediately be applied to improve results. Furthermore, the lessons learned can be tailored to fit various situations, allowing producers to take decisive action. Moreover, these tactics offer practical insights that can lead to long-term success. Ultimately, by understanding and implementing these strategies, producers can gain a competitive edge in the market.
One of the biggest problems producers face is believing they’re supposed to sell insurance. In reality, the most effective producers across the country don’t pressure prospects, talk about quote deadlines, or walk in guns blazing with spreadsheets and premiums. Instead, they teach, breaking down complex concepts that help buyers understand the process and make informed decisions.
They break down concepts most buyers have never had explained to them:
Market assignment determines the most suitable carrier based on a client’s needs and risk profile. Additionally, loss runs provide a claims history, which helps insurers assess risk and set pricing. Furthermore, loss control impacts long-term pricing by reducing risk, thereby leading to better rates. In addition, the agent’s relationship affects market access, offering better options and pricing. Finally, while renewal increases are driven by claims, risk, and market conditions, proactive risk management and strong relationships can, however, help control them.
When a producer becomes the one person in the buyer’s world who can help them understand a process they’ve never understood before, something powerful happens:
The buyer stops feeling like they are being sold… and starts feeling like they are being guided.
That shift is everything.
Jacob learned this the hard way — by watching prospects adopt his recommendations only to stay with their incumbent broker. Most producers have lived that story.
But the lesson isn’t “don’t help too much.”
The lesson is:
If you’re educating the right way, the close should happen long before quotes ever hit the table.
That requires two things:
Most producers don’t struggle with work ethic — they struggle with timing.
As Jacob’s agency has expanded from crop insurance into commercial lines, they’ve discovered a truth every high-performing producer eventually uncovers:
Your niche is your identity.
Jacob’s team began targeting restoration contractors, carpet cleaners, janitorial firms, and similar ENS-heavy classes. All of these share something critical:
Their general liability (GL) and pollution coverage require specialty markets, whereas their auto, property, and workers’ comp are often best served through standard carriers. As their headcount and fleet size increase, consequently, their level of sophistication also grows. Furthermore, their revenue growth potential creates, therefore, opportunities for multi-line coverage. Moreover, this expansion opens doors to more tailored insurance solutions, ultimately enhancing their overall risk management strategy.
This is how niche markets work. Once you understand the coverage structure, risk profile, and operational rhythm of the business, you start seeing dozens of verticals with similar patterns:
The playbook doesn’t change — only the language does.
And once you become the producer who understands the nuance of a niche, you become the producer people seek out.
Which leads to another important mindset…
A mistake many producers make is ignoring small opportunities in a niche because they want bigger revenue.
Not good.
We must protect our time and remain disciplined. However, when building a niche, accounts shouldn’t be evaluated based solely on premium. Instead, consider the long-term potential and strategic fit. Moreover, focusing only on premium can limit growth opportunities and cause you to overlook valuable, high-potential accounts.
Whenever, evaluating:
Consider the founder’s background, their growth potential, and their professionalism. Additionally, assess their willingness to adopt your process and their ability to scale. For example, a one-truck restoration startup led by a former crew leader from a major franchise can quickly become a 25-truck operation. Therefore, you want to be there before that scale hits, ensuring early alignment and growth opportunities. Moreover, understanding these factors allows you to make more informed decisions about potential partnerships.
Not every buyer is a fit for your model — especially if your model depends on:
If a buyer expects daily handholding, resists tech, or won’t provide information, that is not a sophisticated buyer.
And a producer who wants to win in the middle market cannot afford to let the wrong clients into the boat.
If the last two years taught us anything, it’s this:
This was the best possible time to prospect — and most producers didn’t.
Jacob learned quickly that missing out on a January 1 renewal isn’t a loss. It simply means the buyer enters your pipeline for next year’s cycle.
Middle-market sales is a long game, and producers who treat their pipeline as a living, breathing, constantly evolving ecosystem win exponentially more business.
The formula is simple:
✔ Show up.
✔ Start the activity.
✔ Don’t stop.
Producers lose momentum because they operate in cycles:
This is the single biggest reason producers plateau.
If your pipeline is always full 6–12 months ahead of time, you’re never desperate.
And when you’re not desperate, your sales posture becomes dramatically more effective.
As we discussed on the podcast:
“You’re already in your worst-case scenario when you walk into a meeting — you don’t have the client. You can only go upward from there.”
That mindset makes you dangerous.
As Jacob begins exploring captive solutions for some of his stronger accounts, he’s discovering an often-misunderstood truth:
Captives are not about saving money this year.
They are about a long-term financial strategy designed for accounts that:
The biggest misconception producers have is thinking:
“My client has claims — let’s place them in a captive,” or “My client wants cheaper insurance — let’s consider a captive for them.” Both approaches highlight the use of captives as a solution, whether to manage claims or reduce insurance costs.
Jacob still coaches competitive girls wrestling in Iowa — and what he teaches his athletes is what every producer must learn:
“Don’t ride the rollercoaster.”
The highs will deceive you, making you feel invincible. The lows will crush you, leaving you discouraged. The wins will inflate your confidence, while the losses will distract you, pulling your focus away from the bigger picture.
Your ability to remain steady — especially in a hard market — determines whether you will succeed long-term.
A producer who controls his emotions controls his pipeline. By managing his pipeline, he controls his income, and in turn, by controlling his income, he takes charge of his career.
All of this boils down to one truth:
Consistency is the most important skill a commercial producer can develop.
Consistency in:
Jacob said it best:
“It’s crazy how far we’ve come in a year — and how much faster we’ve accelerated in the last few weeks.”
Momentum compounds.
When you consistently show up every day, the results arrive all at once — and they arrive bigger than you imagined.
We can talk all day about marketing funnels, quoting platforms, and prospecting strategies—but if you don’t have people who can sell, none of it matters. Every agency owner I talk to says the same thing: “We just can’t find producers who can sell.”
The Protege Season 3 cast met with special guest mentor Charles Specht to talk about what it really takes to build a million dollar book of business in the commercial insurance world. The result was one of the most valuable mentoring sessions the group has ever had.
blog clinton houck
You could feel it—every producer, coach, and guest mentor knew this was the official start of something special. The conversation wasn’t just about competition. It was about purpose, legacy, and growth.
Hosted by David Carothers, creator of The Protege and founder of Killing Commercial, this kickoff call set the tone for what Season 3 will represent: a proving ground for producers who are ready to work harder, think deeper, and build something that lasts.
Influence is one of the most powerful tools we have in business, leadership, and personal life. Used well, it inspires people, builds trust, and creates ethical results. Used poorly, it can slide into manipulation and self-interest.
Reinvention is one of the most powerful themes in the insurance industry. Some of the best commercial producers in the country did not grow up wanting to sell insurance. They did not study risk management in college. They did not come from an agency family. They found this industry after they tried something else. They found it after life pushed them toward a career where performance, autonomy, and mindset determine the outcome.
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