November 25, 2024

When you look at what you guys are doing at Great Lakes Benefits, whether it be in Detroit, I'm going to ask you a question specifically to the new market you've entered. Florida.

Right.

What do you. What do you think has made your team so successful from a marketing and sales standpoint?

I'll tell you, you hit it right from the beginning has been branding and authenticity. I can tell you those have been the two things that have allowed us to stand out, was that we had a brand. So I remember coming into the market and of course, our company is Great Lakes Benefit Group. And people said, you can't come into a Florida market stating Great Lakes Benefit Group. And I'm like, well, why can't I? You know, that's the brand that I've built. Why would I not? I think it actually lends towards a greater story of where we've come from and now where we are today. And so that brand, it preceded us, even though we know we're coming down and we were saying, hey, we're going to a new market, we continue with that same brand along the way. And so the first thing I say to everyone that's looking to build is, if you don't have a brand, you don't have anything.