Birds of a feather flock together, right? People committed to your hometown are drawn to others who feel the same—the very reason local marketing can prove incredibly powerful.

Knowing an insurance agent is invested and present builds a sense of security you simply can’t manufacture through advertising. While it’s a point of difference many independent agencies tout when competing with national brands, an office address in the same zip code isn’t enough. You need concrete demonstrations of your local connections.

National brands know you have the hometown advantage, but they won’t concede without a fight. In fact, 77% of national brands across multiple industries invested in local marketing in 2015—up 11% from 2012, according to research by local marketing platform Balihoo and Gatepoint. But the reality is that most of those brands are trying to hit a target from afar. They don’t have the same insight you have due to proximity.

Maximize that—and be strategic doing it. Choose a niche and own it based on your specialties. You can always make a nominal donation to groups that don’t fall within that niche, letting them know you have a specific focus elsewhere, but you’d still like to support them in some way.

Is your agency heavy in health care? Hone in on health screening services or education events. If homeowners drives your business, partner with a realtor at home events or target young families through youth sports. To feature property-casualty, go where local business leaders congregate.

Local marketing is most effective when you invest your time, not just your dollars. Leaders at our agency participate in merchant groups, meet regularly with local elected politicians and participate in state and national insurance organizations.

And remember: Simply sending a check does not constitute local marketing. You need to participate as appropriate and leverage involvement. Here are a few ways to create more returns:

• Post advance details and event follow-up on all social media.
• Include local media personalities as guests or participants to generate free promotion.
• Include links to supported organizations on your website and consider creating of a dedicated “local philanthropy” page.
• Offer community service hours to employees. In return, ask them to create social media posts about their involvement.
• Establish an agency-wide service day to work together as a group. Invite clients and other business partners to participate.
• Create a special T-shirt or other apparel for staff to wear at every event.
• Recognize employees with an award for posting significant community service efforts. 

As every salesperson knows, sales is about long-term cultivation. When someone needs you, you want them to already know you.

Carlos Vargas is founder of Vargas & Vargas Insurance in Dorchester and Stoughton, Massachusetts.