Cheryl Bowker has built, acquired, and sold multiple agencies over the past 40 years, and today she continues to grow Bowker Insurance Group.
In this conversation with AMM CEO John Tate, Cheryl shares invaluable insights into exactly what she did to successfully build her agency and team, while keeping client retention near 90%, even these days.

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The Power of Retention

Cheryl is quick to point out that growth means nothing without retention:

“You can bring in all the new clients you want, but if they’re walking out the back door, you’re not really growing. Retention has to be your foundation.”

Her agency invests in consistent customer touchpoints, from monthly magazines to personal follow-ups, ensuring clients know they are more than just a policy number.

📈 See how AMM can build retention programs for your agency →

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Community as a Growth Engine

Community involvement has always been a cornerstone for Bowker Insurance Group. Cheryl and her team support local fire departments, chambers of commerce, and nonprofits.

“When you show up for your community, your community shows up for you. It builds trust in a way that advertising never can.”

This visibility not only creates goodwill but also generates new business through word-of-mouth and credibility.

🤝 See how AMM makes your agency the trusted local authority →

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Building a Referral Culture

Cheryl has turned referrals into an art form, not just by asking, but by creating systems and events that make it fun and rewarding for clients and staff.
Her single day campaigns often generate 50+ quotes in a single day, and her referral process has cultivated over 100 business owners as ongoing referral partners.

“Internet leads churn fast. Referrals stay, and they send their friends. That’s how you build a lasting book.”

🚀 See how AMM can build a referral engine in your agency →

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Engaging the Team

One of Cheryl’s secrets is that she does not do it alone. Her staff are empowered to network, ask for referrals, and be visible in the community.

“When my team comes back from a chamber event with referrals, they’re excited. They see themselves as part of our growth, not just employees making calls.”

👥 See how AMM helps your team market with confidence →

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Cheryl’s Advice for Other Agents

For agency owners looking to grow, Cheryl sums it up simply:

“Focus on relationships with your clients, with your community, and with other business owners. That’s where the real, sustainable growth comes from.”

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👉 Ready to put these same strategies to work in your agency?
Let us show you!

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