8 3 H a z e l S t r e e t • F a y e t t e v i l l e , A R 1 2 3 4 5 • t e l e p h o n e : 4 7 9 - 5 7 5 - 2 0 0 0

GEICO HOME INSURANCE Strategy Book

U n i v e r s i t y o f A r k a n s a s • F a y e t t e v i l l e , A R 7 2 7 0 1 • t e l e p h o n e : 1 2 3 - 4 5 6 - 7 8 9 0

H I L L T O P

Advertising Agency

Creative Strategy

University of Arkansas

Dr. Lucy Brown

MARCH 20, 2015 Haley Baker, Murray Lace, Garret Eakins, AJ Kirkland, DeShaun Artis

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MEET THE TEAM

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DESHAUN ARTIS

GARRET EAKINS

AJ KIRKLAND

MURRAY LACE

HALEY BAKER

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TABLE OF CONTENTS

Executive Summary................................................................................5 Problem Statement.................................................................................6 Situation Analysis...................................................................................7 Opportunity Analysis...........................................................................18 Creative Brief..........................................................................................19 The Executions......................................................................................21 References...............................................................................................31

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EXECUTIVE SUMMARY GEICO is very successful in the car insurance sector of the industry, currently

sitting in second place for market share behind State Farm (Insurancejournal.com, 2015). It has 13 million auto insurance policies and insures over 22 million vehicles (GEICO.com, 2015). In 2012, GEICO spent $414.8 million dollars on auto insurance television advertising (MarketingCharts, 2012). However, given this success, the time has come for GEICO to leverage its powerful brand equity to engage consumers and build awareness around its other services such as homeowner’s insurance. Rolling out an integrated marketing campaign that highlights the discounts offered to active and retired military personnel in the state of Texas initially, then to other regions and eventually nationally will be a great way to create awareness and generate sales for homeowners insurance.

The company is listed as the fifth cheapest auto insurance company in Texas, but fails to make the list of those offering home insurance in the state (ValuePenguin, 2015). By implementing an advertising campaign in Texas, GEICO will return to its military roots and target families of those who are retired or actively serving the United States. There are currently 25 military bases in Texas including two Navy bases, five Army bases, eight Air Force bases and 10 Coast Guard bases (About.com US Military, 2015). With 194,965 people who are actively serving or retired from duty, launching the campaign in this region is very advantageous (About.com US Military, 2015).

By advertising in a variety of platforms such as social media, magazines, and the Internet, the issue of consumers not being aware of GEICO homeowner’s insurance can be solved. Specific outlets to advertise have been chosen based on data collected. For example, GEICO customers favor Ski Magazine according to MRI data. As a result, print ads will be featured in the publication. Advertisements will also be featured on Facebook because more than 90 percent of people between the ages of 18-34 use the social network (MarketingCharts, 2015). According to MRI data, the majority of GEICO customers are between 18-54.

The create works will be aimed towards military families that are looking to

insure their first home. The tagline for the campaign is, “More than just auto insur-ance.” This tagline gets the point across that GEICO offers more than just car insurance. It also reassures consumers that GEICO is a trustworthy, secure, multi-dimensional brand. Each ad features a military aspect such as the GEICO gecko with a camouflage hat or an American flag background. Other ads will also highlight that GEICO insures cars and homes, creating a sense of comfort among those who are already familiar with the auto insurance policies. Another key element is making sure that consumers know that special discounts are offered to military personnel.

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The creative bull’s eye will be a married, 25-year-old military personnel

member with an annual income of around $80,000 who is looking to insure his or her first home. The regional campaign focuses on military families, so the creative bull’s eye is very specific. The target audience will be much broader. The overall target au-dience 25-34-year-olds who are looking to insure their first home that cost them $50,000-$200,000. To ensure that the campaign was a success, a survey will be taken in the beginning, middle and end of the campaign asking people chose at random if they are aware of GEICO homeowner’s insurance. Sales will also be tracked at the beginning, middle and end to see if an increase has occurred.

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PROBLEM STATEMENT GEICO.com boldly states “GEICO | Auto insurance - Saving people money on more than car insurance.” This shows that GEICO wants to inform consumers that the brand offers good value on insurance among other items. Unfortunately few people know what the other things are. Although GEICO is a well-known brand in the insurance industry, the company’s advertisements focus is only on auto insurance. Many people are unaware that GEICO partners with various other institutions to offer home insurance. Since home and auto are two of the most expensive assets for consumers, Hilltop Advertising Agency recommends that GEICO focuses on how it can better market its homeowners’ insurance products. GEICO is not maximizing its brand equity and is leaving profits ‘on the table’ because it is not leveraging its popularity as an auto insurance brand to market home insurance, which is a product that is has been offering customers for years. Before recommending a creative strategy got 2016 for GEICO’s home insurance, the following section provides a summary of the current situation of the auto and home insurance businesses and specifically a review of GEICO insurance.  

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SITUATION ANALYSIS

Business Insurance Market The U.S. insurance market can be broken into four main categories: health insurance, life insurance, auto insurance and homeowner’s insurance. Of these four categories this report will focus on auto and home insurance policies.

According to Mintel Reports there will be an expected growth within the insurance industry in the next few years based on favorable demographics and a strengthening economy, particularly within the auto and housing sectors (Mintel, 2013). One problem that seems to arise in the insurance industry is automatic policy renewal. It seems that there is a trend, especially among people 55 and older, to automatically renew policies with their current provider when policies expire. However, this trend seems to taper off with the younger generation, from 18-24 and 25-34, as the data below shows.

With a growing market and changing attitudes towards providers there is a window of opportunity to expand efforts within the homeowner’s insurance category, especially among the younger demographics who are more willing to switch auto companies.

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Auto Insurance

State Farm and Allstate are two of the largest policyholders in the auto insurance category and also GEICO’s main competitors. Both of these insurance companies rank highly in auto and home insurance policies as is clearly stated in the data below.

GEICO was highly rated for its financial strength. A subsidiary of Berkshire Hathaway, it has received AA+ ratings from Standard and Poor’s, Aa1 from Moody’s and A++ from A.M. Best. According to Insurance Journal it is the second largest auto insurance provider in the nation, after State Farm, based on rankings of private auto insurance policies sold in quarter 3 in 2013. The table below, provided by the U.S. Census Bureau, shows the top 20 ranked auto insurance policy holders.

Source: U.S. Census Bureau, 2009-2013 5-Year American Community Survey

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Homeowner’s Insurance

Size of the market

The market for homeowner’s insurance has seen an increase in recent years. According to a Mintel Report compiled from the NAIC there was an approximate increase of 3.5 percent from 2013-2014 in policies sold. This equates to about $85.6 billion.

Figure 11: Premiums written for homeowners insurance, 2005-14 (est)

Source: National Association of Insurance Commissioners/Mintel

According to the U.S. Census Bureau there are more than 132-million houses in the market. Of those housing units approximately 87.5 percent are currently occupied. The chart below shows homeowner occupancy rates from the 2009-2013 American Community Survey by the U.S. Census Bureau. Non-Hispanic White alone have the highest rate of homeownership amongst all other ethnicities in the U.S.

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Housing Data by size of market

Subject

United States

Percent HOUSING OCCUPANCY Total housing units 132,057,804 Occupied housing units 87.5% Vacant housing units 12.5%  

VEHICLES AVAILABLE Occupied housing units 115,610,216 No vehicles available 9.1% 1 vehicle available 33.8% 2 vehicles available 37.5% 3 or more vehicles available 19.6% VALUE Owner-occupied units 75,075,700 Less than $50,000 9.0% $50,000 to $99,999 15.5% $100,000 to $149,999 16.1% $150,000 to $199,999 15.2% $200,000 to $299,999 18.3%

Source: U.S. Census Bureau, 2009-2013 5-Year American Community Survey

Top Ranked insurers

According to data compiled from 2009 by NAIC the top five Homeowner’s Insurance companies ranked by premiums sold were: State Farm (21.58% market share), Allstate Ins. (10.01%), Zurich Ins. (7.42%), Liberty Mutual (5.07%) and Travelers Grp (4.51%).

A more recent survey by J.D. Power and Associates of homeowner’s insurance companies based on customer satisfaction in 2012 shows the top 25 companies. According to J.D. Power and Associates the homeowner’s insurance market has reached an all-time high in customer satisfaction due to policy bundling. With so many customers already enrolled in auto policies with GEICO this trend represents a huge opportunity to intercept the market and provide homeowner’s insurance to already existing customers.

This table provided by the 2009-2013 Ameri-can Community Survey, an arm of the U.S. Census Bureau, shows statistical data of the size of the homeowner’s market, number of vehicles available and cost of the home.

The number of vehicles available is pertinent to the table because it represent potential opportunities to convert existing auto-policy holders into bundlers, those who carry more than one policy with GEICO.

 

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Texas The number of homeowner’s who occupy their residence (non-rental/condominium) residing in Texas as of 2012, according to the National Association of Insurance Commissioners (NAIC), was about 4.25-million. Policies written in Texas with a premium covering $200,000-$299,900 made up the largest portion of policies in 2012 with 23.8% or approximately one-million premiums sold. The number of premiums sold in Texas as of 2012 NAIC data totaled approximately four-million for homeowner-occupied dwellings. The average premium was $1,575 for $200,000-$299,000 home. Other notable coverages averaged: $947 ($75,000-$99,000), $1,103 ($100,000-$124,999), $1,208 (125,000-149,999), and $1,296 ($150,000-$174,999).

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Top Ranked Insurers, Texas

The chart below, provided by Texas Department of Insurance, shows the top ten homeowners insurance providers by premiums sold in 2013.

Providers to be noted from the list are State Farm, Allstate and Liberty Mutual as they are also top competitors in the auto insurance market.

The table below shows the top ranked providers in Texas. This will help with identifying competition based on premiums sold. It also shows the size of the premiums sold allowing us to identify potential market size and sales opportunities. The table shows the market shares of each of the top ten providers, which is a good indicator of realistic competition as well. For instance State Farm is ranked number one, but it has a 26.76 percent market share which tells us we would do better competing against the second ranked insurer that has a lower market share.

The next section will examine GEICO’s brand in more depth.

Rank NAIC #

Texas Department of Insurance Top 10 Homeowners Insurance Providers

Company

Premium $ Market Share %

Total Top 40 Homeowners Premium 6,505,863,138 90.64 All Other Homeowners Premium 671,869,718 9.36 Total Homeowners Premium 7,177,732,856 100.00 1 43419 State Farm Lloyds 1,920,865,990 26.76 2 21695 Texas Farmers Insurance Company 632,816,991 8.82 3 26530 Allstate Texas Lloyd's 427,254,350 5.95 4 11120 USAA Texas Lloyd's Company 337,663,320 4.70

5 25941 United Services Automobile Associa-tion 287,807,896 4.01

6 11215 Safeco Insurance Company of Indiana 256,816,558 3.58

7 29688 Allstate Fire and Casualty Insurance Company 221,997,070 3.09

8 42404 Liberty Insurance Corporation 188,487,190 2.63 9 11059 ASI Lloyds 172,032,066 2.40

10 41564 Travelers Lloyds of Texas Insurance Company 149,235,259 2.08

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Brand

The name GEICO is an acronym that stands for Government Employees Insurance Company. When first established in 1936, the company targeted a customer base of U.S. government employees and military personnel. Today, the company has grown to provide insurance to a wide range of customers outside of the government and military. GEICO now provides insurance for over 22 million vehicles; according to GEICO’s corporation (GEICO.com, 2015) GEICO is an insurance company whose main focus is on auto insurance. Apart from auto insurance, GEICO provides insurance for many other objects and situations such as homeowners, renters, life, flood and pet insurance.

GEICO views itself as a high-quality, low-priced insurance company who is an active participant of the community. GEICO is just as committed to providing outstanding community service as it is providing outstanding customer service to their policyholders (GEICO.com, 2015).

                                                                                 

Community Service

GEICO has partnered with the Girl Scout Council of the Nation's Capital in their mission to build courage, confidence, and character in girls in order to make the world a better place. GEICO launched the DASHboard program in 2008 to help girls in 6th through 12th grade make smart choices, prevent accidents, and save lives. (GEICO.com)

Awards and Ratings

The United Way of San Diego County has awarded GEICO its Best Practice Award in the category of Best Large Company for its partnership and contributions to the organization. GEICO has supported the United Way of San Diego County for more than a decade and increased its support from close to $315,000 in 2012 to almost $380,000 in 2013. (GEICO.com, 2015)

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A.M. Best, a leading independent analyst of the insurance industry, has consistently given GEICO its highest A++ rating for financial strength. Only 5 percent of Property and Casualty companies earn this superior rating according to GEICO’s website.

Standard & Poor's (S&P) has awarded all GEICO affiliates an AA+ rating for financial strength  -­‐  a very strong rating. And GEICO has earned the Standard & Poor's coveted Security Circle designation. That means GEICO underwent S&P's most rigorous review and achieved top ratings for financial strength. (GEICO.com, 2015)

GEICO also recently edged State Farm to grab the top spot in the insurance category in the US Buzz rankings, which measure consumer’s perceptions of brands by asking if respondents have heard anything about the brand during the prior 2 weeks and if it was positive or negative. GEICO scored a 19.3 while State Farm scored 18.6 (Marketing Charts, 2015)

Military Discounts

GEICO still holds strong values about the military and continues to recognize the troops' important service to our country with special discount programs and service options, whether they are deployed domestically or abroad, in peacetime, or in times of conflict. GEICO is always committed to providing members of the military the service and respect that they deserve. One of the ways GEICO recognize the troops is by offering Emergency Deployment Discounts to military members when they deploy into imminent danger pay areas, which are designated by Department of Defense and approved by Congress. (GEICO.com)

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Consumers

Data compiled in 2011 by the National Association of Home Builders (NAHB) from the U.S. Census Bureau, the American Housing Survey and the Department of Housing and Urban Development shows that first-time home buyers tend to be somewhere between the ages of 25 and 34. According to this data the number of first-time home buyers in 2011 was just over three million. These buyers were mostly white non-Hispanic couples with a household size between two and three people. They had a medium income of about $81,715 and made up about half of first-time buyers in 2011.

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Characteristics

On average they pay between $50- and $200-thousand for their first home, according to NAHB. These homes are usually single-family dwellings. Also, they make their considerations for a new home based on factors such as work, look and design of the house and the house alone. They tend to be career-oriented at this stage in life and are usually just starting a family or thinking about it.

Insights

Consumers ages 18-34 tend to be more up-to-date with the latest technology available. According to Robyn Kaiserman, an analyst for Mintel, agents have become much less important in purchase decisions for those younger than 35 and company websites are almost as important to those consumers as it is to agents. Looking at the graph below by Mintel family and friends seems to be the most important factor in choosing insurance then agents followed by the company website. The report also highlights the importance of easily accessible online tools such as quote generators.

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Communication

GEICO is known for the many characters they use in their advertising campaigns such as their most recognizable, the GEICO Gecko which was introduced in 1999 due to the mispronunciation of the company’s name. The name “GEICO”  was always mispronounced “gecko”  so in 1999 the idea for the Gecko grew from a creative session at GEICO's ad agency, the Martin Agency. The Gecko has since been GEICO's spokesperson and ambassador of great customer service and quick rate quotes. The Gecko has even been invited to make special appearances at venues all over the country as a mascot for the company. A few years after the creation of the Gecko, GEICO launched the “So easy a Caveman can do it”  ad campaign featuring a caveman that quickly became associated with the brand as well. Other memorable characters associated with GEICO throughout the recent years have been Maxwell the pig and the “Hump Day”  camel.

When communicating with the public, GEICO has used humor appeals and character associations in their ads, to which viewers can relate. People find humorous ads and characters memorable and enjoyable. It strengthens the ad’s likeability, and this good feeling can be transferred to feelings about the brand.

Competitors such as Progressive and State Farm take a similar approach using humor and character associations in their ads. Progressive uses Flo as a recurring character in their advertisements similar to GEICO and the Gecko. GEICO differentiates itself from other competitors by introducing multiple animal characters that can be associated with the brand without always having the Gecko constantly present in each ad.  

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SWOT Analysis

! STRENGTH

WEAKNESS

OPPORTUNITY THREATS

With GEICO having served military families for over 75 years, this is a strength when it comes to credibility and experience among this group. GEICO is the second largest auto insurance company which means the customer base is already large. As this plan strives to turn current GEICO auto insurance users to GEICO home insurance users, being a major player in the auto insurance industry is a strength.!

GEICO is not known for homeowners’ insurance and is not a leader in this type of insurance. GEICO does not even rank in the top five for homeowners’ insurance carriers according to the NAIC. GEICO auto insurance is also not the market leader. GEICO is also not included in the 2012 J.D. Power and Associates Homeowners’ Insurance Customer Satisfaction Index Ranking

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!Competitive pricing from other home insurance providers. Product bundling can be a threat because the competition is good at it and GEICO is just now breaking into bundling products.!

Expand customers of homeowners’ insurance by making current customers aware of the option to have both home and auto insurance through GEICO. While GEICO has been very good at advertising their auto insurance they don’t aggressively promote the other insurance policies that they offer. Strategically, they need to advertise their other policies such as homeowners so that consumers are aware that it is offered by GEICO.

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OPPORTUNITY ANALYSIS Efforts of the proposed campaign are focused on penetrating the market for homeowner’s insurance in Texas by raising awareness of GEICO’s homeowner’s insurance policy offerings.

Targeting The target demographic for this campaign focuses on first time home buyers from ages 18-44. These individuals tend to be heavy users of social media and respond better to television and radio ads, according to Mintel Reports. They are also very reliant on up to date technology and information sources. Therefore online platforms will be vital for information broadcasting. The target profile tends to rely heavily on family and friends for insurance advice. They rely less on insurance agents and more on company websites and other electronic information. It is vital to keep the company website up-to-date and constantly search for new ways to improve information channels. Military The military represents a major target for the campaign as well. The idea behind targeting military individuals is to incorporate the already standing relationship that GEICO has with military individuals. This will promote positive brand attitudes, especially when there is such a high esteem for the military in recent years. Legal Homeowner’s insurance is required by mortgage companies that have a lean on a house. With an increasing housing market this means that more consumers will be looking for first time homeowner’s insurance. This allows an opportunity to both attract new customers and convert existing policy holders by providing bundling options and discounts for loyalty. Pricing and Interaction Low cost is one of the main factors for selecting homeowner’s insurance premiums, according to consumer surveys such as J.D. Power and Associates. GEICO is highly rated for its low-priced auto policies and has a 4 out of 5 rating by J.D. Power and Associates. This trend will carry over to the homeowner’s policies to allow GEICO a competitive advantage in the market place. Customer service is another big factor in choosing policies. According to J.D. Power and Associates GEICO currently ranks low for interaction with policy holders. This represents a critical opportunity to better interact with customers and build rapport throughout the campaign. GEICO should continue to focus efforts on creating a connection to homeowners. Some ways that GEICO can connect with consumers and provide excellent customer service is by creating customer satisfaction surveys to highlight areas of improvement.

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CREATIVE BRIEF BACKGROUND GEICO’s auto insurance enjoys high level of awareness, but not its home insurance, which is now only offered in collaboration with strategic partners. GEICO can utilize its auto insurance reputation to promote its home insurance offerings. Given the current positive perception of people who risk their lives for their country and GEICO’s auto insurance history, which is rooted in the military, rolling out GEICO’s branded home insurance could be successful among military families. OBJECTIVE Marketing: To achieve an increase in year-over-year sales by 5% by the end of 2015. Communication: To initiate sales for first time homebuyers, increase awareness and knowledge of Geico homeowner’s insurance. TARGET AUDIENCE “Stable Sergeant”  First-time military-affiliated homeowners with an average household income of $80,000+.

TARGET PROFILE Allen is a 30-year-old married Texan with one a seven-year-old boy. He is getting deployed in one month and needs homeowners insurance so he can know his wife and son are protected while he is away. The family of three is looking to spend $50,000-$200,000 for their first home with a household size of two to three people. He is an avid user of Instagram and Twitter, reads Ski Magazine and listens to music on Spotify.com. KEY CONSUMER INSIGHT A home is a symbol of stability, security, comfort and love of family. Insurance is a part of the legal process of acquiring a new home. CURRENT POSITION Consumers believe that GEICO is only a car insurance company. REPOSITION When consumers in Texas need home insurance GEICO’s homeowner insurance is top-of-mind PROMISE/RTB

• Coverage at an affordable price. (State Farm: $257.83, Geico: $136.50 when filling out a quote using identical information. Save $121 with Geico)

• GEICO Insurance agents are available to answer questions and assist with policy

• Discount on home insurance for GEICO auto insurance owners • Discount 25 % for active and retired military personnel

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MESSAGE GEICO offers affordable homeowners insurance to everyone, especially military families. TAGLINE “More than just auto insurance.”   MANDATORIES Tagline and GEICO’s gecko character.

BRAND PERSONALITY Humorous, unconventional and affordable TONE Emotional, sincere, multi-dimensional and safe MEDIA Social media (including Instagram and Facebook), Ski Magazine, Spotify.com and Centric TV.  

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THE EXECUTIONS Print

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Interactive Display Ad

Story Board

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Action:  Gecko  is  marching  through  the  kitchen  with  the  children  following.  They  are  all  playing  while  she  is  watch-­‐ing  and  preparing  dinner.    On  the  fridge  in  the  background  is  a  photo  of  the  husband  in  military  uniform.    Dialogue:  Children  and  laughter  in  the  background  mutter-­‐ing  with  the  gecko  Gecko  “I  don’t  know  what  I’ve  been  told,  GEICO  rates  are  really  low.”      

Action:  Children  and  gecko  go  to  the  living  room  while  they  are  marching  through  the  house  and  singing.  Mother  is  still  in  kitchen  but  can  be  heard.  The  camera  is  watching  them  enter  the  living  room.    Dialogue:  Gecko  then  children  “1.2.3.4  Mommies  gonna  save  some  more!”    

 

 

                                                     

Action:  The  children  and  gecko  are  now  marching  from  the  living  room  to  the  hallway.  Still  chanting.  The  camera  is  watching  them  from  the  hallway  as  they  enter.  Dialogue:  Gecko  then  children  “5.6.7.8  saving  money  is  real-­‐ly  great!”  

Action:  Camera  goes  back  to  mother.  She  is  singing.  Chil-­‐dren  are  in  hallway.  Dialogue:  Mother  “9.10.11.12  GEICO  rates  are  low  as…”  Children  interject  “Mom!”  

Action:  Children  and  gecko  now  march  into  the  dining  room  for  dinner.  The  mother  is  placing  the  table.  Camera  shows  the  whole  room.    Dialogue:  Gecko  “Well  that  was  close.”  “Did  you  know  that  GEICO  not  only  protects  your  car,  but  also  can  protect  your  home.”  “So  while  dad’s  away  the  children  can  play,  huh  that  rhymed.”  “Save  money  with  GEICO  homeowner’s  insurance.”  

Action:  Screen  goes  to  GEICO  banner.  Narrators’  voice  comes  over.  Dialogue:  Narrator  “GEICO,  covering  you  in  more  ways  than  one.”    

Protecting  you  in  more  ways  than  one  

Email Ad

Hello! Perhaps one of GEICO’s best-kept secrets is homeowners’ insurance. Home is where your heart is - your spouse, your kids and even your pets. GEICO works ardently to protect your home and family, so sign up for GEICO homeowners’ insurance today and receive at 20% discount if you are in a military family or already have an auto policy with us!

Social Media Sample Facebook Post:

CAPTION: Want to save on your home insurance? We offer discounts for military families and GEICO auto insurance users!

IMAGE:

REFERENCES About.com US Military (2015). State-by-State Listing of Major U.S. Military Bases - Texas.

Retrieved from http://usmilitary.about.com/library/milinfo/statefacts/bltx.htm Academic.mintel.com, (2015). The Insurance Purchase Decision - US - October 2013.

Retrieved from http://academic.mintel.com/display/637814/

Census.gov (2015). Data – Data & Documentation – American Community Survey – U.S.

Census Bureau. Retrieved from http://www.census.gov/acs/www/data_documentation/data_main/

Geico.com (2015). GEICO | GEICO At A Glance. Retrieved from

https://www.geico.com/about/corporate/at-a-glance/ Insurancejournal.com (2015). GEICO Making Gains Across the Country: SNL Financial.

Retrieved from http://www.insurancejournal.com/news/national/2014/05/05/328251.htm

MarketingCharts (2012). Big Auto Insurers Bet Big on TV. Why? Retrieved from

http://www.marketingcharts.com/uncategorized/big-auto-insurers-bet-big-on-tv-why-25196/

MarketingCharts (2015). Why Do Millennials Use Facebook and Twitter? qRetrieved from

http://www.marketingcharts.com/online/why-do-millennials-use-facebook-and-twitter-52812/

Tdi.texas.gov (2015). Top 40 List of Insurers. Retrieved from

http://www.tdi.texas.gov/company/top40.html ValuePenguin. (2015). Best Car Insurance Rates in Texas. Retrieved from

http://www.valuepenguin.com/car-insurance-rates-texas-study ValuePenguin. (2015). Who Has the Cheapest Homeowners Insurance in Texas? Retrieved

from http://www.valuepenguin.com/best-cheap-homeowners-insurance-texas