Thomas J. Wilson - President and Chief Executive Officer
Analyst · J.P. Morgan, your question please
Couple of comments just as general and in general first we are always focused on profitable growth starting with profitable first because we want to make sure we are making money before we grow. So we're always looking at how do we make sure we maintain our margin, so the number that George quoted are in an individual space. And you'll see a lot of those are in the 1% to 3% range, there's not a lot of big price increases, every once in a while. In Illinois we took some pretty big increases this year, our volumes is off a little bit there but it was a necessary action for us. So, we try to balance those things off. Let me take it up a little bit, those who are looking at '08. Our strategy is not just about price, it's about value, it's about reinvesting insurances, it is about Your Choice Auto, it's about great marketing, it is about local agent and so, but we know we have to be competitive in price. So we look at where we get our business from continuously and about half of our businesses comes from what I would say the big large competitors you focus on and about half of our business comes from all other. There are 1,000 plus companies that were out there competing with on a local basis. When you look at those top five competitors, in the states in which we compete, we have and you look at high life time value customers, medium life time value customers, and low life time value customers. George and his team clearly have a strategy focused on the high and medium life time value customers. And so if you look at our rates, just our prices, and forget all the other things we bring to the strategy, against those five competitors we have lower prices about 80% of the time for high life time value customers. We have lower prices about two-thirds of the time for medium life time value customers and we have lower prices for only about third and only about a third of the states and those competitors, when you multiply that out, when you're looking at low life time value customers. So it's a little more complicated, than just what is the average price. It is required in time that we saw more than that and we have much more segmentation. So we try to be really well priced on the high and medium time life time value customers and we're okay losing the business on low life time value customers and so that is actually part of the market where you've seen a lot more churn going on, as people have been doing more advertisings in our lower lifetime value. So our quotes are up, but our close ratios are down and our overall growth is down a little bit this year.