When you're located in the highly competitive environs of Atlanta, Ga, you're going to be facing off against all the major brokerage firms as well as other independent agencies. So, you really need to develop a unique value-added proposition that will stand out from the crowd. As Jeff McCart, principal, The McCart Group, Duluth, GA, points out that pain is not on the property/casualty side today. Fortunately, they do much more than just procure property/casualty insurance for their clients. They also offer employee benefits, and human resource and payroll administration. The McCart Group traces its roots back to Oct 1, 1971, when Jeff's father, Joe McCart, established Joe McCart Insurance Agency Inc, as a traditional property/casualty insurance agency. The Employer Services division was established in 1992 to help employers who were concerned about health care reform. As cross-selling of employee benefits began to progress, the agency added another service to cement its relationship with clients.