Waterford — Mark Nickerson has worn many hats over the years — Little League coach, rock drummer and, most recently, first selectman of East Lyme among them — but the role he has taken on for the longest period has been owner of the local GEICO insurance agency.

This month marks exactly 25 years since Nickerson, well known for local radio and cable TV ads, first formed his independent agency that sells GEICO products exclusively. It was a bit of a changeup at the time because GEICO, unlike the Allstate agency he previously worked for, had a bit of a staid reputation.

"GEICO isn't a household name," Nickerson remembers a vice president for the company telling him at the time. "GEICO is not the type of company that will ever have a television commercial and be splashy."

Well, times changed and GEICO became one of the top television advertisers nationally, making waves with its humorous spots, gecko mascot and well-known line about taking 15 minutes to save 15 percent or more on car insurance. And Nickerson rode the wave of popularity, at one time having about two dozen agents spread out at two separate agencies — one here on Route 1, not far from the New London border, and another now located in Warwick, R.I., that he took over 16 years ago.

Efficiencies brought on by the Internet have cut his need for personnel in half today, he said, but there will always be a need for a local agency.

"There was a time when we thought the Internet would close us down," Nickerson, 52, admitted. "But in this litigious society, who doesn't need expert advice on auto insurance? ... The human touch will always be involved."

Nickerson estimated that his agency writes 350 to 400 policies a month, and about half of his customers come in to meet face to face with an agent. His GEICO agents often can help discover discounts not readily apparent on the Internet, which he said is an added value at no additional expense.

Nickerson himself spends little time in the office now because of his duties as first selectman, a job he at first inherited after Paul Formica left to become a state senator and then solidified with a win in the local general elections last month. Luckily, he said, GEICO has never expected him to be holed up in his office 40 hours a week, instead encouraging agency owners to get out and be involved in their communities.

"They never expected me to become first selectman of East Lyme," he laughed. "But whether it lasts three years or 10, it's the ultimate opportunity to give back."

Nickerson said GEICO was a perfect fit for him because he could never see himself tied to a desk job. Instead, he dons his gecko outfit from time to time for special events (figuring he's on his third or fourth costume by now), gets involved in Rotary Club activities, hobnobs on the Submarine Base as an honorary chief petty officer and even manages to play a couple of times a month with the Paul Lussier Band.

Nickerson also gets word out by supplementing GEICO's national ads with his own local branding on radio and television. But the biggest part of his business, he said, comes via referrals — from local customers, real estate agents and car dealerships.

Nickerson said GEICO, which will celebrate its 80th year in business in 2016, tries to rid itself of all the red tape in taking care of an insurance problem. Settling a claim, for instance, is as easy as an agent seeing the car and cutting a check on the spot.

"We make it easy to do business with GEICO," Nickerson said, quoting from the company's philosophy. "We do it right the first time."

l.howard@theday.com

Twitter: @KingstonLeeHow 

WHAT: Waterford GEICO Insurance Agency

WHO: Mark Nickerson, owner

WHERE: 711 Broad St. Ext., Waterford

PHONE: (860) 446-2886

EMAIL: waterfordagent@geico.com

YEARS IN BUSINESS: 25

EMPLOYEES: 13 (six in Waterford)