Recently, a lot of marketers have found themselves playing in a different sandbox than the one that they may have been used to in the past. The old sandbox consisted of a hybrid kind of marketing, one that relied on both digital and physical platforms. As our world continues to shift for the foreseeable future, more and more of that physical marketing becomes irrelevant and marketing teams find themselves competing in a digital landscape.
There are a lot of benefits to shifting focus to digital. While there are still costs involved in online marketing, they’re often less. However, it also means competing with literally everything else on the internet at any given time. What we present to our target audience has to be put forward in an interesting enough manner that their attention can be pulled from the thousands of other options calling for them at any given time. That’s a tall order!
Shifting your marketing behaviors can be a difficult pill to swallow, but remember that it doesn’t all have to happen overnight. It’s also important to remember that this might not be forever. Right now, we’re in a constant state of adapting. Here are some tips for taking the plunge into this new landscape.
Focus on Engagement
We’re not just talking clicks here. Right now, one of the best things you can do for your marketing is to keep yourself accessible. Schedule live chats or seminars, or even create an online forum. These things may not have been considered to be standard marketing in the past, but right now it’s all about getting that attention. Accessibility will go a long way to set you apart from the rest of the pack.
Keep Your E-Blasts Interesting
You know what’s exhausting? Endless mailers. You know what’s even worse? Endless cookie-cutter mailers. Cutting and pasting information into the same email format you’ve sent forever might be the easy route, but it’s not going to get you the engagement you want – especially not right now. Give your audience a reason to click on your newsletter! You can utilize anything from small giveaways to something as simple as a snappier intro. Make your readers feel like you’re making an effort to connect.
Avoid Platitudes and Watch Your Frequency
We’re all getting inundated with marketing from across industries telling us that everything’s going to be okay and that our best interests are being looked out for. You don’t need to be that person. No one wants to hear platitudes all day long. We’re far enough into our current global situation that we’ve all pretty much figured out what we need on an individual basis. Focus on what you’re bringing to the table, and don’t overwhelm your email list with correspondence.
If you find yourself constantly digging for information to include in your marketing or other digital correspondences, lower the frequency of your newsletter. The people you’re reaching will appreciate that a lot more than a halfhearted information aggregate.
Keep on your Toes
As things change, change with them. There’s no sense in wasting your money on ad space or physical marketing that isn’t working for you. The future’s more uncertain than it has been in several generations. While it can be hard to accomplish, do your best to just go with the flow. Keep with the digital marketing while it makes sense, but be prepared to incorporate the physical back into rotation if the marketing landscape calls for it.
Focus on What Works Best You can read all the advice columns out of Forbes you want, but no one knows better than you do about what you and your audience are looking for. Use the advice of the experts as a spring board, and then do your best to make something unique out of your marketing. Not only will this set you apart from the crowd, it will also give your audience more of a reason to engage.
Alliant National Agent finds work-arounds amid COVID-19
It feels almost impossible to stay connected right now. Though we’re starting to see stay-at-home orders lift across the country, social distancing protocols remain. As we continue to be separated from each other, title agents are finding innovative ways to make sure their clients and employees are safe and feel valued. Cindy Koebele, owner of Minnesota-based TitleSmart Inc., recently joined us on a webinar about doing just that.
When her home state started to close in response to COVID-19, Cindy’s first focus was to see who could work from home and make sure those team members had the tools to do so. Cindy and company also started scheduling smaller appointments to ensure client safety.
Cindy’s team also faced the same roadblocks everyone has experienced over the past several months – a shortage of everything. The offices needed to be stocked with essentials like disinfectant wipes and masks for staff and clientele, but there was a long period where nothing could be found. Thankfully the team at TitleSmart is just that – a team. A joint effort to equip company offices was quickly underway. Staff members would even text Cindy late at night if they managed to score a hard-to-find item.
Nearly everything about day-to-day work had to change. The team was issued clipboards so they could hand papers to consumers who sat in their cars for “no contact” signings. Meanwhile, the “little things” Cindy’s team does to help clients feel welcome had to change a great deal. In the past, they’d bake fresh cookies and have an assortment of other goodies for clients taking the next big step in their lives. It was an important way the TitleSmart team connected with customers.
Thankfully, having to change the way you connect doesn’t mean giving it up entirely. Though the homemade touch of fresh baked cookies has to be put on pause, Cindy and team are still making yummy goodie bags for their closers. The focus of ensuring everyone feels welcome is more important than ever, and it’s something everyone at TitleSmart is taking very seriously.
Cindy notes that she refuses to lock her doors. She has no intention of making anyone do something they don’t want to do during these difficult times. Accommodations are being made both for those who want as little human interaction throughout the process as possible, and for those who still want that in-person experience.
The most critical takeaway from the discussion with Cindy is that connection isn’t impossible right now. It simply requires a little bit of innovation. Our situation may be a complicated one, but it’s one that we’re all in together. Making your team feel valued and showing your clients that you’re still willing to go the extra mile no matter what it may look like is the smartest business move that you can make right now.
With many states choosing to lift their stay-at-home orders, many people are left wondering how to move forward in this new and uncertain landscape. First and foremost, it’s important to remember that there is no real “going back to normal.” A new normal will be achieved, but the idea that things will return to the way they were across the board is wishful thinking.
The notion of forming a new normal can be overwhelming on both a personal and professional level, but it’s something we find ourselves obligated to do in order to keep our businesses moving forward. Adding in the fact that everything feels topsy-turvy at the moment doesn’t help, either.
As an example, March and April were two of the heaviest order months in the history of title insurance. That influx is in direct conflict to the majority of other industries, many of which are struggling to stay afloat until whatever “new normal” can be achieved. Opening large numbers of orders is always exciting, but it’s critical that we realize this isn’t an evergreen influx of business.
It’s also important that we find a way to handle the large volume of orders in a way that keeps customers satisfied. Normally, the industry response to such a deluge of business is to hire more personnel. However, several large companies have, in fact, reduced staffing levels despite record orders and near record revenue. In the current COVID-19 world, it means learning to adapt on a company-wide scale.
As we all adapt, keep in mind that there will be very real pressure to reduce or even eliminate some risk management procedures in an effort to save costs. This is a dangerous time to consider such a reaction for either independent agents or underwriters. Many of the normal processes for risk management are difficult to maintain as a large percentage of employees are now working remotely. However, staff being remote does not remove the fiduciary responsibility we have to safeguard the public trust.
Another area of concern for the future is that governors and elected officials across the country are suspending laws and regulations, which continually move the regulatory goal posts. RON, RIN, Mobile Notary statutes, and recording regulations have all been changed using “executive orders.”
What will happen when creative plaintiffs’ attorneys challenge foreclosures, loan defaults, etc.? Underwriters will be called upon to defend lenders under their loan policies. Are courts and juries more likely to side with borrowers? Will foreclosures spike with dramatically increased unemployment? These added complications make it more important than ever for title agents to remain focused on the details, no matter how small they may seem. Be sure you have an underwriter who will stand behind you as an agent, and who can keep you up-to-date on regulatory issues.
While we will gradually return to whatever is the new normal, bear in mind that the surge in orders is a temporary reaction to low interest rates and the need to access equity that is currently locked into homes. These high numbers now don’t guarantee high numbers in the future. Be mindful of the regulatory adjustments that affect your role in the title and closing process, and adjust to the new work-from-home landscape as best as you can.
We have a lot of tools in our respective tool-belts. We just have to use them wisely and correctly.
During these uncertain times, Alliant National seeks to support our independent agents, helping to chart a path forward for continued business growth. Agents can access a wide range of tools and up-to-date Covid-related information at https://alliantnational.com/coronavirus/.
Feel free to reach out directly to me at firstname.lastname@example.org or 214-293-8067.
Is your agency set up to close transactions using remote online notarization (RON)? If so, the American Land Title Association (ALTA) is encouraging you to let lenders know by updating your ALTA Registry listing.
“RON is in high demand and lenders are actively looking for title and settlement companies that can close their loans using this technology,” the association said in a recent post. “Being RON Ready could lead to new revenue during these difficult times.”
There is no cost to be included on the ALTA Registry.
Update your listing on the ALTA Registry at: https://www.alta.org/registry/
Right now, even the most seasoned experts find themselves unsure when we’ll be able to return to some semblance of normal. To add to that, it’s projected that it could be months or even years before we’re able to return to business as usual across the board. Now that most states have found themselves in over a month of their shelter-in-place orders, real estate experts have started compiling tips to try and help their fellow agents navigate these uncertain times.
A group of marketers came together for Forbes to offer twenty tips on how to seize the day until our day-to-day gets familiar again. Included in the tips are bits of advice like how to avoid being too aggressive while buyers find their footing, and to offer virtual product training to your agents.
Allie Beth Allman, Realtor to former President George W. Bush, spoke about the importance of not panicking and learning to adapt during an uncertain market. Allman also discusses the importance of remaining calm and not acting reactively here.
Meanwhile, New York broker Eric Benaim offers tips on winning business and staying positive while we find ourselves in a downturn. After starting his firm in 2008, Benaim has experience in working through economic anxiety. You can check out Alliant National’s COVID-19 Resource Page for more information on how you can keep your closings safe and your business moving forward during these tumultuous times. We also recently hosted a national webinar with many more tips on how to stay engaged with your Realtor clients.