Federal and state regulations don’t make it easy for title insurance companies to market and grow their business, but there are strategies to maximize their marketing efforts.
Federal and state regulations don’t make it particularly
easy for title insurance companies to market and grow their business, but
despite the regulatory RESPA obstacles, there are strategies that title
insurance companies can implement to maximize their marketing efforts.
Leverage Your Online Presence
Leveraging your online presence is paramount. By using the
right technology and social media platforms to create insightful, compelling
and informative content, you can generate – and keep – a captive audience.
The key takeaway is to provide value to your readership, which in turn establishes trust. And trust is key to growing your business.
Additionally, regularly updating your website with a clear
mission, current marketplace trends, blog posts, analysis and data backed by
research shows that you’re an expert in your field.
Authoritative blog posts and engaging social media posts generate
the strongest leads, so it’s crucial to maintain a regimented and consistent
If you slack, you risk losing the audience – and potential
clients – that you’ve worked so hard to connect with and cultivate.
Remember that homebuyers and sellers are a core element of
your target customers, and they’re more educated than ever before about title
Savvy consumers compare title insurance companies, and if
you don’t have a go-to resource stocked with information, services and
products, you’ll miss your opportunity to connect with these people.
Good, Ol’ Fashioned Networking
As well, network at every opportunity, and taut your
services with lenders, real estate professionals and others in your field.
While social media and an informative website are critical,
word-of-mouth recommendations continue to generate leads.
Collecting e-mail addresses legally is also an effective way to market your services to the right demographics.
Deliver a Useful E-Newsletter
An educational enewsletter providing insight about relevant
topics – including escrow, property searches and title insurance protection – is
another proven way to reach your target audience and build a solid customer
Use graphics and photos to illustrate trends and salient
points, and present simplified information that home buyers can easily digest.
are just a few ways to effectively market your title insurance company. Amanda
Farrell, who writes for PropLogix, offers several more ideas to jumpstart
your marketing efforts.
Don’t think you can download or even ask for someone else’s email address list unless you know for certain those recipients – each and every one of them – has opted into receive your content.
We’ve previously offered our thoughts on the importance of a
email list of customers.
While some consider email “old-school” in the face
of loads of social media platforms and texting, beautifully built content
contained on your website, email still connects you to your audience in ways
social media platforms might not.
You need email addresses. You need new email addresses. You
need an email distribution list that is constantly growing and evolving.
Because engaging your clients and colleagues in a narrative
about your business, while also providing useful information, is powerful in
establishing you as an industry leader and establishing your brand.
But don’t think you can download or even ask for someone
else’s email address list unless you know for certain those recipients – each
and every one of them – has opted into receive your content.
To do otherwise, to poach or duplicate or take anyone else’s
email address list without first getting a recipient’s okay to receive – or
better, without getting the recipient’s email address directly from them – is
and the implications are not pretty.
Spamming your audience could result
in getting permanently banned from your recipient’s inbox such as if she hits
the “do not contact” button or flags you as spam on her email client. Spamming
your audience can even result in getting yourself permanently banned from your
email management service.
When you think about it, sending
unsolicited emails is not even helpful toward getting your message to the
masses because these recipients have expressed zero interest in your offer –
they may not even know who you are.
You’re better off taking the slow and
steady approach to building your email database. Here are just a few ideas for building
your email database:
- Create an
email subscription form for your blog
contests that require an email address for entry
downloads that are accessible only by volunteering an email address
- Share a
subscribe link to your social media pages
Always tell your would-be subscribers
what they should expect. Do you email once per month or once a week? What type
of information is included in your distributions?
By building your email list the right
way, you’ll ensure you have quality contacts who are more likely to engage with
There is nothing like a solid, well-built email list – one that actually has people and businesses you want to reach.
Though some consider email “old-school” in the face of social media and text messaging, beautifully built content within your enewsletters and even within simple emails, can reach your audiences in ways social media platforms might not.
To that end, you need email addresses. You also need to not engage in spam (using email addresses you’re not entitled to). Here’s a great bit on how businesses can legitimately and effectively gain new email addresses, thereby continually growing their audience reach.
15 Proven Ways to Grow Your Email List
Real Estate Corner:
As technology continues to affect nearly every corner of our lives, real estate transactions are getting done with more technological influence than ever:
How Technology Is Changing The Real Estate Market.
Email Subject Lines that Get Attention
How do you get people to open your emails? That’s the million-dollar question. You’ve got informative, helpful and exciting messages to share with them, if they’d just open that darned email. Here are tips and a load of email subject lines that are proven to get people to open them. Enjoy!
- Just like a gatekeeper can prevent a salesperson from reaching the manager or executive they want to get in touch with, a subject line can block a prospect from opening a sales email. Here are subject lines that get attention. Read More
- So, you’ve started to send emails to your newly built (and growing) email list. The problem? It’s becoming more difficult to come up with emails your list will actually open and read. Even worse, when you do figure out what to say, your open rates aren’t anywhere near where you wish they’d be. If this sounds familiar, you’re not alone. Read More
want to tell the world your story. Well, actually, you just want to tell that
story to your clients, prospective clients and influencers.
created what you believe to be a well written email message that will inform,
excite and motivate readers to do whatever you’ve requested in your message’s
“call to action.”
send the email and excitedly wait for responses. The responses don’t come.
Instead, you learn that people are deleting your message without even opening
it. What happened?
how to craft emails that get attention.
Create Good Email
subject line is how people decide if they’ll open your email or not. If your
subject line doesn’t grab their attention quickly, they will delete the entire
message without even reading it.
subject line must be relevant to the message in the email. Otherwise, readers
will flag your message as spam (and rightly so) and you’ll lose credibility
with your audience. Here
are some great tips on writing email subject lines.
subject line or the first line of the email should create curiosity to make
readers want to read on for the details.
example, if you’re writing about new title insurance guidelines that clients
need to know about, try asking the question, “Why should you care about these
new title insurance guidelines?”
creative and come up with relevant questions to generate interest.
Don’t Overload Their
mindful of the number of messages you send to your contacts. If you’re sending
a must-read, breaking-news email every day (or worse yet, multiple times a
day), you lose credibility and people start deleting your emails without even
you have a lot of information to share with your contacts, consider a weekly
e-newsletter that’s well-organized for a quick-read by your audience.
sure to add teasers in the subject line that follow the tips referenced above.
loses credibility faster than a poorly edited message. Consider this article on
spelling and grammar mistakes in communications pieces.
hopefully your email typos will not generate the publicity of these
communications, but as a general rule, your goal is no typos.
If your message contains poor grammar, typos, mis-spellings, bad formatting and other mistakes, people will delete it and question your ability as a professional business leader. Proofread your messages!
One additional note: Remember Alliant National is a great resource to advise and educate independent agents on how to write emails that get attention.