Showcase your firm’s strengths at the closing table.
Many title agents spend
money and time on marketing and sales efforts to increase directable business.
While most campaigns are effective, and certainly essential, one of the best
opportunities to showcase your firm’s strengths is at the closing table.
A well thought-out and
unique closing table strategy will result in increased referral business, and
will cost half of traditional marketing plans. A well thought-out closing table
strategy looks like this:
referral sources who attend closings at your office.
firm’s customer service and competency.
Follow up with
collateral materials and a call to action.
As real estate
professionals, we value a well-planned and executed marketing campaign,
directed at realtors, loan officers and future clients. Typically, this includes direct mail,
targeted email, web presence, social media and office visits.
All of these methods have
varying degrees of cost, both in dollars and time. Everyone would agree that
they are essential to building and maintaining a business.
The closing table, however,
is a hotbed of opportunity that is, unfortunately, often ignored. A number of
factors that make this situation unique include:
can be scheduled and will attend;
referral sources are there;
As a closing
agent, you control the pace, flow, and agenda of the time you spend together.
As the closing approaches,
since your office will schedule, you will be aware of who will be attending. With
that information, you can tailor your approach to fit the needs of each. Your
approach should be a systematic and repeatable part of your processes.
The buyer’s agent is most likely your referral source. You
should acknowledge their competence and professionalism, in the presence of
their clients, the buyers, and be sure to thank them with a small, parting
gift, in full view of the seller’s agent.
The seller’s agent is your primary target. An informational
packet should be prepared with contact information, pricing and an order form. Also,
testimonials are always helpful if they can be obtained. It can be useful to
acknowledge them in the presence of the parties, and thank them for their help
in facilitating the closing. Be sure to obtain a business card and information
on their office which could be helpful in future marketing opportunities.
Finally, it is always appropriate to ask for their future business in person.
The mortgage broker, if present, and not familiar to you, should
have their own take-away packet, containing similar information to the seller’s
agent, as well as a document outlining their firm’s experience in handling
various types of loans other than residential. An acknowledgement of their
professionalism and assistance in putting together the transaction is essential.
Sellers should be given a branded packet with all their documents, containing
all you contact information and some swag such as pens, highlighters or pads. Do
not overlook this important contact. They are a potential future client. At
some point later in the year, they will be looking for copies of various documents
which they have lost. Their ability to contact you and obtain these documents
will cement your relationship, and make it more likely they will call on you
for their real estate needs in the future.
Finally, remember that
you, as the closing agent, are on stage. Whatever you project at this closing,
will make or break your ability to obtain future business from the parties. You
should be affable, available, and project quiet confidence. This is important
at what can be the most stressful experience in a consumer’s lifetime.
At the closing table, by
targeting referral sources, showcasing your abilities, and having collateral
materials prepared ahead of time, you will be able to take advantage of a
unique and valuable marketing opportunity.
The real powerhouse for business networking and prospecting is the business focused social media site, LinkedIn.
platforms enable you to stay in contact with friends and family and stay current
on their life activities. They can also benefit you on the business side,
especially for sales. For many people, the top
social media networks that come to mind are Facebook, Instagram and Twitter.
While these sites have some benefits for sales prospecting,
with general consumers, the real powerhouse for business networking and
prospecting is the business focused social media site, LinkedIn.
In fact, when it comes to business, LinkedIn with over 360
million members world-wide, is the top social media choice for business
networking and sales prospecting.
If you are using the popular social media business platform, LinkedIn,
you might find that there are additional ways to reach potential clients or
connect through others to increase sales.
For many, LinkedIn has been somewhat thought of as the go to
social site when you’re looking for your next job. It certainly has value for
this purpose, and it is extensively used by recruitment specialists world-wide
to find and contact prospects, but its benefits far exceed that. In the know business
people use LinkedIn more and more as a revenue generating, sales prospecting
LinkedIn is a perfect tool to make lead and sales
prospecting smoother, quicker, and ultimately, profitable. It is an extremely
cost-effective tool for business development.
Modern sales techniques have changed, and LinkedIn allows
you to connect directly with and gather information on companies and prospects,
as well as develop relationships and contact decision makers directly.
Here are some proactive, easy to implement strategies for using
LinkedIn as a tool to effectively increase your sales prospecting and grow
Optimize your LI Profile
With a couple tweaks,
you can turn your LinkedIn profile into a powerful sales asset. The most
important thing is that your profile is 100% complete. There is a high chance
that your prospects will look you up if they are interested in what you are
selling. When they do, your profile should give off a professional impression
of you and your company.
An important thing to do when beginning to get serious about
using LinkedIn for prospecting is to take a long hard look at your contacts.
Contacts are the bread and butter on the site. If yours are predominantly
family, your college classmates, and friends, you need to do a little work.
Connections spawn more connections. Your primary contacts
open a route to a wide range of second and third level connections. This is how
to scale up your efforts.
and Map Your Leads
LinkedIn users generally put a tremendous amount of
information on their profiles. Everything from which teams they work with, what
projects they are focusing on, which office they work out of and more.
You can use this information to develop a map of who the
decision makers are and how they can be reached and influenced to make the
sale. (Start by checking out the “viewers of this profile also viewed…” box
on their profile.)
Groups to Keep Up To Date and Engage With Prospects
Groups on LinkedIn are collections of people with similar
likes, needs, skills and more. They are a great way to learn about the
industries you target for sales and can be a great source for new prospects.
Engaging with member questions is a great way to build trust and authority
while raising your thought leader profile which can lead to sales inquiries.
They are also a great “soft” way to make contact with a prospect.
Turn Your Profile Into A Lead
Much of what we’ve touched on so far has been outbound
information, where to go to find prospects, how to engage, etc. This is purely
inbound. The prospects you’ve engaged with through connections and Groups will
most likely seek out your profile to learn more about you. (Information flows
both ways on LinkedIn!). So it only makes sense to optimize your profile to
Make sure you have current links to your company
site, your Twitter account and your Facebook page. Include some high-quality
recommendations from existing happy customers – think quality, not quantity.
This can give visitors a better idea of who you are and what you’re all about.
Remember, effective sales is all about building trust and relationships.
Content is at the epicenter of digital and social platforms:
It’s the single most important component
that ensures that businesses are communicating—and connecting—with their clients.
But content can make or break a
brand: Clients will either pay attention, or they won’t. But when businesses authentically
connect with their audience, they have the opportunity to leverage their
content, which generates more search traffic, trust and, ultimately, leads.
In a nutshell, content marketing is
one of the most effective communication strategies available to businesses, but
while slapping blog posts on your website and posting on social media channels seems
easy enough, businesses too often misjudge their audience—and, more important, the
content that most appeals to them.
It’s not about direct sales; it’s
about engagement and inspiring reactions.
Still, even when it’s done right, content
marketing can be tricky. It’s a crowded field with major competition at every
click, and it’s becoming ominously more difficult to reach potential clients
and retain existing ones. To best your competition, follow these content
a strategic plan in place: Before
creating content, build a smart and solid strategic roadmap that considers your
company’s growth and revenue goals, your target audience, the ways in which you’ll
deliver content (videos, tweets, blog, Facebook and Instagram posts,
infographics), a list of salient topics that clearly positions and defines your
company’s brand and image, an assessment of your company’s distinguishing perspectives
and, finally, metrics to measure the achievement of your content.
Don’t tell your story all at once: Storytelling is key to content marketing, but you want your audience to keep coming back for more. Teasing a story on social media platforms is a great way to keep your audience engaged and intrigued. If your business is considering hosting a special event, for example, build momentum by running promotional, brand-aligned giveaways or contests that last a few days, or even weeks.
Use your website to promote it and take advantage of social networks to extend its reach. The longer your footprint lasts, the better.
Be conversational: No one appreciates an overbearing sales pitch.And now, more than ever, audiences want (and demand) value, authenticity and the opportunity to respond. When you write content, think of it as a feedback-oriented conversation between you and your audience. A conversational style builds relationship over time, whereas a hard sell often drives audiences away.
Unprecedented low interest rates, a record-high
stock market and a Denver real estate market that’s suddenly
What on earth is going on? June is historically one of the highest performing months for Denver home sales, but not this year: Inventory was up 28 percent, sold homes were down 14 percent and the time a home spent on the market soared to 23 percent. Not since 2013 has Denver seen such a high inventory of houses for sale.
To maximize your reach and covert your copy into a
convincing narrative, you’ve got to be thoughtful, captivating and
Follow these effective tips for crafting compelling email
marketing messages that will help grow your business.
Research Your Target Audience
Your audience is the most valuable asset to your business,
and it’s your job to ensure that you develop customer profiles that align with
your business and its values and mission.
That starts with compiling organic email lists based on
everything from demographic data to hobbies and interests.
Verify that every name on the list wants to be included in
your email marketing campaigns. The fastest way to get blacklisted by the major
ISPs is to purchase or rent email lists.
Building the lists from scratch is time-consuming, but the
reward is much higher engagement.
Test Your Email Content
Before you send out a campaign to hundreds, if not thousands
of readers, be sure to test your content first for broken links, image
resolution issues, spelling errors, grammatical mistakes and design layout.
It’s always best to send a few test mails to yourself to
ensure that everything looks correct.
Beware of Spam-Like Content
Always, always keep your content relevant to your audience
and consistent with your brand.
Everyone has spam filters and “junk” email inboxes, and if
your subject headers, for example, are too gimmicky, have too many exclamation
points or contain misspellings, it’s likely that your email campaigns will be
promptly dumped into the trash bin.
Always Include a Call-to-Action
There’s nothing worse than leaving your audienceat a dead end.
One of the most crucial email marketing best practices is to
be abundantly clear and direct with your audience – and that means telling them
exactly what you’d like them to do next.
The point to any marketing message is to get a response.
Provide sign-up links, for example, if you’re promoting a
class, workshop or webinar. If you’re hosting an event, be sure to include an
And if you’re offering promotional offers, use
action verbs – “reserve,” “act,” “subscribe,” “save,” “start” and “get,” for
instance – to persuade your audience to respond.
It used to be that personal recommendations solidified
decisions, but in today’s fast-moving digital orbit, news about your company
travels differently, and online reviews—think Yelp, Google and Facebook—are a
primary source of feedback.
A 2018 Local Consumer Review Survey conducted by
Brightlocal.com reported that 85 percent of consumers trust online reviews as
much as personal recommendations and that 57 percent of consumers will only use
a business if it’s rated four stars or higher.
Suffice it to say that online reviews are remarkably
Not everyone responds to reviews, but there are several
reasons why you should (even if they’re negative), including the fact that replying
to feedback shows that you’re paying attention to your clients and customers,
you’re not afraid of transparency and your business is all about building
The goal is to convert fans of your business into super-fans
and offer disappointed reviewers an acceptable resolution, which often leads to
a revised review or inspiration to remove a negative one. While there are
multiple ways to respond to reviews – the positive and the negative – follow
these tips to put the face of your business in the best light.
Be pleasant and don’t hurl insults:When
a client or consumer is frustrated, they’re ready to fight. The last thing your
business wants to do is fuel the fire or burn bridges, so when you’re
responding to negative reviews, take a deep breath, be courteous and polite and
provide solutions when feasible.
A little sympathy goes a long way in defusing an unpleasant
situation. If you sense that the dialogue is taking a turn for the worse,
suggest settling the matter offline, far away from judgmental public eyes.
Keep your responses short and to the point: Social media users are looking to digest information quickly. If they want to read a novel, they’ll grab their Kindle or head to the bookstore. Keep your responses brief and genuine and stay on topic.
Thank those who post positive reviews: While handwritten “thank you” notes are, sadly, a thing of
the past, clicking the “Like” button on a positive Facebook comment takes a
second. Literally. Typing “Thank you for the kind words!” takes four seconds – five
if your typing skills need work.
You don’t have to thank every single person, but if someone
takes the time to write a favorable review, it’s a good idea to show your
Don’t be a salesperson: When
a user writes a review, it’s usually proof that they’ve already interacted with
your business, so there’s no need to tell them what they already know.
If you have something new to share about your business, it’s
fine to share, but make sure the content isn’t spammy or irrelevant.
Let clients and customers know that you loved working with them: Want to turn a
customer or client into repeat customers or clients? If they post a glowing
review, let them know how much you enjoyed working with them – and you’d
welcome the opportunity to do so again.
If you want people to continue to work with your business, you
need to let them know that you’re the kind of business that welcomes them back.