Does my title agency really need a Yelp page?

Title insurance isn’t exactly top of mind when consumers think of Yelp. While the review site has been a topic of discussion at many recent marketing workshops for title agents, including ALTA Bootcamp, many agents are still skeptical as to whether Yelp offers any benefit for their title insurance businesses.

But that skepticism could wane as title agents come to realize how many new leads they can gather by maintaining a healthy and active Yelp page: healthy as in a page that contains mostly 4- and 5-star reviews, and active meaning someone from your business engages with your customers by responding to feedback and messages.

Just how much business can a healthy and active Yelp page produce for one local title agent? At least one extra deal per month, or more. It may not sound like much, but those deals add up throughout the year, and the cost to acquire them is quite low. Having a Yelp business page doesn’t cost anything, and maintaining one takes minimal time and effort.

It’s increasingly common for consumers to research every aspect of their homebuying experience. The Consumer Financial Protection Bureau, through their Know Before You Owe program, has all but ensured the trend won’t be reversed in the title insurance business any time soon.

The millennial generation especially, who’s grown up with technology at their fingertips, tends to Google everything, and they know exactly who they want to do business with before they ever call or email. Your title agency needs to be on Yelp because your business needs to be where tomorrow’s customers go for information.

When a prospective customer Googles your title agency, you can bet your Yelp business listing will appear on the first page of search results. While a Yelp page is an excellent opportunity to market your company’s services by uploading photos, posting links and completing the company information section, a Yelp page that is ignored or unclaimed also says something to the would-be customer about your company.

The stronger your business’s Yelp page is, the more opportunities you will create for new business. Elevating your title agency’s star rating from 3 stars to 5 stars can yield as many as 25% more clicks to your page, while studies show consumers are also more likely to contact a business if it has a 5-star rating.

Many title agents are reluctant to participate on Yelp because they are afraid of negative reviews. But ignoring your business’s Yelp profile doesn’t mean the negative reviews will go away. They are still impacting your title agency’s online reputation and possibly steering prospective customers to a local competitor with better reviews.

Don’t fear negative reviews. By developing a strategy for acquiring Yelp reviews and targeting satisfied customers, you can mitigate the risk of a negative review torpedoing your star-rating.

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Nikki Smith

Nikki Smith

Alliant National's director of digital marketing + social media

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This blog contains general information only, not intended to be relied upon as, nor a substitute for, specific professional advice. We accept no responsibility for loss occasioned to any purpose acting on or refraining from action as a result of any material on this blog.

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