As any successful business owner will confirm, marketing is both a science and an art. A common struggle for many companies, marketing is best tackled once a well-defined plan is in place. According to the American Land Title Association (ALTA), there are three major hurdles title agencies face when it comes to marketing.
Marketing Challenges
A review of top title companies indicated that there are three primary struggles with marketing management.
- Strategy – Unfortunately, many title companies lack a well-researched marketing strategy.
- Leads – For title companies, capturing new leads and nurturing existing leads is a top priority.
- Sales – Without a system in place to efficiently close sales, title companies are unable to follow through on sales goals.
The root problem of these three challenges is a lack of cohesion. With the help of the appropriate technology, title company owners will have the tools needed to market their business to the right audience.
Responsive Websites
As the internet begins to win the war over consumer attention, it has become the go-to resource for information, products and services. Without a mobile responsive website, title companies are unable to engage on-the-go viewers, losing potential sales in the process. A secure, regularly updated website designed to function on any device is a marketing essential for title companies.
Lead Gathering & Nurturing
Title companies must be diligent about capturing new leads and following up with existing leads. Customer relationship management (CRM) programs are a valuable tool when attracting and nurturing leads, enabling title companies to keep customer information, sales calls, and lead-related conversations in one place. With the help of web-based CRMs and a well-defined lead nurturing process, much of the heavy lifting can be completed virtually. By using digital marketing in conjunction with an attractive website, title companies can capture leads and launch nurturing campaigns via email.
SEO
An ever-evolving area of internet marketing, search engine optimization (SEO) helps websites get found online. By incorporating link building techniques, keyword research and fresh content, many businesses (title companies included) have experienced more traffic, leads and sales. Why? While your website may be appealing to viewers on the outside, it won’t be discovered by search engines without a little TLC from an SEO.
Social Media
Serving as the information superhighway’s Autobahn, social media is the virtual fuel that drives heightened online brand awareness and industry authority online. An active presence on social media can mean the difference between engaged and disinterested prospects. For title companies, outreach and regular interaction on social media is a proven way to increase exposure and attract leads.
Industry Publications
Though most industry-related publications are now online, professional associations or organizations can provide title companies with a reputation boost. Involvement with an industry entity, such as the ALTA or BBB, builds customer relationships on a foundation of trust.
Overall, there is no right or wrong way to market a title company, but incorporating these marketing tips will boost your results.
In your experience, what marketing strategies are most effective for title companies?
