Marketing your Title Company

In this guide, I share practical tips to help your title company excel in a tough market. You’ll learn how to stand out from larger competitors, amplify your online presence, and use customer reviews wisely.

We’ll touch on the value of tools like Google My Business for local searches, and the power of social media for brand building, lead generation, and establishing your industry expertise.

Keep reading for insights on content strategies, new marketing channels, and SEO basics.

---

1. Tips for Competing against larger title companies

How do you go up against a company with a bigger marketing budget and a full marketing team? Truthfully, you can’t.

You can’t outspend a larger budget in marketing areas that demand high investment, like paid ads. However, you can strategically utilize your budget in areas that often require less financial input, allowing you to compete effectively.

---

The First Step: Don’t try to be something you’re not, but heavily promote what you are

What separates you from the larger competitors, or any competitor? Is it your personalization? Do you get to know all your clients by name? Are you superior at a niche?

Whatever it may be, make sure that your marketing material and your messaging reflects that key differentiation – clearly. Too often this is not the case. The point I’m trying to make here is this: unlike big names like Nike, your potential clients probably don’t already know your business and what you offer. So, it’s super important that you make your unique value crystal clear from the get-go in your marketing, just like in these hero image designs below.

The Second Step: Enhance your web presence

Take a moment to reflect on your own behavior online. Chances are, before buying anything, you probably look at reviews and check out the product’s website. Guess what? Your potential clients do the same.

Your website is the first impression your customers will have of you, it’s how you display your product/services, and it’s the gateway to your entire online presence. If you structure your website correctly – it can be a great source of inbound customers that find you. (We’ll go into more about this later).

Don’t ignore your website. Even if you aren’t experienced in web development, that’s okay – there are countless tools and people out there to help.

Here’s what I would do: Go Online and Outsource

Freelancer marketplaces, such as Upwork or Freelancer.com, connect freelancers with companies at a reasonable price – for example, I built my website for less than $1,000 (including the graphics and hosting).

If your website is built on WordPress, (like the majority of websites), I recommend watching some tutorials and at a minimum learning how to change your own written content. This will reduce your dependency on others. Here’s an article showing some Beginner steps.

WordPress, after all, is intended to be easy – as easy as Microsoft Word (hence the play on words). You’ll drastically reduce your costs of your website maintenance if you can handle this simple task.

The Third Step: Get some customer reviews

According to BrightLocal, 84% of people trust online reviews as much as a personal recommendation.

Are you promoting yourself as the company that’s always there for their clients? Then you better have something to back up that statement.

Testimonials and customer reviews are a great way to establish trust in the customer’s mind and back up the claims you’re trying to make.

Not sure where to start gathering reviews?

Let’s first break down customer reviews into two categories. External and Internal.

• External examples – G2, Capterra, Yelp, Facebook, Trustpilot, and Google Reviews.
• Internal examples – Reviews/Testimonials on your website/email signature.

External customer reviews live outside of your website on third-party websites, such as Yelp. Internal customer reviews are what you promote on your website or email signature, increasing trust at the point of sale.

The Fourth Step: Create a Google My Business account

When you search on Google “the best restaurants near me” – how do you think Google displays those results? Without explaining it in detail, Google uses content from websites (and Google My Business accounts) to determine where each business is located and the businesses’ proximity to the searcher.

If someone is searching for a “title company” – Google will display organic local listings first. If you haven’t communicated to Google where you are, Google can’t point them in the right direction. And as a result, you’re missing out on people finding your business and becoming a customer.

So, help Google to help you.

First. Create a Google My Business account – click the hyperlink. It’s free. It’s easy. It will directly and positively affect the number of local inquiries you receive.

Second step. Make sure your website displays where you’re located – preferentially front and center. For example, you aren’t just a “Title company specializing in personalization” – you are “an Atlanta based Title Company Specializing in Personalization”. Small change, big impact. *As seen in the above image.

Consider doing this for Bing and Yandex as well.

These tips are cheap, easy to implement, and are great ways to compete at a larger scale.

2. Social Selling for Title Companies

I don’t need to go into too much detail about why social media is important – we all use it. But, it’s more important than what is shown on the surface.

Social media is the place where people create online communities, ask questions and look for recommendations. All things that can present opportunities for a company.

If you’re not involved in any of these discussions or communities, you’re missing out on an opportunity to build brand awareness, increase trust and position yourself as a thought-leader in your industry.

The First Step – Find where your customers are on social media.

Is there a “Real Estate in X Area” Facebook group? Are there associated Twitter hashtags, such as
#titleinsurance? Are there LinkedIn groups for title companies? Chances are there is.

Actually, I know there is. Here are some examples:

• Title Talk – https://www.facebook.com/groups/1796740943901370/
• Title Discussions can commonly be found at – https://www.reddit.com/r/RealEstate/

The Second Step – Establish yourself as a trusted advisor.

Find applicable groups on social media, actively listen to what is being posted/discussed, and when applicable – answer questions that are posted in the group.

If you’re seen on social media as a company who provides value and doesn’t just simply “sell” their service – you’ll establish yourself as a company who can be trusted and therefore – recommended to others.

If you’re looking to promote your company on these social media forums and groups – take caution. Remember this – these people don’t care about you or your company, they care about what value you can provide to them.

Start with value first and don’t sell your services/products until the right opportunity arises.

The Third Step – Create relevant and detailed content.

More than 5 million blogs are published every day, and to date, Facebook users have made over 2.5 trillion posts. In other words, with that much content out there – why should people stop and listen to you?

Consider this article you’re reading. I’ve spent countless hours researching it, writing it, reviewing it, re-writing it, re-reviewing it, designing it, publishing it, promoting it (which is the relevant part for this portion of the article), etc.

Why? Because just creating content isn’t good enough anymore. For us at SnapClose, the benefit of this article has been worth the time investment. As of 06/01/2023 the article you’re reading generates more than 20% of all traffic to snapclose.com and has been the conversation starter for multiple new customers.

With that said, what content should you create? The answer is, what are you good at?

What unique perspective do you have? Do you have a contrarian opinion on an otherwise popular subject? What topic are you knowledgeable in? Do you have any interesting data that you see happening in your industry? Share it.

When it comes to long-form content that is thoroughly researched and well-written, it isn’t an overstatement to say that piece of content can change your business trajectory.

For coming up with content ideas, see our content marketing strategy section.

The Fourth Step: Follow, comment and interact on posts

Data shows that answering complaints on social media increases customer advocacy and reduces churn. For example, Jay Baer’s research found that answering a complaint on social media can increase customer advocacy by as much 25% (Buffer).

Interacting on customer/prospect posts will also do these things for your brand:

• It humanizes your brand (when written in a conversational way).
• You provide value to the person who posted it and to others who read it.
• You get yourself seen by prospects.

90% of consumers will be more likely to engage with posts that embrace the company’s personality (Sprout Social, 2018).

Keep in mind, people don’t just want you to respond to them. They want you to have an empathetic, unique, and personable voice.

The Sixth Step – Follow the 80/20 rule

The 80/20 Rule states that 80% of your social media posts should inform, educate, and entertain your audience, while only 20% should directly promote your business. (Inc). This is in relation to posting to your social media account – not in relation to commenting on other people’s content.

The 80/20 rule can be a difficult concept for most businesses to comprehend. But, consider your own social media usage – what brands do you follow? Why do you follow them? Odds are, you don’t follow them to receive their promotional marketing messages. You follow them because they provide some value to you.

Take some time to think about who the best brands that are that you follow on social media and consider why they’re your favorite.

Provide value, first, and in this case, do it 80% of the time.

3. Strategies for Marketing You, Yourself and I on Social.

People prefer to connect with other people on social media – not brands. While it’s important to establish your brand on social media and across the web, it’s equally as important to establish yourself as an individual.

People prefer to connect with other people on social media – not brands. While it’s important to establish your brand on social media and across the web, it’s equally as important to establish yourself as an individual.

Similarly, to the above section, join Facebook, Reddit, and LinkedIn groups and participate in the discussions that can be found. Quora is another option to find questions related to your industry that you can answer and establish yourself as a thought leader. If you’re a fan of Twitter, be active in any #title conversations that can be found.

Quick tip – turn notifications on when involved in these groups – this will help you receive announcements when a new message/post has been published.

While this section may seem similar to the section before, this is where it differs:

As a person, you can have a unique perspective where your brand/company cannot.

This allows you to be more personable and – more approachable.

Reasons why YOU should promote YOURSELF on social media:

• You increase your own personal value– If person X has 10,000 followers and person Y has only 20, but they are equal in every way – who would be more likely to be hired by an employer?
• You create pathways for discussion that would otherwise be missed
• And for sales professionals in particular:
  
  • 72% of sales people that use social media as part of their sales process outperform their peers and exceed their quota 23% more often.
  • Leads from employee advocacy are seven times more likely to close than other forms of leads.

Why your COMPANY should want you to promote yourself on social:

• “Research from Cisco shows that employees have 10X more combined followers than corporate social accounts. What’s more, a 12% increase in brand advocacy (individual’s posting on behalf of the company) generally generates a 2X increase in revenue growth.”
• You Build Brand Trust – 76% of individuals surveyed say that they’re more likely to trust content shared by “normal” people than content shared by brands.

The above image is from the Twitter page of Rand Fishkin. After building his social media network at his former company, ex-founder of Moz used his personal social media presence to springboard his new business venture, SparkToro, into the marketing community (with a lot of success).

4. Content Marketing

Google, and other search engines, have transformed the way we do business. As a company, you no longer find customers by interrupting them with TV ads, Radio ads, etc. It’s the customer who now finds you. And content can help them with their discovery.

Let’s first understand how content works within Google (and all search engines). To do that, I have to back-track. All the way back to how people use Google. Think about your own usage. You have a problem or query– you search for a solution or answer. *Note, ChatGPT is evolving this in some way.

That problem and the solution vary depending on where you are in the buying cycle and your understanding of the product/service.

I’ll explain this concept further, using eyeglasses (stay with me). A person who has had glasses for a decade will use Google differently than someone who is only just starting to experience eye strain – and different again to someone buying only their second pair. Each of these individuals have a need for glasses – but all of them are in different stages of the buying cycle. They are all potential people customers for a glasses store.

Each of these potential customers have different problems/queries that each have different solutions. What that means as a business, is you have an opportunity to address each of these different solutions through content. If your content solves the problem/query, Google will reward you (see the SEO section below) and you will drive more business.

The eyeglasses business concept can be applied to title insurance. For customers, they’ve used title insurance numerous times, for others – the very words are confusing.

Let’s first break content down into what content is and can be. Content isn’t just blog articles on your website. Which is typically the first thing that comes to mind. Content is the creation and sharing of online material, (videos, social posts, articles, podcasts, etc).

Content is simply about providing value and or solving problems for your prospects/customers, in any online format.

One of the first things I said at the start of this article was – play to your strengths. Content is no different. For example, if you aren’t good at writing, start a podcast or webinar series instead.

The First Step – Coming up with content ideas.

To do this, you need to first understand the problems your customers are having. Typically, the easiest way to do this is to talk to directly your customers. If you don’t have easy access to your customers – ask your sales team or customer support. And if you’re a small team (meaning you are
both sales and support), then ask yourself this – what are the 5 most common questions you’re asked before, during, and after a person becomes a customer? Those questions – are potential pieces of content (when answered thoroughly).

Once you understand the customers’ issues – you can address them.

Consider this article here – a common concern we uncovered among our customers was that they found it difficult to market themselves – particularly during COVID-19 and statewide lockdowns. There was then an opportunity to create a detailed article that addressed that particular concern for them – increasing trust and hopefully winning new customers.

The Second Step – Content delivery

Content delivery is just as important as the content creation itself. You can create the best content in the world but if nobody sees it – what was the point? (Refer back to the Social Selling section).

The easiest way to answer the how and where you should deliver your content is this – Again, where are your customers found online? Facebook, LinkedIn, YouTube? – go back to your customer research from the section before to discover the answer.

While you will surely need to use a secondary platform for content delivery/promotion, such as Twitter/Facebook – the goal should always be to: Drive traffic back to your website.

After all, you are bound by the terms and conditions, and algorithms of Facebook/LinkedIn/Twitter. By bringing people back to your own website/email list, you reduce your risk for changes on these platforms that may adversely affect you.

While content creation/delivery may be time-consuming, and the results can take a while to be noticed – content has the greatest potential as a marketing strategy for a smaller company.

5. Alternate Marketing Strategies to Participate in

The goal here is – to get yourself out there – everywhere.

The First Step – Piggyback on other company’s audiences.

Are there podcasts related to the Title Industry that you can participate in? Are there industry publications that are relevant to your customers? (If you need a list of these, don’t hesitate to contact me).

These publications and podcasts have large and often loyal audiences. By offering to write a guest article or participate in a podcast – you’re opening yourself up to a large and potentially untapped customer pool.

To continue on the piggyback discussion (something I never thought I’d hear myself say) – just as you should participate in an external company’s podcasts/blog, you should be actively inviting participation from external guests to your own blog, podcast, webinar, etc.

This will bring their audience to your platform.

The Second Step – Get local.

If you’re a small title company, chances are – word of mouth is what is driving customers to you. So, amplify it.

Meetup.com is a great way to find and meet local people in your targeted industry. There are often business groups, real estate groups, legal groups, etc. The goal here is to again, provide value to people in the community, be seen as a thought leader in your industry and be recommended to others by members of the group.

If you’re an introvert, or just worried about safety – there are other local marketing methods. Such as – sponsoring a local sports team (think Little League), sponsoring a local publication, or even sponsoring a small local event.

These are just some of the ways to get your name out there in your community (and to do something good for your community at the same time).

6. SEO or Search Engine Optimization

If the title of this section made you reconsider whether you should keep reading – you’re probably not alone. But, don’t be scared by the title – SEO, or Search Engine Optimization, simply means optimizing your website for the benefit of a search engine – like Google. In other words, designing your site, and creating content with search engine algorithms in mind.

Before I dive into the details – let’s look at some benefits of SEO: (Crazy Egg)

• It drives inbound traffic to your website
• It’s cost-effective – you don’t need to pay for anything
• It builds brand awareness
• And it has a better ROI (return on investment) than paid ads

SEO can be a difficult concept to grasp – so I won’t go to advance in my discussion (at least not in this article).

I’ll outline what you can easily set up yourself – and other tasks that may require a developer (refer back to Upwork).

7. What you can set up yourself

The goal here is – to get yourself out there online – everywhere.

1. Google Search Console

Google Search Console is a free service offered by Google that helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results. Setting up Google Search Console is relatively easy – and will almost certainly improve your search position in Google itself. (Bing has a similar tool available also).

2. Internal Links

If you’re at the stage where you’re comfortable creating content or writing your own website copy, consider using hyperlinks AKA this inside that copy to other pages on your site. Otherwise known as “internal links”.

Internal links help to improve your SEO in a few ways:

• Helps Google (and all search engines) establish your site’s structure.
• Helps search engines with information hierarchy of your website. For e.g., your homepage is more important than your FAQs.
• Helps to increase the amount of time a person spends on your site.

Here’s an example of how you use internal links inside your website copy.

8. Leveraging AI Tools in Marketing Your Title Company

When I updated this article back in 2020, I made a promise to keep it fresh and relevant. The challenge was finding time and spotting significant changes worth sharing. Today, I want to introduce you to something that’s made a big difference for us: ChatGPT.

In the rapidly evolving digital landscape, artificial intelligence (AI) has become a valuable asset for enhancing marketing efforts. AI tools can help your title company stand out by streamlining content creation, improving customer engagement, and optimizing marketing strategies. Here’s how you can incorporate AI into your marketing toolkit:

---

1. HeyGen: AI-Powered Video Creation

What is HeyGen?

HeyGen is an AI-driven platform that simplifies video production, allowing you to create professional videos without extensive technical skills.

How to Use HeyGen:

• Client Onboarding Videos: Craft personalized welcome videos explaining the closing process.
• Educational Content: Produce explainer videos to demystify title insurance concepts.
• Social Media Posts: Create engaging video content to boost your online presence.

---

2. Midjourney: AI-Generated Graphics

What is Midjourney?

Midjourney is an AI tool that generates unique graphics based on text prompts, helping you enhance your visual content.

How to Use Midjourney:

• Custom Imagery: Design bespoke images for your website and marketing materials.
• Social Media Visuals: Generate eye-catching graphics to increase engagement.

---

3. Claude: AI Writing Assistant

What is Claude?

Claude is an AI-powered assistant that helps in generating and refining written content.

How to Use Claude:

• Content Creation: Write informative blog posts and articles to establish authority.
• Email Marketing: Draft personalized emails for client outreach.
• Social Media Copy: Generate engaging posts tailored to each platform.

---

4. AI Chatbots for Customer Support

Enhancing Client Interaction

Implement AI chatbots on your website to provide instant support and answer common queries.

Benefits:

• 24/7 Availability: Assist clients outside of business hours.
• Lead Generation: Engage visitors and collect contact information.
• Efficiency: Free up your team to focus on complex tasks.

---

Integrating AI Into Your Strategy

Steps to Get Started:

1. Identify Needs: Determine which areas could benefit most from AI.
2. Choose Tools: Select AI solutions that align with your goals.
3. Train Your Team: Ensure your staff is comfortable using the new tools.
4. Monitor Results: Track performance and make adjustments as needed.

Embracing AI tools like HeyGen, Midjourney, Claude, and AI chatbots can significantly enhance your marketing efforts. These technologies offer cost-effective solutions to create compelling content, improve customer engagement, and streamline operations.

There was a common pattern I discussed in this article –which was value. By providing value and supporting your customers, you offer them something that a larger competitor simply cannot. Own that, promote that and live that message in your marketing.

Contact me