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Title Rep Marketing – Old Title Habits Die Hard – Don’t Be “Dolly”

Direct mail marketing

Don't Do It

Disgusted.

Why you ask? Great question. By now you know that I am a former title rep for a national title insurance company in Phoenix Arizona. For the last 10 years I have helped Real Estate professionals grow their business – most recently – online. Online because as you already know, over 90% of consumers start their home search online.  OK, so back to why I am disgusted.  I remember it like it was yesterday [begin dream sequence]

I walked into a title company, [one we don’t have a partnership with] to meet with a potential client – another real estate professional that has hit the wall. She knows that her marketing is not working and she is ready for a change. Kudos to her – she gets it. Anyway, I had my meeting with her, [she signed up of course :-) ] and when I was finished, I used the little boys room and stopped in to see a “friend” [another title rep], let’s call her “Dolly”.  What she did or rather had on her desk called into question her sanity, her lead generation techniques, her value to her clients – the real estate community. What was it Stephen!  Great question.

On HER desk was the “prettiest” bound, personalized BUYER BOOKS you ever did see.  I was like whaaaaaaaaat! I said, what in the hell is that? She said “what, my nail polish?” I said NO, not your nail polish, that right there? “My granola bar?” she asked, “No honey”…I pointed at this atrocity and said again….whaaaaaaaaaat? She immediately, hung her head and like an addict that has just been caught with a pipe in here hand said “I’m sorry”, I didn’t mean it,. Then the denial started. Their not mine.  “Really?” I said. Then what is your name doing on them “provided by X?”  She said I know, I know but I couldn’t help myself.

Old habits die hard. I came to find out that an agent insisted on these PRETTY, PERSONALIZED Buyer Books, because “She wants to show her buyer a different level of service”. What this agent doesn’t realize is, if she had only put the buyer information on her website, she could have directed her buyer and the thousands of other consumers on the Internet looking for buying information in Arizona to her. Sure, she gave her client a pretty buyer book, but she handicapped herself and her business by doing so.

“Dolly” gave her client the buyers books she wanted – she should have [the customer is always right] but it was a teachable moment. “Dolly” could have asked questions. “Why do you want the buyer books? What is the value of them” Do consumers look for home buying information in buyers books or the Internet?” She could have taught her client [the real estate agent] about consumer behavior – about getting found online.

If the real estate agent had instead, put the information on her website, she could have directed them to it where they could have not only learned about the buying process in Arizona [or anywhere] but her buyers could have learned more about the agent, read her testimonials, searched for properties, and shared her content with her friends and family that may also have the same question(s).

Old habits die hard.

Do you want more title business? Do you want real estate professionals calling you – because they see value in what you can teach them? Because you can teach them how to get more business – business that would come to you? Let’s Talk. We can help.

UPDATE – The offending title rep “Dolly” has entered  title rep rehab and as part of a 12 step program committed to no longer using pretty, personalized buyer books in her presentation and instead – teaching them how to get found online at the exact moment they have a need.. Now she knows better and knowing is half the battle.

Stephen

Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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