Mastering Social Media Marketing for Your Title Business
Business Strategy For Title Agents Marketing Tips Title Agent Tips

Mastering Social Media Marketing for Your Title Business

Justin Nedell

During the height of the pandemic, the primary way to connect with others involved digital communication platforms as in-person gatherings became impossible. Because of this, social media grew in popularity, and companies needed to adapt. News clips, Facebook live posts, Google Business updates, TikTok videos, and Instagram reels became the routine feed of information for many of us.

The real estate industry is no exception to this adaptation. As Millennials dominate the housing market and Gen Z moves into the age of homeownership, it is absolutely necessary to use social media because of their deep connection with it. This engagement will help provide them with an understanding of how a title company protects a homeowner’s investment.

While it might seem simple to dive into social media, there is a lot of strategy behind it and continued maintenance. Furthermore, it can be more time consuming than intended if a company doesn’t understand how to make the technology work for them effectively.

We turned to the experts for their thoughts on social media marketing and how it can help a small or medium-sized business grow. Our own Yazzie Schulz, the Social Media Manager for Proplogix, had advice for those within the real estate realm and our second expert, Will Gilbert, a Senior Digital Strategist for INK Communications, provided insight based on his expertise in social media marketing and strategy for national clients in a variety of industries.

 

Why Social Media Marketing Really Matters

While traditional marketing of the past relied heavily on print ads and more to fuel a one-way B2C connection, social media marketing methods allow for a more organic way to accomplish the same effect, plus a chance to create multiple channels of connection. You might have a company-to-customer connection, customer-to-company, customer-to-customer, and even company-to-company in some cases.

Social media’s influence on the US, and the world, is undeniable. It’s also a money-saving method to reach consumers because the costs to operate it are much lower than traditional marketing methods. Just $3 spent on social media marketing allows a company to reach 1,000 people.

 

Other stats to support the use of social media:

 

Engaging with your customers and partners is an important part of maintaining current relationships with real estate agents as well as procuring new homebuyers as customers. While many homebuyers defer to their real estate agent to decide which title company to work for, an effective social media presence helps a title company connect and build trust with the realtor estate agent, and ultimately the homebuyer.

So, even a niche industry like title insurance benefits from a clear social media marketing strategy.

 

An Opportunity to Connect With Millennials and Gen Zers 

Both Millennials and generations are incredibly familiar with technology, having had it as a part of or all of their lives. Being able to connect with them provides an opportunity to educate them on what your title company does to protect their investment in a home. 

Using social media is just the beginning, however. There are more profound insights to understand the preferences that these two generations have regarding a company’s digital presence. Instagram is their preferred platform, more than LinkedIn and Facebook, according to Will Gilbert.

He says, “It [Instagram] pretty thoroughly hits both demographics [Millennials and Gen Z], plus as the platform grows and starts including more features, a brand is sure to find an audience in some capacity.” Following Instagram are Facebook and Twitter as strong platforms to provide information to a wide range of ages.

 

How to Begin with Social Media Marketing

Strategy is always a key element in any project implementation, and a successful social media campaign is no exception. Social media may appear to be an easy tool to jumpstart your marketing, but it should align with your other content, be purposeful, and be effective, not a time suck.

Will emphasizes, ”First and foremost, any sized business needs to determine what their objectives are for having social media channels, and then determine which platforms make sense to achieve those goals. Social media as a whole is not one-size-fits-all.”

 

Simple steps to begin:

  1. Define your marketing objectives
  2. Identify the best social media platforms for your goals
  3. Launch your profiles (or update current ones)
  4. Keep your accounts updated frequently
  5. Engage (liking posts, sharing content, replying to comments)

 

Watch our webinar with Dean Collura from TitleTap for more tips on getting started on social!

 

Be Thoughtful In Your Approach

Once your accounts are up and running, it might seem like smooth sailing from there, but it requires a lot of continued effort. Your company should engage, inform, and relate with your audience, but many struggle with creating and finding the right content mix to keep the conversation going. Keep it simple in the beginning.

 

Do:

  • Create profiles that represent your company with up-to-date graphics and branding
  • Offer complete information about your company, links to your website, and more
  • Provide engaging and informative content that educates your followers
  • Strike a balance between quality and quantity so that each post has a purpose
  • Drive your growth through organic engagement that makes your brand stand out

 

Don’t:

  • Using a personal profile instead of a business one for your company
  • Leaving portions of your accounts unfinished (bios, info, etc.)
  • Uninteresting content that has no strategy
  • Oversaturation (undersaturation) of posts that don’t add value
  • Paying for likes and other quick-fix artificial tactics
  • Not interacting with your followers (replying to comments, commenting on posts)

 

Read more: 8 Social Media Mistakes Your Title or Real Estate Company Should Avoid

 

Strategic Engagement is the Top Priority

Title businesses work with various people and businesses, so staying engaged with a wide-ranging audience can be a challenge, but it should be a priority nonetheless. It allows a company to gain new followers and create a sense of loyalty among them so that they keep coming back for more. There are a few ways to do this successfully.

Humanize Your Brand

Marketing efforts in the past were typically focused on hitting consumers with clever messages, repetitive slogans, and brand recognition. In today’s world, a company should operate a little differently.

Will told us that engagement is one of the most important steps for a company in their infancy, and even beyond, if they want to stay competitive on social media channels. “Engage, engage, engage. People are going to respond more favorably to a brand they deem more ‘human.’”

Engagement needs to be natural, not robotic. Yazzie echoes, “Companies shouldn’t be afraid to have fun with your social media accounts. We’re all humans at the end of the day, and the more natural your engagement is, the better response you’ll have from your followers.”

 

Smart Ways to Engage

In the world of social media, there is a multitude of actions that you can take as an account manager. For most of them, liking other account’s posts, sharing your own posts, and utilizing hashtags are part of the features.

It’s more than that though, as Will told us, “Make sure you’re responding to comments, make sure you’re interacting with relevant hashtags, make sure you’re liking and commenting on posts for accounts you do and don’t follow.” All of these efforts make your brand appear more human and approachable to consumers and other businesses.

 

Other successful methods for increased engagement include:

  • Posting surveys to attract responses about a relevant topic
  • Being a storyteller and attempting to trigger emotion from your audience
  • Don’t be afraid to use meme’s for a touch of humor
  • Ask questions to your audience to elicit responses

 

The real estate industry changes frequently as the economy changes, regulations are altered, and supply shifts. Yazzie told us that she enjoys using surveys or polls to “interact with professionals and gain a pulse on their feelings within the industry.” It gets people talking in the comments and attracts attention to your posts. Plus, your company becomes an authority by keeping up with the changes in the industry.

 

Video Content is On-Trend

It should be no surprise that people today prefer quick-to-digest content vs. long-form copy that takes time to read through. With social media, there are opportunities to provide a wide range of content pieces so having a healthy mix is important too. Video however is the most effective in today’s online world.

Will echoed this by saying, “Video content is king right now. TikTok is booming, Instagram is pushing its Reels feature and prioritizing video content in general, and video on other platform feeds is also receiving precedence.”

Video content might sound daunting at first, but it can be created naturally by using your company’s own resources – its people. Having a short interview or Q&A with a person in your office in a simple way to create an informative piece of video content. Another option is purchasing stock videos and adding your own text to them.

 

Related: 10 Ways Real Estate Professionals Can Use Video

Don’t Miss Out on Social Media Management Programs

As you can tell, managing social media accounts requires a full breadth of approaches. Due to this, it’s better to focus your efforts on 2-3 platforms instead of trying to manage 6 at once. Keeping your actions and audience engaged on 1-2 platforms is much better than confusing them on a variety of platforms.

Make use of marketing campaign management tools too. Having technology work for you through tools like Buffer, Hootsuite, or Sprout Social is the way to go. Will told us that he often sees companies jump onto social media without a proper management plan in place. He continued to say, “they’re [companies] unable to maintain those channels the way they need to. Work smarter, not harder.”

This goes one step further by aligning your posts with other content that your company is producing as Yazzie mentioned. “I have to be mindful of all the content my team is producing so that it’s successfully supported with social posts. I’ll highlight key stats from the content to get people excited and talking on the subject.”

If you’re launching a new blog post or an eBook as a resource, make sure to build suspense for the release date and that your audience is prepared to read it. You can also recycle some of the content from the long-form copy in your social post captions to give your followers a taste of what’s to come.

Title companies have the opportunity to leverage the power of social media. Given its low cost, wide reach to audiences, and growing presence with Gen Z and Millennials, it’s not something to neglect. Start small with a couple of platforms, create a strategy, and then as Will mentioned, engage, engage, engage. The content will be appreciated by professionals in the industry, especially real estate agents while bridging the gap between title agents and homebuyers.

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Justin Nedell Content Marketer

Justin Nedell is a Content Marketer at PropLogix who enjoys writing industry-specific, research-backed content that allows readers to make informed decisions in every stage of the homebuying process. He currently lives in Denver, has traveled to over 30 countries, and enjoys hiking, snowboarding, yoga, learning new languages, and spending time in the outdoors.