Whether you’re starting from scratch or already have marketing in place at your title company, there are major trends to notice in the year ahead, regardless of the industry. At the intersection of the internet and marketing is an ever-changing environment where you can connect with your consumers, but it’s challenging to keep up with those advancements.
There are many aspects of marketing to consider when attempting to market your services in the year 2022, but understanding your audience is the first step in that journey. It’s easy to get overwhelmed along the way as you formulate a plan of action, so don’t get caught in “paralysis by analysis,” as Dean Collura of TitleTap puts it. Start slowly and go from there.
Once you’ve understood your audience clearly, start with simple attempts to make your marketing speak to them effectively. This can be short videos, educational blog posts, or simply focusing on your website to get your message across. The larger your company, the more likely you will have disposable resources available to master marketing, but it is possible for companies of all sizes.
Meet Our Presenters
We spoke with Dean Collura, the CEO of TitleTap, for his marketing expertise. TitleTap is a provider of customized marketing solutions for title companies, including web design, online reviews, video or blog content, social media marketing, and more. He carries 17 years of experience as a real estate agent and ten years in the title industry doing the work of a processor, closer, manager, and marketer.
Our Director of Communications, Lindsey Gordon, also joined him to offer her thoughts based on her experience. She has over 11 years of experience in television and news reporting and almost seven years of experience in marketing the services that PropLogix offers to title companies.
Top Trends in 2022 for Marketing Your Title Business
- Technology use is a big selling point
- Utilizing more video content to connect with people
- Educational content will be the top priority
- Websites are becoming a tool for experimentation
- Using data analytics to understand your users
Talk Technology to Stay Competitive
In the world of title, it’s easy to talk about offering the best service among your competitors, but it’s also the same thing every other company is saying. Your marketing needs to highlight the technology you are integrating with your services to stay competitive.
As was the case before, marketing is about highlighting what makes your company stand out among competitors, and technology is the perfect avenue for that right now. The pandemic forced many title companies to adapt to the remote environment quickly. Now is the moment to play catch up and spotlight the technology, so customers know you’re staying ahead of the game.
Technologies to highlight:
- RON capabilities
- Software integrations
- Online payment options
- Chatbot customer service
- Automated communications
Understand Your Audience’s Pain Points
Customers have specific needs when it comes to technology, though. They want title companies to answer questions quickly, integrate with their current processes, and reduce errors through improved communications. Those needs are easily translated from the pain points they experience daily, and your marketing should showcase how your company alleviates them from experiencing that.