- Chris Ripley
- Title Marketing That Works, a division of the Strategic Marketing Group. 11668 Cygnet Drive Waldorf, MD 20601 301-638-4755 firstname.lastname@example.org www.smg2.com
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I've seen a big change in the marketing world and marketing media in the last five years. The ability of a company to use inexpensive, easy to use tools to market their company has exploded. While we've used email marketing for at least 10 years now, the last five years have seen social media like Facebook, Linkedin, and Twitter really bring new approaches to marketing. Wide availability of high speed Internet service facilitated the growth of YouTube and online video in general. The next wave will be mobile marketing, as companies vie to bring their content to our cell phones and smart phones.
While there are almost 500 million Facebook users and millions of Facebook business Pages, there are still many business owners and operators who don't understand how to use effectively Facebook to market the business. We will help you with everything you need to have an effective, revenue generating Facebook Page. The New Media Doctor will help cure your Facebook marketing ills. We can:
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The Trump Marina hosted this years NAILTA convention. The hotel is about 25 years old and shows its age a bit. The rooms are clean and other than the strong smoke smell from the gaming halls it’s a great place to have the conference from an exhibitor’s point of view. You can park near the hotel and easily carry your collateral to the room without difficulty.
The audio on these recordings is a little rough.
I can honestly say all of the speakers were very good. While I always want to learn more about the industry, I think everyone would agree these events can sometimes be used as a cure for long-term insomnia.
Regina Lowrie's keynote brought me up-to-date on the current state of the mortgage industry, the financial engine that drives our industry. She’s deeply connected to the politics of our industry. While I don’t always agree with her, her knowledge is unquestioned.
Harvey and Michael Pollack gave us an in-depth discussion of the income and expense structure of a profitable title company and gave many ways to honestly increase your revenue. I'm going to see if they will allow me to post their presentation so you can see it. One of the big questions they discuss is how much you should spend on marketing. I’ll post the excerpt from my book on this topic in the next couple of weeks.
One of the highlights of the day was Rob Holman's discussion of the current legal environment of the title industry and why we need to have NAILTA. I've recorded almost all of Rob's presentation and I'm sharing it in this blog. If this doesn’t convince an independent land title agent to join NAILTA I don't know what will. All of my clients are independent agents. The survival of the independent title company is critical to the success of the business I enjoy. I'm going to work to help educate agents about this organization. You should consider joining NAILTA and also consider volunteering to help it grow.
The other highlight for me was Adam Leitman Bailey's presentation. While he focused on the new HUD-1, the piece particularly interested me (and should interest you too), was the provision lenders must include up to three estimates of closing costs from three different title companies in their good faith estimate. I’m going to develop a campaign for title companies to use to market to lenders asking them for the chance to be one of the three companies. I even discussed with Adam the concept of actually guaranteeing a lender you would always be within the 10% rule on a deal you were given the opportunity to be one of the three companies. This would help the lender feel more comfortable with their estimates and give you a foot in the door of working with the lender. This is what competition is about.
The final presentation included a Fraud and Risk Management session where agents could also get CE’s. There were some great title stories. I learned I need to stick to marketing, as I don’t want to be responsible for all of that money and with a daughter at the University of Michigan on out-of-state tuition I don’t have the $440,000 to cough up if someone does an electronic transfer from my escrow account to their bank in Nigeria. One of the tools title companies need to prevent this from happening is called “Rynoh” www.rynoh.com. If I were you I’d have Rynow.
And I didn’t forget to stop at the White House Sub Shop before I left Atlantic City. I saw Joe Frazier there once.
Prints up to 35 ppm (mfr specs) Up to 1200 x 1200 dpi resolution for 1200 Image Quality Duty cycle up to 50,000 pages/month Approx. 6.5 seconds to first page Duplexing Network ready Cable NOT included Small-workgroup network printing with paper-saving duplex
Pros: Sharp detail
Cons: Too much toner used
Best Uses: Everyday documents
Describe Yourself: Heavy Duty User
Primary use: Business
This printer is a toner hog. And at $135 a cart I returned it for the $50 credit and bought the Brother 5370dn. I've used the Brother 5250dn for years with good results (I run a marketing business and I may print 1000 page a week).
While the copies were very good on the Lexmark, the cost of the toner makes the Brother (longer cart life and 3rd party carts available) a MUCH better choice.
I think it would be good for me to discuss another timely topic in marketing title companies – marketing to individual consumers.
We’ve seen many companies market to homebuyers and sellers. One of the points of contact in marketing to individual consumers is Google search. These companies either use Google pay-per-click or search engine optimization (SEO) to be on the top of the list when a home buyer searches “title companies in Waldorf, MD” to get information about title companies in the area so they can choose a title company to do their settlement. They may also advertise on home sales web sites and run banner ads on similar sites.
While this is a good strategy, I’m just not sure this is where a traditional title company wants to start their marketing efforts. If you can say you’ve got every real estate agent and mortgage lender possible in your target market and you need to continue to grow, this may be one market to try to exploit.
I’ll tell you right away that this market will be much harder. While the legal environment may be trying to get more buyers to choose their own title company, the reality of the situation is most lenders and real estate agents are involved in the decision. Consumer marketing is much tougher. You will need to develop a separate strategic and tactical marketing plan. Start with the surveys. Good luck!
1. Dallas Texas - April 28th 10am-5pm - Dallas Sheraton - 400 Olive St.
2. Ann Arbor, MI - May 13th 10am-5pm - Holiday Inn Express - 600 Briarwood Circle
Boot Camp attendees have really enjoyed these sessions. In Orlando we got great reviews and ended up with a great recording of the whole day.
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