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Chris Ripley
Title Marketing That Works, a division of the Strategic Marketing Group. 11668 Cygnet Drive Waldorf, MD 20601 301-638-4755 cripley@smg2.com www.smg2.com
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Thursday, March 11, 2010
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Thursday, March 04, 2010
Here's an excerpt from my upcoming book "The Essential Title Company Marketing Guide". It will be released in June.

Marketing to Individual Consumers

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!

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