Investing in technology? Tell your clients why.
Marketing is tough in the title insurance business. Products are regulated. Services are similar. Competition is fierce.
Many title agents resort to touting their “personal” service or “attentive” service or attention to “detail.” While all this may be true of your agency, it doesn’t necessarily help you stand out from the crowd.
Effective marketing must strike a chord with the buyer, in this case the real estate agents, lenders, homebuyers and sellers who may select you as their title insurance and settlement agent.
Typically, as a company is assessing the value of its services for marketing purposes they may ask, “What problem do I solve for my customer?” or “What is the primary pain point in a transaction that my customers have expressed to me in the past?”
One of the typical pain points for real estate agents and lenders is any delay in the transaction. This is where you can invoke your technology to tell them the story of how you can reduce or eliminate those pain points.
Touting technology to your customers
Instead of marketing the big umbrella of customer service, identifying one element of your customer service and explaining through creative imagery or story telling how this investment you have made is going to make the process more seamless for them and their customers will be far more memorable.
For instance, our VizionX Fees tool is a powerful application for lenders and title agents to quickly obtain accurate title, closing, recording, and other vendor fees for a transaction. Often, title agents and lenders are getting estimates at the beginning of the process, which means they have to return to the fray before closing to get accurate fees. For providers using VizionX, they can tell a story about how this one investment alone helps them provide more accurate service that saves valuable time in the process.
Positioning your company as forward-looking
In addition to marketing the idea that you are solving the “delay” problem for your customers in our example, you can bolster the marketing of your technology capability by also positioning your company as one who is visionary, a company who is exploring the vast arena of technology and AI to constantly improve and streamline the title insurance and closing process for your customers.
To successfully position yourself, it can’t be about one marketing piece. Identifying multiple ways you have improved processes, updated your protocols or invested in or updated technology through a series of storytelling marketing pieces can provide potential customers with a behind the scenes look at exactly why your customer service is superior.
The saying is that you never want to see how the sausage is made, but in this case, a glimpse behind the scenes can tell a great story about your passion and concern for your customers.
Make it about THEM
This is key.
In your marketing efforts, make it about THEM, not about your improved service. Be specific (without mentioning names, of course) about how a technological investment or a strategy change improved an outcome for a specific transaction or client.
These efforts you are making to improve your agency’s offerings are the difference makers that can bring customers in and keep them coming back. But you have to be able to connect with your customers in ways that are meaningful to them, so they understand why your agency is superior. Saying, “We use the latest technology,” isn’t going to help them understand why you invested in that technology and how it is going to impact their experience.
At VizionX, we are developing powerful, intuitive, and customizable applications that automates everyday tasks, allowing your clients to become your focus. Contact us today to learn more!
