Why Buying Title Insurance Isn’t like Buying Shoes Online

Why Buying Title Insurance Isn’t like Buying Shoes Online
By Dean Collura
Let’s say you own an e-commerce shoe store. Tracking how many people purchase the shoes from your online marketing is pretty simple. A certain number of people view your ad (online marketing), some of them click on the ad, some of those people add the shoes to their shopping cart, and most of those people purchase the shoes.
People don’t shop for title insurance the same way. The truth is, people don’t “shop” for title insurance that way at all. Realtors, lenders and customers don’t typically look at different title company websites and purchase title insurance for themselves or on behalf of others. For example, a real estate agent may see your ad, but they may not have a deal for you until the following week or month. If they decide to use you, they will contact you.
If the Realtor or customer doesn’t already have a personal relationship with the title company or title agent, and experiences to support their opinion, they may be sizing up the title company based on how its website looks, how active it is on social media or by what others are saying in online reviews.
With a robust and effective online presence, you can earn trust at a faster rate than your competitors from people who don’t know you well yet. This should be the primary goal of any online marketing initiative.
To be effective, knowing your audience is critical. Communication styles vary as do the ways your prospective and current Customers connect to the information you provide.
Think Multi Channel
Having just one digital channel of communication in your online marketing restricts your abilities to effectively communicate and successfully connect with your prospects and customers of all generations.
Dean Collura, CEO and co-founder of TitleTap, and Wayne Stanley, founder and chief inspirational officer of Bowe Digital, will speak more in depth on this topic during the session “Are You Speaking To Me? A Blueprint for 5 Must Have Digital Marketing Channels” at ALTA ONE. Click here to register.
Source: blog.alta.org