Setting up a communications strategy can get overwhelming, fast. There are many solutions on the market and it can be difficult to sift through the ones that will not only be effective but also make sense. Recent events have also shown us that having systems in place during a crises can be invaluable. Below, we have put together a few action steps that you can take today to help leverage your online resources and improve communication.
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1. Use Your Website Like A Bullhorn
Is your office(s) currently open? Do you have a special process for handling my closing? If I come into your office will I be safe? Your customers likely have questions about what their experience will be like when working with your office and staff.
One of the best ways to communicate this is to keep your website and social media updated with pertinent information that aims to serve and inform your customers. Here are some items that should be added to your website and updated regularly:
- Notifications – This could be a popup, button, or banner that is added to your site to help keep your customers updated on any change in process or procedure. (ie. COVID, etc.)
- Calls to Action (CTA) – These should be clearly identifiable on your site and have well outlined next steps. “Order Title” and “Contact Us” are some of the CTAs we find most effective.
- FAQs – This helps with search optimization (SEO) and increases bandwidth in your staff by reducing the number of questions they have to file via phone or email.
2. Re-engage Your Existing Customer Base
The probability of selling to an existing customer is 60 – 70%, while the probability of selling to a new prospect is 5-20%. How do you leverage your website to maximize your selling potential? Consider integrating tools that streamline your process and improve your customer experience. Here is a quick list of tools that we recommend to our customers, many of which have no-cost options to get started with.
- Calendly & Zoom – Scheduling tool and video conferencing. These can be integrated into your email or website to help streamline the back and forth of scheduling.
- Mailchimp & Constant Contact – These email marketing tools can be integrated into your site and used for things like newsletter opt-in. Be sure to let users know what they are signing up for.
- Calendar Integration or Eventbrite – If you are hosting events or CE classes, you should include this information on your website via a calendar integration or event manager.
You can find some additional tools on our Online Engagement Tools Summary
Are you leveraging customer reviews to help market your title company or law firm?
Most production suits have the ability to export a list of closed files by date. Reach out to customers who have recently done business with you to see what they thought. You can also post these reviews on your website and social media to help market your business.
Looking for a way to really engage your customers?
Consider hosting a monthly “Town Hall”. You can invite local experts for an interview style conversion or use your team’s creative abilities to generate quality content. Just be sure to be consistent and book in advance to ensure your event is well attended.
3. Stay Top of Mind
When creating resources like FAQs, think about how your customer will be looking for the information online. Search engines like Google will reward content that is both unique and geographically local. Here are some additional strategies to help keep your title company top of mind with prospects and customers.
- Build Trust – Many prospects start with a question when looking for the services you offer. For example, “how to keep my house from going into foreclosure?” or “what is title insurance?”. When creating content, focus on the customer experience and how your services are different.
- Inventory Your Data – If you review your last 20 deals, what type of trends are you seeing? Are you seeing more luxury homes or investment properties? More commercial or residential? Understanding where your business is coming from can help you tailor your language to speak directly to your customers.
- Directory Sites – We all want to be first on Google, but how do we get there? Claiming or updating your business profile with popular directory sites is a great place to start. These sites often rank higher than your website and help customers and prospects find your business easier. The best part is, they’re free to claim!