In 1985 when Nike released the first pair of Air Jordans, Michael Jordan’s signature shoe, Jordan was fined $5,000 every time he stepped on the court wearing them. The infamous red and black colors were not only very different than the more common white Converse, they were also in violation of the NBA’s uniform requirements at that time.
The controversy caused such demand for the shoe that Nike happily paid Jordan’s fines and even worked with the NBA to produce a court-friendly version of the shoe – all before the shoes were ever released to the public.
The move paid off and both Nike and Jordan eventually watched the money roll in.
To this day, those same Air Jordans and the those that came during the years after are still in style, being retroed by Nike, and often sell for multiples of their original price.
What do Air Jordans have to do with Title Insurance?
I’m not suggesting you commit a RESPA violation for the sake of publicity. But what I am suggesting is that you think of your marketing a little differently like Nike did with the Air Jordans.
In marketing, he who is both “different” and “authentic” wins. Just because you’ve always attended a certain event or done things a specific way, doesn’t mean that you should continue to do so.
In other words, be the exception, not the rule.
The “Congratulations” Facebook Post:
For example, one common mistake I see real estate attorneys and title agents make all the time is when they post a photo of a family that recently closed with comments such as:
“Congrats Jones family on the purchase of your new house!”
…or “Another successful closing in the books. Congratulations Ray and Sue Jones!”
Why this isn’t as effective as it could be:
First, you are only reaching the people that have already liked your business page. In other words, they already know about your business.
Second, your current followers don’t know the Jones’ so they are not likely to engage with the post. This is why maybe only 25 of your 100 followers actually see the post and you are lucky to get 5 or 6 likes.
What if we did this differently?
What if we turned this type of post on its side and approached it from a different angle?
Instead of you posting “Congratulations” on your own business wall, what if your customers posted on their wall to their contacts but tagged you in it?
That’s right. This small modification totally changes everything…
Emotional posts like the birth of a child, wedding photos, and lucky for you, the purchase of a new home, often stay visible in social media for days.
“Emotional posts … often stay visible in social media for days.”
The reason for this is that the more likes and shares a post gets, the longer and more frequently it shows up on social media. This is the viral coefficient by definition.
So how does it work?
When a customer posts on their own wall but tags you, your brand will instantly be exposed to their friends and family. Since home buying is an emotional experience, the post will likely get more likes, comments, and shares.
This results in the post showing up on your customers’ friends social feeds for several hours or even days as long as it is getting engagement. And since your business is tagged in it, you’ll get more clicks to your Facebook page, an increase in website visits, and a surge in page likes.
Over time as people keep seeing your brand tagged in photos with their friends, you’ll be the first Title Agent on the minds of many Consumers, Realtors and Lenders in your market.
…And if all of this by itself isn’t enough, with this type of post there is far less risk with non-public personal information, or NPI. You don’t need to worry about having clients sign release forms because you don’t disclose any names; the customer discloses themselves!***
*** Disclaimer: We are not attorneys. Do not take this as legal advice. Please consult with your lawyer.
It is free and authentic advertising of the best kind: other people singing your praises.
…And authenticity is what brings people to the closing table and sells your services.
This is effective marketing in today’s economy.
How great is that?
Here’s exactly how to make this happen:
1) First, get some flyers
2) Train your closers and staff
Next, train your closers to offer to take a photo of the client with the client’s camera phone at the closing table to “capture the memory.”
“…offer to take a photo of the client with the client’s camera phone at the closing table”
3) Congratulations and tag
Now give the client back their phone with your flyer. Tell them if they post the photo to social media you’d love for them to tag you. Also explain that it will keep them connected with you should they ever have future needs on a refinance or sale.
That’s it! You just effectively marketed your brand for the cost of a flyer and some staff training.
Things to consider:
Keep in mind every customer isn’t going to tag you. But a handful will, and a handful is all you need.
Also, be consistent. The only way that this works is if your entire team is consistent with it.
Share this strategy with your Realtor and Lender partners. You could even ask the buyer to tag all of you to “stay connected.” How’s that for helping your business partners?
We’ve even heard of agents taking it to the next level by doing things such as: buying a “red carpet”, or a backdrop with their logo and fun props such as a large branded key, a “selfie station”, or top hats to pose with for the photos.
The more fun you make it, the more likely people are going to share it.
That, my friends, is what we call “The Best Darn Facebook Post Period.”
Be like Nike. Be like Mike. Be different.
If you want to do more with your social marketing contact us today for a free consultation and demo. We help real estate attorneys, title insurance agents, and settlement service companies drive more closings from social media.
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