Ways to Promote a Title & Escrow Company
When you’re in the title and escrow business, you have a lot of competition. And since your customers range from homebuyers and sellers to real estate agents to lenders and mortgage professionals, it can be difficult to determine a marketing strategy. However, there are several ways you can promote your title and escrow business in your local market while keeping these key audiences in mind.
Depending on your location, you are likely a member of a state or local chapter of the American Land Title Association (or ALTA). In most states, the Land Title Association holds conferences, tradeshows and learning events for real estate professionals and escrow and settlement providers. Contact your state chapter’s membership office to become a member if you haven’t already done so. Then, ask about sponsorship opportunities. These might include options to promote your business through co-branded events or giveaways. Attendees will then be more likely to recognize your brand and services in the future.
While consumer homebuyers and sellers have the legal right to choose their title or escrow provider, they often ask their realtor for advice. The National Association of Realtors has chapters at the national and state levels. If you are a local title and escrow provider, check to see when your state’s yearly association conference is held, and plan to exhibit at the show. Along with securing a booth and offering attendees information and collateral about your company, you can also look into sponsoring the show for added promotion.
Advertising is a no-brainer when it comes to marketing and promotion. However, you’ll want to make sure you’re advertising in outlets that suit your business. Local real estate catalogues are a good place to start, as both consumers and real estate professionals will see these. Often, your state Land Title Association and Realtor® associations have monthly or quarterly newsletters or magazines. Purchasing advertising in these publications could be a great way to promote your business.
Since your end customer is the local consumer, you want to make sure that community members know and recognize your business. You can do this by sponsoring events in the community that relate to your title and escrow business. An example would be to offer your services for a local Habitat for Humanity build or offer to teach or host a first-time homebuyer course or seminar. You can even sponsor local youth sports teams or programs, as this can help build consumer recognition of your company. Often, sponsors receive advertising opportunities in exchange for their support, which can help promote your business.