Small client touchpoints can pay off in a big way
By Adam Mohrbacher
Many people assume that the best way to market their business is through a large marketing campaign. But the truth is, such initiatives can often be prohibitively expensive and time-consuming. That goes double for title agencies, which often must balance multiple priorities simultaneously. One way to overcome this is to build your marketing efforts directly into the hustle and bustle of title workflows rather than conceive of them as an entirely separate program. Creating repeatable mini-marketing campaigns tied directly to routine closing milestones can amplify your agency’s reputation without diverting significant financial and human capital.
How are mini-campaigns unique and why do they matter?
Before we dive into the nuts and bolts of mini-marketing campaigns, we must first define what they are. Unlike a traditional campaign, mini-marketing efforts do not require weeks of planning, a major launch or a boatload of campaign cash. They primarily involve developing a core set of messages paired with largely evergreen content that can be repurposed throughout your workflow.
These campaigns can be especially impactful for title agencies, as they work with customers who are navigating some of the most important — and sometimes stressful — transactions of their lives. Providing short, snackable and helpful messaging throughout the closing process can go a long way toward reinforcing your agency’s reputation as a reliable partner.
Mini-campaign possibilities
Title workflows offer numerous opportunities for agencies to build mini-marketing campaigns around — from wire fraud warning emails to explainer videos describing the value of title insurance. Other opportunities include:
- “Here’s What Happens Next” email
- Closing timeline graphic
- Closing day checklists
- Post-closing explainers
Using these and other examples, your agency can inform, educate and guide stakeholders at each step of the process, helping ensure smooth closings and satisfied customers.
Put together your campaign
To start putting together your mini campaign, work through this step-by-step process:
- First, select the part of your title workflow where you want to focus your campaign, such as wiring, closing day prep or post-closing follow-up.
- Then, define your audience. Are you trying to reach buyers? Lenders? Real estate agents? The messaging will change depending on who you select.
- After that, determine the process element you wish to clarify for your chosen audience. Is it improving wire safety? Making the closing go smoothly? Helping stakeholders know who they should contact and when?
- Next, select the core message you want to ensure comes across during your process milestone.
- With this in place, put together an asset aligned with the messaging. In addition to the examples included above, your assets could include:
- FAQs
- One-pager guides
- Social posts
- Infographics
Whatever asset you choose to create to accompany your messaging, make it easily repeatable and accessible across your org. If possible, generate a simple template that people can repurpose and send repeatedly.
Track your progress
Tracking analytics is important with every campaign, but there is no need to overthink it. Depending on the assets you create, your analytics tracking could be as simple as:
- Email replies
- Reviews received
- Repeat questions reduced and related time saved
- Social shares for related posts
- Positive client feedback
By compiling these quantitative and qualitative data points, you can get a better sense of whether weaving in mini-marketing moments is paying off for your business in the long run.
Mini-marketing can produce big results Like any other industry, title agencies must jostle to win customers. Yet launching a large, splashy campaign is no easy matter, namely because of the time and money involved. This is what makes mini-marketing so powerful. With mini-marketing campaigns, you don’t need to create a whole new project with lengthy timelines and endless assets. You merely add one core message and one new asset to important milestones and let the results come in. Creating these small touches can have a big impact on your business, helping you stand out from the crowd without bogging your ope
