1. Compliance Is the New Marketing
In a world where words like “compliance” and “best practices” have become the new normal, oftentimes we forget to articulate what that actually means from the customer’s perspective.
Just saying “we are Best Practices compliant” is not the same as saying “with all of the identity theft and cyber fraud today, we protect your data from the moment you contact us...”
Be sure to express “what’s in it for them” when using marketing terms like compliance or best practices.
Next Step: Find all the places you have used the words like “compliance” or “best practices” and reword or amend the statement to reflect how your compliance is a benefit to the customer.
2. Have a Secure Website
If you have an existing website do you know if it starts with HTTP or HTTPS? The difference is critical. The “S” at the end of the HTTP signifies a secure website; so if it is missing, you are potentially opening yourself to more cyber attacks which could include fraudulent orders, among other malfeasance.
Not only does securing your website support compliance requirements and best practices within the industry, it also has some wonderful search engine optimization (SEO) benefits. According to a recent blog post by ahrefs.com, after analyzing a million search rankings the majority of the top three search results on Google were websites using HTTPS.
Next Step: To get the HTTPS configure what is called a Secure Sockets Layer certificate, also known as an SSL certificate . Ask your web designer to confirm they have set your website up to be secure with an SSL certificate.
3) Be Accessible Everywhere to Everyone at Anytime
In other words, your website should look good on all devices - like tablets and phones, in addition to desktops. If the pages run off the screen or you find yourself having to pinch or expand the device screen to read pages, it is safe to say your website is not mobile friendly.
According to Google, “over half of Google traffic comes from mobile devices.” Google also awards websites with SEO benefit if it is mobile friendly, meaning higher ranking in search results for your business. This can translate into real business!
For example, Barb Seerey, EVP for Insight Title shares, “we receive compliments regularly on our website and most exciting of all have been receiving orders from it as well.”
You can read Barb’s full story about how Insight Title received their first real estate deal from their website here.
Next Step: A good web designer should be familiar with mobile-friendly design. Ask your web designer to confirm that the design you are pursuing will be mobile friendly and then run a test on multiple devices to test the design yourself.
4) Focus on Local Search & Register Directory Sites
People are often looking for services or companies near where they are or where they want to be. Just think about every time you are in the car looking for a good restaurant, you typically see a handful of options that rise to the top of your search with their respective star ratings.
That isn’t by mistake. Those companies took the time to register their business and their website with a host of online directories in order to have the opportunity to appear high in a mobile search.
Directory websites such as Google, Yelp, Facebook, BBB, Yellow Pages Online, and others are highly-trafficked, mobile-friendly websites that rank high in search engines. By registering on multiple directory sites, you are found more easily and quickly, giving your customers and prospects information on your business including hours of operation, location, and website.
Once you have registered your business and added your website it is time to start sharing those links and asking for reviews. Conventional testimonials are ok but many prospects trust online reviews from directory sites more because they come across as more authentic simply because they are directly from the consumer.
Next Step: Pick at least five online directory sites to register with and include your website on each registration. The directory will typically send a physical card with a code through regular mail to your business, so be sure it does not get thrown away. You will need that code to finalize your registration.
IMPORTANT NOTE: Not being on these directory sites does not prevent bad reviews. If you are registered you get instant notifications of any review left - positive or negative. This is HUGE and allows you to thank those for the positive and mitigate those that are negative in a timely fashion.
5) Facebook Best Practices - Organic & Paid
According to Business Insider, “1 out of 2 people in the world spend 50 minutes a day on Facebook.” That is a huge number! So, how do you position yourself to leverage the most out of Facebook?
One of the best organic strategies to leverage Facebook is what we call The Best Darn Facebook Post Period. Many times we see where a real estate law firm or title agency has taken the picture of a new homeowner at the end of a closing with their phone and quickly posted it to Facebook. This is not a best practice because only those who have liked the law firm or title agency see the post. Plus, there really is no emotional connection.
A better practice would involve asking the new homeowner to take a picture with their phone and when they post it, to tag your business. This way their friends and family see it which results in higher engagement all the while highlighting your business. Think of it as a massive warm referral!
Facebook is also one of the leaders in demographic data. Paid targeted promotions allow you to really fence in only those prospects who are most likely to do business with you. You can define things like income, likelihood to move, job title or employer, location radius, interests, and more.
This in turn increases your reach outside of those who just liked your page. It is being proactive versus reactive. Real opportunities do exist with a good social media strategy. Check out how Richelle Sammons, President of Monarch Title Services got her first deal from social media here.
Next Step: Organic - implement the Best Darn Facebook Post strategy. Paid - define your target market and setup a value driven call to action inside Facebook’s Ads Manager.
6) Remarketing - A “Top of Mind” Strategy
Staying top of mind. We have all heard it but actually implementing a strategy to stay top of mind can be a heavy lift. Remarketing helps you do this in a very organic way. Below is an infographic that explains this.
Many of us have experienced remarketing. Let’s say you are researching dream vacations and you drift off to check email. Suddenly, in the corner of your screen pops up the all-inclusive Bahamas resort you were just scoping out. Has this happened to you?
This is a very effective approach to stay top of mind, especially since you are already in the market for that product or service.
Title and closing services are no different. That real estate agent or consumer may not have anything to give you the minute they find your website, but a week or two later they might, and you need to be there when they are.
Next Step: Evaluate whether this strategy fits into your business plan. Potential benefits include higher conversion, local market focus, and being cost effective to stay top of mind. Checkout services like AdRoll and PerfectAudience to get your remarketing campaigns started.
7) Video Is Worth a Million Words
A few interesting statistics:
“In 2018 over 80% of web traffic is going to be video” - Cisco
“Over 33% of all online activity was spent watching video” - Insivia
“46% of users take action after viewing a video” - Online Publishers Association
Video needs to be an important part of your marketing strategy. Whether by leveraging a video library with educational content or creating your own through platforms like YouTube or BombBomb this is a medium you cannot afford to ignore. Leverage video across multiple channels like your website, blogs, signature blocks, social media posts, and others. Use generously but be sure it is with meaningful content that your audience cares about.
Next Step: A good place to start with video content is taking an inventory of your most frequently asked questions day in and day out and converting those answers into short video responses.