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How social media technologies can impact the marketing of title insurance and real estate services.
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THE BRAVE NEW WORLD
HOW TECHNOLOGY Can Impact The Marketing of Title Insurance & Real Estate
104th Annual Conference
California Land Title Association
Napa Valley
May 23, 2011
SB 133 'Zero Tolerance'
Levels the playing field
Could save you marketing $$ and fines
But, you need a new way to:- Tell your story
- Explain your distinction
- Attract knew business
- Compete
- Grow
SB 133: It Levels the Playing Field
No perks
No meals
No education credit
No gifts
Does it feel like your
hands are tied?
Title Insurance Dilemma
Same coverage
Same premium
Same UW „balance
sheet‟ & reserves
Great service is
mandatory; it‟s only the
table stakes
Study your „demand chain‟, then your „supply chain‟
Process map how you provide service
Create a customer experience
Build a brand that conveys the experience
Is The Product is a Commodity? How Do You Differentiate?
Rate Calculators = Consumer Pressure
What We‟ll Touch On Today:
3 CORE TECHNOLOGIES
– Productivity: Title & Escrow
– Social Media Platforms
– CRM
• 6 LESSONS FOR A SOCIAL
STRATEGY
1. Strategy
2. Competitive Advantage
3. Market Disciplines of Leaders
4. The Collapse of Distinction
5. The Service Economy
6. Your Moments of Truth
• KNOW YOUR CUSTOMERS & KNOW YOUR MARKET
– CA Realtor Productivity
– CA Underwriter Market Shares
• MESSAGING & CONTENT
– Welcome to Broadcasting
– Welcome to Publishing
– Welcome to Listening
– Welcome to Being Social
• SOCIAL: THE NEW MEDIA
– The Big Hitters
– Your New Skill Sets
– How to Begin
3 Core Technologies
• Website & SEOFront Office
• Title, Escrow & PaperlessBack Office
• Social Media & CRMCustomer Office
Utilizing Technology in Your Business
• Select your strategy
• Define your competitive advantage
• Promote your brand, messaging and content
• Choose your (technology) weapons of choice
• Engage in Social Media
• Executive, refine, repeat
• There is no silver bullet
Technology Has Come a Long Way
Get the Picture?
Real Estate…Low Technology in the 70‟s
11
Real Estate...High Technology Now
12
Have You Heard of These?
Skype | 663 | Microsoft | $8b
Facebook | 500
YouTube 300 | Google | $1.6b
Twitter | 200
LinkedIn | 100 | $7.8b
Yelp | 38
Wordpress | 20
Foursquare |10
Flickr | Yahoo
LotusLive | IBM
How About These?
The Jury is Out…On Social Media
But, if you don‟t engage you
will be conspicuous by your
absence
Social has a learning curve
Social takes time,
commitment, effort
Social requires that you
contribute to the dialogue, but
listening is important, too
Social Media Skill Sets: Tools of the Trade
1. Author / Blogger on Wordpress
2. Filmmaker on YouTube
3. Photographer on Flickr and blogs
4. News reporter on Facebook, Twitter and Blogs
5. Human Connector on LinkedIn, Facebook, Foursquare
Social Media Categories
CATEGORY EXAMPLE EXAMPLE
1. NEWS SITES Digg Reddit
2. SOCIAL NETWORKS Facebook LinkedIn
3. BOOKMARKING Delicious Stumbleupon
4. SHARING YouTube Flickr
5. EVENTS Meetup Eventful
6. LOCATION BASED Foursquare Yelp
7. BLOGS Wordpress Blogger
8. MICRO BLOGS Twitter Instant Messaging
9. VIDEO CONFERENCING Skype FaceTime
Keys to Social
Content, Content, Content
Frequency
Be Genuine, Be Authentic (no selling, no
hyping)
Polish Up Your Listening Skills
Have Fun, Don't Make It a Chore
Before You Begin
Who is your audience?
Who are you going to target?
Know where they're at?
What are you going to say?
How do you promote your brand?
First steps first…..
Remember….
You Make Real Estate Transactions Happen
Won‟t
Buy• Home
Buyer
TITLE INSURANCE
Won‟t
Lend• Lender
You have much to say and
can contribute to the dialogue.
The Six Lessons to Dominate Your Social Market
Porter on Strategy
…
Strategy
“Is the creation of a unique and valuable position…by choosing what not to do…and by creating fit among a company’s activities”
Competitive Advantage
“Is doing similar things differently than your competition…or by doing different things”
Porter on Competition:
The Five Competitive Forces
Industry
Rivalry
Threat of
Substitute
Products
Buyer
Power
Supplier
Power
Threat of
New
Entrants
The Disciplines Of Market Leaders
Operational Excellence
Product Leadership
Customer Intimacy
Familiarity Breeds Complacency
“If you cannot impact the
design of your products,
and if you cannot choose
or control the price,
Then your primary point of
differentiation has to be in
service”.
The Experience Economy
“Work is Theatre and
Every Business is a Stage”
Every Touch Counts
Sales Reps
Front Desk
Voicemail
Office & Parking
WebsiteContent
Business Card
Marketing
Commitment
Policy
The Experience
500,000 DRE Licensees
169,000 Realtors
$303,000 Median
SP
5.8 Unit / Sides per Realtor
492,000 closings
$5,300 per Unit /
Side
$31,800 per
Realtor
$2,700 Title
Premium
$1.3 Billion in
Premiums
Know Your Customer: 2010
50% of Realtors’ Commission;Same as Realtor’s Net After Tax & Expense
Have You Tried CRM?
Maybe Social Media Can Help
Don‟t be shy or silent
Try marketing with a new „voice‟
Connect with social media advocates
Follow your Realtors and clients
Promote your brand and your value
Connect, listen, and share
The Heavy-Weights for Business
1. Skype “A Communications Platform” 663M Users; Microsoft pays $8B
2. Facebook “A Social Utility for Communications” 500M Users; 700B minutes per month
3. YouTube “A Distribution Platform For Original Content Creators and Advertisers Large and
Small” 300M Users; Two Billion videos each day; 100M unique visitors each month
4. Twitter “An Information Network” 200M users; 19B searches/mo; 90M tweets / day
5. LinkedIn “The World‟s Largest Professional Network”; 100M Users; 2B people searches in
2010
6. Wordpress Blogs “A blog tool and publishing platform” 20M Websites; 385,000 bloggers online each day
How‟s Your Brand Messaging?
What Does a Brand Say?
Retail Brands Starbucks
Apple Computer
Nordstrom
7-Eleven
Title Ins. Brands Old Republic
Stewart
First American
Fidelity
Real Estate Brands Prudential
Coldwell Banker
Better Homes & Gardens
Sotheby‟s
Mortgage Brands Wells Fargo
Chase
Bank of America
Countrywide
Underwriter‟s Q3-2010 Market Share
(ALTA)
Underwriters on Facebook
Starbucks on Facebook
A Title Company in Texas
Call to Action
Message
Find Us
Customers
Cardinal Rules on Social
No selling!
Be authentic
Be genuine
Be engaging
Share useful or interesting content
Be persistent
Be 'out there'
Then Craft Your Message
ABC Title Company is...
What we do really, really well is....
We are different from others because...
We believe and practice daily......
Our people are folks you'll want to know
because....
When you choose us you can count on our.....,
to do...., and provide you with....
Ideas for Blogging
Need Content?
Blogging Tools
Blogging Tools
Social Campaigns
RSS Feeds
Create Your Own Video Channel
Web Presence by Realtors
Realtors are Social and Hi-Tech
Brokerage Website
Agent Resources
Blog Casts
RSS Feeds
Calendar Events
Transaction Tools
Promotions
Realtor Website
Social Media
Blog Site & RSS
Search MLS
A Real Person
Realtors Are a Social Tribe
Be Social: Join Real Estate Communities
Social Media Farming
GOAL:$1,000,000
PREMIUMSTITLE ORDERS
Average Premium $2,700GOAL:
370 title orders
Sides per Realtor 6
Control Sides for Title 3
Capture Rate: 33% 1
Media Farm 370 Realtors
Realtor Churn: 20% 74 Realtors
Realtors With No Sides: 30% 111 Realtors
Ongoing Media Farm: 555 Realtors
Media Content Strategy, message, discipline
Media Frequency Weekly, if not daily
Media Manager Who‟s job is it?
LinkedIn Groups
LinkedIn Profiles
Location Based Technology: Foursquare
Location Based Technology: Yelp
Title Insurance: Online Pressure
Realtors on Facebook
65
Realtors‟ on Facebook66
Social Convergence for Title Agents
Skype Video Calling
Skype Conferencing
Skype Business Conferencing
Skype for Social Business
Text Messaging Documents on Screen Sharing
Send Files of Any SizeGroup Video Calling up to Ten
Skype and Facebook Mashup72
73
Skype Calls With
Facebook Friends
Skype with Facebook News
CAR‟s Masters Series of Social Media
Become a Social Network Master!Social Media Summit
Realtors® are Embracing Social Media… so Should
You!
Become a Source of Valuable Information
Strategies to Integrate
Facebook & Twitter
YouTube & Blogging
Comprehensive
Step-by-step instruction
Up to the minute technology
Your Special Price for a Full day is only $159.00
Call 213-739-8396
Education.car.org
Social Network Master Program
In-depth social media | networking strategies
and resources
Individual 3-hour courses available in live
lecture or online, including:
YouTube
Blogging
Special price $59 ea. Call 213-739-8396
Education.car.org
Social Network Master Program Extras!
Monthly “Power Up” Webinar only $19.95/mo.
Introduces innovative tools
Updates and evolving strategies in social networking
For More Information Visit
www.car.org/Education/SocialNetworking
Contact Your Local Association of REALTORS® for Their Current
Schedule
Or call C.A.R. Education
213-739-8396
Social Network Tools
Facebook Real Estate Tab
Local data specifically for your cities or ZIPs
Social Marketing Platform
Social campaigns
Suggested Content based on industry and interests
Roost Circle increases reach, leverages social graph
Call 213-739-8396
Education.car.org
