Here is a short story about how Real Estate Closing Services and Title Insurance can and should be sold online…
Several years ago I was sold an insurance policy from someone I had never met who lived across across the country from me. The truth is no one likes to be sold anything.
Even though I understand how sales and marketing works, my guard was down and I was able to pull out my wallet and make a significant purchase from a complete stranger.
Here is how it happened…
Shortly after my kids were born my wife and I were considering buying a life insurance policy. However, we didn’t really know much about life insurance.
What should we look for in a policy? How much life insurance do we really need to purchase? What was the difference between whole and term again?
All of these questions and more were running through our minds. Indecision and the unknown held us back from making a decision for over a year.
One day I was listening to my normal podcasts and the special guest was a life insurance agent.
Just in the casual 20 minute conversation with the host, the agent answered nearly all the questions that were holding me back, seemed knowledgable on the subject, and was a family man, like myself. I found him very relatable.
Since he had answered my questions, I had my wife listen to the interview and she found him personable as well. So we decided to give him a call to find out if he had any recommendations on our specific scenario.
Fast forward, 3 emails and 2 phone calls later and we were ready to buy insurance from him.
When we were preparing to fill out the application, he even sent us a personalized short video to explain the forms that we needed to sign.
“…he even sent us a personalized short video to explain the forms that we needed to sign.”
Who does that? It was hands down one of the best sales and customer service experiences I’ve ever had.
It all started with what we call content marketing – or sharing information.
He wasn’t on the podcast to sell his services. He was on there to educate – which he did in a very friendly way, I might add.
…And for that he earned my business.
I’m sure I’m not alone.
“Lesson: A sale is the byproduct of finding the information you are looking for.”
Why can’t all insurance be sold this way?
The good news is that it can!
The best part is you don’t need to be a salesperson.
You don’t need to be good at marketing.
You just need to know your trade and to be authentic.
Simply put, use the Internet to share your knowledge in your area of expertise, in this case Real Estate Closings, that makes you relatable to your customers. That’s when the magic happens. It is all about the benefit to the Customer, instead of you getting another file.
Be the go-to title insurance resource in your market and you’ll be rewarded for it 10 times over.
Do you want to be the go-to title agent for information in your market but lack the time, staff or know-how to produce weekly content? Request a demo and consultation to learn how TitleTap helps title insurance agents and real estate law firms with their marketing.