In the News Presented by Prairie Title
Commentary by Frank Pellegrini, Prairie Title CEO
November 12, 2014 –During last month’s American Land Title Association convention in Seattle, I participated in a panel discussion that focused on communication, especially our efforts to explain the value of our products and services. In our corner of the real estate world, I’m not convinced we have developed easy-to-understand messages and taken advantage of the best means to deliver those messages.
To keep pace in the modern communications environment, in which the expectation is that any information is available at anyone’s fingertips anytime, it’s essential that we utilize today’s media to provide accurate information about what we do and why our services are valuable. Primarily, that means building effective social media platforms while avoiding common social media mistakes. Perhaps Realtors® are more used to explaining their business because of their ongoing direct interaction with home buyers and sellers; most of the rest of us in the industry could probably use a little help with that.
One of the key takeaways in the ALTA panel discussion was provided by Michelle Korsmo, ALTA’s executive director. Michelle advised the title professionals assembled for the convention to “better educate our real estate partners about the value of our business.”
That really got me thinking. I’ve been in this business a long time and, collectively, I haven’t seen an overabundance of effort to reach out to our partners with the goal of better explaining the value of title insurance. Do you agree that we could do a better job? What aspect(s) of our business are we not good at explaining? I’d really like to get your feedback via a personal note or a posting on our blog.
Questions or comments? Call me at 708-386-7900, or send me an email: email@example.com.
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