A Guide to eMarketing  for Your Title or Mortgage Company: Part I


Many title and mortgage companies have discovered that in recent years new regulations and the weakened economy have led to tighter margins. Improving your marketing efforts can be a great way to generate more business and help your remain profitable. The good news is that few title and mortgage companies have fully embraced the eMarketing revolution. The lack of buy-in in these industries means that companies who do start to use eMarketing to its fullest potential will have a decisive competitive advantage.

The world of marketing, advertising and PR has changed dramatically in the last decade. Gone are the days of “interruption”-based marketing. You cannot simply bother your target audience with cold calls, jingles and flashy ads that do not interest them and expect them to buy your products or services. Customers today have access to more information and options than ever before, and if you annoy, interrupt or tease them with information that is not useful, they will turn you off, whether that means changing the channel, closing your website or deleting your email.

Instead, the main goals in marketing and publicizing a business today should be to showcase your expertise, educate current and potential clients, earn trust and build lines of communication. These tactics will position your company as a resource within the field and thus nurture positive client relationships, which will ultimately drive sales.

Additionally, many people feel that 2010 is the year that mainstream business has finally recognized the importance of including a social media component in any marketing strategy. Social media gives companies an opportunity to connect with customers and potential customers in new and valuable ways. It is safe to say that companies that are not using social media well will soon be left behind.

Of course, social media is not the only important component of a marketing strategy. Your website, search engine rankings, online advertisements, blogs and email marketing are just a few examples of other important areas to consider when developing your marketing strategy.


The first important step is to build a pristine and content-rich website. This should include a blog page within the website, where a content writer will post relevant, engaging and thoughtful material designed specifically with the ideal audience in mind. The next step is to expand the venture’s presence via social media channels. LinkedIN is an excellent professional social network where your company can educate its potential clients and demonstrate knowledge through a specialized group page. The blog and LinkedIN group will be invaluable tools for earning trust and developing conversation with your target audience that will result in warm leads and eventually new clients.


Beyond the website, blog and LinkedIN group, the content writer should develop white papers and articles which can be used to drive traffic to your site, capture contact information and further your company’s positioning as a thought leader. The white papers and articles should be optimized for search engines, available in exchange for valuable contact information (name, email address and company) and accompanied by news releases distributed across the web using free or paid PR tools.


These efforts can be supplemented by speaking opportunities where relevant, as well as face-to-face interaction at industry conferences, meetings and other appropriate settings, because word-of-mouth will never go out of style, nor will it ever become less effective. In fact, it’s often useful to think of the internet and social media as a microphone for word-of-mouth. Once you convince people to trust you, they will happily accept useful advice and information from you. And when they’re ready to buy, they’ll know exactly where to go.


Taken as a whole, these marketing and PR efforts will help to rapidly develop your online and real-world presence while engaging potential customers and re-engaging current and former customers. An email newsletter and periodic updates can also serve as a valuable contact points for pushing out the content that will be housed on your website, blog and social media pages.


Sound overwhelming? Keep an eye out for our step-by-step marketing plan, which will help you implement the above advice in an organized fashion and generate real results quickly!


2010-11-30 | Add a Comment
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Craig Simpson | 2010-12-14 10:18:26 | reply
Thank you for this post! How can I learn more to effectively start an eMarketing campaign? What is the best way to arrive at content that will educate my customer base? Thanks again, Craig Simpson