I was meeting with a prospect the other week, and the prospect said: “If title sales reps stopped bringing bagels and donuts to Realtor offices, bakeries would go out of business!” 

We had a chuckle — but the more I thought about it, I agreed. Not with the actual comment, but with the sentiment that we (title reps) created that mindset with our real estate agent and lender partners.

In many markets around the country, the title insurance sales rep behaves and is seen as the “order taker/bagel pusher.”

I can’t tell you how many times I have offered a marketing solution, taught an agent a valuable lesson in real estate technology or helped them in their business and they said — “Wow, I didn’t realize title companies offered this help for their clients?” Have you said this?

The title sales rep should be viewed as a great business partner/ally for their clients. How? By putting down the bagels and adding value!

Leading with value is key

When I started in the title business back in 2005 in Phoenix, the market was red hot. Title sales reps were everywhere, and title companies had “too much” business because homes were selling quickly, and mortgage loans were easy to obtain.

At that time, adding high-level marketing services to clients was not a necessity…then the market crashed in 2008, and things changed.

Real estate agents had to learn how to be valuable and market “over-priced homes, short sales and foreclosures.” A far cry from putting a sign in the yard and having it sell in one day (or in hours) for 10 percent to 20 percent over asking price.

Having basic knowledge of the items above will help real estate agents gain exposure for themselves, their brand, gain clients, and will keep them relevant to clients offline and online. The more business the title sales rep’s clients have, the more business for the title company. The relationship is a win/win.

The next time you think about asking a title insurance sales rep why they didn’t bring the donuts and bagels, ask them a much different question. One that can help your business grow and expand!

Wade Vander Molen is a business development officer for a national title company in the Northern Virginia/Washington, D.C., area.

Email Wade Vander Molen

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