Compliance – One of the Best Ways to Market Your Business

 

By Debra Gentry

In 1900, the Good Housekeeping Research Institute (GHRI) was founded to test various household devices and products. By 1909, the Good Housekeeping magazine had established a unique “Seal of Approval” process whereby all advertisers within the magazine who passed the GHRI quality review were given special status by the GHRI with a unique label affixed to their advertisement. The seal is meaningful even today—both to the millions of consumers who want assurance they are purchasing a tested product and to the manufacturers who seek association with a widely-recognized, independent review.

As the settlement industry begins to market its services to homebuyers, real estate agents and lenders, it is increasingly important the best companies differentiate themselves from their competitors. Being compliant to ALTA’s Best Practices provides you with the title industry’s seal of approval. And, since there are varying degrees of compliance in the marketplace, it is of critical importance that you are able to showcase how and why your offering is different. Otherwise, your messaging will just become part of the noise.

Understanding how the compliance seal of approval can be used to your advantage when promoting title services to the marketplace will provide a marketable point of difference when growing your organization.  How should you use social media? Do you need to advertise on radio or TV? What other mediums are there to promote your services?

In this session, we will have open discussion on the different ideas for how best to market your organization. We will also discuss ways to make your title company stand out in a crowded field.

Debra Gentry is Director of ALTA Best Practices Group at Pershing Yoakley & Associates, PC. She can be reached at [email protected]. Gentry will speak more in depth about this topic during a session titled "Compliance Is One of the Best Ways to Market Your Business" during ALTA's Annual Convention. Click here to register.