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Embracing Technology to Market Your Business Differently

By Nancy Pratt

The nature of our industry makes differentiating yourself from your competitors difficult. In reality, we all offer the same product: title insurance and customer service. But just like how Apple can release a new iPhone with new features and capabilities to better serve their customers, your business can also embrace technology to market your services to consumers in a whole new way.

One way to position your business as a leader in your region is to show your community that you are ahead of the game, and think about technology differently than your competitors. You’ve already taken the first step by reading this blog. Staying up to date with industry associations and active within different organizations gives you the advantage of receiving the most current industry information.

With the technology available today, such as eClosings, you can really revolutionize your business. For example, eClosings give you the essential opportunity to get in front of the consumer before the actual closing. First off, this allows you to explain to them why they need title insurance. Second, this gives you the chance to start building your brand with the consumer from the beginning. Imagine getting to talk to your prospective customer weeks before your competitors. Like ALTA has always said, “You don’t need to meet them at the closing table; you need to meet them at the kitchen table.”

When it comes to eClosings, it’s not an all-or-nothing proposition. There’s a path for everyone. If you want to be the absolute technology leader, that’s great. ALTA has lots of educational tools available as should a technology vendor in the digital space. But for those who are curious about taking a first step towards embracing technology, start by having meaningful conversations with your partners. Technology is certainly key to differentiating your business in this industry. If you have the opportunity to stand out and grow your business, why wouldn’t you?


Nancy Pratt has over 12 years of experience in the eMortgage/eClosing space, and is currently the Vice President of Partner Relations and Government Affairs for Pavaso. Pratt will speak more in depth about this topic during an engaging session titled "Take Your Closing From Pain Point to Celebration” at ALTA ONE in October. Click here to register for ALTA ONE.


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