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Source of Title Blog

Targeted National Marketing: It beats the Yellow Pages
by Robert Franco | 2010/02/04 |

It has been a while since my last blog about our enhanced listing services.  I still get a lot of questions about how it works and what the benefits are, so I thought it would be a good idea to explain it again.  Over the course of the past year, our directory was searched an average of more than 14,000 times each month, proving that Source of Title is still the premier source for finding independent title professionals.  But, without an enhanced listing, many of them may not be finding your company.

Source of Title Blog ::

First, let me point out a few of the reasons to be listed in our directory.  Then I'll explain why the enhanced listing is such a great opportunity to promote your business.

  1. POPULARITY OF THE SOURCE OF TITLE DIRECTORY:
    The directory was searched more than 14,000 times each month, on average, over the course of the past 12 months.  With more than 6,900 companies listed and more than 16,900 registered users with access to the directory, it has become the most popular resource for locating independent title professionals.
  2. NATIONAL EXPOSURE:
    A listing on Source of Title provides national exposure for your business.  Compare that to a listing in your local Yellow Pages, which only circulates in your local counties.  Potential clients from around the country can find your listing on Source of Title.
  3. AVAILABLE 24/7, 365 DAYS A YEAR:
    Once listed, your company remains in the directory to be seen by potential clients for as long as it remains active.  Compare that to direct mail.  Although it can be effective, direct mail is a one-time hit.  If a potential client isn't looking for you when they receive your mailing, it most likely gets trashed.  With a listing in our directory, your potential clients can find you anytime they are in need of your services.
  4. BASIC LISTINGS ARE FREE!
    There is no cost to add your business to our national directory.  Of course, enhanced listings provide extra benefit (discussed below) for an annual fee starting at only $99 per year. 

Now, I'll explain why you could be getting much more business with an enhanced listing and why upgrading your listing is such a great value.

  1. MORE POTENTIAL CLIENTS HAVE ACCESS TO YOUR LISTING:
    With a free listing, only registered users who have purchased a subscription (for $199/year) have access to all of the free listings in our directory.  Of our more than 16,000 registered users, only slightly more than 250 have a subscription.  If you upgrade to an enhanced listing, all of our registered users can instantly view your contact information at no cost to them.  Because there are enhanced listings in every county in the country, many have realized that they can always find someone (one of your competitors, perhaps) for free.  If you don't have an enhanced listing, they won't be calling you.
  2. PREFERRED PLACEMENT:
    The enhanced listings appear in bold, above the free listings.  Being at the top of list means that even companies with subscriptions may be finding competitors before they scroll down far enough to find your listing.
  3. LOW COST OF AN ENHANCED LISTING:
    Enhanced listings are based on the number of counties you cover and start at only $99/year.  Even a one-time direct mail campaign can cost several hundred dollars with the cost of printing and postage.  And, last time I checked a bold, single line listing in the local Yellow Pages was approximately $50/month ($600/year).  

    So, an enhanced listing could be less than alternative advertising costs and it has the added benefits of being perpetual and targeted to potential clients who are actively looking for independent title professionals, even those located several states away from you.
  4. ONE NEW CLIENT COULD MORE THAN PAY FOR YOUR ENHANCED LISTING:
    How much is your average client bill each month?  Once you get an order from a new client, you are set up in their vendor list and they are more likely to come back to you again, rather than start the search process over for a new vendor.  If you add just one new client from one of those 14,000 searches in a given month, it would quickly pay for the cost of the enhanced listing and potentially provide returns for years to come.
  5. 300% MORE LIKELY TO GET NOTICED
    Enhanced listings are viewed 300% more often than the average listing for all companies.  Your odds of landing a new client are 300% better than average if you have an enhanced listing.

It isn't hard to see why an enhanced listing gives an edge to companies that have taken the step to upgrade.  With enhanced listings available in every county in the country, if you don't have one you could be losing business to your competitors. 

Those 168,000+ directory searches every year represent a lot of potential clients looking for a title professional to provide services.  You can maximize your chances of having them locate your business with an enhanced listing.  Odds are that most of those searching the directory don't have a subscription and you have to ask yourself this: Will they be willing to pay $199/year to get your phone number when they can get your competitor's number for free?  If you think that is unlikely, you can make your contact information available to all of our users by upgrading to an enhanced listing.  In essence, level the playing field between you and your competitors with and enhanced listing.

Hopefully, the worst of the recession is behind us and work will be picking up throughout this year. As your potential clients get more work, it makes sense to do everything you can to grow your business and pick up new work.  Many abstractors have gone out of business and new ones are starting new businesses.  This means that clients will be looking to update their vendor lists and it is a good time for you to add them as a new client.

For more detailed information on enhanced listings or to upgrade your listing, see http://www.sourceoftitle.com/enhanced.aspx.

Robert A. Franco
SOURCE OF TITLE

 




Rating: 

Categories: Abstractors, General Interest, Marketing, Opportunities, Title Industry

1446 words | 3874 views | 9 comments | log in or register to post a comment


QUESTION

My question is, what determines a companies position in the listing?  For example, if I search, all, ohio, adams county, a list of names comes up that does not appear to be in alphabetical order, so what kind of order are they in?  What determines who's name is at the top of the list?   If I pay for the full listing, will my name be last on the list? first on the list? randomly placed in the list?

 
by F P | 2010/02/07 | log in or register to post a reply

Ordering of county lists

We have struggled with how to orrder the lists and have changed how the lists are sorted a few times during our history.  Right now, non-enhanced listings are sorted by the time of the most recent update made to the company listing, in order to encourage listed companies coming back here to keep their listing up to date.  At other times, the list has been ordered by the date of registration, or randomly.

Enhanced listings are sorted randomly on each search so that all companies get an equal chance to be the very top listing in every county of their service area.  That will probably always stay that way. 

 
by Slade Smith | 2010/02/08 | log in or register to post a reply

Just to clarify...

As Slade said, "enhanced listings are sorted randomly" each time the directory is searched, but they are only random among the other enhanced listings.  Thus, an enhanced listing will always appear above all of the free listings.  Each time a search is made in a county, all of the enhanced listings have an equal chance of being 1st, 2nd, 3rd, etc...

Best,
Robert A. Franco
SOURCE OF TITLE

 
by Robert Franco | 2010/02/08 | log in or register to post a reply

Advertising

Robert, 

I think that you need to do both, advertise on SOT with an enhanced listing, which I do AND do direct mail advertising.

I do both. Unfortunately when business slows down, the very first thing companies do is stop advertising and that is the worst thing you can do to your company.

In 2008 I got 8 new clients from direct mail advertising and just one of them paid for all the advertising I did in 2008, including the cost of  advertising on SOT.

I send out 1200 postcards a month, I get 30,000 printed about every 2 years, the more you print at one time the cheaper it is, I bought a mailing list and each list gets mailed to 3-4 times before I get a new one. The initial investment does cost some money, but it definitely pays for itself. I hit every state in the US, its not just limited to a few.

I think its important to advertise like crazy, get your name out there. Its been very very successful for me.

 
by Jessica Talley | 2010/02/09 | log in or register to post a reply

I agree, Jessica...

Direct mail is certainly worthwhile... we have even done some here at Source of Title.  I didn't mean to imply that it was not a good idea to pursue any other advertising opportunities.  I simply wanted to compare them to our enhanced listings to show the value of them. 

I get some feedback from some people that believe that our enhanced listing prices are too expensive and I wanted to show that we provide a different type of marketing with some unique aspects for a comparatively low price.  I have a feeling that those who think we "charge too much" don't do any advertising.  Everything is relative and those who do no advertising at all would probably benefit the most... the more clients you have, the more you can afford to advertise.  And, as you point out "it's important to advertise."

Best,
Robert A. Franco
SOURCE OF TITLE

 
by Robert Franco | 2010/02/09 | log in or register to post a reply

Advertising

WOW I had no idea that someone would think an enhanced listing was too expensive!

My viewpoint is, its more expensive to NOT have an enhanced listing, I have gotten quite a few new clients since I upgraded 3 years ago, I would have missed out on all that business, and as you said it ends up paying for itself!

 
by Jessica Talley | 2010/02/09 | log in or register to post a reply

Advertising

Robert,

I have a quick question, what is the cost to put one of those banner ads on SOT?

Jessica

 
by Jessica Talley | 2010/02/09 | log in or register to post a reply

Banner ad prices vary...

Banner ads range from $39/mo per state for state specific ads to $699/mo for national banner ads. 

Best,
Robert A. Franco
SOURCE OF TITLE

 
by Robert Franco | 2010/02/12 | log in or register to post a reply

advertising

hello robert, :) i got quite a few clients from the sot enhanced listing and i also research the title companies on this puter and send out advertising which cost  less than a hundred dollars which reaps me thousands of income.

 
by charles jetter | 2010/02/15 | log in or register to post a reply
Source of Title Blog

Robert A. FrancoThe focus of this blog will be on sharing my thoughts and concerns related to the small title agents and abstractors. The industry has changed dramatically over the past ten years and I believe that we are just seeing the beginning. As the evolution continues, what will become of the many small independent title professionals who have long been the cornerstone of the industry?

Robert A. Franco
SOURCE OF TITLE

 

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