When my friend and mentor Chris Abbinante was President of American Land Title Association, he encouraged real estate professionals to explain what we do in terms our grandmothers can understand. He said when we can explain the value of our profession to our grandmothers; we will be able to be to enlighten our clients. Knowledgeable clients who recognize our value are more satisfied, more willing to pay our fees and more likely to return for future transactions.
Our jobs are important and honorable! We assist consumers in realizing the American dream. We hold their hands during their most significant purchases. We examine the titles to identify and eliminate risks. We draft documents to protect their interests. We explain documents to confirm clients understand their obligations.
We are entrusted with and carefully handle closing funds. We vigilantly maintain our trust accounts so client funds will be safe. We protect our clients’ private, sensitive information. We are mortgage fraud watch dogs. We provide clients with the best title insurance products available so that the title to their investment will be protected from third parties by reputable and solvent companies. When they leave our offices, they hold keys to the home where their family will live. There is a reason we call the scheduled event a “closing”. It is the end, the culmination of the process of dreaming about, finding, and obtaining a home.
Commercial practitioners assist clients in procuring properties for their business activities or for investment purposes using the skills that no other professional can provide. We form their business entities. We assist with accumulating multiple properties for a single endeavor. We assist clients in satisfying the requirements of their lenders. We know when to call on other professionals…surveyors, inspectors, appraisers, environmental engineers, attorneys and bankruptcy attorneys. We protect clients’ equity and assist in their business pursuits. After their closings, they can begin to build their office buildings, shopping centers and residential subdivisions. Commercial practitioners also assist clients in achieving the American dream.
Learn to articulate your story. Own your story! Tell your story, like you would tell Grandma, to real estate agents, builders, lenders, developers, service organizations and others. This is Marketing for Dirt Lawyers 101. You will see results!