Top 7 Tips For Marketing To Attorneys For Appraisers, Title Companies and Mortgage Brokers
By Matt Barr
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In a normalizing housing market, networking is more important than ever. Appraisers, title companies, mortgage brokers and other professionals are looking for new sources of business and marketing to attorneys is one way they're doing it. Attorneys specializing in foreclosure, divorce, eminent domain and other cases can be a rich source of well paying work. Here are some tips on how to market to attorneys if you're used to pitching to lenders, consumers or others. (Remember: If applicable, be sure you stick to HUD's referral relationship guidelines any time you try to get business from another professional.)
- Make a great first impression. If you're meeting your attorney prospect in person, act and dress professionally. If on the phone, bring your best businesslike phone manner. Printed material should be sharp, attractive and professional. Always remember: Everything you do is marketing.
- Act, speak, and write professionally. Attorneys are no different than others -- they want to work with people like themselves. Being familiar and buddy-buddy may be the best way to go with homeowners or even lenders, but it's not how to market to attorneys. Be professional.
- Get to the point. Distractions and attention-grabbing tricks won't work. Being clear and persuasive will. A lawyer's time is valuable. You've heard of the "elevator pitch" -- how you would sell someone your service if you only had an elevator ride to do it? Definitely use your "elevator pitch" when it comes to marketing to attorneys.
- "Speak to their pain." Attorneys don't care how you can help a lender, consumer, government agency or anyone else accomplish their goals. They care how you can help them. When you market to attorneys, keep in mind they want to know you'll produce a reliable service in a professional manner. Appraisers, title companies and others should not emphasize speed, fee, volume, or other things that impress lenders and consumers. Your message when marketing to attorneys should emphasize your qualifications, professionalism and reliability.
- Print is better than a phone call. To reach a lawyer on a cold call you're likely to have to go through a secretary, paralegal or assistant. A postcard or simple mailing has a much better chance of reaching them. It's also a great place to put your contact information and website in a format they can pick up off the desk and refer to.
- Use text-only e-mail. Your attorney prospect is more likely than your lender client to rely on a PDA or smartphone. Flashy HTML e-mail isn't the way to go – use text e-mail to market to attorneys. If you have an elaborate e-mail signature, best to avoid that, too. Stripping the fancy fonts, colors and code out of your message is part of getting to the point and shows you know how to market to attorneys -- directly, succinctly and without a lot of fluff.
- Network in person. Lawyers in most states are required to get Continuing Legal Education (CLE) regularly. The local bar association helps them. Contact the bar association serving your area or state and see if you're welcome to attend a session on real estate law, property valuation, mortgage fraud, or something similar. Or if you're a confident public speaker, offer to participate in a similar CLE session as an expert. You may find they're planning a CLE session where the perspective of a real live appraiser, title abstractor, mortgage broker or Realtor would be welcome. Whether speaking or just listening at these events, bring lots of business cards and don't come back with any left over.
Matt Barr is Communications Director with a la mode, inc., a mortgage technology company based in Oklahoma City which provides desktop, Web-based and mobile technology for appraisers, real estate agents, mortgage brokers and originators and home inspectors, including professionally prepared and effective automated marketing tools for real estate professionals. He has a J.D. from Chicago-Kent College of Law and has been covering the real estate, mortgage and appraisal industries for more than five years.
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Article Submitted On: June 25, 2007