Pass-Thru Marketing Handbook

PAGE 1FIRST AMERICAN TITLE | AGENCY PASS-THRU PROGRAM HANDBOOK

Really Good Marketing Ideas!

AGENCY PASS-THRU PROGRAM HANDBOOK MARKETING GUIDANCE FOR TITLE AND SETTLEMENT PROFESSIONALS

FIRST AMERICAN TITLE | AGENCY PASS-THRU PROGRAM HANDBOOK

Contents

MARKETING MAXIMS 1

WHAT IS MARKETING? 1

CHOOSE YOUR WORDS WISELY 1-2

BUILDING A MARKETING PLAN 2

AGENCY PASS-THRU MARKETING PROGRAM 3-6

TYPES OF MATERIAL AVAILABLE 4-6

TACTICS 6-7


MARKETING MAXIMS

• Don’t sell, educate.• Focus, specialize—you can’t be

all things to everyone.

• Build a Marketing Plan and follow it.

• Everyone who works for you is in sales and marketing.

• Your next client may be sitting across the table from you.

• To get and keep your clients’

business, you need to know their business.

• Treat every client as if they were your only client.

• Under promise. Over deliver.• If you say no, provide an

alternative.• People don’t buy what you do—

they buy why you do it.• Ask for the business.

WHAT IS MARKETING?

Marketing is a message that influences or causes a change in behavior.

Whether you are working to get a new client or capturing more business from an existing client, your sales and marketing efforts need to convince your client to change their behavior.

What makes your “dream customers” change their behavior to push more business to you?

Your overall Marketing Plan should be a platform consisting of multiple approaches, from which you can more easily sell your services. Your messaging should be providing your prospects a clear understanding of not what you do, but why you do it.

CHOOSE YOUR WORDS WISELY

Everyone is drawn to someone who naturally sees things from their point of view.

Does the content in your marketing or website sound like this: “We are the biggest, fastest, best service, do anything for anyone company” or “We provide coverage in all 15 counties and have been in business for 15 years?”


As a prospect, all this tells me is you want to talk about yourself; you want to tell me what you do rather than why you do it. I want to see evidence and examples that you know how to talk and care about me. I need a company who I can trust with my transactions. Someone who can get my buyer, seller or refinance transaction over the finish line. Someone who solves last minute problems and keeps everyone happy through the final hours.

Ask your best customers why they use you. There you will find your best sales and marketing content.

I use ABC Title and Escrow because . . .

• They help me solve for last minute challenges.• They anticipate challenges before they even become an issue.• They make me look good to my clients.• They position me for success by educating me.• I feel like they know more about my business then I do.• I trust them.

BUILDING A MARKETING PLAN

Operating without a Marketing Plan is like constructing a building without a blueprint. You can do it, but chances are you won’t like the outcome. Having a plan allows you to explore and understand the direction you want to go, determine the actions necessary to get there and realize the potential consequences of those actions. The ultimate goal of the plan is to ensure every detail and every person moves in the same direction and that marketing expenses become an investment.

Your Marketing Plan should address the following:

• What aspects differentiate your company from others?• Which current customers have more business they can send you, and

approximately how much?• Who are you not doing business with that you should be and how much

business do they have?• What is the specific goal for each of these targets?• What specific activities will achieve these goals?• How much will those activities cost?

There are three key ingredients to differentiating your business.

Unique We outperform our competitors’ offering.Proven Evidence of how/why this capability outperforms the competition. Valuable It has economic impact and value to the customer.

Is what you do or what you make, unique, proven, and valuable?


AGENCY PASS-THRU MARKETING PROGRAM

The Agency Pass-Thru Marketing program is offered to First American Title agents interested in establishing or strengthening relationships with real estate agents, lenders and consumers. This valuable program can help you differentiate yourself from the competition and reinforce the value of your company by sending customized, industry-specific marketing materials to your customers.

Whether you are targeting new business, giving thanks for continued loyalty, or sending timely information on industry topics, these business-building tools are an innovative way to secure your position as a valuable resource and industry expert.

Easily customize* and download multiple pieces of material at once, covering a wide range of topics.

Access to the Agency Pass-Thru Marketing program in AgentNet® requires appropriate user rights. If you do not already have access rights, you may request them in the Contact Us tab in AgentNet or contact your First American Title account representative.

Once your access rights have been updated, the Pass-Thru Marketing section will be visible under the Agent Resource Center tab.

*Customizable information includes company logo and personal contact information.


TYPES OF MATERIAL AVAILABLE

TILA-RESPA Integrated Disclosure Rule

• Owner’s Title Insurance Policy Promotion• Real Estate Agent/Lender Presentations and Handouts• Easy To Understand Infographics, Reference Material and Posters• Marketing Guidance• And More…

Pag

e 1

Projected Payments

Loan Terms

CLOSING DISCLOSURE PAGE 1 OF 5 • LOAN ID # 0000000000

Payment Calculation

Principal & Interest

Mortgage Insurance

Estimated EscrowAmount can increase over time

Estimated Total Monthly Payment

Estimated Taxes, Insurance & AssessmentsAmount can increase over timeSee page 4 for details See Escrow Account on page 4 for details. You must pay for other property

costs separately.

This estimate includes In escrow? Property Taxes Homeowner’s Insurance Other:

Can this amount increase after closing?

Loan Amount

Interest Rate

Monthly Principal & InterestSee Projected Payments below for your Estimated Total Monthly Payment

Does the loan have these features?

Prepayment Penalty

Balloon Payment

Closing Costs Includes $5,877.00 in Loan Costs + $7,642.43 in Other Costs – $0 in Lender Credits. See page 2 for details.

Cash to Close Includes Closing Costs. See Calculating Cash to Close on page 3 for details.

Costs at Closing

Transaction InformationBorrower Seller Lender

Loan InformationLoan Term Purpose Product Loan Type Conventional FHA

VA _____________Loan ID # MIC #

Closing InformationDate Issued Closing Date Disbursement Date Settlement Agent File # Property Sale Price

This form is a statement of final loan terms and closing costs. Compare this document with your Loan Estimate.Closing Disclosure

Seller Name and AddressSettlement Agent Name & File Number

©2015 First American Financial Corporation and/or its affiliates. All rights reserved. NYSE: FAF

www.firstam.com

First American Title Insurance Company makes no express or implied warranty respecting the information presented and assumes no responsibility for errors or omissions. First American, the eagle logo, First American Title, and firstam.com are registered trademarks or trademarks of First American Financial Corporation and/or its affiliates.

Information is for training purposes only and is not and may not be construed as legal advice. No third party entity may rely upon anything contained herein when making legal and/or other determinations regarding its practices, and such third party should consult with an attorney prior to embarking upon any specific course of action.

AMD: 06/2015

Title insurance is necessary on a newly constructed home even though the home itself has no title history. Because your new home was built on unimproved land, there may have been many prior owners of the property and with those prior ownerships comes the uncertainty of a clear chain of title. Additionally, obligations to contractors who worked on the home construction may be outstanding, jeopardizing clear title to the property.

Unlike home insurance and car insurance, which focus on possible future hazards, title insurance is a safeguard against loss from hazards and defects already existing in the past. A First American Title Owner’s Policy offers the best protection from risk exposure associated with the purchase of a new home.

If you fi nanced your new home, your lender most probably required that a Loan Policy of title insurance be purchased; however, a Loan Policy only protects the lender. An Owner’s Policy of title insurance fully protects you, the homeowner, from problems that were not uncovered during a title search, and pays for any legal fees involved in defending a claim against your title to the property. For a one-time premium fee, an Owner’s Policy provides this coverage for as long as you or your heirs own the home.

AN INDEPENDENT POLICY-ISSUING AGENT OF FIRST AMERICAN TITLE INSURANCE COMPANY


First American Title Insurance Company makes no express or implied warranty respecting the information presented and assumes no responsibility for errors or omissions. First American, the eagle logo, First American Title, and fi rstam.com are registered trademarks or trademarks of First American Financial Corporation and/or its affi liates.

AMD: 10/2014

Joe TitleAccount Executive123 Main StreetAny Town, ST 00000O: 111.222.3333 | F: 222.333.4444C: 444.555.5555 | [email protected]

ABC Title


General Marketing

• Monthly News Brief• Consumer Education• Real Sales Tools • Commercial Information• Activities for Children at Closing• Over 20 Bilingual Pieces

Holiday Items

• Printable Cards and Calendars• Ecards• Office Closure Door

Signs• And More…

BEDROOMEXCITINGFIREPLACEFRIENDSFURNITUREGARAGEHOMEHOUSEKITCHENLIVINGMOVINGNEWOCEANVIEWPACKINGPLAYROOMPORCHRAINBOWROOMSCHOOLSTAIRCASESWINGWINDOWS

M E W W C G S D N F C G H F Q U G K B P

O G T Q R N J C U U N S G N I W S C A R

O A D H Q I M R H I E V W B R M U C Q U

R R T G O T N N V O Q M Y O Y I K I R P

F A D A L I W I S E O N O I D I Q Y X D

I G G B T C L D F B R L C H N N D K W H

R P B U X X B E D R O O M G I E I N F O

E B R F H E C E H D Z Z C Q Z Q N W M O

P E R M F L M A S D O K A I U L Z O O A

L A L S A R D G A A H Z Q F X U O V D S

A T X H O P I P W F C Y U V X R H H W P

C V Y O O E O E Y A E R M Q Y P O N T N

E K Y A G Z H A N J D K I A K E U R E P

S G P I V N B L K D E I L A I C S F O U

O W E I V N A E C O S P W N T S E R D C

M O V I N G H O L G Y E K M C S C K Y J

H G U A A G P I X L N V K Q H H N B S A

X K I R O S T G L P T P T C E K L A A P

F U K P E I C A O M X W O B N I A R X I

F Q C Z Z P X O J J C Z J P V T N J F N

MyNew Home



First American, the eagle logo, First American Title, and firstam.com are registered trademarks or trademarks of First American Financial Corporation and/or its affiliates.

AMD: 12/2014

Tipos de Pólizas de Seguros de TítuloPóliza de la Entidad FinancieraSi alguna vez ha tenido una hipoteca para su propiedad, probablemente se le exigió comprar una póliza de seguro de título. Esta póliza de la institución fi nanciera (con frecuencia llamada póliza del préstamo) la exigen la mayoría de las instituciones que generan préstamos, para asegurar su interés en la propiedad. Esta póliza protege al banco u otra institución fi nanciera por el tiempo que mantengan un interés en la propiedad (por lo general hasta que se haya pagado la hipoteca).

Póliza del PropietarioSin embargo, como comprador, usted desea proteger su inversión – y los derechos de propietario que conlleva. Por esa razón es prudente comprar una póliza de propietario, que le protegerá los derechos de propietario mientras usted o sus herederos tengan un interés en la propiedad.

Ambas pólizas de seguro no solamente pagan reclamos válidos y tarifas legales para defenderle contra problemas de título ocultos, sino que ayuda a disminuir los riesgos del propietario por medio de un estudio del título a profundidad antes de expedir cualquiera de estas dos pólizas.

CostumbresExisten varias costumbres relacionadas con la compra de seguros de título. En algunas áreas del país, se acostumbra que el vendedor compre la póliza de propietario para el comprador, mientras que en otras áreas se considera completamente opcional el comprar esta póliza.

Transacciones de Refi nanciaciónSi está pensando en refi nanciar su hipoteca, puede sorprenderle descubrir que se le exige comprar una nueva póliza de seguro de título para el préstamo. Esto es porque la póliza de la entidad fi nanciera solamente provee cobertura por el término del préstamo. Cuando se refi nancia una propiedad, el término del préstamo fi naliza y comienza uno nuevo. Así que se necesita una nueva póliza de seguro de título para el préstamo. Ya que la póliza del propietario provee cobertura mientras usted o sus herederos tengan un interés en la propiedad, no hay necesidad de comprar una póliza de propietario nuevamente cuando refi nancia.




AMD: 10/2014 - Types of Title Insurance Policies - Spanish

Title insurance is necessary on a newly constructed home even though the home itself has no title history. Because your new home was built on unimproved land, there may have been many prior owners of the property and with those prior ownerships comes the uncertainty of a clear chain of title. Additionally, obligations to contractors who worked on the home construction may be outstanding, jeopardizing clear title to the property.

Unlike home insurance and car insurance, which focus on possible future hazards, title insurance is a safeguard against loss from hazards and defects already existing in the past. A First American Title Owner’s Policy offers the best protection from risk exposure associated with the purchase of a new home.

If you fi nanced your new home, your lender most probably required that a Loan Policy of title insurance be purchased; however, a Loan Policy only protects the lender. An Owner’s Policy of title insurance fully protects you, the homeowner, from problems that were not uncovered during a title search, and pays for any legal fees involved in defending a claim against your title to the property. For a one-time premium fee, an Owner’s Policy provides this coverage for as long as you or your heirs own the home.




AMD: 10/2014

Joe TitleAccount Executive123 Main StreetAny Town, ST 00000O: 111.222.3333 | F: 222.333.4444C: 444.555.5555 | [email protected]

ABC Title



First American, the eagle logo, First American Title, and firstam.com are registered trademarks or trademarks of First American Financial Corporation and/or its affiliates.

AMD: 12/2014




AMD: 10/2014

2015



AMD: 02/2015


Training/Job Aids: Pass-Thru Program and Sales

• How to Build a Sales Plan (Video)– Pass-Thru Program Training

• Video and Job Aid• More Coming Soon…

TACTICS

Your marketing strategy bears fruit when tactics are consistently executed.

Each transaction you handle has multiple opportunities for you to increase your client base.

Opened Orders

• For each open order, collect all relevant contact information from non-referring parties; loan officer, loan processor, bank attorney, listing agent, buyer’s agent, etc.

• In addition to calling each person above to introduce yourself and your company, considering sending each a copy of TILA-RESPA Integrated Disclosure Rule New Lending Disclosure Timeline infographic from the Pass-Thru Marketing Program.

• The infographic is a perfect primer to begin dialogue with your new referral source. The end game being a one-on-one meeting or luncheon to start the relationship-building process.


Selling Across The Table

• Your next referring client is more than likely sitting at the closing table with you. This is your best opportunity to get their attention and focus.

• After closing, many of the Pass-Thru Marketing pieces offer excellent content for the non-referring parties.

• You can further customize these materials by placing a hand-written note on the back of a flyer, thanking them for the opportunity to handle the transaction, as well as pointing out the one thing differentiating you from other companies. “My job is simple; protect your transactions by solving issues before they come to fruition. How about a coffee tomorrow to discuss the massive changes caused by the TILA-RESPA Integrated Disclosure Rule?”

Digital Tactics

• Digital tactics are great, especially when linked to multiple sources. For example, create a menu item and page on your website titled, Real Estate Agent Resource Center.

• On the page place .pdf files of select Pass-Thru Marketing items, as well as links to other content/websites related to agents’ interests.

• Take this a step further by placing the link to your new Real Estate Agent Resource Center on your Facebook, LinkedIn and other social media pages, and have every person in your company add it to their email signature. The daily sending of email is a great way to drive traffic to your value-adding areas. Joe Doe Senior Escrow Officer ABC Title and Settlement 555-555-5555 Direct | [email protected] Visit our Real Estate Agent Resource Center Today

Events and Seminars

• The implementation of the TILA-RESPA Integrated Disclosure Rule is one of the best opportunities to capitalize on a significant disruption in our industry.

• Use TRID-related Pass-Thru Marketing presentations and handout material to host an in-house training or external workshop for real estate agents.

– Considerations for Residential Real Estate Transactions – Closing Disclosures Reference Job-Aids (Purchase and Refinance)– Road Map to TRID Rule Variations-Tolerances– Understanding the Integrated Mortgage Disclosure (IMD) Rule

Infographic– Three Day Closing Disclosure Rule Infographic– New Lending Disclosure Timeline Infographic– And More...



www.firstam.com

First American Title Insurance Company makes no express or implied warranty respecting the information presented and assumes no responsibility for errors or omissions. First American, the eagle logo, First American Title, and firstam.com are registered trademarks or trademarks of First American Financial Corporation and/or its affiliates.

AMD: 06/2015

Documents

Pass-Thru Marketing Handbook