The marketing mistake most title agents make is crafting their messaging around telling the client how expert the agency staff is or by describing the range of services offered.
The more effective approach flips that script and communicates a value proposition for the service they are offering, which is to say, telling real estate agents or loan officers what’s in it for them and the benefits that accrue to their homebuyer and seller clients.
This is especially true when it comes to the use of remote online notarization (RON). Your real estate agent customers are eager to market the unique aspects of their services to potential clients. Letting their clients know they have options when it comes to the closing is as much of a plus for them as it is for the title agent who is providing the service.
The challenge is that real estate agents who have not actively sought out RON services may not understand the benefits sufficiently to explain the value to their clients.
As with all innovative technology, RON requires education on HOW it is used. Equally important is explaining the value proposition for WHY someone would choose it.
RON takes everyone off the road
The biggest advantage to RON closings is that all participants can save time and money by conducting the closing right from their home or office. In the past, homebuyers often had to carve out a half-day vacation to get away from work long enough to attend a closing. Clients will be thrilled – and more relaxed – if they can close in the comfort of their own home or workspace. This benefit extends to the real estate agent and notary as well, who can conserve their own work hours by eliminating one more road trip to a closing.
Contactless closings
The health benefits of contactless closings emerged out of the pandemic, which spurred the seismic growth of the practice, but it is as valid today, especially during the height of cold and flu season. RON is also a great option for anyone who suffers from chronic health or mobility issues that make it difficult to attend an in-person closing.
Geographical flexibility
RON has been especially valuable in situations involving geographical distance. Florida may be the greatest beneficiary of this process, since many buyers and sellers of vacation properties live out of state, as do heirs of retirees who moved to the sunbelt for their golden years.
Security
Although security may not be the sexiest selling point for homebuyers and sellers, it may be supremely important to real estate agents who don’t want to inadvertently get embroiled in shady deals. RON uses knowledge-based authentication and multi-factor authentication to verify the identity of the parties and includes a recording of the closing, providing greater transparency and reducing the risk of lawsuits questioning the legitimacy of the sale.
At the end of the day, RON provides a more streamlined, cost effective, accurate and secure means of closing real estate transactions, a benefit which will be enjoyed by every real estate professional involved in the transaction as well as their home buyer and seller clients.
At Network Transaction Solutions, we offer additional resources to help you grow your agency, by taking on those specialized tasks that help you focus on your greatest strengths. Contact us today to learn about how we can assist you with eClosings with RON, municipal lien searches, HOA estoppels, mortgage payoff ordering and tracking, mobile home title services and more.
