Over the past 7 years, we’ve had the opportunity to get up close and personal with the operations departments of hundreds of title and escrow companies and law offices.
From our conversations with many title companies, we’ve found that one of their biggest worries about automating their systems is the idea that automation loses the personal touch.
But that’s a misconception!
You can totally add personalization to automation.
You can save yourself a lot of time by automating emails and text messages and still keep the personal touch in those messages!
We get it: you don’t want the emails and text messages that you send to clients to look templated, and that’s a valid concern. If MaryJane or Jim has been sending emails to a client for 40 years, they don’t want to switch to a system that makes the emails sound like they aren’t from them. They want their messages to have that personal touch. But, even with automated messages, you can keep your personal touch.
On top of that, automated messages should never replace standard communication; you and your team will still send personal one-off messages. But, for the “big milestone” parts of the file, an automated update will be more than fine.
We’ve found that many people want to over customize messages, but that isn’t the point of these updates you’re sending to clients. It’s not about the email coming from you, it's about how it makes the recipient feel.
For example, when you open Facebook, Twitter, or Instagram (or any other social media platform) and you see that you have a notification, you get a dopamine hit. You’re excited that you have a notification, and your excitement isn’t related to WHO sent you a message or commented on your post; it’s about YOU, the recipient, receiving the message.
What’s cool about actually going through this practice of implementing automation is that it gives you the opportunity to create a consistent closing experience across your organization. Whether it’s Team Amy or Team Marge, you know that your brand is going to be represented well, and your customer is going to be taken care of during every closing.
I would argue that if you have a team that’s flawlessly executing a consistent closing process, it will actually create MORE opportunities for personalized service. When you embrace automation, your team is going to be spending less time on redundant tasks and more time being strategic.
If you want to learn more about how automation can help your title or escrow company improve efficiency and better serve your clients while still keeping your personal touch, download our white paper, Automation is a Mindset.
Wanna do more with less, but not sure where to start? Our Co-Founder Paul Stine does a deep dive into how Automation can help take your title or escrow company to the next level.
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