“I remember my first year in title sales,” recalls Becca Strong, a top salesperson at First Integrity Title in Denver, Colorado. “Nine years ago, I would go from real estate office to real estate office, handing out free granola bars with my name on them.
Real estate agents would either take a granola bar or they wouldn’t, but then I’d go into a long pitch about everything I could do for them, mentioning everything from helping with graphic design, printing flyers, hosting classes or even brainstorming … but I neglected to mention the one thing I really wanted to help them with: title.”
“After doing this for a while and not getting a single sale; but in fact seeing my prospects actually choosing a different sales rep at my company,” she says, “I realized that this was not working. My prospects didn’t understand what I was selling because I never actually asked for the sale.”
But as she puts it, “once I was able to connect the value I was offering with what I was actually selling: title services, everything changed.”
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“Today, everything I do for real estate agents is based around one simple goal: helping them get more deals so we can both get more deals,” says Becca. “If I can find ways to actually add value, I’m not afraid to ask for the file anymore.”
“One of my most popular ‘value add’ courses has been how to successfully geo-farm leads,” says Becca. “By hosting this event, real estate agents can grow their businesses, and lo and behold, who helped them grow their business? Me. So who do you think they will give the file to after?”
This mindset shift from drop-bys to deep relationships with business goals has made a dramatic impact on Becca’s business.
So what are some suggestions that the Becca of 2024 wishes the Becca of 2014 knew?
1 - Find a niche. If everyone is going to say they have the best customer service or have been around the longest - stop saying it!!! Do you have a passion for marketing or sales - and can offer help to others with it?
Do you specialize in a specific type of transaction - maybe commercial or residential? Do you have a unique past skill set? Constantly ask what people are mentioning your name about - that could be your go-to arena. However you get there, pick a lane, build the lane out, and own it.
2 - Know how to keep a relationship and find creative ways to stay in people’s lives. Some people don’t have time for lunch or coffee … it’s important to lay out a spectrum of ways to stay in touch. Find a mixture of in-person, breaking bread, education, zoom webinars, keeping a real distinct pulse on the market for what’s trending - sending out a flyer with more info, organizing a class - but focus on education that can drive business for your audience.
3 - Move from a reactive to anticipatory communication style and map out creative excuses to be in touch. Is there a moment that is worth celebrating on each transaction - maybe once the file is opened? Are there specific moments where people will get antsy during a transaction - maybe answer their questions before they even think to ask them.
Find a creative way to stay in touch with the real estate at specific points of the transaction to let them know there is progress. No real estate agent will fault you for being too generous with your updates and care throughout the transaction.
LOOK FOR INSPIRATION 
For a high-producing title sales rep who is always looking for creative ways to add value and then ask for the sale, it can take a lot to impress or inspire Becca, but a top-performing real estate agent in Denver, Colorado did just that.
Becca has had the privilege of working with Delroy Gill (Sotheby’s) who took over a multimillion-dollar listing that had not been selling, leaving the seller very frustrated. It had previously been on the market for 229 days without selling.
“We knew we had to tell a different story for a house that had previously been on the market for 200-plus days,” recalls Delroy in an interview with the Denver Post in March of 2023.
So once Delroy got to walk through it, he found the most remarkable closet he had ever seen, and his entire narrative would change, causing him to contact people with massive shoe collections for private photo shoots.
The $4.1 million mansion sold one day later.
“Adding value sometimes just means getting really creative - but not enough people get really creative,” says Becca, recalling Delroy’s story. “It’s inspiring to see others adding value and going above and beyond what the client expects. Because that’s what I want to do too - and I love working with people that are on the same page.”
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The Growth & Scale Report is published by CloseSimple, and explores strategies for growth and tools for scaling your title or escrow company. The report emphasizes the art of balancing growth and scale, with a focus on personal and organizational success stories. It aims to share insights from industry leaders who have navigated these challenges, providing a platform for broader conversations in the business landscape.
