Rick & Anthony Neff: Your Competition Is Not Who You Think It Is

How Two Brothers are Reassessing the Norms in the Title Industry

In 2007, amidst the chaos of a crumbling housing market and an impending economic downturn, Rick and Anthony took a daring step: they assumed leadership of Pennsylvania Land Titles, their family’s title company. It was a gamble that could have ended in disaster. But instead of retreating into the safety of the status quo, these two young brothers saw a vision for a different way to do title.

"We were young, inexperienced, and had a lot to learn," Rick admits. "But we were determined to disrupt the norms and make a real difference."

“There were plenty of years spent in the trenches with our nose to the grindstone day in and day out,” Anthony remembers. “When you were slow, you didn’t always have the capital to institute big changes and when you were busy, there was no time to.”

While they were always improving and adapting where possible, the real push to improve came with the Covid-19 pandemic. Rick and Anthony recognized that there was a niche in the market to stand out and create a unique experience in title. Instituting the EOS operating system in their business afforded them the time and the right team to make their vision a reality.  It was the collective bar set by every customer interaction, shaped by giants like Amazon, Uber, and Netflix that caught their eye. These experiences had created expectations for seamless, exceptional service that extended far beyond their industry.

"Poor customer service across every type of business seemed to have become the standard after the pandemic. It was at that point that I noticed companies that were still able to offer an exceptional experience were like a beacon of light in the darkness. That is how our most important core value came about to provide a remarkable customer experience with every interaction,” Anthony explains. “If our customers aren’t actually commenting on how impressed they are, we did something wrong.”

This realization ignited a transformation at Pennsylvania Land Titles. Rick and Anthony set out to not just compete but to be extraordinary— to be remarkable.

Fostering a Culture of Innovation

To stand out in a crowded market, Rick and Anthony knew they had to cultivate a culture of innovation within their company. They encouraged their team to think creatively and constantly seek new ideas. 

"We want our team to be curious, open-minded, and eager to explore new perspectives," Rick says. "We believe the best ideas come from that kind of environment."

Leading by example, the brothers made ongoing education a priority. They attended conferences, read extensively, and sought out mentors. Yet, one of their most effective strategies was observing the world around them. From the subtle touches that make a customer experience memorable to innovations in unrelated fields, they drew inspiration from every corner.

"I'm always on the lookout for what I call 'wow' moments," Anthony shares. "When I went for a jog and passed a local salon and heard music playing from outdoor speakers, I was inspired by the vibe it set without even having to walk through the doors. We now have music playing outside of our office that greets customers when they park. When you seek inspiration from the whole outside world rather than just comparing yourself to your competitors the ideas really begin to flow."

The Weekly Question & The 5-Star Myth

At the heart of their approach is a simple yet powerful weekly question posed during leadership meetings: "What can we do better?" This question has become a cornerstone of their culture, pushing their team to anticipate needs and exceed expectations.

"It's not just about solving problems," Rick says. "It’s about being proactive, thinking ahead, and finding ways to wow our customers."

No stone is left unturned from the approach of what would make us stand out, what can be improved no matter how big or how small. They hired a Miami-based graffiti artist to paint a mural in their lobby as a backdrop for post-closing pictures and even erected a small house facade with a porch outside for further photo opportunities. Even the envelopes for realtor commission checks were custom made to stand out from the rest.be especially unique.

In today’s world, where 5-star reviews are a dime a dozen, Rick and Anthony argue that excellence goes beyond superficial ratings. "Anyone can earn a 5-star review online," Anthony points out. "But can you actually get someone on the phone when you try calling them? Often not. True excellence means being responsive and present—something that goes beyond the online rating."

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