What’s your story? And how do you deepen your story to make it more effective, strategic and competitive? Here are five essential things to look for to deepen your story and make it more compelling:
Your Big Why
Why does your title company exist? Why do you go to work every morning?
Of course, we know you need to make a living, but going deeper than that, what drives you and your company? What is the purpose behind you and the company you lead?
Look for a BIG why (not a small why), something like you believe that home is the most important place on earth or that you believe in homeownership as part of the American Dream.
What you’re trying to do here is demonstrate your sincerity and passion for what you do – and motivate your employees and customers around a unifying cause.
Your Title Company’s Achievements
These have to be highly-valued to be effective. Giving to charity, being in business for 10 years, serving the community, and producing happy customers are not highly valued achievements.
What have you done that is great? Unusual? Look for that.
Your Title Company’s Principles
What matters to you most? What values guide your company’s behaviors?
Pick three and have some wonderful “specific” stories about how your team was influenced by your principles and acted in ways that really helped your clients get ahead.
Your Value Story
Why is your title agency more important, useful and worthwhile to use? What do you offer that other title companies do not? Remember that people assess value on the edges or margins of common offers.
More convenient office locations? 24/7/365 closings anywhere, anytime? Best follow-up? Higher tech? CE classes for REALTORS? E-closings?
Your Reason to Act Now
What bad things could happen to the people who do not use your services? What risks are they taking? What compelling reasons can you give without speaking badly about a specific competitor? Learn to bring these forth.
The competitive reality is that a title company needs to be in continual Story Deepening bringing forth the importance of their products and services, speaking their competitive advantages and superior value to customers and prospects. If you don’t, who will?
Your company has an unlimited supply of stories to share. By incorporating a steady narrative based upon your company’s purpose and guiding principles, you can take advantage of strategic storytelling to gain a competitive edge.