Does winning new business feel harder than ever? 

Higher interest rates, low housing inventory, and tighter margins mean there are fewer deals to go around—and more competition for each one. You’re doing everything possible to deliver great service, but it still feels like you’re stuck on the sidelines while others are getting the referrals.

It’s frustrating to be overlooked. And when the wins don’t come easily, it’s easy to start questioning what else you should be doing. But we’re here to help.

SoftPro works with thousands of title professionals across the country, and we see what’s working in today’s market. The good news? Even in slower or uncertain times, there are clear, actionable ways to stand out and build the kind of partnerships that last. 

Here are four strategies that will help you attract new clients right now. 

Use the links below to jump to a specific section of this blog:

• • 1. Build Real Relationships with Your Referral Partners
  • 2. Share Expertise That Makes You a Go-To Resource
  • 3. Make it Easy for Current Clients to Share Positive Experiences
  • 4. Make Sure You're Easy to Find—and Even Easier to Choose
  • Download a PDF Version of This Blog

1. Build Real Relationships with Your Referral Partners

In real estate and title, connections are everything, and trust is built long before you reach the closing table. Realtors and lenders want partners who communicate clearly, fix problems quickly, and don’t leave them in the dark when a transaction hits a snag.

The problem is they already have a go-to title partner. Someone who answers the phone. Who keeps them updated without being asked. Who’s helped them keep a deal together at the eleventh hour. That kind of relationship takes time to build, but if you’re not actively creating those connections, someone else is.

Practical ways to grow your network:

• Stop by open houses or broker tours. Look for opportunities to introduce yourself in person. Even in today’s digital world, doing so is much more memorable than sending a cold email. 
  
• Attend local industry events. Association meetings and networking events are opportunities to stay top of mind.
• Deliver tools they can use. Things like branded net sheets, local permit guides, or buyer/seller checklists can save them time and help them look more knowledgeable to their clients.
• Be their most responsive partner. Prompt communication builds trust faster than any promotional item can.
• Offer co-branded marketing. Help agents grow their business (Just make sure you’re staying compliant with RESPA). 
• Be their cheerleader online. Follow them on social media, celebrate their wins, and comment on listings. 

Yes, relationships take time to develop, but they’re one of the most valuable investments you can make. Title agents who show up, follow through, and make things easier are the ones who stay at the top of the referral list.

2. Share Expertise That Makes You a Go-To Resource

Unfortunately, being good at what you do isn’t enough. You also must be known for it.

One of the most effective ways to build trust—and stay top of mind—is by offering helpful content. If you can clearly explain the closing process, reduce confusion, and make your partners look more knowledgeable in front of their clients, you’ll quickly become a go-to resource.

And no, this kind of content isn’t just for big companies with full-time marketing teams. A few intentional pieces shared consistently can make a world of difference!

Here are a few practical ways to share what you know:

• Write blogs, articles, or emails that answer common questions, like “What happens if there’s a title defect?” or “What to expect at closing.” 
• Create short videos or reels that break down a complex process or share quick tips. Videos almost always get more engagement on social than written posts. 
  
• Repurpose what you've already shared. A good blog can become multiple social media posts, a newsletter tip, or even a slide in a presentation.
• Start with what your team already knows. Turn FAQs or client success stories into content. Tap into your team for ideas. Your front-desk person may very well be your biggest resource for content suggestions. 
• Host trainings, webinars, or lunch-and-learns. Focus on challenges or issues agents are facing that you can simplify, like wire fraud prevention, understanding short sales, or navigating local permitting issues. 

Creating and sharing content can feel overwhelming, but it doesn’t have to be complicated. Just make sure it’s clear, helpful, and consistent. Your knowledge and expertise are among your greatest advantages; don’t keep them to yourself! Whether it’s a nervous buyer, a new agent, or a busy broker, people remember the professionals who make things simple.

3. Make It Easy for Current Clients to Share Positive Experiences 

A great experience speaks for itself—but it speaks even louder when someone else is the one telling it.

Referrals and word-of-mouth have always played a major role in marketing, but today’s buyers, sellers, agents, and lenders increasingly look to online reviews and social proof to guide their decisions. If someone has never worked with your team before, a positive testimonial can be the difference-maker that tips the scale.

That means it’s crucial to not only deliver a great experience but to make it easy for clients and partners to share that experience with others.

Here are a few best practices:

• Ask at the right time. The best moment to request a review is soon after closing, when the experience is still fresh in their mind.
• Be clear and specific. Vague requests often lead to vague responses. Instead, guide reviewers with helpful questions like:
  • • What stood out about the service you received?
    • How did our team make the process easier or more efficient? 
    • Would you recommend us to others in your network? Why? 
• Simplify the process. Whether you're collecting reviews on Google, Facebook, or by email, share direct links and easy instructions. A brief form with 2–3 guided questions can help make the process easier.
• Incorporate it into your regular processes. Make review requests a standard part of your post-closing checklist. As they say, practice makes perfect. If you start getting into the habit of asking for reviews, it will soon become second nature. 
• Share feedback strategically. Highlight positive testimonials on your website, in social posts, or within emails. Turn standout quotes into branded graphics.
• When possible, use video. If a client or partner is open to recording a short video testimonial, this can be one of the most impactful ways to build trust with future clients. Even a simple phone video can be highly effective when done thoughtfully.

Every great experience is a marketing opportunity—don’t let it go to waste!

4. Make Sure You're Easy to Find—and Even Easier to Choose

If someone Googled your title company today and saw your website, would they want to work with you?

Your digital presence is often a prospect’s first impression of your business, and that impression needs to be clear, professional, and easy to navigate. That means showing up in the right places and giving people a reason to choose you when they do.

Here's how to strengthen your visibility and credibility: 

• Optimize your website for local search. Use location-based keywords (like “title company in Sarasota” or “escrow services in Scottsdale”) in your site copy, page titles, and meta descriptions. That way, potential clients looking for services in your geographical area will find your company on search engines.
• Keep your content fresh and relevant. Update your website regularly, especially high-traffic pages like your services, team bios, and FAQs. Updated sites rank higher in search results, which will help you appear first in a search result over your competitors.
• Claim and maintain your Google Business Profile. Ensure that your hours, contact information, service areas, and photos are accurate. This not only boosts local SEO, but it makes it easier for people to reach out directly from search results – a company’s Business Profile is often one of the first pieces of information that populates when looking for a specific company or service.
• Make your site mobile-friendly and fast. Search engines reward websites that load quickly and display well on smartphones and tablets. If your site is slow or clunky, you may lose visitors before they even read a word. With over 60% of internet traffic now coming from mobile devices, ensuring your website is optimized for mobile users is more important than ever.

Pro tip? Set a calendar reminder to review your digital presence twice a year. A 10-minute check-in to fix broken links and update images can have a lasting impact on your search performance.

It’s not enough to just be great at what you do. You also need to look the part online! 

The Bottom Line 

Attracting new clients this year is all about making sure the right people know the value you can provide to them. In a market where competition is high and margins are tight, doing great work behind the scenes isn’t enough. With a few focused steps, you can stay top of mind with the partners and clients who matter most.

SoftPro believes great title professionals like you deserve to grow. That’s why our tools, services, and support are designed to help you deliver better experiences and to stand out in any market. For more tips, insights, and updates, subscribe to our blog today.

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