As Ben Franklin once said, “If you fail to plan, you are planning to fail.” Let’s be honest, though. The last few years have made planning for anything difficult, particularly for the real estate and title industries. Taking the time to refocus your marketing strategy might feel like a luxury you can’t afford, but a well-thought-out marketing plan can provide the clarity and direction you need. In this blog, we’ll share five strategies to help you build your marketing plan with more confidence and help ensure your messaging hits the mark.
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5 Strategies to Include in Your 2025 Marketing Plan
1. Get Clear on Your Goals
In his book, “The 7 Habits of Highly Effective People”, Dr. Stephen R. Covey encourages readers to “begin with the end in mind." So, before you get caught up in the “what” and the “how” of your marketing strategy, you must first set defined objectives to provide direction and focus. And for many title agencies, whose teams are often lean and time is a precious commodity, simplicity is key.
One proven way to determine objectives is to use the SMART framework: your goals should be Specific, Measurable, Achievable, Relevant and Time-bound. For example, instead of saying, “We want to increase leads,” a SMART goal might be, “Generate 25% more qualified leads from our website by Q3 2025.” This clarity makes tracking progress and measuring success straightforward and will help you define the right strategy to go about achieving it without overextending your team. No matter what you’re trying to accomplish this year, cohesive strategies will ensure every initiative drives toward the same destination or desired outcome.
2. Identify Your Core Audiences and Tailor Your Messages
One of the biggest mistakes you can make in your marketing is not tailoring your messaging to your audience. That’s why understanding your core audiences is essential for an effective marketing plan. This may include not only the homebuyers and sellers you serve but also the referral partners who bring you business, such as Realtors, lenders, builders and brokers. Each group has unique needs and challenges, so it’s crucial to start by identifying their primary pain points and how your services address them.
Start by drafting clear, overarching messages for each of these groups to guide your communication throughout the year. These messages should be simple, succinct and solution-focused, ensuring consistency across your marketing channels such as email, social media, blogs, video, and more. These statements should guide marketing efforts to your core audiences to demonstrate your value and position yourself as an indispensable partner.
3. Leverage Your Data to Stay in Front of Past, Present, and Future Clients
Your email contact list is one of your most valuable marketing assets, and thinking about it in specific buckets can make your outreach more effective. If you’re able, categorize your list into legacy customers, new customers, prospects and former customers. Additionally, review who brought you business two years ago but didn’t last year—a plan to rekindle these relationships should be part of your strategy.
Drip campaigns are an email marketing strategy to engage these groups with tailored messages over time. Simply put, they involve sending a series of pre-scheduled emails or messages that guide your audience through their journey based on their needs and actions. For example, you can design a campaign for former customers to highlight new services or industry updates, while prospects might benefit from more educational content about their industry or your offerings. Many email platforms, like Mailchimp, simplify the process, allowing you to schedule and customize automated email sequences.
By leveraging your data and crafting campaigns for each audience segment, you can nurture these relationships, build trust and maintain top-of-mind awareness, ensuring you’re their first choice when they need your services.
4. Clean Up Your Website
A professional, user-friendly website is essential to any great marketing strategy. Even with a well-crafted marketing plan, potential clients who land on a poorly designed site will likely leave before engaging further.
Your website is likely the first impression you will make for potential clients, so it needs to clearly tell your story and frame your narrative around how your company solves client problems. So, make sure to incorporate a strategy to audit and update your site in this year’s marketing plan.
If a full redesign isn’t in your budget, focus on simple, impactful updates you can control. Refresh outdated content, ensure navigation is intuitive and make key information easy to find. Keep your content concise, clear and tailored to your audience. Avoid industry jargon as much as possible to prevent alienating visitors. Make sure your website also includes clear calls to action that capture prospects, encourage inquiries and build a list for follow-up communication. A well-placed contact form or email newsletter signup can help you turn visitors into future clients.
Also, make sure your site highlights your team. Your clients want to see the real people they’ll be working with, so include authentic photos and profiles of your staff. Whenever possible, steer clear of stock photos—personal touches build trust and make your company more relatable. If you can, feature a short video on your homepage. Videos not only give potential clients a chance to see and connect with your team but also improve your website’s SEO (Search Engine Optimization).
5. Prioritize Short-Form Video Content
Regardless of TikTok’s fate, short-form video is here to stay. Platforms like Instagram Reels, YouTube Shorts and even LinkedIn will continue to drive engagement through bite-sized videos. Why? Because short-form video is highly shareable, easy to consume and perfect for grabbing attention in a fast-paced world.
For title insurance professionals, short-form videos offer a great way to connect with your audience. Not sure what to post? It might be helpful to think of three content buckets:
- Educational videos that showcase your expertise and provide industry insights
- Informative videos that promote CE classes, community involvement, or sponsored events
- Entertaining videos that capitalize on trends and humanize your brand
And if videography isn’t your forte, don’t let that scare you off. Plenty of apps like CapCut, Adobe Premiere Rush and Canva can make creating professional-looking videos simple and accessible. One pro tip, though? Be sure to add captions to your videos—many viewers watch with the sound off, and captions allow them to still engage with your content. By incorporating short-form video into your marketing plan, you can stay relevant and build stronger connections with your clients and referral partners.
The Bottom Line
Taking even a half-day to sketch out your 2025 marketing plan can feel daunting, but trust us, it’s a worthwhile investment. These strategies are designed to help you take that first step, offering practical ways to organize and execute your marketing efforts. Once you have a solid marketing plan in place, you’ll be ready to confidently tackle the year ahead with purpose.
For more actionable marketing tips, industry insights, regulatory updates, success stories and beyond, don’t forget to subscribe to the SoftPro blog. We’re honored to be your trusted partner in success, offering closing, title and escrow software solutions designed to help you make 2025 your most impactful year yet. Contact us today and let us know how we can support your goals this year.
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