Episode Transcript
[00:00:00] Speaker A:
Hello, everyone, and welcome back to the Bottom Line Me podcast. I'm your host, Ann Allard. Thanks so much for tuning in today. It's the start of a new year, and now that the holidays are behind us, many of us may be looking for some new or effective ways to boost our marketing efforts. Some of us might have limited time and resources. Maybe others are just looking for some simple, actionable steps that they can accomplish in a short period of time. So with that in mind, I'm very excited to welcome Jen Greenberg. Jen is a vice president here at Older Public National Title Insurance Company, and she is the agency marketing strategy manager. She's here today to tell us about an innovative monthly campaign that her team has developed called Marketing in Minutes. I love the name Jen. Welcome so much. It's really great to have you join me on the podcast today.
[00:01:10] Speaker B: Hey, Anne. Happy New Year. I am excited to be here.
Marketing in Minutes is a topic near and dear to my heart. So happy to share.
[00:01:21] Speaker A: Awesome. Awesome. Well, before we dive into the topic, maybe take a couple of minutes to tell us a little bit about yourself. Tell our audience what you do at Old Republic Title and why you're so passionate about this.
[00:01:35] Speaker B: Well, as as many people do, I sort of fell into the industry in 2001.
I was a processor for for State Farm Insurance, and I was moving back home and needed a job and I went on an interview with the title agency and he said to me, well, you know, processing is probably processing, so let's give it a shot. So my journey began there as a processor, and through the years I held many different roles in the industry. And I actually started with Old Republic Title as an auditor, and that was over about 11 years ago. And I was in that role for a few years and then being an agency representative.
And about three years ago, I was approached the agency strategy manager for our marketing team. And I am so excited to be here. I love this role. I feel like it's a combination of everything that I've done up until this point. So I hope that my passion for marketing comes across to everybody. I really do love what I do.
[00:03:00] Speaker A: Well, it does. And I have to just take a minute to say thank you on behalf of everybody here at Old Republic Title, because the things that you and your team create really, I think, are game changers for many of both our employees and our agents in the industry to help them brand themselves, market themselves, communicate different ideas and offerings, tools, resources. So awesome. So let's talk a little bit about this Marketing in Minutes by starting off with what is it?
[00:03:35] Speaker B: Okay, it is.
It's a daily marketing calendar of sales and marketing activities that people can do from their desk.
Each activity should only take 15 to 20 minutes, and it's really a great addition to any sales strategy.
[00:03:55] Speaker A: Oh, all right, well, give us a couple of examples. I mean, what kinds of things do. Does marketing in minutes suggest, recommend, or should tell you to do?
[00:04:06] Speaker B: Yeah, an example of one of the activities is writing note cards. A personal note can be so meaningful, and it helps maintain a connection with someone.
So, you know, one of our settlement officers could talk about a recent transaction, you know, mention something that was significant that happened.
I enjoyed working with you on 123 Main street and Mr. And Mrs. Smith were a delight to work with.
I really enjoyed looking at pictures of their new puppy. And they seemed very excited about buying their first home. Something like that.
People don't often remember everything that you say, but they certainly remember how you make them feel. So, you know, bring the connection together with. With a personal.
[00:05:01] Speaker A: Awesome. So, so marketing in minutes. Is it something that you put out a monthly list or is it a to do list? Is it suggested? Tell us a little bit more about how somebody launches this.
[00:05:16] Speaker B: Yeah, so it really is. It's a calendar with activities for each day.
And, you know, we. We lay out the entire week for you. We lay out the entire month for you so that you can see, you know, what types of things we're suggesting that you do every day.
We, we focus on basic sales and marketing strategy. We lean in on touch points and communication, but consistency is key. So that's why we create this daily calendar so that you can be consistent in your market efforts.
[00:05:54] Speaker A: Excellent. So this could be useful for somebody that is outside sales, inside sales, someone who just has an opportunity to continue to build a relationship with an existing customer or a new customer.
[00:06:09] Speaker B: Yeah, yeah, absolutely.
[00:06:11] Speaker A: It sounds. Yeah, that sounds great. What about, you know, group activities? How can others on the staff, like if I'm, as a salesperson, let's say, decide that I'm going to adopt marketing in minutes in the month of January, let's say, are there ways that I could engage others on my team so that we have a greater impact?
[00:06:36] Speaker B: Yeah, absolutely. The activities are designed for you to get your team involved. For example, your processors consistently communicate with parties, the parties involved in the transaction. Right. And how great would it be for your processor to write your client a thank you note? Or, you know, as a team, you can call your client and give them an update on how things are going and, you know, what's going on in certain transactions.
It really is a way that you could get everybody involved on the team.
[00:07:11] Speaker A: You know, what I really like about this is that it's simple, but there's some structure attached to it. And I think that's one of the biggest challenges with marketing today is that you get an idea, you go out and you do it and then what happens next? How do you consistently, you know, stay in touch or have those touch points? So this, this sounds like a really easy way for somebody to implement, begin to implement some kind of a marketing strategy.
[00:07:40] Speaker B: Yeah, absolutely. I mean, you know, consistency is always key. So having things laid out for you, it, it does make it really easy. And maybe you just want to rejuvenate your sales efforts or marketing efforts. It's, you know, as you said, it's the beginning of a new year. So what kinds of things can you do? And just having it laid out for you so you don't have to think of the things to do, I think is just really helpful.
[00:08:09] Speaker A: Yeah, yeah. You know, there's an old line that we use in our department a lot called on paper on purpose. And if you write it down, you're more likely to get it done. So I do like that.
Any, any other examples that you could share with us of, of something that somebody can do in that 15 or 20 minute time frame?
[00:08:28] Speaker B: Sure.
You, as the salesperson or your team members can reach out to their sphere of influence.
As, you know, people often forget what we do for a living. So sending them, you know, a personal note with some business cards or just an email reminding them what you do for a living and share with them that, you know, a portion of your business comes from referrals. So, you know, everybody has, you know, some family member or friend that maybe is looking to buy or sell or do something this year and you know, you want to remind them so you could be part of that transaction.
[00:09:11] Speaker A: Yeah.
In any success stories that you could share with us or feedback that you received from the field on marketing in minutes.
[00:09:20] Speaker B: Yeah, we, I recently heard from one of our reps that she has been sharing marketing in minutes with a few of her title agents and they are really loving it and they are using this with all of their sales team and it's helped them just to maintain contact with their clients and, and help grow their business with potential clients because they see, you know, the consistency and the, the passion that they have, you know, just to keep connected and reminding people, you know, about what we do and we're here to help you and you know, we love to talk vital, you know, so reach out. Even if you just have a question.
[00:10:09] Speaker A: Not everybody thinks it's an exciting topic.
Exactly. So how about some practical tips for somebody that wants to get started with this? Do you have anything you could share with us on how do you actually launch something like this so that you stay consistent with it? Because that's the key, I think.
[00:10:30] Speaker B: Yeah, I mean the consistency builds momentum to help build your brand recognition. So when, when you have everyone on the team contributing, you get the diversity of different perspectives and varying skill sets and it can really help your marketing strategy. So consistency is really key.
You know, have the plan and make sure that you're implementing the plan and, and you can get sidetracked throughout the day. So start the activity first thing in the morning or before your day even starts. You know, get, get the 15 to 20 minute activity done first thing so that you don't get sidetracked as, as we often do when we're, you know, know, in the field and in the work.
You know, you can very easily get sidetracked from the actual like sales marketing activities.
[00:11:28] Speaker A: And to me that is, that is the best piece of advice. I think there's no question that if you, you know, as I said, paper on purpose, if it's, if you log the time in, you're more likely to get it done every day or consider, or some people may choose to do it once a week, maybe twice a week.
It's adaptable to whatever your schedule allows it sounds like so.
[00:11:53] Speaker B: Yeah, absolutely.
[00:11:54] Speaker A: Yeah. And it sounds to me like, you know, there's a snowball effect with something like this because once you start doing some of these things, when you start to get the feedback from people or the responses from them, it may open up other doors.
[00:12:08] Speaker B: Absolutely.
[00:12:09] Speaker A: Yeah, yeah, yeah. Anything else you want to share with us about marketing? In minutes before I ask you for the bottom line.
[00:12:16] Speaker B: You sure?
You know, one thing to remember is that each activity, the first activity of the month is, is identifying your targets. So you want to make sure that you're maintaining a list of your clients, potential clients, either using a CRM or a spreadsheet. But knowing your targets and reevaluating your targets periodically will help maximize your impact.
So, you know, maybe if you're just using a spreadsheet, keep a list of their preferred method of communication, make notes about their transactions and clients, a well maintained client list will, will help your marketing activities and create precision driven efforts.
You know, managing and, and engaging with the right people with the right messaging.
[00:13:11] Speaker A: You know that I think that target list recommendation is such. Such an important piece here too, because it may not be something. It's not that you want to throw spaghetti on the wall. You want to target specific people that you want to develop relationships with and you want to consistently be able to communicate with. So that's a really good point.
[00:13:33] Speaker B: Yeah, yeah, yeah. And your list will consist of, you know, those clients that you know are very loyal to you, and maybe those clients who you wish were a little bit more loyal. So no, maybe there's more opportunity there.
[00:13:50] Speaker A: Super. Awesome.
Well, I think I've got to ask you about the bottom line. The bottom line here is how does somebody get involved or how does somebody learn more about marketing in minutes?
[00:14:01] Speaker B: Yep. If you are an older public title agent, you can reach out to your agency representative.
If not, you know, should be an older public title agent, but you could always create your own calendar. You know, just daily activities and consistency is key.
[00:14:21] Speaker A: Great. Great. Well, Jen, this was really an interesting. I'm going to. I'm going to adopt some of these practices myself. I think regardless of what your role is, there's lots of ways that you can take this model and apply it to whatever it is that you're doing, how whoever you need to communicate with every day. So thank you. Thank you so much for joining me. It was a pleasure to see you and to our audience. It's always great to have you join us. And until we meet again, I hope you'll all continue to learn, grow, and prosper. Have a great 2025. Thanks.
[00:15:05] Speaker B: Premium.
