Razi Title, a technology team based in Columbus, provides title companies with data and sales enablement tools. One of those tools, Hot Leads, is helping title agents use past transactions for new business opportunities.
“Hot Leads is a sales enablement solution that helps title agents proactively identify new business opportunities,” Razi CEO Lili Farhandi said. “By tracking properties that a title agent has previously closed, Hot Leads notifies them when those properties return to the market.”
In conjunction with this notification, the system provides the listing agent’s contact information, which gives title agents the chance to reintroduce their services, offer reissue rates and build stronger relationships with real estate professionals, Farhandi explained.
Hot Leads’ value, she said, lies in giving title agents the chance to convert past transactions into new business opportunities. The program, therefore, is beneficial to title agents, real estate agents and consumers. Razi’s customers can leverage their own data to gain market share to drive measurable results, according to Farhandi.
“For sellers, Hot Leads allows title agents to offer potential cost savings, such as reissue rates,” she said. “For real estate agents, it provides a warm introduction, allowing title agents to reconnect with past partners or establish new relationships with listing agents they haven't worked with before. In a competitive market, staying top-of-mind with real estate professionals is critical.”
Since the Hot Leads program was launched in October 2023, company data shows the firm’s clients have converted an average of 25 percent of the leads they received from Razi into new title commitments.
“We’ve introduced our clients to over 22,000 new real estate contacts at more than 5,000 different brokerages,” she said.
Based on conservative estimates, Hot Leads has helped generate more than $6 million in new title orders, according to Farhandi. Conversion rates increased significantly when clients used “a proactive and personalized outreach strategy,” she added.
Razi leaders recommend title agents engage in proactive outreach and relevant messaging to attain maximum results from the program. Hot Leads messages are sent to title agents every morning. Title agents who experienced the best results were the ones who contacted listing agents on the same day and adhered to a “structured follow-up routine,” Farhandi said.
On the messaging component, Farhandi said her company advises title agents to mention items such as back title availability, past work on the property, reissue rate eligibility, and prior interactions with the listing agent’s brokerage.
“The key to success is turning a cold call into a warm conversation,” she said.
John Haynes, a sales coach for independent title agents helped implement Hot Leads with one of his clients in Q4 of last year. This particular client is a small agent based in rural markets, where transactions are typically handled by the buyer’s agent. He noted he was pleased with the early results, saying that they have closed 38 transactions “they would not have seen” without the insights provided by Hot Leads.
In the last month, he began using Razi’s new CRM to help track opportunities and manage follow ups. He believes that using this system and further iterating on their approach his team can achieve 30 percent conversion rate in the next quarter.