From its Marketing and Sales Block to affiliate company MyHome’s MTD program, WFG delivers the resources partner agencies need to grow their businesses and increase sales intelligently.
WFG National Title Insurance Company (WFG) has taken a unique approach to supporting its title agents. In 2017, the company launched its Blocks program, offering its network of title agents direct access to the same services the national title underwriter uses within its direct operations. The program consists of six programs or “Blocks,” each of which is available on an as-needed basis, at any time and in any combination, and without long-term or minimum commitments.
“These are services that do not necessarily have a market identity, so they can be used successfully without compromising an agent’s established position in their market,” explained Patrick Stone, Chairman and Founder of WFG.
At its core, WFG’s Marketing & Sales Block helps agents boost their market identity and hone their sales strategies by providing them with access to valuable resources, including:
- A branded marketing content portal
- Marketing and sales training
- Personalized advice and support
- Marketing resources
WFG Executive Vice President and Director of Strategic Initiatives Justin Tucker says the purpose behind the Marketing & Sales Block is to create alignment between WFG and its agents.
“WFG runs direct operations in seven Western states and we're constantly learning what things work, what things don't, and what things we want to double down on because they're making a good impact,” Tucker said. “That's what this Block embodies: it's all of the lessons we've learned from a sales and marketing standpoint that we can translate over to our agency world and help them grow. Because at the simplest level, when they grow, we grow. And we're very committed to helping them do that.”
Many of the support services offered within the WFG Marketing & Sales Block are provided through MyHome, a Williston Financial Group Company™ (MyHome). In addition to being the company’s technology arm, MyHome is home to a team of experts experienced in the specifics of marketing title services, mortgage lending services, and real estate called Marketing Technology Directors or MTDs. Through the MTD program, agents have access to direct assistance, as well as specific tutorials for a wide range of essential marketing needs. Title agents may access these resources by registering on the company’s MyHome MTD website, mytitlenerds.com.
“What we're trying to create with the My Title Nerds website and the Title Nerds Mastermind Group on Facebook is a community,” said MyHome Vice President of Strategic Growth Justin Stutz, who leads the company’s MTD group. “We’re giving title agents access to a community of like-minded individuals in this space so that we can better each other. It’s a place to discover strategies and new products, and also to learn.”
The WFG Marketing & Sales Block was developed specifically to take the guesswork out of title companies’ marketing and sales initiatives. By utilizing the company’s cutting-edge marketing and technology portals, independent title agents will have the resources they need to succeed in an increasingly competitive market.
“The MTD program strives to support title agents with the challenges they are facing at any given time and, appropriately, our strategies shift based on what’s going on in the market,” Stutz said. “Right now, our focus is on getting title agents to engage with their customers. Everybody is struggling with this now with the market slow down.”
The Marketing & Sales Block offers WFG’s title agents full marketing and sales support, including a comprehensive 360-degree approach to marketing and sales. Areas of support include brand development, sales messaging and training, target marketing, web development, and more.
“One of the most common misnomers about the MTD program is that we are only social media experts. While we are indeed experts in this area, there are numerous other areas in which the MTDs can help title agents,” said Stutz. “Social media strategy is a given, but branding, messaging, website design, CRM system use, email campaigns, tech stacks, sales approach, and sales organization structure are also areas in which MTDs can provide title agents with professional guidance and support.”
“It goes far beyond talking about how to run Facebook ads or the latest trends on TikTok. This program is designed to be a true consultative resource. We ask a lot of questions and look under the hood of an agent's business, and then make recommendations based on their goals and any gaps we find in their business. No other underwriter offers this level of consultative support,” Stutz said.
Tucker further explains, “Our Marketing & Sales Block is designed to boost title agents’ visibility, whether they want to look at their brand identity and messaging, or are just looking for that competitive edge. We realize that each agent’s business is unique, and these solutions can be tailored to meet an agent wherever they are.”
Program resources include:
- Access to real estate and mortgage transaction data for client targeting, market sizing, and more
- A product library with insightful reviews of best-in-class solutions to fit any size business
- Live training and events
- Useful tips, tricks, and current insights
- A self-service portal for creating and printing customized, branded marketing materials
- Social media sharing and email campaign distribution
“Our MTDs are only a phone call away,” Tucker said. “They’d welcome the opportunity to sit down with you, dive into your specific situation, and come up with a customized solution that fits your exact need. It's education, product, and consulting services all wrapped into one solution.”
Advice from the MyHome Title Nerds
Given the unique challenges title agents are facing right now, we asked a few of the MyHome Agency channel MTDs what single piece of advice they’d give to title agents looking to succeed in 2023 and beyond. Here is what each of them had to say.
“I think it’s all about practicing what we preach. If our clients aren’t using the latest and greatest in technology and marketing strategies, many of their lender and real estate clients are. Their clients and prospects want to work with people that are also looking ahead and thinking progressively when it comes to their sales, marketing, and technology strategies. We do business with people that we not only know, like, and trust, but who are also like-minded in the way they run their businesses. I really believe that that’s where our group of strategists (MTDs) can help our clients level up and stand out from the crowd, which is more important than ever!”
Sam Trimble, VP of Strategic Growth
“In 2023, we may be in the digital age, but most importantly, we are now in the technology and data-driven era. This allows clients to have equal amounts of distraction and opportunity at their fingertips. Now more than ever, it’s vital for agents to be everywhere their clients are! So invest time in a consistent standout presence with resources like social media, email campaigns, and search engine optimization. Empower your agency to be a connector and stay connected!”
Holly A. Harmon, Marketing Technology Director, Agency Southeast Division
“In this market, a title agent should be focused on a layered approach. Combining superior CX strategies, leveraging new technologies, and developing a strong brand identity are most important in a world where attention is the highest form of currency. A clear understanding of how these all work together will set an agent apart in the market.”
Allie Flath, Marketing Technology Director, Midwest Agency
“A simple step title agents can take to grow their business is to know who they have been working with and who they want to work with. Who are you doing business with and whom do you want to do business with? Simple yet essential. Always ensure that you are engaged with your current customers and creating a continuous plan to target the customers with whom you want to do business. If you need help creating this plan, a member of our MTD Team would be glad to help!”
Jennifer McAlpine, Marketing Technology Director, Southeast Agency
To gain access to the My Title Nerds Library and receive updates about future webinars and events, sign up at https://mytitlenerds.com/.
Back to the Blocks
In addition to the Marketing & Sales Block, WFG’s Blocks program also includes five additional components: Compliance Services, an Expense Management program, Human Resources, Information Security, and Title and Settlement Services.
“This is the only comprehensive attempt to help agents doing business anywhere in the country lower their costs and change fixed costs to variable costs,” Stone explained. “The idea here is that by having access to these services you can operate a more efficient, cost-effective operation, make more money and be more successful. We want our agents to be as successful as possible and we enjoy being associated with them!”
“Our clients work hard to run profitable businesses,” said Jaime Johnson, Vice President and Director of the WFG Blocks program. “Blocks helps them save on expenses so they can invest that money back into their businesses. We’re doing these things every day in our direct operations and so we are simply opening it up so we can help our clients do it, too.”
For more information on the WFG Blocks program, download the white paper “Creating a True Partnership Between Title Agencies and Underwriters” at https://wfgagent.com/blocks-2021-whitepaper, contact your local WFG Agency Representative or visit wfgblocks.com.
About Williston Financial Group®
Williston Financial Group® (WFG®) is the Portland, Oregon-based parent company of several national title insurance and settlement services, and technology providers, including WFG National Title Insurance Company, WFG Lender Services, Valutrust Solutions, LLC and MyHome, a Williston Financial Group Company. One of only six national underwriters, WFG achieved a national footprint faster than any title insurance provider in history. The WFG family of companies offers full-service title insurance and settlement services for use in residential and commercial mortgage and real estate transactions nationwide. For more information, visit www.wfgtitle.com.