Title Marketing Strategies: Video, Prospecting & Client Retention | Title Agents Podcast Ep38

In a world where change is the only constant, Mo Shamil stands at the forefront, guiding title professionals to not just grow their businesses, but to master the art of innovation. With every episode, you're handed the keys to unlock unparalleled growth and stay ahead of the curve. Get ready for a transformative journey. Hello, everyone, and welcome to a new episode of the Title Agencies podcast. I am your host, Mo Shamil, Altec National Title CEO, and I'm thrilled to have my good friend, Frank Blissett, CEO and co-founder of Vyral Marketing.

Join us in this episode, we'll dive deep into innovative marketing strategies tailored for title companies, explore the power of video content, and uncover how to build lasting client relationships. Whether you're looking to grow your business or adapt to the ever-changing market, you don't want to miss this insight that Frank has to share with you. Welcome. Welcome, Frank. How are you?

Thanks, Mo. Thanks for having me. Yeah. I appreciate you taking the time to share your wisdom and knowledge with our audience here. How about a little background about how you got started and tell us about Vyral Marketing.

Real short, I graduated college and I was going to go into selling real estate. And the sales trainer said that I needed some type of 33 touch, some type of database nurturing, long-term nurture touch program to stay in touch with everybody. Everyone who was maybe thinking of selling their house or maybe it was a past client or centers of influence. And I asked the trainer, I was like, well, what do I send them? At the time, it was basically slapping your picture on like a recipe card or like a calendar of football events where I'm from, originally from Nebraska.

And I didn't really necessarily like that strategy because it wasn't, it didn't really allow me to kind of articulate my competence or expertise necessarily for my touch plan. So the idea was, is what if I could get on video, but if I could record a simple video answering a commonly asked question or telling a story, maybe five minutes long, I could send it out. I could email that out or on a postcard, send it out, put it up on a website, whatever social media and start publishing videos, either answering commonly asked questions or telling stories and getting that out as my 33 touch, so to speak, touching your database as much as you possibly can with something of value. And lo and behold, what I realized was I wasn't the only one with that problem. And about 15 years later, I have a company that runs that for people.

We essentially interview you on your webcam or mobile phone to create a couple educational videos every month, tell you a couple stories, and then we edit them and optimize and promote them and get them out to your number one asset, which is your existing database. It's all the people in your CRM, your cell phone, your mobile phone, whatever, maybe we get the content out. We not only help you create it, we get it out. And the whole idea is to get more business. So that's what Vyral Marketing does, and it's about 15 years since I started the company.

That's fantastic. 15 years is a long time and I'm very proud of your success. Thank you. So you build Vyral Marketing to help professionals, especially the niche industries like real estate grow their businesses. What specific marketing strategies would you recommend for title companies looking to expand their client base in today's competitive market?

Well, I would assume that, you know, I don't know too much about title. I wish I knew more about it. So I want to preface anything that I say, as I'm not an expert on title, I've only hired title companies. As a real estate investor, you know, we bought several, you know, hundreds of single family houses where we would go out and be like, we buy houses companies, they want to buy their house. Title company was like the most important of the entire transaction.

So who we built a relationship with title company was like absolutely key for me as the principal buyer. Now, again, I don't think the consumer necessarily knows that, but as an investor, you know, we shopped all the title companies and we ended up with one that actually had an attorney on staff to get the deal done. And I can't even begin to tell you from being the actual consumer of a title company of how incredibly valuable a good one is, at least coming in as an investor, right? So I would think as a title company, investors that need a good title company, they need a competent title company is a target market and real estate agents that rely on, you know, relationships to get the job done. And I would build a database.

I would build an audience. I would build a permission-based list of those individuals that would start publishing content. I would start publishing videos, but the video content that I would send out, I'm telling you, man, like what I would want is I need a competent title company. You know, there's so many things that go wrong in a real estate transaction where the title company jumps in and saves it from a deal falling apart. Those stories need to be told.

Amen. We do a poor job as an industry of sharing those stories. Yeah, I think that's the issue, is generally speaking, you know, a title company is viewed as this commodity. It is not, especially to a real estate agent that understands that a lot of the heavy lifting is done by the title company and the real estate investor when you're dealing with like crazy people on title, lord knows. Battle issues.

Battle issues, right? Like someone's undue brother-in-law, you know, claims title of the company and then they go figure out, right? So if I was trying to grow my title business, I would build relationships with investors and real estate agents and say, hey, I want to be your title company of choice. We are the most competent title company in the city. I'll prove it to you.

We're saving deals all day. We are saving deals and getting them across the finish line all day. And we publish stories about what we're doing. Like we started this video blog, we started this YouTube channel, we started this newsletter, whatever it is, where every couple, you know, every week or so, I want to help guide you of how to avoid having a deal fall through. So we're going to tell about a situation, you know, you won't give names, you just give general outings, but we're going to tell about a situation of here's how a good title company stepped in and saved a deal.

And here's how to avoid you getting into the same sticky situation if you're buying a house as a consumer, as investor, or you're a real estate agent navigating a client's deal to close. That's the content I would want, 100%. This podcast is brought to you by TitleGPT. Hey, you title agents, stop wasting time digging for answers or waiting on an email or call back from your underwriter. With TitleGPT.ai, you get instant, reliable answers to your title questions fast.

No more delays, work smarter, close faster, and keep deals moving. Try www.TitleGPT.ai today. And you touched on investors, like yourself, you're investing, you've done a bunch of deals. I think there's a stat, I think over 30% of transactions that never get listed, like last year, which means the investor market is massive, it's almost a third of transactions that are outside of- And those guys that know what they're doing, understand the title company does all the heavy lifting, and you have to make sure that it's on the ball. I mean, the biggest thing is like just doubling down and that we're the most competent title company, we're the most proactive and competent title company that will make sure a deal doesn't go through and the deal gets done.

And you have to have a title company that's on the ball and understands all the nuances of why a deal doesn't get done. So we're going to start sharing stories of how we save deals, and that's what you publish. And through that, you'll be able to communicate like the nuance of why a good title company exists. I know you mentioned earlier about a permission-based list, can you elaborate on that so people don't make a mistake on sending a content to like 10,000 people and they get- No, yeah, you don't want to do that. So I mean, all you got to do is get a list of all the agents in town and then get a list of all the investors.

So let's talk about how to do that. Getting a list of all the decent agents in town is pretty simple. You just go to Zillow's agent finder and I think there's like 10 agents per page or 25 pages. The top 250 agents in every market will pretty much be listed on Zillow's website. There you go.

All right. That's who everybody wants. That's easy. That's easy. Investors is a little more of a nuanced one.

And as a title company, this is an easier one to get. You don't necessarily want the wholesalers, you want the principal buyers actually closing on the transactions. So run a list of all the single family homes that have sold in the past 12 months, non-owner occupied to an LLC, and you pull that list. And you could sort for duplicates that you see which LLCs keep showing up. And those are the people you want to kind of skip trace and find the phone numbers and contact information of those LLCs to find those investors.

All right. I hope you get better. Thank you again. Thank you. Thank you.

Yeah, my voice is a little bit off. So now the key is, is that now you just call these people up. Call them up. You reach out to them. Yes, you hit the prospect.

But the message is very simple. to an LLC, and you pull that list. Then you could sort for duplicates, then you see which LLCs keep showing up. And those are the people you want to kind of skip trace and find the phone numbers and contact information of those LLCs, to find those investors. Hope you get better.

Thank you again. Thank you. Thank you. Yeah, my voice is a little bit off. So now the key is, is that, now you just call these people up.

Call them up, you reach out to them. Yes, you hit the prospect. But the message is very simple. It's like, hey, I'm with a title company. I want to earn your business.

We are the most competent title company in town. We publish a newsletter of how we're saving deals and the nuances of getting transactions done. And all I want to do is offer you a free subscription so you can get to know us. And some of the content that we publish can hopefully help you avoid sticky situations on title where a deal might fall through, but it might cause some chaos. Or maybe, you know, you don't earn a five-star review.

Can I at least have your email address and can I have permission to stay in touch and build a relationship with you? No one says no to that, dude. No one says no to that. In marketing, that's called a top-of-the-funnel offer. It's a very light top-of-the-funnel offer of like, I want to offer you a free subscription to my newsletter.

So if you don't mind me asking, basics, what's a funnel and what's top-of-the-funnel mean? For the people to understand, like the lingo kind of. Well, it's, you know, it's kind of like, you know, getting married, right? You go meet someone, you go on a couple of dates, you slowly bring them down the funnel to ask them for marriage. You kind of think of it that way.

So a funnel is this concept of a upside-down triangle. And top-of-the-funnel is a very light, non-aggressive, very low-committal offer. Usually a top-of-the-funnel offer is, hey, give me your email address, subscribe to my newsletter. Hey, for real estate agents, hey, put your information to my website to find out what your home is worth. Hey, maybe download this free report that I created.

It's a very light, low, non-committal offer. Then you kind of have more middle-of-the-funnel. It's kind of like as they kind of move down that upside-down triangle, it's kind of more of a middle-range commitment. Typically speaking, this is an event. Hey, come to my event, come to my seminar, come to my webinar, come to my workshop, come spend time with me at length in some way, shape, or form.

And then a bottom-of-the-funnel offer, pretty standard, is book a call, book a one-on-one meeting. And pretty much every professional service, if you had to come up with a marketing plan, you could pretty much blow up anyone's business well, in a good way. You could blow up someone's business in a good way if you put a good funnel in place, which with a, you know, let's get people to subscribe to the newsletter, let's get them to our events, and let's get them to one-on-one calls. Usually just going out to strangers and just asking for meetings is really painful. You get a lot of no's, you get a majority of no's.

It's not very strategic, whereas if you go out to strangers and you invite them to your newsletter, then you invite them to your event, then you invite them to meetings, you reduce a lot of friction in the relationship-building process. And they build that almost, not trust, but almost kind of the familiarity, you know, that it's, you're not- Yeah, it's like, you know, not only do I know you guys are competent, but, you know, I like you guys, and, you know, you guys are going to get the title business. Pledge retention is crucial for long-term success in real estate or in the title industry. What are some innovative approaches that title companies can use to maintain and strengthen relationships with their existing clients? This podcast is sponsored by Alltech National Title.

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Oh my goodness. Another question? Well, interviewing in the videos. Oh, awesome. I think, so I think, you know, so let's say that I'm a title company and I sit down once a month to create some video content.

And I want to tell some stories about how we're saving deals. We're saving deals. Let me tell some stories. But wouldn't it be cool if you invited the agent in to that? Wouldn't it be cool maybe even if you invited the real estate investor into that?

For all of you to talk about it without like, you know, you had to kind of keep some privacy on there. Don't give up way too much, but still just talk about the situation. That's video content for your agent. That's video content for people for the marketing. I mean, you know, what we're doing now with this podcast, you know, you reached out to me, we did this podcast.

You know, you're going to take care of the production. You're going to go put it together. You're going to take on all the expense and work of doing this. And I just got to show up and get interviewed. How nice is this for me, right?

I would say from a client retention standpoint, it's pretty much, you know, it's kind of par where, you know, par is like, you know, do a good job, right? Like you're just kind of expected to do a good job as a title company. That's a given. It's a given. Yeah.

You know, it's a given. Yeah. You know, and yeah, you want to work with the most competent one, but really how do you retain someone, you know, short of going into joint venture agreements or that type of relationship is helping them grow their business. And one of the easiest ways to help them grow their business is just invite them onto your show, invite them onto your podcast, invite them when it's time to record the videos and help them create some content, make it easier for them to use their marketing is probably one of the most simplest and most direct ways to maintain relationships with your agents. A lot of times too, man, like when you're the title company, you don't talk to the agent.

You always talk with the support staff and you lose the relationship with the decision maker. You know, inviting that person to come be on your show is such a great way to maintain that relationship or an excuse to get some face time. Oh, absolutely. It's all, I've preached this for years to like my specialist sales team is like, how can you help a realtor these gain one transaction a year? It's massive versus, hey, let me take you to coffee.

Let me buy you a drinks that are helping them with content, helping them with that. Absolutely. One transaction is about more than all the copies in the world. And it's very easy to do. Like if you help them with the content and if you make them look good in front of their clients.

Let's hear this. So I'd say, hey Mo, you know, it's your title company and we got this deal done. It was kind of a challenge, but we got it done. Let's do a little video about it. Let's talk about the deal.

And I think this is something that you could send out to your database and I guess send out to mine. We'll talk about how we navigated the complexities of the transaction for a win-win for everyone at the end of the day. All right. Absolutely. Before we get started, we were chatting and talking about how tough the market did over the last couple of years.

And can you just maybe share with us how you navigated it and that resilience that kind of really sticking to the basics and kind of really improving things and redefining things to kind of, to sustain like this down market and what the strategies you suggest and advice our listeners? Yeah. Well, that is such a large question because America is fundamentally changing in many respects economically. First, we're the product of 20 years of probably low interest rates since 2011, not 2011. 9-11, when they dropped rates and led to 2008 drop rates.

So we kind of, the bill's coming due for 20 some years of relatively low interest rates. Big money. Yeah. Yeah. You have the cost of labor going up for your team.

What you have to pay to hire and retain great talents in the US is more expensive than it's ever been. You have the buy side commission. Who knows what's gonna happen there, but I think what you probably say, it's gonna be more difficult to get the same pay this way than what it has been. I think everyone can agree with that. Short of maybe the top 1% that's killing all the time.

You also have low existing home sales. Which is probably because from the jacking up of the interest rates, I don't know how many consecutive months, but several consecutive months, existing home sales are less and less and less and less. Inventory is non-existent. So I'll add one more thing in there too. As a real estate agent, usually you can just pound through a bunch of cold calls using auto dialers, also have low existing home sales, which is probably because from the jacking up of the interest rates, I don't know how many consecutive months, but several consecutive months, existing home sales are less and less and less and less.

Inventories are non-existent. So I'll add one more thing in there too. As a real estate agent, usually you can just pound through a bunch of cold calls using auto dialers to try to find business, but that's very litigious with TCPA litigation or the 2010s. You used to be able to mass text everyone and mass call everyone cheaply to find a deal, and I wouldn't do that anymore. If you want to Google TCPA lawsuits, you could see how you get yourself wrangled up in one of those pretty easily if you're doing mass calling.

So there's all these different strengths, opportunities, weaknesses, and threats in the real estate business. I think when you take a look at all of it, you have to look at how every other professional firm works. So you go look at legal firms, engineering firms, accounting firms, big consulting firms. As you hire someone on board, they start as a junior. You start as a junior person.

You work up to a senior person. You have this pipeline of talent you're constantly bringing through where you bring someone in as entry level. I was just talking to a guy last night. He used to have these agents come in and get in the business and make them go full-time, making a thousand calls every single day for a week. I was like, nobody's going to want to do that.

That is so hard, incredibly hard to do right now. We changed the strategy where you start up as an apprentice part-time, 150 dials a day, couple hours a day to slowly move out of your job to learn the competency and the skills of the business. He's changing his lead generation model to seller workshops where he's really becoming more of a teacher and articulating his expertise on how to get a deal done in a more difficult market. I think what I'm trying to say here is that in order to build your clientele on the listing side, you have to learn how to market yourself as a true professional, which is going to be through speaking. It's through writing.

It's through publishing. It's through articulating your competence in what it is that you do. It's by telling stories, answering questions, putting that online, sending it out to your database, but also having a plan to very slowly bring in a few people to maybe start part-time to train them up as a junior, to bring them on to a senior, to bring them into a partner of how someone normally comes in any professional firm, which I think is going to be a little bit different than how most real estate teams or brokerages have worked in the past. That's a much longer discussion. This podcast is brought to you by Safi Virtual.

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Safi Virtual, expert support tailored for title professionals. I know you work with some of the top agents in the country, and you have a really great pulse on what's going on. What's the consensus? What do you hear about the whole NAR lawsuit and how the impact of really putting downward pressure on a buyer's commission, or sometimes eliminating it or having the buyer to pay for it? Yeah.

Well, again, like in any other professional service, you have an engagement letter, you have a contract. I mean, whenever someone hires a buyer on marketing, they pull out a credit card, they hire us, they sign an agreement. Apparently, it's really kind of unbeknownst to me in all these years, I didn't even know. I've been in the industry for 15 years now. I didn't know that you could find a buyer and put in an offer, and you would get paid without having any agreement with the buyer.

Even me, I didn't really quite resonate. I didn't quite understand that. And I'm deeply in the industry. So I don't know. I mean, I think, again, it goes back to, you're going to have to convince people to pay you.

You're going to have to convince people that you work your feet. And the number, all price elasticity in professional services is certainty. So the reason one law firm gets more money than the other law firm is because I'm more certain with that brand. The reason most likely one realtor gets more money than the other realtor, it's because I feel more certain with that person, the more certainty you can provide with the prospect with intangible professional services, the more elastic your fee and the more likely they're willing to pay you. So how do you do that?

Publishing, speaking, writing, articulating your competence, doing a podcast like this, it's how you do it. Can you dig a little deeper on the power of content, especially original content? A lot of people may not understand the original content, how powerful it is, especially with the search engines and social media and everything, how the more original, more authentic content has a huge value versus copying stuff or copying and cutting base kind of duplicate content, which may hurt you. Oh, well, okay. So this is something we share it viral a lot, is we do not create content for algorithms.

So when you start kind of going down this path of, I want to create content for SEO, I want to create content to get found on YouTube, I want to create content to get popular on social media, I equal that to bankruptcy. That's the synonym that I use when we got to go down the path of winning the lottery, so to speak. It's like, we're going to get enough lottery tickets that people are magically going to find us online or magically popular on YouTube or our YouTube channels. Certainly that's the case for some, but it's very, very, very unlikely. Rather at Viral, we create content for people, specifically in the database, specifically people that are in your list, like your actual past clients, your actual centers of influence.

And they want to hear from a real person. They want to hear from you, not your AI avatar. And they don't want to hear your canned content. They want to watch a video to learn something from you, but really what they're doing is they're trying to size up your character of how you communicate and how confident you are and what you know and how your mind works to build this trust that I'm going to give this professional money to guide me through a transaction with some real estate or really any professional service to get the deal done. So I guess my answer to that question is the premise of the question, I don't even go down that path.

We at Viral, I say, okay, you're talking to prospects all day. You're talking to people that are actually giving you money. What are the actual questions they're asking? Let's come up with the actual questions people that are engaging you and hiring you are actually asking, not the ones that are on YouTube, not the ones that are showing up online. We come up with those and then we create content.

We answer those questions for those prospects and send those out. So we look inward to the list of what the actual demand is from your prospect versus trying to win the game of the lottery of being found online. This is maybe a loaded question, but AI, I don't know how much you use it. How do you use it and how do you recommend title companies use AI as a tool, not as a replacement? I mean, it's not that great.

I mean, I haven't met anyone that's like, oh my gosh, this has changed my life. I get to speak from example of how we use it. We use it for Grammarly. So for our writers, we sign up for the premium version of Grammarly and it does a pretty good job of helping you rewrite sentences. Maybe you're a little bit off.

That's nice. ChatGPT, we use it to help write articles to compliment the videos. So we'll grab a transcript from your video and then ChatGPT has a nice transcript to article GPT. It's incredible. Yeah.

It probably does like maybe 90% of the work, but then you still got to go in there and like double check it. That's nice. I don't know what it's called. It's called Remini, R-E-M-I-N-I, but we use that for thumbnails. So usually we want to get you looking a little bit nicer and like apply some AI to how your thumbnail looks.

We'll run our thumbnails and your image through Remini. I want to stop you there again. What's a thumbnail for people who want to send? Oh, got it. Thumbnails for YouTube.

So, you know, it's like the image, like when you scroll through YouTube. it. That's nice. Um, I don't know what's called, it's called a Romini. R-E-M-I-N-I.

But we use that for, uh, thumbnails. So usually we want to get you looking a little bit nicer and like apply some AI to how your thumbnail looks. We'll run our thumbnails and your image through Romini. What's, uh, I'm going to stop you there again. What's a thumbnail for people who want to send?

Oh, got it. Thumbnails for YouTube. So, you know, it's like the image, like when you scroll through YouTube, it's what's the, what's the image. That's still images, right? That's yeah.

Yeah. It's the still image on YouTube. So I think Romini is something that we use for that. Um, it's R-A-M-E-N-I. That makes sense.

Someone told me about it. It's actually, it's been really helpful. R-E-M-I-N-I. I'm always looking for new tools and for myself and to share. Yeah.

AI photo enhancer. So Romini, R-E-M-I-N-I. Yeah. The premium version of Grammarly is great for the writers. A transcript to articles, really nice.

Sometimes we'll use, I think it's called D-A-L-L-E. It's like, we need to, yeah, we need some B-roll. It's like, you know, make me an image of like downtown Chicago. Oh, it'll make a free image. We don't have to pay any licensing fees.

It's incredible. Or like some, like some B-roll for, uh, for that. But as far as anything that's like really done anything useful, no. That takes a lot of heavy lifting. Struggling to set appointments and generate leads?

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Visit alltechnationaltitle.com or DM us today to start the conversation. How much, how long did it take before to write an article? Like it may take a couple of hours. It's probably like, yeah, I'd probably say it does. I'd probably say the most useful one is the transcript article.

Incredible. Yeah. Yeah. Be able to write the article is really helpful. It's helpful because you have the really good content from the video.

So as long as the content's in the video transcript, you have something good to say when you write the article. Oh, there's one more too, Otter. So I got to stay on top of like what's going on in the industry. So I have like maybe 20 podcasts that I subscribe to. I can't keep, I don't have time to listen to all of them.

So a virtual assistant will download every podcast and they'll upload it to Otter and they'll send me the summary. So every day I get a couple Otter summaries of different podcasts, just so I can kind of see like what's being said, what's going on in the industry, like what people are talking about. So I can stay in the now and it keeps me grounded. It's like what people are talking about. So it's actually kind of nice.

Thank you. Thank you for sharing that. I thought Otter was mainly for recording like Zoom calls. The summaries are absolutely fantastic. So for example, here's this podcast I got and you see it has like the transcript and the action items and here's what was talked about.

I'll just like kind of scroll through that and kind of get an idea of what people are talking about in the industry so I can know what's going on. That's awesome. Well, yeah, man. I mean, I have two kids and I'd love to go to a conference and sit there and spend the whole day listening to everybody. But when I realized, I'm like, man, that same stuff at a conference is really discussed on podcasts.

I can just go grab the podcast and get the summary and I can get the gist of it. Yeah. I'm going to copy that from you. I have a bunch of podcasts. I was thinking about actually getting like charging subscribers for this.

Would you like the transcripts of the top 20 podcasts in the industry sent to you? Here they are. That's a great idea. Frank's notes. We came up with an ingenious idea.

Next question. From your experience with viral marketing and real estate professionals, what lessons can title companies learn from the real estate sector in terms of marketing and client's acquisition? Prospecting. I think what makes good real estate agents so good, the good ones, is they prospect. Generally speaking in the industry, you'll set aside three hours a day.

Like if you went to any legitimate sales training in the real estate industry, they're going to say three hours a day, you got to start picking up the phone. You got to find someone who wants to buy a sale house. Pick up the phone, find someone who wants to buy a sale house. There's really no getting around that short of you hiring other agents to do it for you, or maybe you're able to have enough money where you can write checks, or at least who you're calling are warm inbound leads versus more of a cold conversation. Someone who's very successful in the real estate industry knows how to make calls trying to find business.

If you're in title, same thing. We talked about this earlier. Get a list of real estate investors. Was it actually the principal buyer closing a lot of deals and needing a title company? And then find good real estate agents and tell them that the most competent title company that's out there.

And I started a newsletter. Remember Top of Funnel, the reason you're calling? And that's one of the reasons. I'm not going to prospect because I'm just calling this person out of the blue and try to ask them for their money. A lot of times people don't prospect that because they want to make a phone call.

It's because the message is just so... You just feel like such a pest with the message. And you don't really believe in the value proposition if you have confidence about that value proposition. Yeah. Reaching out to somebody cold and asking for an appointment is just way too...

It's inappropriate. Reaching out there with more of a top of the funnel offer or in the middle of the funnel offer, come to an event or subscribe to my newsletter is so much easier. One of the conversations I have with a client the other day, he's trying to figure out how to get someone between the ages of 25 and 35 to succeed on the phones. And not only was he making them make a thousand calls a day, but the offer was like, do you want an appointment? I'm like, oh my gosh, that is the rejection you're going to face psychologically with that.

It's just brutal. It's hard for life. Right? So we changed the message to more of a middle of the funnel offer. The middle of the funnel offer is, hey, I'm calling you because I want to invite you to a home selling workshop.

We're doing it at the golf course next Tuesday at 7pm. We're serving dinner. We're going to go through market statistics. We're going to teach you everything. It'll be the most profitable home seller in town.

The reason I'm reaching out is we want to offer you a free ticket. Would you have any interest? Oh, how much easier is that message? A thousand times, right? So I think what title companies can learn is scheduling time to prospect.

Why do we not prospect? Usually it's because we're not comfortable to message. It does not have to be for an appointment. Try a middle of the funnel or top of the funnel offer with what you're calling. Awesome.

What's your favorite quote you can share with us? It is the question that enlightens, not the answer. Very powerful. How about a favorite book? Oh man.

I still will tell you the best book I've ever read is The Million Dollar Real Estate Agent by Gary Keller. That's a great book. I read that book right when I was right out of college. I was building my business and I just replaced the word listing with client because I was building an advertising agency. That book teaches you how to scale a professional firm.

Now it does it in terms of being a real estate agent, but if you just replace the word listing with client in that book, it teaches you the principles of scaling a professional firm. There's not many other books that have been written that teach you that. It was probably the most impactful book I have ever written. When I find myself stressed out or I find myself lost or just scared, I pull that book out and it grounds me to some very first principles, is the hot word now, of what to do. It gives me some direction.

It puts me on the path to the North Star and gives me some certainty. Great book. That's awesome. Frank and I can't thank you enough for taking the time to share your wisdom. We're going to have all the contact information in the show notes.

Thank you so much for joining us today on the Tidal Agents Podcast. If you enjoyed this episode, be sure to hit that subscribe button so you never miss an update. We've got some more exciting guests and valuable insights coming your way in the next episode that you won't want to miss. Until then, keep pushing the boundaries and growing your business. See you next time.

And that's a wrap on today's journey with Mo Shumil from the Tidal Agents Podcast. Reminding you that mastering the art of the contact information in the show notes. And I thank you so much for joining us today on the Title Agents Podcast. If you enjoyed this episode, be sure to hit that subscribe button so you never miss an update. We've got some more exciting guests and valuable insights coming your way in the next episode that you won't want to miss.

Until then, keep pushing the boundaries and growing your business. See you next time. And that's a wrap on today's journey with Mo Shamil from the Title Agents Podcast, reminding you that mastering the art of innovation is key in the title industry's fast-paced world. If you're finding it tough to keep up with the changes and challenges, remember, you're not alone. Our calendar is open for you.

Find the link in the show notes and let's connect. Make sure to hit subscribe to not miss out on strategies that elevate and insights that empower. Together, we'll navigate the future of the industry. I look forward to our next meeting in the upcoming episode.