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I’ve only been around the settlement services industry about six years, but I’ve picked up a few things along the way.  I still can’t do a good title search, I’ve never closed or funded a loan, and I’m still not entirely sure what RESPA really says, if anything.  But I am, somehow, able to talk the talk with folks in this industry, who have been kind enough to suffer my presence as a “marketing guy” for more than a few years now.

And no, the one title search I did as an attorney years ago doesn’t qualify me.

As a departure from my norm, I thought I’d share a few observations about the title industry and its good people today.  If you’re in the industry, these are meant lovingly, and aren’t directed at you personally. And if you’re a client, only the good things apply to you!

1. Conferences are for networking, and the hallways, exhibit booths and steak houses are where the real business happens.  Content is good, but you can get that online for a lot less.
2. White wine doesn’t have legs.  Even after a few glasses.
3. If you’re drinking white wine, you’re probably not at a sales dinner in the title industry (and I, admittedly, love white wine).
4. It is never wise, especially as a vendor, to tell a title person about your vacation.  Title people don’t take vacations.   They don’t go home at 5, and they definitely start before 9.  Even if you have to pretend, don’t let them believe that you do.
5. If you expect to reach a title professional, and you’re not a borrower, lender, Realtor, or broker…don’t call at the end of the month.
6. Honesty and loyalty trump everything…even money in some cases.  A title exec or owner will come back to his or her relationships again and again.
7. It’s never “just business.”  Conduct yourself accordingly.
8. As my old boss once growled at me (repeatedly) after I called it an early evening at a conference: “If a client asks you to go out on the town after the convention’s opening reception, YOU GO.”  Dammit, he was right.  Some of the best sales and development really happens after midnight on the road.  That’s why the folks manning the booths at the conference the next morning bring buckets of Visine. 
9. Scare tactics and marketing just don’t mix.
10. We all make mistakes.  But only those who own up to them quickly and honestly, and do their best to fix them, get the opportunity to make future mistakes with the same customers.
11. Sales calls are nice, but nothing—and I mean nothing—beats face-to-face meetings when it comes to the title industry.
12. Lawyers aren’t all bad.  Especially since every other person in the industry has a law degree, and probably knows a few lawyer jokes himself/herself.
13. P/Ls, forecasts, cutting edge management theory are all important to running a good business.  But in this industry, nothing undercuts an owner’s instinct.
14. Title people have great senses of humor.  But they don’t want to see funny marketing, funny sales collateral or hear funny pitches.  They take their products, services and livelihoods seriously, and you should, too (although amusing blogs seem to be acceptable to the handful of people that read them…hi Mom!)
15. RESPA is not a lung ailment (although it has been known to cause heart attacks), AfBAs never, ever evoke apathy, and we’re all still waiting for a regulator or legislator who has a clue about what the title industry does or is supposed to do.
16. Never, ever order a salad when dining with a title professional.  Make it red meat.  Rare, if possible.
17. When a title professional gruffly tells you you’ve done your job, take it as the ultimate compliment.  This industry will never be confused with the self-help/daily affirmations crowd.  And its professionals expect nothing but to be paid for good work. 
18. Don’t ever include typos or grammatical mistakes in your work for a title professional.  Remember, the foundation of this profession is finding mistakes in public records.  They’ll find yours, too, and without much effort.
19. Be real, and be honest. Only make a promise you can fulfill. See item 18.  If you’re not honest, they’ll figure it out soon enough.  And you’ll be done in this space.
20. Marketing and PR folks:  fancy buzzwords won’t cut it.  Get down to business, and tell them in business terms how your service helps theirs.
21. The practical always trumps the theoretical.

And, finally…

They may be gruff.  They may complain occasionally.  And they may only like Realtors when one is actually within hearing distance (kidding!).  But title professionals are a throwback to the days when one worked hard and took his or her job seriously (as though life depended on it).  The culture comes from a time when one’s word really meant something.  You won’t find a more honest, loyal group of professionals in the country today.  But if you’re not one of them, you’d better learn their ways right quick, and understand their businesses.