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First American Title & Settlement Integration in Encompass® Relaunch Campaign Case Study
Date: Q3-Q4 2023
Project Summary
[Design note: infographic looking figures]
~2 million total loans carried out by Encompass
35-40% of that market share owned by First American Title (~600k loans)
2.5% adoption rate of integration (As of June 2023)
We’re outpacing our competitors by a large margin, however we need to hold to find a way to maintain (and grow) that business. This is where the First American Title & Settlement Integration in Encompass comes into play. It’s the most efficient way to do business with us, yet only about 15k of the loans come through the integration.
Why?
Nobody knows that we have it including internal folks! Our Encompass customers want to and clearly are doing business with us, but wasting so much more time than they need to. We can (and should) offer a better way to do business with us, which is through the integration. Especially when we aren't the only major underwriter title company that works with Encompass who offers it; our competitors are talking about it and so should we.
The relaunch campaign had three key goals:
Goal 1: Train and provide tools for internal teams that promote, and grow interest in the First American Title & Settlement Integration in Encompass.
Goal 2: Inform, educate, and encourage adoption by external stakeholders about the First American Title & Settlement Integration in Encompass.
Goal 3: Use Encompass as an opportunity to also overcome key challenges to adoption of integrations generally across the organization
Lack of awareness: Internally some of our sales reps don't know anything about the breadth of integrations at their disposal. If they don't know about it, neither do their customers.
Lack of education: Sales reps don't understand integrations. If our sales reps believe integrations are hard to understand or complicated, they're only going to socialize the other solutions/technologies they are comfortable with.
Lack of sales enablement materials: For those sales reps that know integration exists, many don't know how to talk to their customers about it nor have the resources to do so.
Scope of Project Strategy
Three phases:
Build content strategy
Identify the internal and external story
Create and launch materials to support the campaign
Phase 1: Build content strategy
Developed foundational knowledge of the technology and the current challenges to adoption and broader socialization. Planned out a cadence of communication and identified key messaging.
Phase 2: Identify the internal and external story
Fostered an intimate understanding about why this integration matters to our internal teams and customers alike by developing a story for each audience and unique selling points to support the overall story.
[design note: Put in a marketing story like image showing the internal & external USPs we created once we fine tune them]
Phase 3: Create materials to support the campaign
While this campaign only lasted a span of 2 weeks, it’s the first time this integration has really ever been socialized. There were no prior marketing tools, we had to start from scratch.
Internal comms 1 > Internal comms 2 > Go live of Centerpoint materials > Future planning
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Hypothesis: If we equip sales reps with sales enablement tools and proper training, we can grow adoption of the Encompass integration by delighting existing customers with a better way to business with us, and ultimately grow market share in this segment.
Implementation and Results of Strategy
Our internal teams are equipped to both talk about and facilitate orders coming in through the integration.
-We’ve educated sales
-We’ve initiated the training process with Escrow
-We’ve created sales enablement materials to support conversations with customers
Concluding Findings
Now that the relaunch campaign has been set into motion, the ball doesn’t stop rolling here. It’s just the first phase. We’re constantly looking to find ways to continue the conversations surrounding the Encompass integration and help grow.