Understanding the F-A-B Method for Title Reps

Ever wondered why some Title Reps consistently close more deals than others? One of the secrets may lie in understanding that customers don’t actually buy features; they buy benefits. They are interested in what the product can do for them. As a Title Rep, you are entrance to that product. Let me explain. Your Closer (sometimes called an Escrow Officer or Title Agent) is really meant to be the star of the show. They are often the one you are marketing. But on the frontlines is someone like yourself. Someone who needs to be able get the attention of your target audience. And if this is true, then you also need to be able to see all of the benefits not only of working with your company and Closer, but also with you. Most people want to know, “What can you do for me? How can you help my business, make my life easier and how much will it cost?” To approach these questions with confidence, anyone in sales, including Title Reps, must be able to capitalize on the F-A-B method (Feature/Advantage/Benefit). Your role is to help the consumer or client understand how every skillset, certification, or designation will benefit them.

What is a Feature?

A Feature answers the question, “What is it?” Typically, a feature is something tangible that a person can feel, measure, see, or smell. As a Title Rep, consider yourself the product. How would you describe yourself? Take time to list your experiences, the number of years you’ve been in the business, and any unique or niche skillsets you possess. Don’t forget to include additional skills such as speaking, reading, and writing a second language, or previous career experiences that might benefit your clients during the closing process. My unique value has been, and continues to be, my ability to offer tailored support to REALTORS who are looking to increase their digital reach and footprint. Are you able to articulate your unique value and how it adds value to your client?

Less Obvious Features

When it comes to Feature, Advantage, Benefit selling, there are also less obvious features. These are features that can be seen by the consumer and yet are sometimes overlooked. For example, a less obvious feature of a T-shirt might be that it’s made from 100-percent cotton and has double-stitched seams. Those features aren’t exactly hidden, but it might be beneficial to point them out to a consumer.

As a Title Rep, take time to write down some of your less obvious features and how they benefit a specific type of client. If you don’t feel that you personally can offer value at the moment then think about your company. A good example might be having an ‘in-house attorney’ or traditional and digital marketing collateral that goes out to a targeted audience on behalf of your client. Just remember, features translate to benefits if they give customers what they are looking for in a product. If an in-house attorney is not typically seen as a benefit for your consumer, then there would be no need to capitalize on this as a feature.

Hidden Benefits

Now consider how even your most basic features might come with what are called hidden benefits. Hidden benefits are advantages that a client wouldn’t know about without you telling them directly. For example, a hidden benefit for a Title Rep might be having an assistant to help with communication between clients. Another hidden benefit might be that you have trusted vendors and contacts standing by and ready to assist with any issues that arise during the closing process. The biggest hidden benefit might be the value that you bring to the table. They may not have been expecting that you, sometimes known as The Donut Girl (or the guy who brings the donuts), would be able to offer real value. So when you share with them how you can help them attract new prospects, stay in front of their SOI, or even optimize their Google Business Profile, they begin to look at you in a new light. They begin to see the added benefit of closing with your company because of the value you bring.

Don’t assume that the public knows these types of hidden benefits about you and/or your company. The value lies in being able to identify some of your hidden features and how they benefit your consumer.

Unique or Exclusive Benefits

While it’s always important to point out the obvious benefits as well as the hidden benefits to a client, it’s vital to highlight unique or exclusive benefits or advantages that are available only from your services or business. To have a selling advantage over your competitors, you need to have a unique proposition that screams exclusivity. For example, I freely give my time, support, courses, and marketing methods to those doing business with my company. This is an exclusive benefit for my clients.

Summary

An important part of selling is determining what each customer is looking for in a good or service, then proving that your good or service has the features which will benefit them. When you’re able to articulate this and build your brand around it, your ideal client is likely to find you faster!

Feel free to contact me at texastitlegirl@gmail.com or on IG: @texastitlegirl for a free, one-page chart on identifying your features and benefits.

Check out my YOUTUBE CHANNEL: https://www.youtube.com/@TexasTitleGirl

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