homeclosing101.org 1800 M Street, NW, Suite 300S, Washington, D.C | P | F | homeclosing101.org A NEW CHAPTER FOR THE TITLE INSURANCE INDUSTRY homeclosing101.org 2 THE INDUSTRY IS UNCERTAINAT AN INFLECTION POINT READY FOR A NEW LEVEL OF LEADERSHIP homeclosing101.org 3 HOMEBUYER OUTREACH PROGRAM Maintain or increase the percentage of homebuyers who purchase an owners title insurance policy once the new regulations take effect on October 3, Existing participation rate is 80%+ homeclosing101.org 4 KEY AUDIENCES 1 Homebuyers (Consumers) 234 ALTA Members (Title insurance professionals) Realtors , Builders & Real Estate Attorneys (People who sell homes) Lenders (Financial institutions) homeclosing101.org 5 COMMUNICATION GOALS by educating them about the value of purchasing owners title insurance to effectively educate homebuyers about the value of owners title insurance 1. PROTECT HOMEBUYERS 2. EMPOWER ALTA MEMBERS & STAKEHOLDERS homeclosing101.org 6 HOMEBUYER OUTREACH PROGRAM CAMPAIGN STRATEGY BE PROACTIVESIMPLIFY AND STRENGTHEN THE MESSAGE INCREASE HOMEBUYER DEMAND PROVIDE TOOLS FOR SUCCESS FOR ALL ALTA MEMBERS homeclosing101.org 7 PERSONALITY TRUSTWORTHYPRACTICALRESPONSIBLE homeclosing101.org 8 TONE CONFIDENTOPTIMISTICCLEAR homeclosing101.org 9 PROTECTING THE AMERICAN DREAM SINCE 1907 homeclosing101.org 10 MESSAGING ARCHITECTURE homeclosing101.org 11 homeclosing101.org 12 HOMEBUYER MINDSET Homebuyers want to feel protected from unforeseen threats to their property rights. 12 homeclosing101.org 13 TRUTH Buying a home can be one of the most exciting times in your life. You want to feel confident that youre making a smart decision. THEME 1 PEACE OF MIND 13 homeclosing101.org 14 HOOK Getting owners title insurance gives you peace of mind. Because its the best way to protect your property rights as long as you or your heirs own your home. THEME 1 PEACE OF MIND 14 homeclosing101.org 15 TRUTH Buying a home can be an overwhelming experience. Theres so much to consider, and you dont want to make a costly mistake on the most important investment of your life. THEME 2 REDUCE YOUR RISK 15 homeclosing101.org 16 HOOK Getting owners title insurance reduces your risk. Because it protects your property rights financially and legally. THEME 2 REDUCE YOUR RISK 16 homeclosing101.org 17 TRUTH Buying a home is empowering because its all about choicesize, style, location and features. It feels good to have options. THEME 3 THE SMART OPTION 17 homeclosing101.org 18 HOOK Whatever type of home you choose to buy, getting owners title insurance is always the smart option. Because its the best way to protect your property rights. THEME 3 THE SMART OPTION 18 homeclosing101.org 19 homeclosing101.org 20 MEMBER MINDSET ALTA members need to feel empowered with information to educate homebuyers about owners title insurance. 20 homeclosing101.org 21 TRUTH New regulations will simplify the closing process for homebuyers. As a result, they will raise awareness that owners title insurance is optional. THEME 1 THE SMART OPTION 21 homeclosing101.org 22 HOOK Fortunately, owners title insurance isnt changing at all. It remains the best way homebuyers can protect their property rights. THEME 1 THE SMART OPTION 22 homeclosing101.org 23 TRUTH Owners title insurance is complex. Therefore, it has not been easy to communicate its value to homebuyers. THEME 2 KEEP IT SIMPLE 23 homeclosing101.org 24 HOOK There are many reasons why every homebuyer should purchase owners title insurance. (Dont tell them how the sausage is made.) THEME 2 KEEP IT SIMPLE 24 homeclosing101.org 25 TRUTH Nobody knows more about the home closing process than ALTA members. THEME 3 YOURE THE EXPERT 25 homeclosing101.org 26 HOOK ALTA members should feel proud that theyre the experts who protect homebuyers. THEME 3 YOURE THE EXPERT 26 homeclosing101.org 27 homeclosing101.org 28 homeclosing101.org INTRODUCING THE homeclosing101.org HOMEBUYER GUIDE homeclosing101.org 31 Homebuyer Guide Resources BlogsMarketing One-Pagers PowerPoint Presentations Rack Cards homeclosing101.org 1800 M Street, NW, Suite 300S, Washington, D.C | P | F | homeclosing101.org THANK YOU