10 Things the Title Industry can learn from Rap Music [Pt 2/2]

March 13, 2018

In our previous post on 10 things that the Title Industry can learn from Rap Music, we outlined 5 tactics used by some of the best in the game to get noticed, increase their following and make songs that will make you want to sing a-long, no matter how little rhythm you might have.

Here are the 5 other things the Title Industry can learn from Rap Music... we can't wait to hear how you implement these!

6- Dress for Success

What image are you and your company portraying? 

Each era of rap music has featured different looks that directly reflect what was happening in culture at that time.  From the big gold chains and Karl Kani hats in the 80's, to the 90's gangster rap trend of baggy red or blue flannels and sagging pants, to the 2000's which began to feature more athletic jerseys, white undershirts (or no shirts!) and tattoos everywhere, to the 2010's with dreadlocks, Gucci, Saint Laurent and other more form fitting high-fashion; rap music fashion never sleeps and it is always evolving.

Has your image evolved with the times too?  I'm not only referring to your clothes, but your office and your customer experience?

What worked when you started might not be the right thing for today.  Is it time to freshen up your office or maybe revisit the emails that are being sent out to feature more current-looking signatures at the bottom of each email?  Or what could it look like to freshen up your website? 

As Bob Dylan once said (yes, I know he's not a rapper), "The times they are a' changing," so the question is, "are you changing with them?"

Takeaway Principle:
Is your image (brand, office, emails, even clothing) changing with the times to stay relevant, or are you still living in the last decade?  The new, younger consumer is looking for someone that looks more like them. 

7- "Rep your Set"

Are you representing where you come from and showing love to your city, your local businesses and even your team?  Some of the best ways to increase awareness for your company is to increase how much you care about those people and places closest to you.

Rappers never forget where they came from, and even though they may move away from home once they reach success, they still rap about where they came- and they go back to support that community.  Jay-Z loves talking about NYC and even remade the popular Frank Sinatra song "New York, New York," to give his city a new anthem.  Eminem loved talking about Detroit, Michigan, especially 8-mile, the street he grew up on.  Eazy-E loved representing Compton, California- wearing the famous Compton hat before it was cool.  And after Hurricane Katrina, Louisiana rapper Lil' Wayne helped the recovery effort by putting his own money to work. 

Though you may never leave your local community, how much are you talking about your community and being present there?

Takeaway Principle:
Are you still representing your city/community and giving it a voice?

8- Feature Justin Bieber on a Song

When's the last time you brought a fresh voice into your business, to speak to your team about a topic outside of title?  It's very easy to become busy doing all of the day-by-day tasks of the business, but it's also sometimes important for your team to get outside of the day-to-day busywork to gain a new perspective on the business.

Have you considered bringing in an outside voices to freshen up things a bit and offer a new perspective?  Maybe you could consider bringing in a Dale Carnegie coach to teach your team the basics of interpersonal relationships?  Or maybe you could bring in a sales coach for a half-day session on how to close the deal?

When a rapper wants to cross genres and maybe expand their audience, there's one easy way to do it: bring in a fresh voice.  One of 2017's most popular songs, "I'm the One," was by DJ Khalid, Chance the Rapper, Quavo and then a pop artist named Justin Bieber.  While I'd like to believe the first 3 names could make a hit by themselves, to truly push it over the top, Bieber was needed.

Takeaway Principle:
Who is someone or something outside of title that could add value to your team by bringing a new thought process and system for success to share?

9. Get Followers.

Are you on social media?  Social Media is one of the greatest free tools that businesses have at their disposal, yet not many title companies have embraced all that social can do for them.

Rappers use social media to give  backstage look at their lives.  Ok, it might not always be a 100% real look at their personal lives, but allowing fans to see them in more casual settings allows the fans to embrace them in new ways.  Rappers like Wiz Khalifa, Quavo, the Migos, etc. are crushing it by adding content that is not staged, but more "real." 

Consumers are looking for "real," so if you are wondering what to post on social media just think about what might humanize a customers perception of your business?  Maybe it's a pic of your offices coffee mugs on a Monday with an inspirational quote about making it through the day with the help of caffeine.  Maybe it's highlighting one of your team members each week, with a nice little description of why they are so valuable.  There are so many things you could do, but the point it that you should be doing something.  

Real estate agents and consumers are human, so humanize your business by showing behind-the-scenes pics.  Also, follow those real estate agents who are giving you business.  Like and comment on their posts and you'll be pleasantly surprised when they start doing the same for you.

Takeaway Principle:
Get on social and give consumers a look behind the scenes at what really makes up your business: your people.

10. Keep it "100."

Once you define your companies core values and what is expected from each team member, it's important to uphold those standards... and continue pushing forward.

The Urban Dictionary defines "Keeping it 100" as "To keep yourself real and true, to be honest and stick to the way you are, no matter what any one else thinks."  Rappers sometimes refer to this as "staying true" to where you came from, and rappers also get flack when they forget where they came from and start selling out for fame and fortune.

In business it's very easy to sell out for the fast buck, or quick sale, but it's important to keep it 100, consistently offering a product that the consumers (and real estate agents) can count on.

I love reading the story of the Tortoise and the Hare, because no matter how many times I read it, the slower, more methodical Tortoise always beats the faster Hare that gets distracted.

Takeaway Principle:
Keep it "100" by not getting distracted by shiny objects.