Today’s businesses face a unique challenge. They must find ways to showcase their trustworthiness to audiences that are increasingly distracted. That challenge becomes even more important in title insurance.

Businesses are continually signaling to audiences in various ways whether or not they are trustworthy. At the audience level, those trust signals can include everything from a modern website and responsive communication to customer reviews, branding and clear messaging. But once an audience member becomes a customer, another level of trust is required. Customers need to understand both your commitment to protecting the integrity of their transaction and the critical steps they need to take to help keep it secure. Let’s see what it takes to do both.

Step 1: Segment strategically

Creating trust signals that feel meaningful but still respectful of your audience’s time starts by understanding them. Your audience is not a monolith. It is an array of constituencies, each with their own motivations, fears and needs. Considering “buyer personas” is a great way to begin building trust. You will then better understand what each audience member is looking for from a title agency and know how to position your services in a way that grabs a buyer’s attention.

When building out these personas, resist overthinking it. Simply ask what each audience segment is worried about, what they need to do next and how much they already understand. That way, you can cut right to the chase and highlight why you are best positioned to meet their needs and address their fears. For example, is your buyer purchasing their first home or are they a seasoned homeowner facing the digital closing process for the first time?

Step 2: Put fraud prevention front and center

As you build your customer personas, you will also need to convey to each of them the inherent risks in today’s fraud landscape. At ĐÇżŐ´«Ă˝ ĐÇżŐ´«Ă˝, we encourage agents to adopt a simple principle: VERIFY, THEN TRUST: Every file, every party, every time. The challenge is bringing consumers into that mindset in a clear and practical way. Real estate transactions, where hundreds of thousands or even millions of dollars are exchanged, remain attractive targets for scammers, and customers may not fully understand the threat level, especially when they are caught up in the many moving pieces of a transaction. This represents an obvious opportunity to build greater trust. By making your agency’s fraud-prevention practices as visible as possible, you can help your customers feel more secure in your ability to protect the integrity of their transactions, while also helping them understand the role they play in keeping those transactions safe and maintaining the necessary protections of their personal information and assets.

Some best practices for getting customers the information they require without overburdening them include:

• Make fraud warnings obvious: Place short, clear reminders in all emails, website pages and other customer-facing materials and always encourage the exchange of critical information through your secure agency closing portal. 
• Avoid jargon: Customers need a quick and crystal-clear understanding of your ID verification practices, secure portals and other anti-fraud procedures—written in plain English. 
• Give customers a safe point of contact: Provide a designated point of contact upfront, along with instructions on which number to use and which situations merit a pause, particularly before sending funds. Customers should be reminded that if something changes or feels unusual, they should not rely on a recent email or another communication stream. They should return to the original contact information you provided and verify before taking the next step. For example, your customers should always be reminded that you will NEVER change your wire instructions at the last minute. Direct them to the trusted point of contact should they receive such a direction.
• Create standard fraud-prevention language: Ensure your customers receive the same guidance at every touchpoint. Team training is important here. Your team should continually reinforce the same messages and procedures, so the guidance does not get muddled and consumers do not become disengaged. The threat level is high and customers need to appreciate that from the minute their transaction is initiated.

With these steps, even the most distracted and scattered audience will more easily understand your commitment to keeping their transactions secure. That builds trust in your organization while also helping customers understand the steps they can take—and need to take—to help protect their transaction. Your customers have a critical role to play, but trusting that you will guide them appropriately and safely will be a valuable tool in their protection.

Step 3: Visuals are very important

Ensuring your agency exudes credibility and trustworthiness begins with your website. Adhering to modern web design practices, using consistent fonts and colors and ensuring mobile responsiveness are all non-negotiable. Reviewing client-facing forms for accuracy, correct branding and messaging, particularly around fraud, and a smooth user experience is also important, as is auditing the communications and physical documentation that come from your agency.

Be the resource that your customers require. Secure links to checklists for closings, fraud prevention tips, and frequently asked questions and answers make certain to your customer that you are their reliable resource throughout the closing process. You are the resource they can trust at every stage.

Step 4: Review your reviews

Remember: The communication channels you “own” are just the tip of the iceberg for establishing trust. Today’s audiences are channel switchers. When choosing a company in which to place their trust, they will vet not only your site and social media channels, but also third-party sites, reviews and customer feedback.

You need to be similarly active in these spaces. Whether it be your Google Business Profile or various review sites, you must be ready to respond to questions, offer advice or address complaints. If you do this well, time-crunched prospects will see you as a convenient and communicative business partner. If you don’t, you risk disengagement. Make a customer satisfaction survey part of the post-closing outreach to your customers. Allow them to sing your praises or learn from your mistakes to enhance the next transaction experience. 

Step 5: Highlight the human

Last but certainly not least, few things help build trust and relationship as much as highlighting the human element of your business. As we all know, relationships are everything in the title and settlement industry.  Sometimes in real estate transactions, the human factor can feel lost under procedures and paperwork, which is a big problem when trying to elevate your agency’s credibility. Overcoming this means connecting customers to the specific people they will engage with as their closing moves to completion. Clarifying roles and reinforcing the verification steps customers should follow before acting on transaction instructions is also critical to a positive and trust-based customer experience.

VERIFY, THEN TRUST is at the heart of our business

It can be a real struggle to help customers feel comfortable and confident enough to entrust you with their transactions…and their MONEY! One reason is that it’s becoming an enormous lift to even connect with customers in our fragmented and fluid digital age. That’s where these trust-building steps can make a difference. By showing customers that you are committed to protecting their transactions—and by helping them understand their own role in the process—you can build trust, which will benefit your customers and your agency’s future success through referrals from satisfied customers.

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By Adam Mohrbacher

Many people in 2026 are familiar with a Google Business Profile (GBP). Even if you haven’t set one up for your company, you’ve likely searched for a company and seen a GBP info box appear in your results. A GBP often includes important contact and service details that make it easier for you to reach out to the company and do business with them. In my last blog, I outlined why GBPs matter and how to optimize yours. This time around, we’ll dig deeper into how this service can not only raise awareness for your agency but also bring in new business.

Reframe and refocus

One of the most important things to realize here is that your GBP is much more than a static digital billboard. Like email, social media or your website, your GBP can serve as an important mechanism for two-way communication with a potential client base. Far too many companies consider their respective GBPs to be set-it-and-forget-it tools—a mentality that you want to reframe to take advantage.

So how can you use your GBP to win more business? The steps include answering the questions prospects are already asking, building trust and making next steps as easy as possible.

Answer before they ask

People don’t find your title agency on Google by accident. They’re searching with a specific title-related need in mind. Your GBP should make it easy for them to get the basics and decide what to do next—all from the profile. One of the easiest ways to do that is to make your core business info accurate and up to date.

Then, clearly articulate what you do and what you don’t. Use the services, business description and Q&A sections to answer common questions. For example, do you handle residential deals or commercial transactions? Refis or investor transactions? The more transparent you are, the more prospects will be inclined to check you out further.

Trust is not just nice to have

The great German philosopher Friedrich Nietzsche once said: “I’m not upset that you lied to me, I’m upset that from now on I can’t believe you.” Although far from his most well-known aphorism, his words powerfully convey how, without trust, everything becomes harder. This is certainly true for title insurance, where trusting relationships are key to getting deals done.

Thankfully, your GBP offers several tools for building and reinforcing trust. Responding to customer reviews shows you are present and professional. Posting photos can show that you are a real local business and humanize your team. And posting routine updates can demonstrate your capabilities and illustrate the customer experience you offer.

By taking these steps, anytime a prospect lands on your profile, they will immediately know you are a real, reputable agency well worth their time. This is particularly important in title insurance, where unfortunately fraud runs rampant.

Make “next steps” a breeze

Once your profile is effectively answering questions and building trust for your company, they will be more primed to contact you. You must make this as easy as possible by doing the following:

• Choosing your primary call to action (CTA) and sticking with it. Too many profiles ask users to take multiple actions.
• Taking advantage of GBP CTA tools like pre-built buttons. These features make your CTA highly visible, so visitors no longer waste time searching for a link.
• Using A/B testing after your CTA has been live for a few weeks. Test variables like CTA wording, landing page, offer vs. no offer, and more.

The goal of this exercise is simple: Your CTAs should be set up to be as attractive, visible and usable as possible. That’s what can make your GBP a driver for business growth.  

Don’t leave money on the table

Many businesses these days have already optimized their GBP. But if they aren’t using it to also generate leads, they may be leaving money on the table. By using your GBP’s tools and features to answer questions before they’re asked, build trust, and nurture next steps, that doesn’t have to be your agency’s story.

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By Adam Mohrbacher

Google first went online in 1998, and for decades, it has been an important way businesses attract new customers. One of the tools the search engine offers is Google Business Profile (GBP). Business owners can create a free profile on the site, list their firm’s essential information and highlight their unique selling propositions. Even better, they can share posts on their Google Business Profile page, promote special offers, develop FAQs and respond directly to customer questions and reviews. In short, it’s an essential way businesses get found online today, close more deals and grow their market impact.

Yet even with this obvious importance, far too many companies either don’t have a Google Business Profile or have yet to optimize theirs. We’ll aim to change that with this 30-day guide. Follow along, and in just four weeks, you won’t just have a new online profile, but a valuable new marketing tool at your disposal.

Week one: Fix the foundation

During the first week of your GBP optimization effort, you should focus squarely on the basics. Google your agency’s brand name and see what comes up. If you have a listing, follow Google’s steps to claim your page. Then ask yourself if the information listed is still accurate and what adjustments, if any, are necessary. If no major details are present, you’ll need to start from square one.

Select your business’s primary and possibly secondary categories. Be as specific as possible by selecting “Title Company” for your agency. If you choose to add a secondary category, be sure it accurately describes a service you offer. Some to consider might include “Escrow Service” or “Notary Public.” With your categories set, turn next to completing other profile details. Update your description, hours and your contact information. Don’t forget to confirm your service offerings as well.

Week two: Make it credible and conversion ready

Once you have the framework of your profile established, you can begin adding color and content. Add strong aesthetic elements that are essential to any well-established brand. Upload your company logo and other branding details. Consider also adding photos and videos that highlight your company’s internal culture and service offerings. Next, write and publish one to two posts on your profile that provide an announcement, tool, tip or special offer. You want to make your profile as warm, inviting and credible as possible here. Why? Well, Google reports customers are 2.7 times more likely to consider a business reputable if they find a complete profile.[i]

Week three: Ensure your profile is responsive and up to date

During week three, shift your focus to ensuring your Google Business Profile is as responsive and current as possible. Designate someone on your team to monitor and respond to any reviews customers leave on your profile. Make sure whomever you select to manage the profile also understands your brand guidelines and tone of voice so you can speak to your customers in a unified way.

Week four: Create a long-term content plan

Building off week three, create a long-term content plan for your Google Business Profile. Think of your GBP as another social media profile where you can share critical updates and connect directly with your customers. Shoot for updating your Google Business Profile one to two times per week. You should also audit your profile on a quarterly basis, upload new videos or photos and make necessary updates.

Whip your GBP into shape

Almost 30 years after Google came onto the scene, the site remains just as important as ever for thousands of businesses across the country. Title agencies must take advantage of the platform’s features if they want to stay competitive in a rapidly digitizing world—chief among them being your Google Business Profile. While no one wants another profile to manage, it’s possible to whip your GBP presence into shape in just a few weeks. And this will put you on solid footing to form closer connections with your customers and drive more business down the line.

[i]

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By Adam Mohrbacher

It is said that each morning we are born again and that what we do today is what matters most. From my perspective, this is the right way to greet the new year. 2025 is nearly done. But with the dawning of 2026 upon us, it’s a great moment to pursue business goals with renewed commitment and relish. Staying current with the latest marketing trends is one way to do that. Follow along and we’ll explore how to make 2026 a year of marketing and business wins.

Use artificial intelligence—intelligently

At this point, artificial intelligence is no longer the new kid on the block. Most businesses are in the process of experimenting with it in one way or another. Expect this trend to accelerate throughout 2026. Despite its widespread use, agencies can still use AI to distinguish themselves. All that’s required is deploying it smarter and more strategically than competitors by combining the best of both human and artificial intelligence.

One way to do that is by using AI for multichannel marketing. Simply take a piece of educational content you’ve created and have AI adapt it for different mediums. A blog post, for example, could be easily repackaged by AI into a short, snappy LinkedIn long-form post, a lead-generating email or even a continuing education class outline. With this approach, you maintain human oversight, expertise and creativity while multiplying efforts across your digital channels and saving valuable time and effort.

Utilize micro marketing

As we approach 2026, studies suggest we are exposed to more content than ever. One report highlighted that we now see 4,000 ads[i] and spend, on average, 2.5 hours on social media every day.[ii] The messages you see are also highly driven by algorithms, which only surfaces content deemed most relevant to your needs or interests. This means it’s time to shift your content from a generalized to granular approach. When you try to talk to everyone, you see, you wind up talking to no one. The algorithms have no incentive to put your content in front of that which is more tailored and focused.

Instead, pick several highly niche areas that are still central to your business priorities and build content around them. Whether that is farm and ranch deals, first time buyers or small builders, the trick is to get as narrow as possible while still staying aligned with what your customer base wants and/or needs to know. That way, the algorithms will have a much better grasp of what your content is and who they should present it to.

Doing this not only helps you build brand equity but also aligns your marketing with how content is discovered by customers today. Better yet, the more relevant your assets are, the better chance they will not only be found but read.

Build your “always on” digital profile

Twenty years on from the rise of Web 2.0, many agencies have not moved beyond having a basic website. While a website should still be the heart of your digital presence, it should be the beginning rather than the conclusion.

In 2026, the bare minimum for agencies must include your website, one or two social media channels, and a local listing presence centered around something like a Google Business Profile. Today’s customers demand brands have an “always on” digital presence, meaning a place where they can seamlessly gain the information they need, ask questions and get a swift response.

If you haven’t already, look on Google to see if your agency’s profile is set up, and if not, take action to build and optimize it. Add imagery, hours, contact information and other relevant data. Then, engage with your profile. Like any other place online, make consistent updates and be sure to respond as quickly as possible to any substantive stakeholder engagement. Once you have this up and running, your customers will rest more easily. They will know they have a reliable and consistent agency resource in their corner that they can access when and where they need to.

Toasting to your 2026 success

As the clock approaches midnight on December 31st, I hope that you will greet the new year with a sense of optimism on all you can accomplish in the months ahead. Carving out your place in the market is no simple matter. But if you stick to the best practices we’ve gone over here, you can ensure you put your best foot forward in 2026. And with a little luck, by the time 2027 rolls around, you’ll be able to toast yourself for a job well done.

[i]

[ii]

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By Adam Mohrbacher

It will probably come as no surprise that Abraham Lincoln, famously known as “Honest Abe,” once said, “Reputation is like fine china: Once broken it’s very hard to repair.” Although Lincoln lived in the 19th century, his words have never been more relevant to how we live in the 21st. For many businesses, success in our digital first economy is won and lost on the strength of their online reputation. One study, for instance, reported that more than half of consumers will increase their spending with a brand they feel connected to, and more than 3 in 4 will buy from them over a competitor.[i] With such huge stakes in play, reputation management needs to be an organizational priority. But in the hustle and bustle of running an agency, who has the time for one more task? That’s where new developments in AI can help. Businesses can now utilize AI-powered tools to seamlessly monitor, analyze and respond to online chatter at scale. Here are some of the top ways these applications ensure your reputation stays pristine and your business profitable.

What goes into your online reputation?

Before we start discussing specific AI applications, however, we must clarify what we mean by “online reputation.” Most people know all about the importance of online reviews for influencing buying decisions; but that barely scratches the surface. Your business’s search engine presence, for example, is also deeply important to how your firm is perceived. Social media plays a similarly influential role, as does your company’s website. Then, there is a whole host of third-party listing services like the Better Business Bureau, Chamber of Commerce and directories like Yellowpages and Yelp. All these need to be proactively managed if you want to safeguard your reputation online.

Monitor in real time

Given such scale and complexity, using AI to help with reputation management makes obvious sense. Today’s AI applications can help agencies monitor brand mentions and sentiment in real time. Tools such as Brand24, Meltwater and Mention utilize AI algorithms to scan social media feeds, online forums and review sites, and then catalogue any mentions of your brand by positive, neutral or negative sentiment. Armed with this information, agencies can then respond instantly to important online conversations.  Addressing feedback or answering customer queries in a fast, efficient and proactive way reflects positively on your brand.

Compiling and analyzing data

AI-assisted reputation management goes far beyond simple monitoring and response. Applications such as Talkwalker and Reputation are all capable of scraping the web and providing users with actionable, long-term insights. Once deployed, these natural-language models go to work summarizing and auto-tagging online content about a business’s brand. After that, they cluster it into clear themes so you can quickly spot recurring customer pain points and areas where your business already excels.

Real-time dashboards show immediate shifts in sentiment, while predictive modules forecast where complaints or compliments may spike. Agencies also have the option to use these tools to benchmark their brand against competitors and show whether a dip is industry-wide or specific to them. All-in-all, these AI applications foster deeper consumer analysis and faster course corrections.

Fast, efficient crisis communication

Of course, sometimes despite your best efforts, events occur that can cause harm to your brand. Wire fraud. Vendor failures. Persistent bad reviews. Regulatory violations. All of these can imperil your reputation and damage your long-term profitability. One of the best ways to mitigate any fallout is by having a good crisis communication plan in place. Better yet? Having a good crisis communication plan in place that is augmented by AI.

These agents are invaluable in a crisis scenario for numerous reasons. First, as mentioned, AI excels at monitoring online commentary in real time. If there is ever a spike in negative sentiment, they can alert you to trigger your crisis communication plan. Many of these AI programs can also push out automatic updates across your various online platforms, enabling you to take control of the narrative, ensure messaging consistency and reduce staff fatigue.

Lastly, AI programs can tailor content and optimize your online presence to recover and rebuild trust after the initial crisis scenario has passed.

AI is key to a resilient brand

In the day-to-day grind, prioritizing reputation management can be an uphill battle. Yet a strong brand is always a cornerstone of a successful business. Protecting it requires diligently tracking online conversation across the internet, proactively responding to feedback and mitigating potential crises before they fully emerge. With the rise of AI, it has never been easier for even thinly stretched teams to make that possible. By automating routine tasks, collecting valuable insights and mitigating crisis fallout, these tools enable you to stay on top of your brand with less stress and greater consistency. And that’s a ticket to long-term growth if there ever was one.

[i]

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As the AI era has unfolded, there has been no shortage of stories about how artificial intelligence can accelerate and even replace the work once done exclusively by human marketers. But as impressive as these technologies are, they still can’t build a brand without substantial human oversight. Branding, at its core, is emotional and subjective. Only the humans deeply invested in a business truly understand what their company stands for and the granular details of the communities they serve. Despite these limitations, AI technologies can still play an important role in strengthening your brand and maximizing its impact across channels and customers. Let’s dig into how you can strategically deploy it in this capacity and give your business a valuable boost.

Consistency is key

If there is one truism in effective branding it is consistency is key. In 2025, customers are inundated with marketing messages, with some studies estimating that the average person sees between 4,000 and 10,000 ads every day.[i] To break through in this saturated media landscape, adhering strictly to your brand messages and identity is non-negotiable. Brand consistency is not just important theoretically either. Research shows it can lead to an average revenue increase of 10-20%.[ii]

Using AI to ensure consistency is perhaps the most important way these technologies can help you build a stronger and more effective brand. AI applications can conduct automated content reviews, where they comb through text with far greater speed and efficiency than a human employee. They can also ensure visual brand compliance, flagging harmful activities like logo misuse, incorrect brand color applications or erroneous font families.

AI enables companies to more easily strike the right balance between uniformity and personalization as well. Marketers can tailor their content for specific audiences while still adhering to the core foundations of their company’s brand. Overall, AI can help your brand speak with a unified voice, regardless of when, where, or to whom you’re marketing. 

Listening and adapting to build brand trust

Beyond brand consistency, AI can also help you build greater brand trust. One of the top ways companies can do this is by utilizing AI for brand listening purposes. Whether on social media platforms, review sites or media monitoring tools, AI can help you keep your finger on the pulse of your customer base. Leveraging these AI-generated insights, you can effectively track your strengths and quickly address weaknesses. Consistently applying these insights helps establish your business as proactive and responsive—truly the gold standard in branding.

Establishing your unique selling proposition

But AI is not just a valuable tool for helping you take stock of your own brand. It also provides deeper visibility into the brands of your competitors. By using AI, businesses can audit competing companies to understand where there are gaps in the market and where critical customer needs are going unmet. They can then fold these insights into the development of their marketing messages and position their own company as bringing something uniquely valuable to the table.

Combine human and AI intelligence for branding success

AI may not be quite ready for the big leagues when it comes to designing a business brand from the ground up. But that doesn’t mean there are not already numerous ways that you can use these technologies to take the work your human team is doing to the next level. Chief among these benefits are establishing consistency, building greater brand trust, and creating a unique selling proposition. Taking these steps will help you not only strengthen your brand’s foundations but carve out a spot for your business to thrive in a cluttered and competitive market.

[i] https://www.digitalsilk.com/digital-trends/how-many-ads-do-we-see-a-day/

[ii] The Impact of Brand Consistency Benchmark Report, Lucidpress and Demand Metric, 2021. Accessed May 11, 2025.

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Good marketing doesn’t just remain important as we navigate a global pandemic, it becomes imperative. Sorting out how to represent your brand while constantly adjusting to an ever-shifting landscape can be a tall order, but that doesn’t mean it’s unachievable. We’re all learning on an international scale, but you can put yourself ahead by remembering some easy tips.

Remember Your Voice

Voice matters in branding. No one’s looking for generic ad jargon from social media content when things are normal, and they’re certainly not going to respond to it while in isolation. While everyone’s seeking some sense of normalcy, it’s important to remember that a shift in social strategy doesn’t have to mean shifting your voice. Outside of eliminating some dangerous buzzwords and avoiding jokes that may make light of the current situation, the voice you’ve cultivated up to this point should be the one you maintain as you continue to market.

Check for Insensitive Words

A good rule of thumb here is to avoid the use of anything that might pertain to the pandemic as a whole. It’s not so much avoiding the topic as it is wanting to avoid reminding your audience of their current situation. Avoid phrases like “killer deal”, or any health-related terms while drafting copy. It’s also wise to hold off any phrases that include gathering or events until Stay at Home and Shelter in Place orders are lifted.

To that end, remember to maintain an added level of sensitivity in your content. Use words or phrases that encourage a kind of togetherness without overtly stating or implying physical connection or gathering. You want phrases and keywords that make people feel less alone. Talk about how engaging with your post or taking your offer can help them do things like contribute or connect while avoiding the normal ad phrases like “take advantage of” or the idea of profiting off of or from something.

Copy Editing Still Matters

This might feel like a no-brainer, but we’ve all got a lot on our minds right now. It’s easy for copy editing to fall by the wayside while you’re juggling so many things, but clean copy is always a critical aspect of any social strategy. It’s wise to avoid any embarrassing typos while most of your demographic finds themselves at home with a little bit more time on their hands.

Current Clients Over Lead Conversion

While it can be tricky, the most engaging and effective content is going to be the kind that makes your audience feel comfortable. We’re in constantly uncomfortable times, and folks are just looking for something familiar and easy. We always want new clients and a larger reach, but your primary focus should be on contributing to the conversation with your current reach. Word-of-mouth is a powerful tool, and people will remember who kept things focused on business as usual rather than forming a sense of community and outreach amid uncertainty.

Sensitivity Is Key

Keeping things light in our interactions is a great way to make people feel at ease, but it’s a difficult line to tow right now. There’s still space to be witty but be sure that you’re maintaining a level of sensitivity while doing so. With emotions at an all-time high, a poorly placed joke can lead to lost engagement now more than ever before. This can easily circle back to remembering your social voice. You don’t have to change your entire strategy, just be extra mindful for the time being.

It’s really that simple! No one’s asking anyone to reinvent the marketing wheel. You can still have exceptional brand strategy amidst a pandemic, it’s just about adding a little extra dash of thoughtfulness into the equation.

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But like everything else, branding practices are constantly evolving, and it’s important to stay ahead of the curve and understand what your future branding strategies should entail.

To help, here are three best-practice branding trends that need to be on your radar:

Be human: Technology is wonderful for increasing brand recognition, and you should embrace it. But don’t forego human interaction.

At a time when trust is precariously fragile, it’s vital for businesses to establish human bonds. Strive to engage with your clients beyond social media platforms and your website.

Be trustworthy problem-solvers, aim for empathy, be an expert in your field, share knowledge and insights and recognize that emotional, face-to-face communication tips the trust scale in your favor.

Be authentic and transparent: When your business opens its curtain and provides public visibility, it shows that you’re authentic and transparent.

And clients and customers rank transparency above just about everything else. In fact, a Sprout Social Report released in 2018 showed that 86 percentof Americans believe transparency from businesses is more important than ever before.

Additionally, 73 percentof consumers are willing to pay more for products that guarantee total transparency. The numbers don’t lie.

Businesses need to account for the public’s increasing demands for transparency and develop practices and processes that convey honesty and truth.

Soul is the key to content: A compelling narrative that connects with your target audience is key to telling your story, and a story without soul falls down the rabbit hole.

When creating branding content, it’s all too easy to focus solely on promoting a product or service, but falling into that formula potentially robs businesses of cultivating relationships and providing meaningful value. When you tell the story of your brand, aim to be enthusiastic, inspiring and passionate—and don’t be afraid to show some emotion. It’s good for the soul, and it speaks to your human side.

Real Estate Corner

While global trade disputes continue to shake up the financial markets,  are holding steady.

According to the latest data released by Freddie Mac, the 30-year fixed-rate average dipped to 4.07 percent with an average 0.5 point.

The 15-year fixed-rate average slid to 3.53 percent with an average 0.4 point. Meanwhile, the five-year adjustable rate average inched to 3.66 percent with an average 0.4 point. 

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