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

In William Shakespeare’s Hamlet, one line has always stuck out to me: “Brevity is the soul of wit.” As with most things, the bard was spot-on when he wrote those words. What the line means is that you can say more with less. Anyone who has tried to write effective marketing copy in 2025 can appreciate this wisdom. Marketers today often face the formidable challenge of trying to reach audiences whose attention spans have been radically shortened by digital technology and social media. To have your message still land in such an environment, you must always prioritize short, snackable content tailored for web-based audiences. Check out what this means in practical terms.

Short sentences and strong verbs

One great way to connect with distracted, digitally connected audiences is to prioritize short sentences and strong verbs in your writing. The reason is because the way people read online is different from how they read books. When people read articles, blogs or web copy, they scan more than anything else. Short sentences clarify meaning, while strong verbs carry power that moves readers’ eyes across the page or screen. To put it another way, short sentences and strong verbs inject your writing with energy and impact, which is ideal whether you are trying to raise awareness or encourage conversions.

Always lead with value

Just as important is to lead with your company’s value proposition. Audiences today often bounce between several screens at once and peruse content until something catches their eye. Even when readers do stop and check out an online message, they frequently don’t make it past the first few lines. To avoid this, you should immediately answer the question “What’s in it for my audience?” by putting the benefit before the background. That’s the best strategy to get audiences to stop and give you the time of day. They will understand in a flash how you are going to help solve their pressing problems.  

Stick to a conversational tone

Lastly, if there is one thing that makes people tune out quickly it is corporate jargon. Every day we see words like “seamless,” “scalable,” “cutting-edge” and many, many more. These words don’t really mean anything to your average reader, and they will not waste time trying to figure them out. Using clear, conversational language is a far better approach. To accomplish this, write as you talk with a good colleague or friend. It’s not easy to strip out all these vague, meaningless buzzwords, but it’s well worth the effort. Audiences crave authenticity and human connection more than ever, which is no surprise in our AI age. And by delivering this in your copy, you’ll hold their attention longer, which will pay short- and long-term dividends for your business.

Always listen to the bard

To close out, it feels appropriate to bring up one more Shakespeare quote. This one comes from Julius Caesar, which was first performed in 1599 for a rapt audience. In the play, the character Cassius remarks, “The fault, dear Brutus, is not in our stars, but in ourselves.” Even though these words flowed from Shakespeare’s quill over four centuries ago, they are the perfect summation for the how we must approach marketing in 2025. Larger trends have completely reshaped what it means to leave an impact on our target audiences. But that doesn’t mean that we are powerless. We have it within us to meet the moment or not, and the tips and tricks we’ve discussed here can help ensure your agency falls into the former camp.  

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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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Hope Springs eternal

Starting a new marketing campaign is always an exciting and even hopeful time, especially during the spring selling season. Time and time again, the turning of the seasons brings increased buyer demand, as house hunters and sellers look to make a change and start fresh. Agencies that get proactive about their marketing can capture greater market share and solidify their position as the go-to-resource. It all starts by taking a good, hard look at your current marketing programs and making improvements where necessary.

Spring into action

Nearly everyone has heard the expression “look before you leap,” but it merits repeating whenever contemplating a marketing overhaul. Reviewing your previous marketing activities and taking stock of what has (or hasn’t) worked in the past is an essential first step before embarking on a new campaign.

To do this correctly, spring into action and go channel-by-channel. Assess whether your current strategies have brought you closer to your goals. If you started a social media feed to bring people to your agency’s website, dig into Google Analytics and review acquisition numbers. If your drip emails are intended to promote your offers, inspect click-through rates to determine if they’ve moved the needle.  

Apply the principle across the entirety of your marketing output. Only by understanding the historic results of your marketing can you plan for future success.

Spring is in the air

When spring is in the air, put the season at the heart of your marketing and freshen up your copy. Begin with your most important digital asset: your website. Consider rewriting important sections of your site to emphasize the concepts of rebirth. Intertwine these ideas with the real estate market and communicate how your company can keep buyers and sellers safe as they embark on this new beginning. If you can, consider offering a spring-themed promotion. You may also want to create an entire landing page that can act as a hub for your spring campaign and which includes a clear, compelling call-to-action.

Build thematic, impactful campaigns

Once your website has been polished and freshened up, turn your attention to the channels you want to use to promote your products or services. The best part about spring is how well it lends itself to content and social media marketing. Here are a few examples of marketing actions you can take to raise awareness and convey your value:

• “Spring cleaning”: Build an educational campaign to get people thinking about how they can ensure a smooth buying or selling process. Instruct aspiring buyers and real estate agents to keep an eye out for anything that may mar title. Frame your copy around the concept of “spring cleaning.” Emphasize how important it is to have all paperwork organized and accounted for prior to proceeding with a transaction.
• Hit the road: Spring often brings an up-tick in in-person real estate events, which are prime opportunities for title agents to hit the road and network. Doing this can potentially lead to greater brand visibility and leads, but only if you’ve prepared ahead of time by doing things like practicing your agency’s elevator pitch.
• Out with the old in with the new: Leverage the beginning of spring by timing the release of any new products or services you may be unrolling. Doing so dovetails perfectly with the season’s focus on renewal.
• Expand your social media: Let’s face it: Title insurance isn’t exactly known for its visual qualities. The spring selling season, however, offers plentiful opportunities to change that. Push as much visual content as you can during this time. Even doing small things like profiling your employees or asking your followers to share their favorite spring memories is a great way to grab eyeballs during a time of increased demand.

Let’s welcome the return of spring

As winter reaches its last legs, what exactly “springs” to your mind? For real estate and title insurance professionals, spring is all about the sales. Carefully reviewing your marketing and leveraging the spirit of the season can help you capture new business and success throughout the year. In short, April showers may bring May flowers, but it can also bring a windfall of increased opportunity and profitability to your firm.

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A strong  presence is one way to increase the visibility of your business, expand your reach and generate new leads:

: Buffer is a relatively simple web application that allows users to schedule social media posts across a variety of social network platforms. Dually mobile and desktop friendly, the app optimizes posts for peak engagement times (it also allows for customization) and best of all, its users receive salient feedback, via analytics, to view social media post performance, improve results and create data-driven reports for clients and managers.

: That old clichĂ© that a picture is worth a thousand words rings true with Canva, an intuitive, easy-to-master graphic-design creator that businesses can use to increase website traffic and social media engagement. It uses a drag-and-drop format and provides access to over a million photographs, graphics and fonts. You don’t need a background in design to use the tool, and with more than 50,000 templates to choose from, it’s easy to design just about anything,including those all-important info graphics.

: Engagement and buzz are key when it comes to social media, and with Woobox, an increasingly popular marketing platform, businesses can create contests, giveaways, polls, quizzes, brackets, photo contests and more, all of which encourage your audience to engage. Bonus: It allows businesses to seamlessly integrate several social media platforms while running campaigns, plus it collects and exports useful data that stems from those campaigns, an advantageous perk that all but guarantees robust leads.

Real Estate Corner

According to a  published by the ĐÇżŐ´«Ă˝ Association of Realtors (NAR), expensive home prices, coupled with high demand, are driving today’s youngest homebuyers to smaller cities.

“As long as supply keeps up to meet demand, and prevents costs from rising too high and too rapidly, these identified metro areas are likely to see an uptick in purchases from millennial homebuyers,” says Lawrence Yun, chief economist of the NAR. A robust job market and affordability are two of the main factors that impact home-buying decisions by millennials, notes the report.

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Your plan should start with clear objectives, including defined target audiences. Are you elevating awareness for a specific event or a unique offer at your business? Perhaps you’d like to leverage your social media to garner more leads for your business.

Whatever your aim is, you’ll want to outline the tactics you’ll use to achieve your objectives such as which social media platforms you’ll leverage, how many posts you’ll make per week, will you have themes for posts, etc.

Your plan should be short and direct, ideally one page in length. Nothing too fancy, but it should be a road map for your success.

The balance of  typically hinges on your target audience and their buying decisions, and will also determine which social media platforms you should choose and how often you should post.

For beginners we suggest drafting one original article each month and supplementing that contact with 2-3 curated posts per week. Once you’ve established a social media plan and your team is comfortable with consistent organic posts, it may be time to consider the next step – begin experimenting with boosting and advertising on Facebook. At that level, you’ll want to outline a monthly budget for your paid campaigns.

A key to the success of your social media strategy – whether organic posts, paid posts or a combination – lies in the data.

Be sure to carefully review insights and analytics so you can identify your successes and failures. From there, you’ll double-down on the successes and play away from the failures.

Even though social media platforms analyze troves of data for you, it’s important to review and interpret the results carefully.

The data will show you if your boosted posts, as well as the timing and frequency of your posts, are reaching the audiences you want to reach.

Be ready to change your posting and boosting habits to achieve your objectives. And don’t be afraid to take chances, test strategies and make informed decisions.

Have you had success with a recent social media campaign? Need extra guidance when it comes to strategic planning for social media? Let us know in the comments section below!

About Capital City Public Relations
Capital City Public Relations is an  with a client list that includes national and regional organizations, many with multiple facilities and offices across the United States. The firm’s clientele has appeared in he Wall Street Journal, on he Today Program, in the Los Angeles Times and across innumerable Colorado media outlets. The firm represents a wide range of industries, including medical, technology, restaurant and law, to name a very few.

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