🐐One Post Won’t Save You: Why Marketing Is a Relationship, Not a Raffle Ticket

One post won’t grow your business. Discover why marketing is about relationships—not luck—and how to build a strategy that actually converts.

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We need to talk about the "One-and-Done" marketing mindset.

You know the type: launch one post, send one email, run a single ad—and expect leads to fall from the sky like confetti. When nothing happens, they quit.

I sat down with Mike Simon from Agent Brief recently and he really hit the nail on the head with this one.

“When I ask small agencies what their most valuable skill is, they give me every answer except the right one,” Mike says. “You built your business on relationships. If you can’t do that, you’re dead.” This honest moment cuts through the noise of marketing hacks and tech tools to remind us what really drives growth in this industry.

The same holds true for industry vendors as well as agents. Here’s the truth no one wants to hear:

Marketing isn’t magic. It’s a relationship.

And just like in real life, you don’t build trust with one grand gesture. You build it by showing up—consistently, authentically, and with value.

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Why One-and-Done Doesn’t Work

Just like a sales rep doesn’t walk into a title office and walk out with a signed contract on the first visit, marketers can’t expect instant ROI from one splashy appearance. Sales and Marketing are not two separate things, and it’s time we recognized that.

A sales rep needs marketing materials to support their sales efforts. An advertising campaign must be in lock-step with the messaging being used by the sales team. You generally can’t measure one without measuring the other either. Who’s to say if it was the flashy ad, the content marketing YouTube video, the podcast guest appearance, or the sales call that made that sale? Because honestly, it was probably all of the above. It must all work together to achieve the one goal.

Visibility leads to familiarity. Familiarity builds trust. And trust is what converts.

That’s why smart vendors don’t just chase clicks—they build presence. They show up in the places title professionals already rely on, stay in front of them consistently, and position themselves as part of the ecosystem, not just another sales pitch.

People need to see your brand multiple times, in multiple places, before they recognize you—let alone trust you. The goal isn't just to be seen. It's to be remembered for something useful.

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Content Marketing = Long Game (But Worth It)

Content marketing isn’t a gamble—it’s a slow burn that builds authority, credibility, and connection. It teaches people what you do, why you’re different, and how you solve their problems.

But none of that happens if you show up once and vanish.

3 Actionable Tips for a Sustainable, Relationship-Driven Marketing Strategy:

1. Create an Anchor Series.

Have one recurring feature you commit to monthly or bi-weekly: a podcast, article series, video Q&A, or case study spotlight. This becomes your "home base" for brand storytelling and audience trust-building.

2. Repurpose Smart, Not Lazy.

One feature can become 10+ assets: short clips, quote graphics, social posts, reels, email teasers, and so on. Show up in different formats to meet your audience where they are—without reinventing the wheel every time.

3. Set Metrics That Match the Journey.

Stop expecting first-touch conversions. Track relationship metrics: email opens, time on page, social engagement, video views. These are the early signals that someone’s paying attention—and they matter just as much as clicks.

Marketing that works is marketing that returns. That builds familiarity, then trust, then action. And like any good relationship, it’s earned—not assumed.

Stop hoping for a miracle. Start building a presence.

If you're a Title Rep who is serious about scaling your business and making every outreach count, Agent Brief equips you with the data you need to build relationships strategically—with the right contacts, at the right moment.

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If you’re a vendor to the industry, then stay tuned for a special article release tomorrow entitled “For the Vendors - How to Expand Your Reach in the Title Insurance Industry.”

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Stay Wicked,
Cheryl

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**DISCLAIMER**
The Wicked Title Forum is a crowd-sourced resource. If you spot outdated or incorrect info, drop a comment and we’ll update the article.

All sample forms must be reviewed for federal, state, and underwriter compliance.

This content is for general guidance and educational purposes only. I am not an attorney and this is not legal, financial, or underwriting advice. Use at your own risk, and always consult your attorney and/or underwriter for advice specific to your situation.

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