Effective marketing can make or break any business, and the notary signing industry is no different. As a notary signing agent, you are expected to formulate marketing and promotional techniques which can help you attract new clients while gaining a competitive edge over others. However, many notaries unknowingly make fundamental mistakes that not only limit their successes but also never give them the desired results. From pitching to the wrong audience to relying on outdated practices, these missteps can prevent you from building the long-term relationships necessary for sustained growth. In this article, we will highlight a few common marketing mistakes a notary signing agent makes during marketing and also provide essential tips and solutions on how to avoid such marketing mishaps. So, stay tuned and read the article till the end.
Mistake #1: Targeting Title Companies Instead of Mortgage Lenders
The Reality:
Many Notary Signing Agents (NSAs) assume title companies are the primary gatekeepers for notary services. As a result, they spend their entire market efforts convincing Title professionals. Yes, Title companies play a critical role in real estate transactions but often function as coordinators between various stakeholders.
The Problem:
While title companies oversee the closing process, they rarely control the business flow or decide which notary to use. Mortgage lenders, loan officers, and real estate agents often have more influence over the choice of notary signing agents as they have direct relationships with clients and control the transaction pipeline. If you focus solely on title companies and overlook these critical stakeholders, you miss the opportunities to get more consistent notary signing jobs.
Solution:
1) Build Relationships with Mortgage Lenders, Loan Officers, and Real Estate Professionals: These individuals are at the front end of the transaction process and can be powerful allies in referring clients for notary services. Cultivating relationships with them opens the door to consistent work, as they often need notary services to finalize deals.
2) Position Yourself as a Value-Add Partner: Rather than simply pitching your notary services, present yourself as a solution provider who helps streamline the process for lenders and real estate professionals. Explain how your notary expertise reduces the risk of errors, saves time, and ensures seamless closings.
3) Help Them Connect With Title Professionals: Instead of pitching your services, meet lenders and borrowers with a positive mentality to connect them with fellow Title professionals, giving them a sense that you are willing to help them instead of marketing your own notary business.
Mistake #2: Pitching Services Instead of Solutions
The Reality:
Notary signing agents often try to sell or market their ability to notarize documents only. Many notaries approach clients by highlighting what they can do, such as “I can notarize your loan documents” or “I’m available to help with all your signing needs.” These are the favourite lines of the notary signing agents to begin their conversation. Though these lines have significance, they don’t tell the whole story of why the client should care or how your services will solve their real problems.
The Problem:
The issue is that your clients— mortgage lenders, title companies, or real estate agents—aren’t just looking for someone to stamp papers. They need reliability, accuracy, and someone who understands the urgency and compliance essential in this field. It may happen that They’ve likely experienced the frustration of dealing with delayed closings or errors in paperwork previously. It may cause them to have frustrated customers, legal issues, and financial setbacks. Therefore, Simply offering your notary services doesn’t ease those pain points—it doesn’t show them how you can make their job easier or provide comprehensive solutions.
Solutions:
1) Focus On Solutions, Not Just Services: For instance, if you’re talking to a mortgage lender having a rough closing where the notary arrived late, missed a document, and the deal was delayed by days. Instead of telling them how to notarize documents, tell them the significance of timely, flawless, and smooth notarization.
2) Focus On The Benefits You Offer: Instead of just offering a service, emphasize how your notary services reduce legal risks by ensuring all documentation is correct, meet tight deadlines, and enhance the client’s satisfaction by providing a seamless experience.
3) Make Good Use Of Real-Life Success Stories: To make the situation more positive and optimistic, You can mention when your attention to detail helped avoid a costly mistake for one of your clients. You may also mention the names of one or two clients who got timely notarization services from you, helping them close the deal on time.
Mistake #3: Failing to Build a Trust-Based Relationship Before Selling
The Reality:
Many signing agents urgently seek to secure business promptly and rush straight to pitch their services in the first interaction. However, it’s an excellent strategy to close any deal as fast as possible and land that next job; throwing for a hard sell can have negative consequences.
The Problem:
When you instantly start pitching your services, it can feel hard-core, professional, and impersonal to the client. People are far more likely to hire services from someone they trust and know, especially in real estate and lending. In this industry, building relationships is a long-term process. By pitching your services directly, you may sacrifice a golden opportunity to make a personalized connection with your client.
Solutions:
1) Build Relationship First, Sell Second: Suppose you are a notary signing agent who just started his career and is meeting a real estate agent for the first time; immediately jumping into how you can handle their notary needs seems like a bad start. Instead, you can start your conversation by understanding the customer and his business. You can ask questions about their pain points during closings and evaluate their expectations from a notary signing agent like you. It shows you are interested in them as clients, not just their business.
2) Use Their First Interaction To Listen & Learn: Instead of starting with a sales pitch, let the initial conversation be about discovering their notarial requirements and expectations. Share insights about industry trends or tips that might help them without pushing for a sale. It will position you as someone who understands their business operations, making you more trustworthy.
3) Offer Advice or Industry Knowledge Before Asking for Business: After the first conversation, follow up with something helpful. It could be a useful article, a quick note about changes in notary laws, or a personal observation based on your experience. When you do reach out for the second conversation, you’ll be seen as someone who’s already added value, not someone just looking for a quick sale.
Mistake #4: Rusting Traditional Notary Practices Instead of Embracing Digital Notary Solutions
The Reality:
Many notary signing agents still rely on traditional, in-person notarization methods, believing face-to-face meetings are the only way to offer secure and reliable services. While this worked in the past, the shift towards digital solutions transforms businesses’ operations, especially in the real estate and finance industries. Clients now expect faster, more flexible options, which digital tools can provide.
The Problem:
As more companies embrace digital processes, the demand for Remote Online Notarization (RON) and other eNotary services is rising. Notaries who stick to old methods risk being left behind as clients seek professionals who can offer quick, secure, and compliant online notarizations. Relying solely on traditional practices means missing opportunities and failing to meet evolving client expectations.
Solution:
To stay competitive, invest in digital tools like CloseWise, a notary signing software and business management platform designed to streamline your operations. Closewise offers robust marketing features, allowing you to automate client outreach and simplify your marketing efforts. With automation, you can nurture leads, send follow-ups, and maintain consistent communication with potential clients, all while saving time. Additionally, CloseWise provides notaries with a digital business card with a QR code, making it easy for clients to access your credentials and services online. Join CloseWise today!
Final Words:
Marketing as a Notary Signing Agent requires more than just offering your services—it’s about understanding client needs, building trust, and adapting to modern solutions. By shifting your focus to the right decision-makers, pitching tailored solutions instead of services, fostering genuine relationships, and embracing digital tools like CloseWise, you can elevate your business and stay competitive in an evolving industry. Avoiding these common mistakes will position you as a trusted partner who not only meets but exceeds client expectations, driving long-term success.