Sales Strategies for 2025: Building Relationships, Boosting Referrals and Staying Ahead

April 29, 2025

In today’s real estate landscape, success isn’t just about great service—it’s about delivering memorable experiences, building trust and finding creative ways for title companies to stand out. Dr. Cindy McGovern, founder of Orange Leaf Consulting, shared strategies to help title professionals shift from reactive selling to proactive growth in an uncertain market.

Everyone claims to provide “great service”—so how do you stand out? According to Dr. Cindy, the key is to create memorable “wow moments” within each transaction that give your customers a story to tell. Fast response times, unexpected touches or proactive updates can transform a routine transaction into something worth sharing.

“We’re in the business of anxiety management,” Dr. Cindy said. “If you build rapid response into your process, it becomes part of who you are—and it becomes your competitive advantage.”

Serve Everyone at the Table

Many professionals focus primarily on the directing agent. But what about the buyer, seller, lender and non-directing agent? Dr. Cindy challenges teams to reframe their view: “Every person in a transaction is a customer—and a potential referral source.” She suggested mapping the customer experience for each party involved to ensure everyone feels supported and valued.

If a title company owner or manager wants to find out how well their team understands this, Dr. Cindy says to ask each employee, “Who is our customer?” She said to keep pushing the question until all sides of a transaction are mentioned.

Referrals: Ask for Them—Strategically and Consistently

McGovern is passionate about referral strategy. “You already have fans,” she said. “But are they silent, or are they waving foam fingers for you in the stands?” Make referrals part of the regular process—not just something you ask for when things slow down. She recommended:

  • Prioritizing requests from satisfied clients
  • Training your entire team—not just salespeople—to make the ask
  • Making the ask specific and easy: “Can you introduce me to someone who could use our service the same way you did?”

“Treat referrals like free throws—you keep practicing them whether you won the last game or not,” she advised.

Build Trust, Not Just Rapport

There’s a big difference between being liked and being trusted. Clients may enjoy working with you, but trust is what drives loyalty and advocacy. If a client calls, emails and texts multiple times a day, that could be a signal they don’t trust you to follow through. Focus on proactive communication and transparency to deepen relationships and reduce anxiety.

“Trust is when I know you’re going to take care of me—and I don’t have to think about it,” Dr. Cindy said.

Make Closings a Celebration—Not Just a Step

Closings should feel special, not routine. Dr. Cindy shared creative examples like pet-friendly invitations, personalized touches and thoughtful surprises that make customers feel celebrated.

And the celebration shouldn’t begin at the closing table—it should start before the customer walks through the door. Build anticipation with personalized communication and details that show you care.

“Everyone has a big key now,” Dr. Cindy joked. “What can you do that goes one step further?”

Reconnect and Reengage Past Clients

When was the last time your team followed up with everyone involved in a past deal? Not just the referring party—but all participants? McGovern recommended dedicating a week to reconnect with every customer from the previous year, no matter their role in the transaction. A simple thank-you note or check-in can reignite relationships and bring in new business.

“It’s not their job to remember you. It’s your job to be remembered,” Dr. Cindy said.

Know Your Competitors—and Know Your Edge

If everyone’s selling “great service,” your message gets lost in the noise. Dr. Cindy recommended a simple competitor audit:

  • Review competitors’ websites and social media
  • Identify what’s working—and what’s not
  • Ask your team: “How are we different?”
  • “Use this intel to refine your message and ensure your brand reflects what makes you unique,” Dr. Cindy said.

Know Your Clients' SONG

She encouraged title agents to learn their clients’ “SONG” to help build lasting loyalty.

  • Situation: What's happening in their business?
  • Organization: Are they supported by the right team or brokerage?
  • Norms: What’s their typical work style or business flow?
  • Goals: What do they want to achieve in 2025?

If you can’t answer these questions for your top five clients, it’s time to dig deeper. “Business is personal,” Dr. Cindy said. “You're handling their paycheck with every transaction—they need to feel known and supported.”

Optimize Internally and Celebrate Wins

Lastly, Dr. Cindy emphasized the importance of internal follow-through. Once a strategy is adopted—whether it’s faster communication or better follow-up—it has to become embedded in the company culture.

“Set clear expectations, review performance monthly and celebrate wins—internally and externally,” she added.

Action Plan: Four Weeks to Stronger Sales

Dr. Cindy provided this four-week challenge to drive growth:

  • Week 1: Follow up with one past client per day and ask for a referral
  • Week 2: Respond to all communication within one hour (or same day)
  • Week 3: Audit three competitors and find three ways to stand out
  • Week 4: Review progress internally—and celebrate wins!

“Whether you’re a seasoned sales pro or leading a growing team, these strategies are a roadmap for building deeper connections, attracting more referrals, and standing out in 2025’s uncertain market,” Dr. Cindy said.


Contact ALTA at 202-296-3671 or [email protected].