Wednesday, September 26, 2007

ALTA: Launches new consumer website

The American Land Title Association has launched a new website to provide education to home buyers. According to ALTA News: "The new site was created to help consumers understand the closing process, title insurance, and how to shop for title insurance."

ALTA says HomeClosing101.com experienced "5,000 hits" in its first week.

I suspect most of those visitors were organization members, but if it is properly promoted it could provide some benefits to new homeowners who can (1) find the money to borrower for a new home and (2) have any idea they can shop around for a product that is purchased by the lender.

What they should do is figure out a way to turn the site into a lead generation vehicle for lenders. According to a survey taken during yesterday's Source Media/IBM Webcast, nearly 40% of respondents consider lead generation innovation the most critical priority at this time.

Websites have proven to be a great way to share information with important constituents. In the case of ALTA's new consumer-facing website, it's likely to be more important as a tool to show legislators that title insurance companies have the best interests of home loan borrowers at heart. Good luck with that.

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