SoftPro - Inbound Marketing Program of the Year

Company: SoftPro - Raleigh
Company Description: SoftPro is the nation's leading provider of closing, title and escrow software, with more than 14,000 customer sites and over 60,000 users nationwide. Offering an award-winning suite of products designed to increase volume and revenue, SoftPro delivers innovative technologies to streamline the closing process.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Inbound Marketing Program of the Year

Nomination Title: Empowering Title and Escrow Companies with Technology and Industry Expertise

Just as SoftPro looks to our users for input on improving our software and service offerings, our customers rely on SoftPro as a trusted resource. Our inbound marketing strategy is built upon being our customers’ go-to authority for both technology and industry expertise.


With the onset of the COVID-19 pandemic in 2020, title professionals looked to SoftPro as a valued source of guidance in unprecedented times. Our priority was helping our customers understand their options for remote work. In April 2020, we launched a campaign highlighting SoftPro’s Hosted software solutions, which allow customers to work securely from anywhere with a computer and internet connection. Since the campaign’s inception, SoftPro Hosted sales goals have been exceeded every month, peaking at 550% of the goal in December 2020. Additionally, SoftPro sales met their goal for new Hosted customers by 209% and 122% in 2020 and 2021, respectively, bringing in 319 new Hosted customers and converting 222 existing SoftPro customers into Hosted users across both years.

With the title industry evolving rapidly, facilitating remote work was just the beginning of SoftPro’s quest to empower our customers. SoftPro’s free webinar series, Saved You a Seat, provided invaluable information on emerging technologies such as Remote Online Notarization and Remote Ink-Signed Notarization. The live webinar format gives customers the opportunity to ask questions and chat directly with industry experts. We also cover new technology and industry regulations in our blog posts and our email newsletters, giving customers access to resources in a variety of formats.

Founded in 1984 by an entrepreneur who recognized a problem that could be solved with the advent of personal computing technology, SoftPro has become the nation’s leading title and escrow software company. What began as a single program for producing real estate closing documents for attorneys and title companies in the southeast has grown into a turnkey suite of products and services with the industry’s largest market share of over 60,000 users across the entire United States. Headquartered in Raleigh, NC, SoftPro has satellite offices in Phoenix, AZ and Irvine, CA. Now a subsidiary of Fidelity National Financial, a fortune 500 company, SoftPro employs a team of over 400 people who are dedicated to a constant pursuit of customer satisfaction.

SoftPro has been awarded local, regional, and national accolades over the years. For nine years, SoftPro has been named one of the Triangle Business Journal’s (Research Triangle Park) Best Places to Work winners. SoftPro has been recognized by the American Business Awards every year since 2007 – winning awards for superior customer service, support, product development, and company achievement.

SoftPro’s vision statement, “empowering people to facilitate every real estate transaction across the country,” drives our inbound marketing strategy. We empower our customers with more than just exceptional title software: training opportunities, industry regulatory and compliance information, and networking events are all part of SoftPro’s commitment to attract, engage, and delight customers. Since July of 2019, our inbound marketing program has included:

-A marketing campaign showcasing SoftPro’s Hosted solution for remote work which resulted in an 82% increase in conversions to SoftPro’s Hosted software solution.

-Publication of 21 e-book titles which have been downloaded over 1300 times.

-Frequent publication of blog posts which have received nearly 99,000 views from customers and prospects.

-Introduction of a free, live webinar series, Saved You a Seat, in April 2020. To date, SoftPro has hosted 32 episodes with 5,668 total registrants, 267 subscribers, and 8,179 views on our recap blogs.

-Offering free monthly training webinars covering an array of topics within SoftPro’s software, which drew a total of 6,630 registrants across 2020 and 2021.

-Partnering with industry organizations, such as the American Land Title Association and October Research, to sponsor industry-specific webinars focused on COVID changes, economic forecasts, regulatory updates, and more, drawing over 7,000 registrants.

-Pivoting from an in-person Annual User Group Conference to COVID-safe virtual events featuring 2 days of in-depth software training, breakout sessions, and networking opportunities exclusively for SoftPro customers. Our remote conferences in April 2020 and April 2021 each drew over 300 attendees.

As part of our inbound marketing program, our Hosted marketing campaign resulted in an 82% increase in conversions to SoftPro’s Hosted software solution. Email and blog links relevant to that campaign are provided. SoftPro’s e-book collection, also linked, proved to be a valuable resource for customers and prospects in 2020 and 2021, thanks to titles covering emerging technologies, remote working, industry insights, and more. We’ve also included links to our blog and highlighted some of our most popular posts about Remote Online Notarization and Remote Ink-Signed Notarization, two title technologies that saw booming growth in 2020 and 2021.

SoftPro’s Saved You a Seat webinar series has become a beloved addition to our inbound strategy, appealing to customers by providing invaluable information presented in a relaxed, conversational format. A link to our Saved You a Seat recap blog posts is provided. SoftPro also sponsored several webinars produced by our industry partners, with topics ranging from Sales Strategies for Success to Diversifying Your Office. A link to these webinar recaps has been provided.

Our social media pages, which are linked, are an invaluable asset to our inbound marketing strategy. It is our go-to place to share our latest blog content, e-books, webinar registration links, and company news, and to facilitate conversations with our customers.

SoftPro has made a tremendous positive impact on the title industry, but you don’t have to take our word for it. See first-hand what our customers have to say via the link to our case studies and testimonials.