1. homeclosing101.org 1800 M Street, NW, Suite 300S, Washington, D.C. 20036-5828 | P. 202.296.3671 | F. 202.223.5843 | homeclosing101.org A NEW CHAPTER FOR THE TITLE INSURANCE INDUSTRY

2. homeclosing101.org 2 THE INDUSTRY IS… UNCERTAINAT AN INFLECTION POINT READY FOR A NEW LEVEL OF LEADERSHIP

3. homeclosing101.org 3 HOMEBUYER OUTREACH PROGRAM Maintain or increase the percentage of homebuyers who purchase an owner’s title insurance policy once the new regulations take effect on October 3, 2015. Existing participation rate is 80%+

4. homeclosing101.org 4 KEY AUDIENCES 1 Homebuyers (Consumers) 234 ALTA Members (Title insurance professionals) Realtors ®, Builders & Real Estate Attorneys (People who sell homes) Lenders (Financial institutions)

5. homeclosing101.org 5 COMMUNICATION GOALS by educating them about the value of purchasing owner’s title insurance to effectively educate homebuyers about the value of owner’s title insurance 1. PROTECT HOMEBUYERS 2. EMPOWER ALTA MEMBERS & STAKEHOLDERS

6. homeclosing101.org 6 HOMEBUYER OUTREACH PROGRAM CAMPAIGN STRATEGY BE PROACTIVESIMPLIFY AND STRENGTHEN THE MESSAGE INCREASE HOMEBUYER DEMAND PROVIDE TOOLS FOR SUCCESS FOR ALL ALTA MEMBERS

7. homeclosing101.org 7 PERSONALITY TRUSTWORTHYPRACTICALRESPONSIBLE

8. homeclosing101.org 8 TONE CONFIDENTOPTIMISTICCLEAR

9. homeclosing101.org 9 PROTECTING THE AMERICAN DREAM SINCE 1907

10. homeclosing101.org 10 MESSAGING ARCHITECTURE

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12. homeclosing101.org 12 HOMEBUYER MINDSET Homebuyers want to feel protected from unforeseen threats to their property rights. 12

13. homeclosing101.org 13 TRUTH Buying a home can be one of the most exciting times in your life. You want to feel confident that you’re making a smart decision. THEME 1 PEACE OF MIND 13

14. homeclosing101.org 14 HOOK Getting owner’s title insurance gives you peace of mind. Because it’s the best way to protect your property rights as long as you or your heirs own your home. THEME 1 PEACE OF MIND 14

15. homeclosing101.org 15 TRUTH Buying a home can be an overwhelming experience. There’s so much to consider, and you don’t want to make a costly mistake on the most important investment of your life. THEME 2 REDUCE YOUR RISK 15

16. homeclosing101.org 16 HOOK Getting owner’s title insurance reduces your risk. Because it protects your property rights financially and legally. THEME 2 REDUCE YOUR RISK 16

17. homeclosing101.org 17 TRUTH Buying a home is empowering because it’s all about choice—size, style, location and features. It feels good to have options. THEME 3 THE SMART OPTION 17

18. homeclosing101.org 18 HOOK Whatever type of home you choose to buy, getting owner’s title insurance is always the smart option. Because it’s the best way to protect your property rights. THEME 3 THE SMART OPTION 18

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20. homeclosing101.org 20 MEMBER MINDSET ALTA members need to feel empowered with information to educate homebuyers about owner’s title insurance. 20

21. homeclosing101.org 21 TRUTH New regulations will simplify the closing process for homebuyers. As a result, they will raise awareness that owner’s title insurance is “optional.” THEME 1 THE SMART OPTION 21

22. homeclosing101.org 22 HOOK Fortunately, owner’s title insurance isn’t changing at all. It remains the best way homebuyers can protect their property rights. THEME 1 THE SMART OPTION 22

23. homeclosing101.org 23 TRUTH Owner’s title insurance is complex. Therefore, it has not been easy to communicate its value to homebuyers. THEME 2 KEEP IT SIMPLE 23

24. homeclosing101.org 24 HOOK There are many reasons why every homebuyer should purchase owner’s title insurance. (Don’t tell them how the sausage is made.) THEME 2 KEEP IT SIMPLE 24

25. homeclosing101.org 25 TRUTH Nobody knows more about the home closing process than ALTA members. THEME 3 YOU’RE THE EXPERT 25

26. homeclosing101.org 26 HOOK ALTA members should feel proud that they’re the experts who protect homebuyers. THEME 3 YOU’RE THE EXPERT 26

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29. homeclosing101.org INTRODUCING THE…

30. homeclosing101.org HOMEBUYER GUIDE

31. homeclosing101.org 31 Homebuyer Guide Resources BlogsMarketing One-Pagers PowerPoint Presentations Rack Cards

32. homeclosing101.org 1800 M Street, NW, Suite 300S, Washington, D.C. 20036-5828 | P. 202.296.3671 | F. 202.223.5843 | homeclosing101.org THANK YOU