Message from the Board

Have you ever tried to describe your practice succinctly so that anyone reading the description would have a perception of the value you deliver? The services real estate attorneys provide can be complicated so we tend to describe what we do technically, for instance “review contracts, prepare documents, or issue title insurance.” But does describing those steps resonate with your customers and prospective customers? We use the term “customer” as opposed to client intentionally. As much as we like to think we are different than other businesses, providing legal services is a business, which is only made more evident by the growth in alternative legal service providers. Have you considered promoting your business in terms of what your customers really receive from you? Peace of Mind. Protection.

Last year the American Land Title Association (“ALTA”) introduced their values initiative to communicate the industry association’s ideals to its members. We Lead. We Deliver. We Protect. Michelle Korsmo, ALTA’s Chief Executive Officer, said “a company’s values are the cornerstone of its culture. While things such as best practices are what companies do, values define a company. They set you apart from the competition, make you unique and are essential to achieving an organization’s goals.”

We were struck at how similar ALTA’s values were to the objectives of Florida ARECS. Connect. Educate. Promote. It’s important that we remind ourselves who we are and what value proposition we are offering our customers, members or clients so that we differentiate ourselves from everyone else. We think Florida ARECS is pretty unique because it is the only statewide organization that promotes the use of real estate attorneys in real estate transactions and we work hard to share that message to our core constituencies – consumers, real estate agents and our real estate attorney members. This year Florida ARECS will participate in the Florida Realtors® Convention, The Florida Bar Convention and support dozens of local real estate council events across the state. We also communicate our value proposition online through our website and through social media channels. Here’s a short video that we think tells our story. We hope you will continue to be a part of it.