If you are like me, you know it’s the little things that make the big difference. In fact, I have built my whole business around this motto. And this attention to detail has to be applied to every aspect of your business, especially when trying to gain new business.

I recently finished reading Giftology: The Art and Science of Using Gifts to Cut Through the Noise, Increase Referrals, and Strengthen Retention, and I walked away with a big “Aha!” moment: customers and potential clients want gifts that focus on them, not the company.

So, I went back to the drawing board. I reviewed all of our trinkets, something that has set us apart in the Title Insurance market for over a decade and decided they needed an upgrade. I wanted to make sure I was giving clients a gift they really wanted: gifts focused on them, not TitleSmart, that are useful for their new home journey.

First, let take a look at our new lunch box and thermos. By focusing on “Home” rather than our logo, customers will be able to enjoy these for years to come! And we were still able to incorporate our branding with our signature black and gold and small, discrete logos.


Next, we have our new tool kits. While this is a bigger ticket item, it is exactly what a new home owner needs, especially if it’s their first home. Subtle branding with our logo will help remind the customer of us for years to come, without taking away from the value of the gift.

In addition to creating gifts geared towards the customer or potential client, you also need to focus on when to give these gifts out. What makes sense for your specific business? Don’t just focus on the obvious, birthdays, anniversaries, etc. Try to think of a time that will really impact your customer.

Looking for more tips? I highly recommend checking out Giftology (they have an audiobook which you know I love!)

– Cindy Koebele

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