First American reimagines title sales with Agentforce

First American’s sales teams had more data than ever and less time to use it.

First American Title Insurance Company is a leading provider of title insurance and settlement services for residential and commercial real estate transactions. They’re one of the largest title insurers in the nation, backing more than 1 million title insurance policies each year. First American’s customers depend on them for personal service, precision, and speed, built on a foundation of trust.

 As the sales organization matured and more trusted data became available, the opportunity became clear: Help reps turn that information into action faster. Before a single client call, a rep could touch four different systems and spend more than 30 minutes on prep, pulling account history, checking activity, mapping relationships, and piecing together what to say next. Across hundreds of reps, even small workflow inefficiencies could compound quickly.

Ironically, the problem grew as the reps became overwhelmed with even more data. First American had already done the hard foundational work the prior year, aggregating account history, activity data, pipeline information, and sales playbooks into Salesforce. That strong foundation created the next opportunity: helping reps consume, interpret, and act on trusted data in the flow of work.

“We spent last year really aggregating all this data,” said Julie Trinh, Head of CRM Product Management at First American, "so much where it was hard for them even to consume what to do around process change and all the data they had at their fingertips."

Managers felt the same challenges. Surfacing pipeline health, coaching signals, and activity patterns required manual review that made it harder to quickly see where teams needed support or which opportunities were ready to move.

“Technology is now the enabler of this transformation, so we can focus on the human in the loop, the people in the process, which is where all the enterprise should be focused,” — Julie Trinh, Head of CRM product Management, First American

Agentforce gives reps an intelligent assistant grounded in trusted data, so they spend less time managing CRM and more time with clients.

First American deployed
Agentforce on top of its existing Salesforce platform, alongside Financial Services Cloud, Service Cloud, and Data 360. The First American sales playbook, the procedures and best-practice guidance the team relies on, lives in Data 360 and grounds every Agentforce response. When a rep asks what to do next on an account, the answer is shaped by the company’s institutional knowledge, not a generic model.

Because the Salesforce platform was already in place, there were no migrations, no new infrastructure, and no disruption to existing teams. In just eight weeks, Salesforce Professional Services and First American deployed five Agentforce use cases into production under a single Sales Assistant umbrella, rolling them out to an initial group of 500 sales reps.

From morning prep to post-meeting follow-up, Agentforce handles the work that used to slow reps down.

Daily Digest gives each rep a clear, contextual starting point. It surfaces relationship insights, account summaries, recent engagement activity, opportunity signals, and prioritized outreach before the first conversation begins. Reps spend less time gathering information and more time using it.

After client meetings, Post Meeting Support helps reps capture notes, log activity, and keep client profiles current, directly within their workflow. The administrative overhead that typically follows a meeting is handled, so reps stay focused on their next engagement and their productivity increases with proactive contextual summaries.

Agentforce keeps client data current and gives leadership a faster view of what’s happening across the business.

Records Summarization surfaces relationship history, account details, and recent activity at a glance, without manually navigating every field or note. For managers and leaders, Audit Report delivers opportunity signals, recommended next actions, and pipeline insights in one place, making it easier to see where teams need support and where deals are ready to move.

Record updates round out the picture by enabling Agentforce to propose record updates that reps review and approve before anything changes. Client data stays accurate and complete, without adding to anyone’s workload.

Next up is a digital sales rep that warms leads before a human ever picks up the conversation.

With the Sales Assistant agents live, First American’s next focus is Digital Sales Rep, designed to nurture prospects before a human is involved so the team’s finite sales capacity is spent on hotter leads and warmer conversions. The build is just kicking off with Salesforce partner Slalom leading the implementation.

Digital Sales Rep will engage prospects, answer their questions, and capture signals that point to readiness, such as demonstrated interest in First American’s products and services, responsiveness to outreach, requests for specific information, and expressed business needs. When those signals indicate a meaningful conversation is ready, the prospect is handed off to a human rep.

First American chose Salesforce for the partnership, the platform, and the ability to scale through constant change.

The logic, playbooks, and processes First American’s sales organization depends on were already in Salesforce. Agentforce made them actionable through conversation, with no new infrastructure and no disruption to how teams work. Leveraging Salesforce’s trusted platform, Trinh and her team were enabled to scale deployments quickly and realize accelerated business outcomes.

For a regulated financial services company, trust architecture matters as much as capability. First American built Agentforce with explicit, narrowly defined guardrails. No record is created, updated, or deleted without a rep’s consent. No communication is sent to a customer without a rep’s consent. The agent answers only within its defined scope, redirects off-topic requests, never speculates beyond accessible data, and refuses any prompt that tries to override its rules. One hundred percent human-approved CRM updates and customer communications.

On top of those rules, the Einstein Trust Layer keeps every response grounded in real First American data. The result is an agent that leadership can scale with confidence, knowing that reps, clients, and data are protected.

Salesforce also brings cross-industry perspective that no internal team can replicate. “I’m a very big advocate of being able to see best practices across industries,” Trinh said. “Salesforce comes to us and helps us solve problems differently.” In a market where how a team operates often matters as much as what it sells, that perspective is a competitive advantage.

“No one does it better than Salesforce when it comes to CRM and marketing functions.” — Julie Trinh, Head of CRM Product Management, First American