Contemplating escrow co start-up. Questions.

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Hello Fellow Bigger Pockets Friends: I just went through a transaction in Newport Beach and had escrow fees in excess of $15,000. It gave me the inspiration of looking into an escrow company in Southern California. Questions: 1. what things would you like to see an escrow company do or do better to earn your business? 2. Would a steeply discounted fee structure be sufficient to lure business if the service is still good? I am looking at the idea of HalfPriceEscrow.com and/or HalfPriceTitle.com. Any thoughts on the names or this idea? All feedback is appreciated. Fellow real estate investor and Bigger Pockets fan--- Adam Stokes, Esq/MBA