The beginning of the year is often seen as a time for new beginnings—setting goals for fitness and for work. For treasury management officers, it’s a good opportunity to focus on improving that escrow program that’s been on your to-do list since March.
Unlike a gym membership, this resolution can have a real impact. While fitness requires discipline, deposit growth requires strategy—and now is the perfect time to get specific about your goals.
The Sales Culture Nobody Talks About
Something to consider: many banks structure compensation for their commercial teams around bringing in loans, which can unintentionally make deposits less of a focus. When compensation primarily rewards lending and treats deposits as an extra, it's natural for sales efforts to reflect this balance.
Banks that excel in commercial escrow often recognize the importance of deposits—particularly those that are operationally complex and long-lasting—and create compensation structures that reflect this value. When relationship managers are rewarded for bringing in clients like property managers or Qualified Intermediaries, it often uncovers new opportunities for better escrow solutions among existing connections.
Here's a challenge for the new year: take a look at how your team was compensated last year. If deposit growth didn't make a noticeable difference on anyone's W-2, it's unlikely you'll see new results in 2026.
Where the Escrow Sales Process Breaks Down
Let's say you fix the compensation structure and your team starts actively hunting escrow clients.
Now, what happens when they land a meeting with an interested property manager?
At many banks, this is where challenges can arise.
Sometimes, the relationship manager may not be fully familiar with escrow operations, and the prospect is passed to operations staff who may not be accustomed to sales conversations. This can lead to delays, and valuable opportunities might be missed.
Banks positioned to win in 2026 have a defined process from inbound lead through account opening through client training:
- Discovery call with someone who can qualify escrow opportunities
- Demo that shows what sets you apart (hint: it's probably not just rates)
- Smooth onboarding that doesn't require your client to become a bank operations expert
- Real training so they actually use what you sold them
If any of these steps are left to chance, it may signal that the sales process needs more structure—which can help turn more opportunities into successful new accounts.
The Wallet Share Reality Check
It's common for even your top property management clients to have accounts with several banks. A helpful question to consider is: what portion of that relationship does your institution hold, and what opportunities might exist to deepen it?
One way to start is by reviewing your top five commercial clients and estimating what percentage of their overall banking relationship your institution supports. From there, you can explore what steps could help strengthen those partnerships.
Sometimes, competitive rates are the deciding factor—QIs, in particular, may move deposits for better pricing. Often, though, clients are looking for operational capabilities: can they and their clients easily view account balances, manage interest splits efficiently, or open multiple sub-accounts without added hassle?
Virtual account management platforms can help address these needs, which is why banks with modern escrow capabilities are able to compete on value, not just price. Equipping your sales team to communicate these advantages can make a significant difference.
The Deposits-Plus-Loans Connection
Property management companies need deposit management for tenant security—but they also finance property acquisitions. QIs need escrow capabilities—but their clients need financing for replacement properties. Attorneys need IOLTA accounts—but their firms need operating lines.
Digital escrow offers more than just deposit solutions—they can help deepen client relationships and open up new lending opportunities. Making deposit management seamless for commercial clients helps position your institution as a trusted financial partner.
This approach is most effective when your sales culture and compensation structure recognize the connection between deposits and future lending opportunities. Ensuring deposit relationships are valued, even when they lead to loans down the line, can reinforce positive behaviors and drive long-term growth.
The Real Resolution
Meaningful deposit growth in 2026 will likely come from addressing structural factors—like compensation, sales processes, and operational capabilities—that may have had limited progress in 2025.
The encouraging news is that many competitors may still be focusing on broad resolutions instead of tackling these root causes. Treasury teams that take action to address these areas are well positioned not only to meet their goals, but also to gain market share.