a marketing services agreement helps define the terms on which business can refer homebuyers to a particulate settlement service provider. settlement service providers, including mortgage lenders and title agencies, need to continually market their businesses in order to keep attracting clients.â  some of these businesses focus their marketing dollars on third-party media channels, such as radio, magazine, or television. settlement service providers can market this better user experience to potential clients.â  a marketing service agreement (msa) is designed to provide branding and differentiators for a particular service provider. it helps cement what the business does, and how, in the minds of real estate agents and buyers.â  the real estate settlement procedures act (respa) states that value must not be exchanged for a referral to a specific settlement service provider.