Archive for the ‘Mortgage Industry Blog’ Category  

4 Hot Online Brand Building Trends

Hot trends in brand building

Every year we all read about a slew of marketing trends. This year is no different. I’ve seen many articles…some including trends that are a bit dated and others that are quickly coming of age. Here are four hand-picked trends that mortgage industry marketers should seriously consider as part of a communications strategy as we…


 

Using Strategic Sponsorships to Build Your Brand

race car sponsorship to build brand

Sponsorship marketing is one of the most popular and fastest growing forms of marketing! According to IEG’s 32nd annual review, sponsorship spending has been increasing year over year for the past 5 years! Great brands are fully aware of the positive benefits afforded them through aligning themselves with causes and events that reach their target…


 

Live Video: Why it’s the Latest Craze for Top Brands

Live social video has become all the rage lately as one of the most contemporary ways that mortgage industry brands can connect with their audiences on a very real level.  There is literally nothing else like it! When you go live, the people watching you are actively engaged. And they know anything can happen because…


 

2018 Hot Marketing Trends – Lykken on Lending Podcast

  In this episode of Lykken on Lending aired on January 29th, 2018, I was honored to be the Hot Topic guest speaker. Topics discussed in this episode include: Facebook is deprioritizing content from brands with their new algorithm. What does this change mean to mortgage industry marketing execs and how can they navigate these…


 

3 Big Ways Mobile is Changing Marketing

social media apps on iPhone screen

According to comScore, as of January of 2017, mobile had 71% share of total minutes spent online! If you are still informing your online marketing strategy based only on clicks, mentions, likes, views and other traditional KPIs created when we lived in a desktop-first environment, you’re not alone. While these legacy measurement tools are still…


 

4 Super Critical Focus Areas for Marketers Today

The role of marketing has changed dramatically over the last decade. This is primarily due to continually evolving technologies and trends that have been thrust upon modern business. As a result, marketers are being pushed to focus more on data analysis and interpretation, think deeply about the user experience and assume increasing accountability to the…


 

How Artificial Intelligence is Changing Marketing. Quickly.

Robot with wooden puzzle

This post was originally published in California Mortgage Finance News, a California Mortgage Bankers Association publication.  “I believe that at the end of the century the use of words and general educated opinion will have altered so much that one will be able to speak of machines thinking without expecting to be contradicted.” These are the…


 

How To Build a Massive Following on your Social Media Channels

follow me on social media

This is one of the top challenges that plagues many in the mortgage industry and is no simple task. No matter how much you post, follow others, share others content and tell the world about your personal or business pages, the favor never seems to be returned with the same level of enthusiasm. You’re left…


 

Amplify Your Social Media NOW…and here’s how to do it

social media woman in mortgage industry screaming in a megaphone

The buyer path is much more complex than it ever used to be. This is due to the sheer volume of information on the Internet and social networks that connect people all over the world, building their circles of influence. Thus, people now travel a much less linear path toward purchase as they engage on…


 

Top 3 Things to Ask Yourself Before Rebranding

woman painting face

VW, Chipotle, Samsung, BlackBerry, Enron…What do these companies have in common? They were, or are, brands in crisis. And, what about companies that manufacture floppy disks, fax machines, VCRs and cassette tapes? Their brands became irrelevant because competitors found ways to do “it” better. Then there are those laundry detergent balls that look like candy,…


 

Ad Blockers Force Mortgage Industry Advertisers to be More Creative

adblocker eye looks at viewer concept.

Scott Seroka, Principal and Certified Brand Strategist at Seroka Brand Development contributed to this article. Digital advertisers in the mortgage industry (retail lenders, service providers, etc.) have a right to be concerned about the increasing trend of ad blocking. According to The 2015 Ad Blocking Report by PageFair, there were 45 million users of ad blockers in…


 

Millennials’ Home Financing Expectations

Despite narratives of millennials disinterest in buying homes, the reality is that one-third have already purchased their first home and they are rapidly becoming more affluent. Millennials are a rising force to be reckoned with and will have clear expectations and demands when going through the home financing process. A recent article in Forbes states…


 

Digital Advertisers Forget to Tell the Story!

We’ve all heard it a hundred times: “people buy on emotion and justify their purchase with facts.” Then why does so much of the digital advertising you see fail to create an emotional connection with prospects? For example, when seeking out a mortgage lender, consumers are rarely exposed to the many stories lenders can offer…


 

6 Questions to Clarify your Company Brand

In a sea of mortgage brands how do you differentiate your brand from the dozens, if not hundreds, of other brands you compete with in your market? It’s not your logo, website, advertising or graphics but rather setting clear expectations of the experience customers will have in doing business with you.  Letting them know “why”…


 

Your Mortgage Brand and Your Culture are Inseparably Linked

When a prospect calls your mortgage company and the receptionist projects an upbeat tone demonstrating a sincere desire to help that prospect, it is a reflection on your brand personality.  Unfortunately, the same holds true if your receptionist is impersonal and cold.  The fact is, every one of your people, and their interactions with your…