Archive for the ‘Mortgage Industry Blog’ Category  

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…


 

Are Your Online Marketing Campaigns Geared for Success?

truck filled with money

Are you still measuring your online marketing success based on clicks, mentions, likes, views and other traditional KPI’s (key performance indicators) and then using those metrics to drive your campaigns? If so, you’re not alone. In fact, this is quite common in marketing departments across the mortgage industry, both B to B companies (ex. technology…


 

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…


 

7 Great Reasons You Should Tweet at the MBA Secondary!

The official Twitter hashtag for the Mortgage Bankers Association National Secondary Market Conference & Expo this year is #MBASecondary16. A handful of attendees are tweeting it up! They’re keeping both conference-goers and those not able to attend particular sessions in the loop with highlights that will live on forever in the Twitterverse. Some of the…


 

Connecting with Today’s Consumer, The New Buyer Path

Dave Zitting, CEO, Primary Residential Mortgage co-authored this post and was originally published in California Mortgage Finance News, a California Mortgage Bankers Association publication.  The complexity of the sales and marketing process is at an all-time high. This heightened level of complexity has evolved to where it is today – beginning with the internet going…


 

Why Your Press Coverage is Going to Waste

You hired a company to handle your public relations and media relations activities. Or maybe you just did it yourself or with your own internal resources. But you landed an article in Mortgage Banking, got quoted in National Mortgage News, MReport or any number of other publications important to our industry. So, what’s the next step?…


 

Reaching Upwardly Mobile Millennials

Adweek recently reported on a Forbes survey of nearly 500 upwardly mobile millennials. The article states that they are optimistic, entrepreneurial and purpose-driven.  Understanding their motivations and desires will help any advertiser better reach and communicate with this rapidly upcoming segment. Mortgage industry marketers take note, only 9% plan on interacting with you in person or…