Archive for July, 2013  

Is your mortgage industry brand at risk of failure?

Just this weekend I was reviewing several brands in the mortgage industry and what was being communicated about them in various social media channels. I was specifically looking at those that had more of a lackluster presence because they are usually the ones less aware of what’s being said about them, due to a lower…


 

Create enthusiastic brand-driven employees and create more sales!

Enthusiasm is contagious! The mortgage industry is experiencing many challenges, but this is still a great industry to be in. When you’re enthusiastic about what you do it can change the mood of the people around you, the mood of people you connect with and set the tone for all of your interactions. Brand enthusiasm…


 

The Psychology Behind Creating Highly Devoted Brand Ambassadors

Retail mortgage lenders, especially in a purchase environment, rely on a continued stream of business from Realtor® referrals, other business referrers and past clients coming back to them to either refinance or purchase a new property. Other industry companies must also rely on repeat clients and referrals. But, there are times when you may discover…


 

What’s your mortgage company’s claim to fame?

Many companies in the mortgage industry define their “claim to fame” in fairly generic terms. Excellent service, fast closings, cutting-edge technology, putting customers first, lower costs, product mix and the like are fairly common answers. So this begs the question…don’t any of your competitors offer the same? How do you, or they, prove any of…


 

Your 18 Point Brand Inspection Checklist

Instructions: Email this blog to your leadership team and schedule a time to inspect your brand in the following 18 categories. Your answers, or lack of answers will give you an indication of how healthy, relevant and meaningful your brand is to your employees, customers and channel partners. Awareness: Do the right people know we…


 

What Story are People Sharing about Your Mortgage Industry Brand?

In the mortgage industry, especially for lenders, title companies and others who provide more commoditized products and services, we know that differentiation is the key to success. To that point, lately, there’s been a lot of buzz about the “brand story” as a necessary component of your brand in order to drive that differentiation. This…