Archive for May, 2016  

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…


 

11 Brand Questions to Ask Yourself Before Introducing a New Product

One of the challenges mortgage industry related businesses face as they extend their brands into new products is establishing the new product’s credibility. This can be especially difficult when one or several competing brands dominate the category the company is going into. Just think of how steep of a hill it would be to climb…


 

Dear CEO: Your corporate brand must match your personal brand

You’ve probably been beaten over the head with how important it is to build a brand that is altruistic, socially conscious and one that makes the world a better place. We’re told it’s the only way to attract millennial employees and customers. However, there are legitimate arguments against this doctrine – the primary one being…


 

The Risk of Making a Brand Promise You Can’t Keep

One of the great truths about delivering on a brand promise is that it is much easier said than done, and buyers have a right to expect that a brand will do what it claims it will do. Unfortunately, too many companies feel pressured to make bold claims about their brands to make their competitors…


 

Beware: Purchasing a Business Is Purchasing The Brand

If you’re thinking about buying a business, you know it will be in your best interest to retain an attorney and a CPA to audit its contracts, taxes, financial statements and a long list of other things that will either determine the terms of your offer, or make you change your mind altogether. Buying a…