Archive for the ‘Mortgage Industry Blog’ Category  

9 Obvious Ways You Can Differentiate Your Brand

By: Scott Seroka Many companies in the financial industry struggle to differentiate their brands. The most common, yet historically ineffective strategy to differentiate away from the black hole of commoditization is to simply offer enhanced and/or additional products and services. Although a short-term solution, it is an arduous strategy to sustain for obvious reasons. Competitors…


 

7 Ways to Connect Millennials With Your Brand

By: Scott Seroka I know what you’re thinking. “Great! Another blog about Millennials!” Yes, it is. And the reason I wrote this blog is because many marketers are still trying to crack some kind of code to learn how to reach this elusive generation, hold their attention for more than a few seconds and hopefully…


 

Does distance matter when choosing a marketing firm?

By: Pat Seroka Did you know that there are more private jet landings per capita in Rochester, Minnesota than any other airport in the world? Yes, Rochester, Minnesota has more private jet landings than anywhere else because the Mayo Clinic is located there. People travel there from all over the globe. No one has an…


 

How to Build a Sales-Driven Culture

By: Scott Seroka When CEOs hear the word “culture,” most think about internal metrics such as productivity, morale, communication, teamwork and performance. As important as these metrics are, none on their own can go toe-to-toe with the metric of improving sales. For the growth-minded company, building a sales-driven culture is, was, and always will be…


 

5 Rules for Choosing Your Brand Colors

colors used in mortgage industry branding

By: John Seroka Children assign personality traits and emotions to stuffed animals. Adults subconsciously do the same thing. For example, you wouldn’t buy your child a stuffed toy that looks like a demon, right? Of course not. That’s because you assigned personality traits and emotions to that stuffed toy even as an adult. You do…


 

Top 3 Opportunities to Enhance Your Brand

By: Pat Seroka This is the most exciting time I’ve witnessed in marketing since starting my agency over 30 years ago. Long gone are the days of “spray and pray” marketing. The opportunities that abound today, particularly in the B2B world, to directly interact with customers and prospects has reached an intimacy never seen before…


 

7 Lead Nurturing Best Practices to Increase Conversions

By: John Seroka Are you challenged with converting your leads into new business? Do you feel like you try to nurture them along, but they disappear and land at the front door of your competitor? You’re not alone. Too many B2B companies in the mortgage and fintech industries face these issues. They feel like they…


 

5 Key Components of a Marketing Plan

“Failing to plan, is planning to fail” – that’s a popular quote often attributed to Benjamin Franklin and Winston Churchill. While the source of this quote may be in question, there is a lot of wisdom in this statement as it applies to many areas of life – particularly to business and marketing. The most…


 

5 Common Roadblocks to Building a Winning Brand

Often times, companies end up “settling” for a brand that is either soft, or not as strong as it could be. A soft brand (one lacking compelling and relevant distinctions) tends to blend in with others, rendering it nearly invisible regardless of how many marketing dollars are used to push it out to prospective clients,…


 

4 Ways Automation Boosts Your Marketing ROI

By: John Seroka Did you know that, on average, 51 percent of companies are currently using marketing automation? Also, more than half (58 percent) of B2B companies have adopted the technology. But, according to the most recent study by LeadMD, only 21% of users are “above average” in their usage maturity level.  Automated marketing systems (AMS)…


 

5 Top B2B Lead Gen Tactics That Will Rock Your Pipeline!

Lead generation for B2B companies in the mortgage, private money, fintech or commercial real estate sectors can be complex. There are so many tools available and they take time to test and optimize to achieve the best result with the highest ROI. In the right combination, balance and frequency, they will create an undeniable impression on your…


 

Measure the Performance of Your Culture Through Exit Interviews

Measuring and monitoring the health and performance of your culture, which drives productivity and operational performance, cannot be achieved simply by getting feedback from employees during annual reviews or loosely counting on them to bring urgent matters to your attention. The perceived (or perhaps real) risk that speaking up could cause more trouble than it’s…


 

Top 5 Criteria in Selecting a Marketing Agency

When searching for a marketing agency to work with, there are five key criteria your organization needs to consider. If the agency doesn’t score a “10” in each of these categories, continue looking, or risk making a very costly error. 1. Is the agency experienced in your business vertical? Having the necessary experience creates immediate…


 

What Content Marketing Metrics Really Matter?

Are you struggling to get more followers on LinkedIn? Or, do you want more of your content on Facebook to be “liked” by your friends or followers? Or how about more comments on your posts? Even though followers, likes and comments, or vanity metrics, can all make you feel like your social media is working,…


 

How do You Define Your Brand?

A brand is what people think of when they hear the name of your company. It’s made up of your reputation, strengths, weaknesses and the experiences they have with it. It’s the most valuable intangible asset your company owns. Ideally, audience perceptions of your financial brand align with what you intended. But sometimes a gap…