Archive for the ‘Mortgage Industry Blog’ Category  

Communicating Effectively in Today’s Virtual Business World

    By: Pat Seroka Wasn’t it just a few weeks ago that we were taking down the Christmas tree, watching the stock market continue to rise, even surpass 30,000 as we were settling in for an exciting and promising new decade? No one expected an invisible monster to invade our world and cause the…


 

Five Great Ways to Ease a Stressful Work Culture During COVID-19

By: Scott Seroka According to many news outlets and the mainstream media, the world is pretty much over. The second great depression is just around the corner, the toilet-paper shelves are empty, millions will be unemployed by tomorrow, and there’s no hope in sight. Yes, COVID-19 is horrible and can be devastating – experts say…


 

6 Steps to a Robust Marketing Automation Strategy

Having a great marketing automation platform is only half the battle for mortgage industry marketers. The balance is your ability to leverage its full capabilities so that you can realize the intended benefits: efficiently scaling your marketing to provide a better, more personalized experience and achieve higher marketing ROI. To accomplish this, an automation strategy…


 

6 Top Performing Content Trends for Marketing Automation

  We’ve all been leveraging the same types of core content for years! However, new trends with each have emerged as digital media and consumer preferences continue to evolve. The top-performing core content types for B2B marketers in the mortgage industry continue to be: Emails Blogs Video Infographics Whitepapers Case studies Quality content developed and…


 

4 Steps to Building a Unique Brand for Your Financial Institution

    By: Pat Seroka If you’re the CEO, CMO or board member of a financial institution, one of your greatest challenges is likely differentiating your brand from those of your many competitors. The financial industry is one of the most highly regulated industries in our country leaving little maneuverability when it comes to designing…


 

7 Reasons Leading Brands Lose Their Lead

By: Scott Seroka There are quite a few companies out there that just seem to have everything figured out. Just look to Quicken, Amazon, Coca-Cola and Toyota, or even some smaller companies you’re personally aware of that are so successful that they can’t keep up with customer demand or are maybe even forced to turn…


 

How to Defeat the Challenge of Defining Your Bank’s Values

By: Scott Seroka In the process of defining values, some banks don’t realize that the very values they are promoting would be better defined as basic customer expectations. Here are a few examples: Honesty. I would certainly hope so. Not that any financial institution has a choice as any dishonest activity borders on the line…


 

How is Your Financial Institution’s Brand Perceived? Do You REALLY Know?

    By: Pat Seroka Every financial institution, and company for that matter, has three perceptions: That of its customers That of its employees, and That of its management When all three are in alignment, there is a clear pathway for growth, without confusion. Employees understand what their bank or credit union is known for,…


 

10 Tactics For Building a High-Performance Culture

  By: Scott Seroka In our roundtable meetings, she often spoke of the strained relationship she had with her business partner. She described her partner as being “brilliant” in terms of industry knowledge and bringing aboard new business. However, he was also described as a bully with respect to his style of management and leadership….


 

Don’t Make This Mistake When Creating Your Bank’s Tagline

By: Scott Seroka Think, just for a brief moment about the following statements: Impossible is nothing. The end of late fees. The start of more. What’s your problem? Why fool around with anyone else? Huh? The above were taglines used by Adidas, Blockbuster Video, FileMaker Pro and FedEx, respectively. Some in use longer than others….


 

Everything Your Bank’s Brand Must Conquer to Win a New Customer

By: Scott Seroka Let’s assume for a moment that you’re shopping for a new CRM system for your bank. There’s a good chance you’ll likely consider a system like HubSpot or Zoho. Or, if you’re planning a family trip with the kids, Disney would most likely come to mind as a number one or two…


 

8 Ways to Build Trust in Your Mortgage Industry Brand

    By: John Seroka No matter what business you’re in, the only thing you’re really selling is trust. According to Merriam-Webster, trust is defined as “assured reliance on the character, ability, strength, or truth of someone or something.” According to the 2019 Edelman Trust Barometer, the firm’s annual global exploration of trust by industry, “financial…


 

5 Roadblocks Banks Face When Branding

By: Scott Seroka FACT: There are too many banks pushing soft, blurry, irrelevant brands – brands that do little if anything to convince customers to consider a relationship with their banks. Perhaps you’re one of them?   It’s frustrating, and the reason they find themselves in this predicament is because they rely on an old…


 

6 Ways Mortgage Industry Firms Can Boost Google Rankings

man on safari searching

    By: John Seroka According to Accenture, 94 percent of B2B buyers report that they conduct some form of online research before purchasing. And we already know consumers conduct significant online research before purchasing a home. Almost all businesses in the mortgage, private lending and CREF (commercial real estate finance) industries see the value…


 

The 6 Major Components of Your 2020 Marketing Plan

    By: Pat Seroka You’re likely in the final stages of completing your marketing plan for next year. Now is a great time to take a 20,000-foot view and ensure it includes these 6 major components: RESEARCH: Make sure you refresh your research from prior years. Market conditions change, your prospecting universe may have…