Archive for the ‘Mortgage Industry Blog’ Category  

How Artificial Intelligence is Changing Marketing. Quickly.

Robot with wooden puzzle

“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 words of Alan Turing in a paper published back in 1950 entitled “Computing Machinery and Intelligence.” Consider…


 

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…


 

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…


 

Micro-Moments: The Mobile Brand Experience

    Sometimes reality hits you so hard that you get knocked down to the ground, and you find yourself just sitting there for several minutes, wondering what just happened. It happens to everyone. It may have happened the first time you googled your name and either saw nothing, or pages and pages of information…


 

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…


 

4 Ways to Make Your Mortgage Customers Your Brand Advocates

Many mortgage companies live and die on referrals. When you make a customer happy, you’ll have an advocate who will gladly provide referrals for years to come, and s/he may even be inspired to promote your name on yelp.com, Facebook and Twitter. But, when you disappoint a customer or make them angry, your brand name…


 

Is your mortgage company brand attracting the best talent?

Whenever I work with companies in the mortgage industry to assist them in the process of building a stronger brand, one of the questions I ask is, “Why do you believe you will succeed in such a saturated, hyper-competitive industry?” The responses I receive are nearly always the same – the CEO or owner will…