Archive for the ‘Mortgage Industry Blog’ Category  

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…


 

Five 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…


 

Six Ways Disengaged Employees Could Hurt Your Bank

By: Scott Seroka It was a typical day in the neighborhood at a small community bank.  That is, until a 2016 Jeep Wrangler was dropped off in the bank’s parking lot by a repo company. The debtor only made three payments in the first seven months of the life of the loan. And, because the…


 

Your Bank’s Brand vs. Your Bank’s Reputation

By: Scott Seroka A brand is most popularly defined as the thoughts that come to people’s mind when they hear a company name or see its logo. However, this popular definition is overly simplistic and fails to account for how much influence brand has on the overall success of an organization. The problem is that…


 

6 Reasons Disengaged Employees Require Your Immediate Attention

By: Scott Seroka According to FORBES, a disengaged employee costs on average, 34% of their annual salary. Some employees disengage for reasons that have nothing to do with their employer or work environment. Illness, injuries or major life events such as losing a loved one, going through a divorce or dealing with any kind of…


 

What Motivates People to Buy?

    By: Pat Seroka In one of my last blogs I encouraged all of you to consider: What do you sell? In this blog, I would like to explore: Why do people buy? The best place to seek out an answer is to look introspectively at yourself.  Why do you make a purchase? When you dig…


 

The Difference Between Brand and Reputation

By: Scott Seroka Several years ago, I had an experience that I am ofter reminded of as I work with our clients on building their brands. There I was in the conference room of a San Diego mortgage company, helping the senior leaders understand our approach to building brands and explaining how we may be…


 

8 Reasons Why Marketing Strategies Fail

man with bag over his head

    By: John Seroka If you don’t think you had a successful marketing strategy this year, what makes you think it will be successful next year? What did you learn from your experience? Many companies throughout the mortgage industry annually create their marketing and public relations plans.  But there’s a problem…many fail to achieve…


 

5 Steps to a Better Marketing Plan

    By: Amy Hansen Recently we spoke with a few potential mortgage and fintech clients and when we asked them if they were currently working off of a planned marketing and communications strategy, their collective response was, “not really.” They had a sense of when they wanted to do a few activities, mostly centered…


 

6 Critical Components of a Successful Marketing Plan

    By: John Seroka Did you know that 39% of marketers don’t feel their plans are successful? This is according to HubSpot “State of Inbound 2018.” There can be many reasons for this lack of success, ranging from poor plan development skill to internal capacity to execute. The cost of poor planning and/or execution…


 

Marketing Automation Optimizer

    By: Pat Seroka Are you in the mortgage or fintech arena and do you own a sales or marketing automation platform? If so, are your taking the greatest advantage of that excellent marketing tool to capture all the new business it is designed to help you acquire? Or, are you like many companies,…