Marketing Insights

Top Trends in Email, Blogs, Video, and More for the Real Estate and Mortgage Industries

Top Trends in Email, Blogs, Video, and More for the Real Estate and Mortgage Industries

In the dynamic landscape of digital media and evolving consumer preferences, it’s imperative for businesses in the mortgage and real estate industries to stay ahead of the curve in content marketing strategies.

While the effectiveness of core content types like email, blogs, videos, direct mail, infographics, white papers, and case studies is well-established, the key to leveraging these tools effectively lies in understanding and adapting to their latest trends.

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6 Tips for Clear, Trust-Building Messaging in Mortgage and Real Estate

6 Tips for Clear, Trust-Building Messaging in Mortgage and Real Estate

One of the top challenges faced by many companies in the mortgage and real estate industry is how to clearly and concisely communicate their value propositions in a way that will resonate with their audiences and provide some level of differentiation. This is especially true among mortgage lenders and real estate companies as they both compete for top-producers that drive their businesses as well as competing for the end client.

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6 Ways to Evaluate Success of Your Social Media Efforts in the Mortgage and Real Estate Industries

6 Ways to Evaluate Success of Your Social Media Efforts in the Mortgage and Real Estate Industries

Social media is one of the most valuable marketing tools available to marketers in the mortgage and real estate industries, as social media platforms provide you with an opportunity to reach a wider audience and engage with your current and prospective clients in real time. However, measuring the effectiveness of your efforts can be a bit more complex, especially when tracing them back to measurable objectives.

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Eight Ways to Make Content Center Stage and Win More Website Traffic

Eight Ways to Make Content Center Stage and Win More Website Traffic

Are you struggling to reach your target audience with your current content marketing strategy? If that is the case, you are not alone. The sheer amount of content you are competing with is staggering. However, you can succeed if you keep the critical digital marketing techniques shared here in mind. But first, let’s take a look at the overall environment and then explore how you can master digital content development. We will look at some of the various channels in detail, exploring both the why and how of each.

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8 Ways to Get the Most From Your Ad Agency

8 Ways to Get the Most From Your Ad Agency

Your ad agency is your most important partner in growing your business in the real estate or mortgage industry. Like your attorney or accountant, they can only provide results if you share all the details with them.

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6 Critical Components of a Successful Marketing Plan

6 Critical Components of a Successful Marketing Plan

According to CoSchedule, marketers with a comprehensive plan are 331% more likely to succeed than those who don’t. Mortgage and real estate industry companies work in an incredibly competitive environment, which makes this statistic even more impactful and relevant.

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Your Company’s Brand vs. Your Company’s Reputation

Your Company’s Brand vs. Your Company’s Reputation

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...

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7 Big Tips for a Successful Brand Launch on Social Media

7 Big Tips for a Successful Brand Launch on Social Media

Launching a new brand or re-launching an old one in the real estate or mortgage industry is a significant event that requires a lot of coordination and planning. And the social media aspect of the launch is a crucial component of the entire integrated marketing and public relations effort.

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5 Tips to Support Your Real Estate Agent Recruiting Efforts

5 Tips to Support Your Real Estate Agent Recruiting Efforts

Recruiting high-performing real estate agents is one of the most important things you can do as a real estate brokerage to sustain your business. To do this well, however, you must set the stage and make your company look attractive to top performers. Good real estate agents need to see that you present well as a brokerage and that you’re vibrant and will support their growth and careers.

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7 Ways to Make the Best Out of Working Remotely

7 Ways to Make the Best Out of Working Remotely

Is it possible that some of your people are more productive (and maybe even happier) working from their home office?
When America is back to running on all cylinders at the end of this pandemic, some companies may re-evaluate the benefits and drawbacks of having some people work remotely.

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4 Steps to Building a Unique Brand for Your Financial Institution

4 Steps to Building a Unique Brand for Your Financial Institution

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 products and services. So, how do you distinguish your brand from the many brick and mortar as well as virtual competitors you have out there?

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7 Reasons Leading Brands Lose Their Lead

7 Reasons Leading Brands Lose Their Lead

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 business away.

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Seroka Launches Financial Industry Brand Optimizer℠

Seroka Launches Financial Industry Brand Optimizer℠

Unique brand development process designed specifically for community banks and credit unions BROOKFIELD, Wis., January 22, 2020 – Seroka, a brand development, digital and strategic communications agency specializing in the financial industry, has launched a new brand...

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5 Roadblocks Banks Face When Branding

5 Roadblocks Banks Face When Branding

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?   By: Scott Seroka It's frustrating, and the reason they find...

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What Motivates People to Buy?

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...

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How Do You Define What You Sell?

How Do You Define What You Sell?

By: Pat Seroka Very often, when I visit with prospects or present to a group of businesspeople, I will ask the question, “What do you sell?” Since our firm specializes in the mortgage and real estate industries I will primarily get answers related to a product or...

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What is the Most Effective Form of Marketing?

What is the Most Effective Form of Marketing?

By: Pat Seroka One of the most frequently asked questions I get is: What is the most effective form of marketing? I’m most often asked that from a budget standpoint, so a client knows where to put the largest share of their marketing dollars. The fact is, there is no...

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This Should Be Your Leading Brand Question…

This Should Be Your Leading Brand Question…

By: Pat Seroka When we initiate talks with new prospects for our services one of the most frequent questions we ask is, “What do you expect to achieve from a business relationship with us?” The responses we typically hear include wanting to grow their business,...

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Can you trust your customer survey results?

Can you trust your customer survey results?

By: Scott Seroka Customer and employee surveys are one of the best ways to obtain critical feedback and measure performance in key areas. However, the way survey questions are written and presented can have a measurable impact on the quality and accuracy of responses....

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How to Build a Sales-Driven Culture at Your Bank

How to Build a Sales-Driven Culture at Your Bank

By: Scott Seroka When Bank CEOs think of “culture,” many think about productivity, morale, communication, teamwork and performance metrics. As important as these traits are, none on their own can compete with the metric of attracting and retaining new customers and...

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9 Clear Cut Ways You Can Differentiate Your Brand

9 Clear Cut Ways You Can Differentiate Your Brand

By: Scott Seroka Many companies in mortgage and real estate industries 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...

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7 Ways to Connect Millennials With Your Brand

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...

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Does distance matter when choosing a marketing firm?

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...

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How to Build a Sales-Driven Culture

How to Build a Sales-Driven Culture

By: Scott Seroka When mortgage and real estate industry CEOs think of “culture,” many think about morale, communication, teamwork and performance metrics. As important as these traits are, none on their own can compete with the metric of attracting and retaining new...

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5 Rules for Choosing Your Brand Colors

5 Rules for Choosing Your Brand Colors

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...

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Top 3 Opportunities to Enhance Your Brand

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...

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Seroka Named Credit Plus’ Partner of the Year 2018

BROOKFIELD, Wis., January 16, 2019 – Seroka Brand Development, a brand development, digital and strategic communications agency, is pleased to announce that it was named Partner of the Year 2018 by Credit Plus, a provider of third-party verifications to mortgage...

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5 Common Roadblocks to Really Building a Winning Brand

5 Common Roadblocks to Really Building a Winning Brand

There are times when companies in the mortgage and real estate industry end up “settling” for a brand that is not compelling. Don't settle for a soft brand by getting sidetracked by the common roadblocks below.  We are branding experts in your industry and can help...

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How do You Define Your Brand?

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...

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FACT: Culture has NOTHING to do with touchy-feely stuff!

FACT: Culture has NOTHING to do with touchy-feely stuff!

Mention the word “culture” to someone, and it may spark a conversation around employer branding, hiring emotionally intelligent managers, teamwork, and strategies behind building a place where people love to come to work every day. You know – all that “touchy-feely...

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5 Ways to Get Ready for the Voice Search Revolution

5 Ways to Get Ready for the Voice Search Revolution

The first big change in search came with mobile. Voice is the next big thing. Did you know that, according to ComScore, over 50% of adults will be using voice-based search by 2020? Coupled with the fact that 50% of B2B queries are made on a smartphone, where most...

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This simple gesture will instantly improve your culture

This simple gesture will instantly improve your culture

You can’t swipe through inc.com; hbr.org or entrepreneur.com on your iPad without stumbling directly into an article about the significance culture plays in an organization. I think we all “get it.” Culture is as important, and some even believe more important, than...

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26 Ways Your Brand Makes a First Impression

26 Ways Your Brand Makes a First Impression

Have you ever had an unpleasant first-time encounter with a brand and wondered how the owner of the company would react if s/he knew of your experience? This tends to be more of an issue with larger companies where the owner is several titles insulated from the...

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4 Hot Online Brand Building Trends

4 Hot Online Brand Building Trends

Originally published in the summer issue of California Mortgage Finance News. Every year we all read about a slew of marketing trends. This year is no different. I’ve seen many articles…some including trends that are a bit dated and others that are quickly coming of...

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The Most Important Step In The Brand Development Process

The Most Important Step In The Brand Development Process

It's 5:56 am when the CEO of a mortgage company opens his email. His attention is immediately drawn to the “Urgent” message from the President of his advertising agency, time-stamped at 5:03 am, to call ASAP.When the CEO calls the President’s cell phone, it is...

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Live Video: Why it’s the Latest Craze for Top Brands

Live Video: Why it’s the Latest Craze for Top Brands

Live social video has become all the rage lately as one of the most contemporary ways that mortgage industry brands can connect with their audiences on a very real level. There is literally nothing else like it!     When you go live, the people watching you...

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What Glassdoor Ratings Tell Customers About Your Brand

What Glassdoor Ratings Tell Customers About Your Brand

At one of my recent brand strategy retreats, I asked everyone in the room to raise their hand if they were aware of glassdoor.com. Less than half lifted their hands.For those of you who are unfamiliar, glassdoor.com is one of the fastest growing job and recruiting...

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2018 Hot Marketing Trends – Lykken on Lending Podcast

2018 Hot Marketing Trends – Lykken on Lending Podcast

In this episode of Lykken on Lending aired on January 29th, 2018, I was honored to be the Hot Topic guest speaker. Topics discussed in this episode include: Facebook is deprioritizing content from brands with their new algorithm. What does this change mean to mortgage...

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Are Unique Value Propositions Overrated?

For far too long, marketers have been hung up on identifying their “unique” value propositions, believing that if they don’t own one, they wouldn’t be equipped to confront the competition head-on and win new customers. Hold that thought. The urgency and anxiety over...

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3 Big Ways Mobile is Changing Marketing

3 Big Ways Mobile is Changing Marketing

According to comScore, as of January of 2017, mobile had 71% share of total minutes spent online! If you are still informing your digital marketing strategy based only on clicks, mentions, likes, views and other traditional KPIs created when we lived in a...

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4 Super Critical Focus Areas for Marketers Today

4 Super Critical Focus Areas for Marketers Today

The role of marketing has changed dramatically over the last decade. This is primarily due to continually evolving technologies and trends that have been thrust upon modern business. As a result, marketers are being pushed to focus more on data analysis and...

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Digital Mortgage 2017 by National Mortgage News

Attending the NMN Digital Mortgage Conference in San Francisco September 28th? Seroka, a certified brand development, digital and strategic communications agency, will be there and is eager to meet with mortgage industry professionals to discuss strategic ways to...

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Five Deadly Consequences of Brand Complacency

Five Deadly Consequences of Brand Complacency

Some of us are deceived to believe that many of the larger, well-known brands have everything figured out. Many of them do. But the others? Well, read on. Below are some higher-profile brands that were, at one time, leaders in their respective industries, and today...

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Should you update your brand logo?

Should you update your brand logo?

Let’s begin by getting the obvious out of the way – for any logo designed in WordPerfect or purchased online at a bargain, it should probably be updated.Contrary to what some believe, the many components of a logo, such as color(s), font, shape and design/image play a...

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A Strong Culture Requires Strong Leadership

A Strong Culture Requires Strong Leadership

Team your best salesperson with a crummy manager and what do you get? A resignation letter and loads of business going to your competitor. Team a highly trained and skilled manager with a group of average-to-slightly above-average employees and you’ll soon have...

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How to attract BEST-IN-INDUSTRY employees to your brand

How to attract BEST-IN-INDUSTRY employees to your brand

Nothing happens until a sale is made.Sales is the lifeblood of our company.We need to deliver best-in-class service to keep our customers.We need to keep our customers happy, or someone else will do it for us.We need to make each of our customers think they are the...

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The Perils of Not Controlling Your Culture

All of us are faced with judgment calls every day – hundreds of them, if not thousands. Most are insignificant, such as where to go to lunch or whether or not to wear a tie to a meeting. However, there are other judgment calls of great significance your employees make...

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