Marketing Insights

Top 3 Things to Ask Yourself Before Rebranding

Top 3 Things to Ask Yourself Before Rebranding

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...

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Millennials’ Home Financing Expectations

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...

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Digital Advertisers Forget to Tell the Story!

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,...

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4 Ways to Make Your Clients Your Brand Advocates

4 Ways to Make Your Clients Your Brand Advocates

Many of us live and die on referrals. When you make a client 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 company, mortgage loan officer or other company rep on Yelp, Facebook,...

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Is your mortgage company brand attracting the best talent?

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...

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6 Questions to Clarify your Company Brand

6 Questions to Clarify your Company Brand

In a sea of mortgage brands how do you differentiate your brand from the dozens, if not hundreds, of other brands you compete with in your market? It’s not your logo, website, advertising or graphics but rather setting clear expectations of the experience customers...

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7 Great Reasons You Should Tweet at the MBA Secondary!

7 Great Reasons You Should Tweet at the MBA Secondary!

The official Twitter hashtag for the Mortgage Bankers Association National Secondary Market Conference & Expo this year is #MBASecondary16. A handful of attendees are tweeting it up! They’re keeping both conference-goers and those not able to attend particular...

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Connecting with Today’s Consumer, The New Buyer Path

Connecting with Today’s Consumer, The New Buyer Path

Dave Zitting, CEO, Primary Residential Mortgage co-authored this post and was originally published in California Mortgage Finance News, a California Mortgage Bankers Association publication.  The complexity of the sales and marketing process is at an all-time high....

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The Risk of Making a Brand Promise You Can’t Keep

The Risk of Making a Brand Promise You Can’t Keep

One of the great truths about delivering on a brand promise is that it is much easier said than done, and buyers have a right to expect that a brand will do what it claims it will do. Unfortunately, too many companies feel pressured to make bold claims about their...

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Beware: Purchasing a Business Is Purchasing The Brand

Beware: Purchasing a Business Is Purchasing The Brand

If you’re thinking about buying a business, you know it will be in your best interest to retain an attorney and a CPA to audit its contracts, taxes, financial statements and a long list of other things that will either determine the terms of your offer, or make you...

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Do your salespeople believe in your brand?

Do your salespeople believe in your brand?

A successful salesperson is one who believes in himself, as well as in the product or service he is selling. If this second component is missing, your company has a problem. A company can recruit a top-performing sales team, but if the brand is perceived as low value,...

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What is your company’s brand experience?

What is your company’s brand experience?

One of the definitions of “brand” is what people experience when they touch a company, whether it is through its website, at a tradeshow, with a sales or service person, or via any other point of contact. For many of us, the first time we heard the term “touch points”...

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Why Your Press Coverage is Going to Waste

Why Your Press Coverage is Going to Waste

You hired a company to handle your public relations and media relations activities. Or maybe you did it yourself or with your own internal resources. But you were quoted in National Mortgage News, MReport or any number of other publications important to the mortgage...

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Reaching Upwardly Mobile Millennials

Reaching Upwardly Mobile Millennials

Adweek recently reported on a Forbes survey of nearly 500 upwardly mobile millennials. The article states that they are optimistic, entrepreneurial and purpose-driven.  Understanding their motivations and desires will help any advertiser better reach and communicate...

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Create a Winning Marketing Effort

It takes money to win. Most CEOs recognize this when it comes to recruiting and hiring top producers, investments in technology and infrastructure, employee training and the amount of time they personally invest to build their companies. After all, time is money too....

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Community Banks Leverage Mortgages to Build Relationships

Community Banks Leverage Mortgages to Build Relationships

Banks grow and prosper based largely on the number of relationships they create with each customer.  Typical goals are 3 to 4 products/services for sustainable relationships. What better way to initiate the first relationship than with a mortgage? Most new homeowners...

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The Strategy of Making Your Brand Your Top Competitor

The Strategy of Making Your Brand Your Top Competitor

For those of you who don’t want to pay a premium for a Lexus, you can buy a Toyota with the comfort of knowing that its quality and reliability will be just as good. Why? It’s because Toyota builds Lexus vehicles. If you wish to be pampered on your next business trip...

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Worst Brand Management Mistake CEOs Make

Worst Brand Management Mistake CEOs Make

Every so often when I bring up the subject of brand value or brand differentiation to a CEO or business owner, I hear the response, “…oh yeah, our marketing team handles that.” As someone who works with CEOs to build stronger and more relevant brands that improve...

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5 Things You Should Know About Brand Reinvention

5 Things You Should Know About Brand Reinvention

Changing a name or logo, or creating a new ad campaign, does not constitute brand reinvention. It’s much more involved than that. When done properly, reinventing a brand can attract new referral relationships thereby building greater market-share and business volume....

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Three Ways To Maintain Brand Culture As You Scale

Three Ways To Maintain Brand Culture As You Scale

If you are an entrepreneur, you can surely recall the day you came to terms with the fact that it was time to hire your first employee. It probably happened when you realized it was no longer possible to do everything yourself and still properly service your...

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7 Online Blunders that Can Hurt Your Brand

7 Online Blunders that Can Hurt Your Brand

Spending more time on properly managing your brand online has become an absolute necessity. Your target audience has evolved to the point where expectations are higher than ever…and they’re only increasing, not stabilizing. That said, there are some very basic online...

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5 Ways Your Agency Fails You and Your Brand

5 Ways Your Agency Fails You and Your Brand

Most CEO’s in the mortgage industry know the importance of having a strong brand. They understand having a strong brand is key to differentiating themselves in a highly competitive environment. This is especially true for mortgage bankers, title companies, appraisal...

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Make sure your brand is viewed as a serious contender

Make sure your brand is viewed as a serious contender

In nearly every industry, there are usually one or two brands people perceive as being the best – the brands people knowingly pay a premium for because being associated with the best not only makes a statement, it also makes customers feel confident and secure. In...

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The New Era of Marketing and Technology: Looking Ahead

The New Era of Marketing and Technology: Looking Ahead

Dave Zitting, CEO, Primary Residential Mortgage co-authored this post and was originally published in California Mortgage Finance News, a California Mortgage Bankers Association publication.  Results. We want them quicker now than ever before. There’s an app for just...

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How a Nefarious Scandal Impacts Brand and Culture

How a Nefarious Scandal Impacts Brand and Culture

By now, you have probably read more than enough about the VW scandal and the devastating trail of damage it has left behind, not only impacting its millions of customers, but also its investors, suppliers, vendors, dealers and the bank accounts of people who earn...

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7 Contributing Factors to Your Brand’s Monetary Value

7 Contributing Factors to Your Brand’s Monetary Value

How much your audience values your brand as a mortgage company or mortgage industry service provider is a key determinant of how well your business performs, right? And, just like the success of any company is financially quantifiable, so is the value of its brand. It...

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Marketing Technology: Are you keeping up?

Marketing Technology: Are you keeping up?

Dave Zitting, CEO, Primary Residential Mortgage contributed to this post. Get ready everyone! It’s 2015 and there are many very exciting trends in technology we need to embrace. Some of these trends will transform the marketing function and how business is done as we...

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9 Troubling Branding Mistakes and How to Avoid Them

9 Troubling Branding Mistakes and How to Avoid Them

Your brand is your claim of distinction, backed up by the evidence of performance on that claim. This is the most clear, concise way to define a “brand.” If you’re reading this, you know how important a brand is to your success. A strong brand will go a long way to...

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Tips for Creating Memorable Experiences with Your Brand

Tips for Creating Memorable Experiences with Your Brand

The mortgage industry is fiercely competitive, especially among lenders. This killer competition is the driving force behind the industry’s adoption of some of the most forward-thinking strategies to capture the minds of the various audiences it serves, both on the...

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Branding Vs. Marketing – which is more important

Branding Vs. Marketing – which is more important

Throughout my career I have often witnessed debates over which is more important, branding or marketing.  And, in each of these debates, it became clear that the “debaters” were using both terms interchangeably when indeed both are, and must always remain, mutually...

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If Your Mortgage Brand Were a Car, What Make Would it Be?

If Your Mortgage Brand Were a Car, What Make Would it Be?

According to Statista, there were 265 car models offered in the U.S. in 2014. Automakers go to great lengths to “personify” their cars for the consumer because they know consumers buy with emotion and justify with logic. Accordingly, people naturally assign certain...

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Brand Building Reduces Marketing Expense. Significantly.

Brand Building Reduces Marketing Expense. Significantly.

Here’s a fun self-test. Do you know what to expect from these brands: McDonalds Ritz Carlton Holiday Inn Nike Mayo Clinic Starbucks Apple Of course you do, and if you don’t you’re excused from reading this blog. Just kidding…read on! Now let’s do another test. When...

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Staying Alive in a Tough Market in the Mortgage Industry

Staying Alive in a Tough Market in the Mortgage Industry

The mortgage industry is facing challenging times. Some companies will survive, others may not. Some will panic and freeze all expenses short of turning on the lights while others…the fighters and opportunists…will view this market as a chance to take their companies...

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Name Change Considerations and Brand Impact

Name Change Considerations and Brand Impact

Many times throughout my career, I’ve been confronted with the task of assisting companies in the mortgage industry with changing their corporate names. Undergoing a name change is a very complex task that requires significant resources and a well thought-out strategy…especially when the old or current name has significant brand equity. For that reason, I tend to err on the side of keeping the current name unless the reasons for the change are truly compelling, with no other reasonable option in sight.

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“Show and Tell” to Make Your Brand More Engaging!

“Show and Tell” to Make Your Brand More Engaging!

Remember “show and tell?” Think back to when you were just a child in grade school. It’s your first day of class after summer break. Your new teacher asks you to present to the class about something exciting you've done over your vacation later that week during...

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The “Bat Phone” for your Mortgage Industry Brand

The “Bat Phone” for your Mortgage Industry Brand

I visit with many companies throughout the mortgage industry from retail lenders to technology providers and everyone in between and assisting them with their brands and communications strategies. Unfortunately, not enough companies are completely embracing the “decade of mobile,” specifically mobile apps, which compelled me to write this post.

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Is your mortgage industry brand at risk of failure?

Is your mortgage industry brand at risk of failure?

Just this weekend I was reviewing several brands in the mortgage industry and what was being communicated about them in various social media channels. I was specifically looking at those that had more of a lackluster presence because they are usually the ones less...

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What’s your mortgage company’s claim to fame?

What’s your mortgage company’s claim to fame?

Many companies in the mortgage industry define their “claim to fame” in fairly generic terms. Excellent service, fast closings, cutting-edge technology, putting customers first, lower costs, product mix and the like are fairly common answers. So this begs the...

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Build a Super-brand by Managing Touch Points

Build a Super-brand by Managing Touch Points

  Remember Trump Mortgage? Not many people do...it was a disaster that came and went in less than 2 years. But, whether you like him or hate him, Donald Trump has done a great job of managing his brand, even through failures...at each and every touch point. He has...

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4 Steps to Reinvigorate Your Blog and Online Brand

4 Steps to Reinvigorate Your Blog and Online Brand

  The benefits of blogging for retail mortgage lenders and business-facing companies in the mortgage industry are undeniable. Blogging is an essential part of your marketing plan in the mortgage industry which allows you to take control of your online brand, connect...

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When is it a good time to update your brand?

When is it a good time to update your brand?

The mortgage industry is going through a time of immense change. Surely, your company is working to adapt to a "new normal." As you work through this, at some point you may well take a look at how you position yourself competitively so that you not only survive, but...

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5 Practical Tips for Building a Positive Brand Online

5 Practical Tips for Building a Positive Brand Online

How your brand is perceived online plays a fairly significant role in your ability to attract business. Here are some stats you should be aware of... According to the 2013 Nielsen Global Trust in Advertising and Brand Messages report, 70% of consumers trust opinions...

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Mortgage Marketing: Punch Through the Marketing Noise

Mortgage Marketing: Punch Through the Marketing Noise

“Marketing” is a term that we use to describe just about every activity we do to promote a product or service. In fact, most people today conflate advertising, marketing, public relations and branding. This is chiefly why marketing departments are frequently tasked...

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Why Internal Brand Adoption is Crucial to Brand Success

Fact: Your employees need to be your biggest and most influential brand ambassadors. If they don’t understand, believe in, live, and deliver on your brand expectations, your brand will never reach its full potential. You’ve likely had experiences with sales and...

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Is Your Brand Strategy Holding You Back?

Is Your Brand Strategy Holding You Back?

You may already have a marketing strategy in place. But, what about your brand strategy? The latter is often overlooked as it's frequently misunderstood and passed off as a "soft" item...one that can be dealt with at a later time. But hold on...your brand strategy...

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An Easy 30-Minute Internal Brand Checkup

How do you know for sure that your employees understand your brand and how you differ from your competitors? And how can you find out if your employees really understand your business? The answer is simple: Ask them. First thing tomorrow morning, send the email below...

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Four Dimensions of a Brand

Your brand-new website with all the trimmings primed for SEO is finally done – check. Booth ready for trade show – check. Ads done for the industry pubs and new brochures are at the printer – check. You have all the tools you need to win new business and have a...

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6 Ways a Brand Driven Marketing Strategy Pays Off

6 Ways a Brand Driven Marketing Strategy Pays Off

Mortgage industry CEO’s, management teams and marketing departments constantly strive to find ways to take the wind out of the sails of the competition to increase their market share. They work together to build and implement strategies to hit high level goals in an...

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7 Ways to Build a Formidable Brand

It can take years to build a great reputation and only minutes for something or someone to destroy it. And sometimes what destroys a brand can be well outside your personal control. It’s the former employee who is out for vengeance on Facebook and Twitter or it’s the...

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A Quick Way to Measure Brand Value

Given enough time and capital, just about anyone could duplicate your products and services. Banks have been doing so since the beginning of time and Samsung is rivaling the iPhone with its Galaxy. Manufacturers are forever introducing next-generation products to...

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Stop Missing Out on New Business Opportunities

You have a robust and aggressive marketing campaign. Your salespeople are dedicated, committed, loyal and hard working. Your website is in order, and by all indications, you have everything you need to succeed and have a record year. Yet, the reality is that sales are...

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Fuel For Your Marketing Efforts

Your business needs every advantage it can get, not just in rough economic periods, but in all times. However, these needs become more pronounced when, like today, there are fewer buyers and no-less competitors. That’s where your distinctive brand can step up and...

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Will your employees climb mountains for you?

Compare Fortune magazine's 2012 "100 Best Companies to Work For" against their list of "100 Most Admired Companies," and you'll see brand names that lead their categories: Google, Intel, Accenture, American Express, Nordstrom and Starbucks. All share a spot on both...

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5 Ways Companies Kill Their Brand

We’re all in the service business, and the only reason our businesses exist is because customers buy from us. Yet sometimes brands fall out of focus and lose sight of what it takes to be a leader. Below, I have made a list of the top five ways companies kill their...

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