The “Bat Phone” for your Mortgage Industry Brand
1) Mobile apps enhance your brand due to the
quality and level communication with all parties to a transaction.
2) They present a significant opportunity for your
brand to live on in the hearts and minds of your audience…well beyond the close
of a transaction.
If a mobile app is not in your short to medium term plan, eventually you will
find a gap exists in your ability to communicate with your best customers...so
don't let someone else pick up that slack for you. Soon it will be tantamount to
not having an email account. Here are 5 powerful reasons why a mobile app will assist you in building a loyal brand following…
Brand
prominence: The app is on your clients’ phone desktop, with your logo
on it, so you are always top of mind to them. Whenever they glance down to
select any one of a number of other apps…from their camera to AT&T Nav,
iTunes, Safari, mail and Angry Birds…your logo, thus your brand, will always be
front and center.
Customer
loyalty: Once your app is downloaded, customers tend to become very
loyal to your brand! They are much more likely to contact you vs. a competitor
in the future due to ease and simplicity, especially if you performed well for
them in the past. You’ll likely be their
first point of contact for home equity loans/lines, buying a new home,
refinances and any advice they may be looking for relating back to their
mortgage. The same goes for business referrers who wish to discuss another
borrower situation with you. Further, you’ll become their first recommendation
to friends, family and co-workers because you live on…on their phone
desktops.
Keeping the
customer happy: Your mortgagee could be an investor or not. With
investors, you can keep them abreast of new loan programs of benefit to them and
market movements that could enhance their business decisions. With
non-investors, keeping them on top of market activity that could enhance their
mortgage standing (like lower interest rates or a new program for their
situation) can help you keep the relationship going. You can also alert your
audience to other activities of interest whether social or business-related that
will further enhance the relationship they have with your company.
As for your business referrer who now has your
app, there are a plethora of reasons I’m sure you can find to stay in touch with
them.
In all situations, SEGMENT your audience! There’s
nothing worse than receiving blanket messages that you have no interest in and
wastes peoples’ time. Apps give you a significant advantage to stay in touch
over email…so don’t abuse the privilege and then damage your brand as a
result.
Load
time: Apps load faster than mobile sites. Speed is the name of the
game!
Off-line
availability: Realtors® and other business referrers love this…they
have immediate access to you 24/7…as you do to them.
Clearly an app can give you that added “leg up” on the competition right now
with its direct communication capabilities. However, having a mobile app,
especially as a retail lender, soon will be as expected of you as a
website.
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