“Show and Tell” Makes Your Mortgage Industry Brand More Engaging!
Email Article
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…and your new teacher asks you to present to the class about something exciting you've done over your vacation later that week during “show-and-tell."
Maybe you went to Disneyworld, so you bring to class pictures and objects from Epcot Center and the 3 favorite countries you visited. Then you explain what the objects represent and what you liked best about each of your favorite countries. Pretty cool and engaging, right? Now, think about this…what if all you did was the “telling” part. Would the impact on your classmates and teacher have been as great? Of course not. Your story would have been nowhere near as dynamic and likely would have bored them.
To be clear, a brand is a claim of distinction reinforced by the evidence of performance.
Let me explain…
Think about your company, whether you’re a mortgage company, title company, appraisal firm
or what have you…what claims do you make on your website and in other sales materials? Do you give any evidence to support these claims?
If you take a look at a handful of randomly selected companies in the mortgage industry, here are some common claims of distinction they share…
- nationally accredited mortgage advisors
- fast, personal service
- exceptional service
- among the fastest growing mortgage companies
- reliable service
- friendly experts
- our strength lies in the knowledge and experience of our loan officers
- loan officers are responsive
- professional
- customer service is our priority
- remarkable customer service
- industry leading turn-around time
- dedicated to making your job easier
- innovative approach
- unmatched innovation
- excellent rates
By themselves, these statements provide the “tell” without the “show.” If you simply add in the “show” to prove what you’re saying is true, think of what a different experience it would be for your online visitors! Now you would be giving them a reason to actually contact you over someone else, halting their search, pulling them in to learn more.One of the central tenets of conveying your corporate brand is showing proof that what you say is based in reality. In the brand development phase, it’s certainly legitimate to say you have “unmatched innovation” or that you have “exceptional service.” But, if you’re going to hang your hat on such statements, then show some proof that they are actually true.
For example, if you tout “unmatched innovation,” could you link to an article in Mortgage
Technology or an interview appearing in one of the primary mortgage industry trade publications that backs this up…and is reasonably recent? If you can, that’s great! Don’t hide it somewhere else on your site…just provide the link right then and there when you state it.
Similarly, If you tout “exceptional service” as a benefit to doing business with you, then you might consider providing a hot link to several video testimonials speaking to this from both referrers and applicants. Otherwise it’s just another “ho-hum” if there’s nothing to back it up.
Here are several ways you can back up your statements…
- Articles
- Interviews
- Video testimonials
- Pictures
- Pictures with voice over
- Slide show
- Written testimonials
- Case studies
- Descriptive landing page(s)
installment loans bad credit lenders doesn’t come with time-consuming loan formalities of fax, credit check, extensive paperwork and any other documentation. Thus, lenders approve these loans quickly to you and transfer funds straightaway in your bank account in a very less time.
ReplyDelete6 month payday loans uk direct lenders
installment loans for bad credit direct lenders
500 Loans by Text
Nice Blog. Thank you for sharing such a great informative blog. I also want to share a bit of information about loanfundingtounemployers.
ReplyDelete