Mortgage Industry: The payoffs of brand driven marketing
Email ArticleWhat kind of marketing REALLY works in the mortgage industry? The kind of marketing that’s brand-driven! Without brand-driven marketing, your communications efforts will lack the foundational messages that provide for consistency. This problem is most pronounced within corporate sales teams where the sales people use individually produced sales pieces that all have their own look and feel…yet they are with the same company.
I find this particular problem to be prolific especially among mortgage companies where each individual sales person has their own interpretations of your brand and what it means. Their focus is on getting the next deal more than the sustainability of the messages they communicate.
Brand driven marketing is very powerful. It’s the kind of
marketing that will drive your company through both the good and bad times
because your audience can rely on you to be there for them and deliver exactly
what they expect from you consistently…just like they can count on McDonalds to
give them an order of fries that tastes the same no matter where in the world
they are. It’s the kind of marketing that connects your audience to you in a way
that no other marketing can and lets your audience know that you’re consistent
and reliable, not fractured and confused. Let me explain…
You might suggest that your audience already knows your company anyway, so why should you focus on anything beyond just selling harder? The reason is because a brand is so powerful that it can drive you from a struggling company to being at the forefront of your industry…a top contender for new business.
Here are 6 ways a well-developed brand will benefit you…
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Through the brand development process, you
will gain a clearer understanding of who you really are as a company,
why you exist and how you’re really different. Don’t be fooled by the simplicity
of these questions…the process of discovering the answers to them is complex and
requires deep introspection with an experienced facilitator, but the end result
in messaging and communicating your unique selling propositions is well worth
it.
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It will help communicate the benefits of
working with you much more clearly, precisely and consistently. Not only
that, your employees will be able to do the same! No longer will you hear your
people say what all your competitors say, i.e. “we have great service” or “we
can close your loan in ‘x’ number of days” or “our rates are usually lower” or
“we view our clients as partners” and all the other superficial, tired phrases
everyone says but no one can really back up in a meaningful way.
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Your online/offline marketing materials will
be more compelling because your messaging will be more focused.
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It will help you stay on a clear
path so that the larger vision you have for your company can become a
reality.
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You will attract a higher level of skilled
talent to want to work with your company because highly skilled
professionals want to work with a company that knows where it’s going and has a
solid industry brand. A solid brand demonstrates strength and
sustainability. The more people that want to work for your company, the more
selective you can be in choosing the very best that have the technical
abilities, and also fit within your culture.
- It will build your credibility, accelerate your ability to build a reputation with your audience and also build corporate equity. This will, in turn, lead to less expenditure on marketing in the long run as these items tend to snowball, drive referrals, media attention and more qualified prospects for you to do business with.
There are many more ways a well-developed brand will benefit you…and maybe you can think of some and share them in the comments section below!
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