The mortgage originators who survive the refinance bust will be the ones who successfully adjust their vision from production and sales perspectives to a strategic marketing perspective. A new article from RealMarCom.com (http://www.realmarcom.com) shows how mortgage origination organizations can strengthen their competitive viability in volatile markets by aligning strategies and activities with market needs.
(PRWEB) July 26, 2005 -- Mortgage companies that want to survive the post-refinance market will need to quickly transition from a sales perspective to the strategic marketing concept, according to Evolving into a Mortgage Origination Marketer," now available at RealMarCom.com (http://www.realmarcom.com). In other words, they need to become Mortgage Origination Marketers," says Brent Duncan, a strategic consultant.
In his article and accompanying seminar, Duncan attempts to provide Mortgage Origination professionals with a solid understanding of marketing fundamentals necessary for surviving in a post-refinance market, including understanding the differences between sales and marketing, and how to evolve beyond both perspectives to a strategic focus on meeting changing market demands.
Most home loan organizations need to stop pushing product against a tide of increasingly fierce competitors, and start establishing long-term relationships by satisfying Customer needs at a profit, according to Duncan. "A mortgage company with a strategic marketing perspective will emphasize building lasting customer relationships by integrating long-term customer development strategies with profit initiatives."
A key challenge most mortgage companies face is how to differentiate themselves from so many competitors, who have essentially the same products and pricing. Are you the mortgage expert in your marketplace -- just like everybody else -- or have you come up with a substantive angle that sets you apart from the competition?" Duncan asks. If your market is saturated with cookie-cutter conforming loan sources who all promote the ‘best rates and the ‘best service, you might be overlooking an opportunity to meet the needs of niche Customers who dont fit in the generic mold." A key to marketing success can be found in identifying unmet market needs and designing a marketing mix around meeting those needs, according to Duncan.
Evolving into a Mortgage Origination Marketer" is available with free access to excerpts from Duncan's online seminar "Marketing Fundamentals for Mortgage Origination Marketers" at http://www.realmarcom.com.
About RealMarCom.com
RealMarCom.com is where successful mortgage professionals score the powerful weapons they need to conquer their competition in today's highly combative market. Our mission is to provide mortgage brokers, mortgage bankers, and real estate professionals with powerful marketing communications tools and strategies at an affordable price. Featured products include Mortgage Note$(TM), a newsletter that successful mortgage originators have used since 1987 to build lasting and lucrative customer relationships. For more information, visit http://www.realmarcom.com or call 831 688-9520.
###
|
