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Articles about Branding

 

Residential | October 2014 
Constructing Your Brand
A brand is the way in which people perceive and experience a product, service or company. Defined this way, a brand is more than a company logo, trade name, or look and feel. At a personal level, it i...
By Leif A. Boyd, executive vice president of national production, American Pacific Mortgage

Residential | September 2014 
Your Customers Should Come First
There’s been a historical trend in the mortgage industry of brokers and bankers spending the majority of their time chasing down real estate agents for business, and in the process spending surprisi...
By Andy W. Harris, president and owner, Vantage Mortgage Group Inc.

Residential | September 2014 
A New Dimension for Your Marketing Efforts
If you’re a residential broker looking to expand your product offerings to include small commercial mortgages, marketing yourself appropriately will be a key factor in determining your success. You ...
By Emily Landgraf, social media coordinator, APEX Mortgage Corp.

Residential | September 2014 
Backspace
A recent tweet from the online mortgage lender Quicken Loans sounds more like a Martha Stewart tip than a sales pitch. “Give your year a midsummer refresher with these greenery elements,” ...
By Neal McNamara, chief reporter, Scotsman Guide Media

Commercial | September 2014 
What’s In Your Name?
Sometimes the mere mention of a product or company name inspires consumer confidence, yet the name in and of itself has little, if any, significance. For example, a generic product such as facial ti...
By Anita Huedepohl, founder and CEO, Liberty Funding

Commercial | July 2014 
Fun Adds Serious Value to Shopping Centers
For many Americans, large retail shopping malls have become comparable to amusement parks or playgrounds over the past few decades. Many people spend substantial free time at these malls, which have e...
By Rick Tobin, real estate financier, First Financial Bancorp

Commercial | January 2009 
8 Things Politics Can Teach You
Although commercial mortgage professionals are not politicians, they can learn some valuable lessons from presidential campaigns. In fact, there are certain methods used by President-Elect Barack Ob...
By Fred Hollister, senior vice president, director of commercial lending, Global Fundings Inc.

Residential | September 2013 
A Unique Brand Can Be Yours
As a mortgage originator, why should borrowers choose to do business with you? Is it because you are the best financial option, the best at your job or the closest in proximity? Most mortgage professi...
By Sarelyn Radecke, social media/marketing coordinator, Lender411.com; and Gretchen Wegrich, social media/marketing coordinator, Lender411.com

Commercial | August 2013 
Pass the Brand Test
Competition in today’s mortgage environment is tougher than ever, and mortgage brokers themselves may wonder what makes clients pick one broker over another. There is no easy answer to this question, ...
By Anita Huedepohl, founder and CEO, Liberty Funding

Residential | August 2013 
Write the Next Chapter of Your Publicity
For many Americans, getting a mortgage is a daunting, nerve-wracking experience. Whether they’re low-or middle-income homebuyers or multimillionaires, homes represent a huge investment with lots of sp...
By Marsha Friedman, CEO, EMSI Public Relations

Commercial | April 2013 
Make a Plan to Place Your Brand
In today’s competitive mortgage  landscape, commercial mortgage professionals may find it harder than ever to establish their brands and gain new clients. Despite the various channels that are cu...
By Anita Huedepohl, founder and CEO, Liberty Funding

Residential | November 2012 
Mine Your Data to Build Your Brand
Hidden in many companies’ websites and databases are gold mines of information that could build their brands. By turning client surveys and local-market information into usable — and reportable — data...
By Steve Cook, managing editor, Real Estate Economy Watch and UPI Real Estate

 
 

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