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Articles about Marketing


Residential | December 2015 
Scrutiny of Marketing Pacts Ramps Up
The Consumer Financial Protection Bureau’s (CFPB’s) recent enforcement actions concerning marketing-services agreements (MSAs), combined with the decision of several large mortgage lenders to terminat...
By Daniella Casseres, attorney, Offit Kurman PA’s financial institutions-compliance practice group

Residential | December 2015 
Baby-Boomer Market Is Still Blooming
Millennials represent an emerging demographic group that is getting a lot of marketing buzz in the mortgage industry. But putting all your marketing chips in the millennial basket may not be the best ...
By Kristi Kovalak, principal, K2 Marketing & Communications

Commercial | October 2015 
Create a Tailor-Made Marketing Message
Growth in the hard money industry has been incredible in recent years. Because of this, many lending houses have stepped up their marketing efforts as the competition within the segment has also incre...
By Yanni Raz, CEO, HML Investments

Residential | October 2015 
See Marketing Through Different Lenses
Many of us recall a much different time, before the dawn of the Internet, when you could create inspiring TV commercials or enticing radio ads to pitch your company’s services or new product offerings...
By Kimberly Lanham, vice president of marketing and public relations, Digital Risk LLC.

Residential | October 2015 
Top Producers Generate Their Own Leads
In the not-too-distant past, the successful people at the top of the mortgage industry would relentlessly market their services to real estate agents who were sitting in their offices taking cold call...
By Deryck Cheney, mortgage coach

Residential | October 2015 
Go Personal for Powerful Marketing
In a world where you are bombarded with marketing from every angle imaginable, how do you stand out? It can be difficult to get noticed if you are not strategic and well trained in your marketing appr...
By Casey Cunningham, chief executive officer and founder, XINNIX

Residential | September 2015 
Build a Better Brand
When you think of notable brands — such as Apple, Microsoft, Coca-Cola and General Electric — it’s clear they live up to their brand promises because of their loyal customer following....
By Anisa Johnson, vice president of marketing and communications, Guardian Mortgage Co. Inc.

Residential | September 2015 
Engage the Self-Directed Buyer
The real estate industry is hitting an inflection point with more consumers using online tools during the homebuying process. This is being driven by a variety of changes, including increasing comfort...
By John Vella, chief revenue officer, Altisource Portfolio Solutions

Residential | September 2015 
Screencast Your Way to Success
It’s common knowledge that people like to do business with people they know, like and trust. People are easier to know, more likable and more trustworthy when communicating with video. The message i...
By Adam Heaney, vice president of sales, Emery Financial

Residential | September 2015 
Niche Marketing Is an Exacting Art
When developing your business plan, or marketing plan, it’s important to consider where to spend your time and resources. After all, there are riches in the niches. Niche marketing can help you g...
By Laura Martell, marketing manager, Mountain West Financial Inc.

Residential | September 2015 
3 Steps to Master Social Media
There is a famous concept in marketing known as the “Four P’s” — product, place, price and promotion. Understand these, many within the industry say, and you will understand how to effectively market ...
By Kristi Kovalak, principal, K2 Marketing & Communications

Commercial | September 2015 
The Best Selling Method: Know Your Clients
Push marketing and pull marketing: They’re two contrasting methods that define how best to approach customers. In push marketing, you take your service directly to your clients — push it toward them...
By Ann Hambly, founder and CEO, 1st Service Solutions

Commercial | September 2015 
Marketing and Sales Must Work Together
Marketing is the process of providing information to a broad audience in a way that will motivate action. Sales is the process of empowering an individual to say “yes” to the purchase of your goods or...
By David Kocharhook, vice president of sales, 1st PMF Bancorp

Commercial | September 2015 
Keep Your Media Message on Target
Public relations, or PR, is only one part of an effective marketing program, and it’s different than an advertising campaign. In fact, if your PR efforts have the feel of an advertisement, they’re sur...
By Sydnie Moore, principal, Moore & Moore Communications

Commercial | September 2015 
Become the Trusted Expert
Marketing is personal in commercial real estate finance. It has as much to do with knowledge and trust as it does with rates and terms. It isn’t achieved by simple advertising, e-mail blasts or rate s...
By Kenneth W. Poole, president and CEO, National Trustee Corp.


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