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Articles about Marketing


Residential | August 2011 
Write Your Own Survival Story
In the 2009 movie “Zombieland,” the main character creates 32 rules to surviving in a world dominated by zombies. Rule No. 7 is: “Travel light.” Traveling light allows us to adapt more easily to event...
By B.J. Bounds, senior marketing communications specialist, Calyx Software

Residential | August 2011 
A Personal Touch Wins Business
Technology has brought more efficiency to mortgage professionals’ lives. We can now do in minutes what used to take hours — typing up loan applications, verification forms, good-faith estimates, etc. ...
By Stuart Blend, regional sales manager, Planet Home Lending

Residential | June 2011 
Recovery Depends on You — So Speak Up
In markets around the country, it’s now cheaper to own a home than to rent. If you operate in such a market — refer to online rent-buy comparisons to find out — you should deliver this news to everyon...
By Drew Kessler, managing director, KMG Mortgage Consulting

Residential | June 2011 
How to Market Your Branch Successfully
In light of recent changes to loan-originator compensation, there's no way to know the optimal marketing tactics for originating profitable loans moving forward. Will they, for example, stem from bran...
By Peter Harvey, founder and CEO of Intellidyn Corp, Intellidyn

Residential | May 2011 
How to Model-Match Your Business
The mortgage industry has had what seems to be a decade of changes in just the past few years — increasing regulation, decreasing home values, shrinking secondary markets, decreasing total origination...
By Eric Levin, managing partner, Hammerhouse LLC

Residential | May 2011 
Don't Fight Information Overload
The shift in the real estate market in the past few years has been dramatic. Even more dramatic is that an amazing amount of information about this shift is available to the public. Terms such as "for...
By Frédéric Guitton, vice president, activSalesAgent

Residential | April 2011 
Broker-Facing Portals Save Time and Money
The current mortgage market has many brokers and bankers focused on ways to cut costs while increasing efficiency and revenue. Borrowers no longer call originators in waves, and new regulations along ...
By Joe Bowerbank, president, Profundity Communications Inc; and David Colwell, principal, DPC Consulting LLC

Residential | March 2011 
Increase Closings with Online Chat
Ten or so years ago, a debate unfolded between those who believed the Internet would replace mortgage originators and those who said mortgage origination was a person-to-person business that thrived o...
By Frédéric Guitton, vice president, activSalesAgent

Residential | February 2011 
Develop Your Marketing Niche
Although the mortgage industry has changed dramatically in the past year, many loan originators continue to employ their traditional marketing practices, thus hurting their cost per funded loan. In to...
By Peter Harvey, founder and CEO of Intellidyn Corp, Intellidyn

Residential | February 2011 
Niche Marketing's 5 Rules
Developing a niche can be one of the most-profitable strategies mortgage brokers and loan officers can implement. When you specialize in a particular niche, you will stand out from the crowd and gain ...
By Tim Davis, sales and marketing speaker, coach and author, The Originators Guide

Residential | January 2011 
Make Marketing a Priority
Without marketing, your business won't thrive, yet many mortgage brokers and loan originators have a feast and famine relationship with their marketing and referral partners. When things are slow, the...
By Bliss Sawyer, president, Mortgage Marketing Strategies

Commercial | October 2012 
4 Steps to Market Right
With generally positive sentiments about the availability of capital, many commercial mortgage brokers have begun to position themselves to capture a larger client base. To do so, they need to take a ...
By Judith Brower Fancher, CEO, Brower, Miller & Cole

Commercial | January 2012 
Share Your Thinking, Not Your Contacts
Professionals across all industries strive to set themselves apart to adapt to the post-financial-crisis world. Commercial mortgage brokers also must differentiate themselves to succeed in a market wi...
By Margy Sweeney, principal, Akrete Communications

Commercial | January 2012 
Take 5 Swings at New Business
Brokers who are looking to optimize their lead-generation efforts should focus on identifying activities that have a direct impact on their business results. Rethinking daily actions with associated r...
By Bob McComb, creator, Top Dogs

Commercial | January 2012 
Get Noticed without Breaking the Bank
Whether you are brand new to a brokerage, or simply trying to reach out to different client bases, it can be difficult to know how and where to spend limited marketing dollars. Conventional media...
By Blaise Dietz, managing director, The Cypress Organization LLC


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