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Articles about Branding


Commercial | April 2019 
Take a Crash Course in Cap Rates
The capitalization rate, or cap rate, of a commercial property is a fundamental metric for evaluating the value of commercial real estate, but how many mortgage brokers and investors fully under...
By Stephen A. Sobin, president and founder, Select Commercial Funding LLC

Commercial | April 2019 
What’s Your Brand?
Company branding is really important. Customers shop for brands, prefer some brands over others and can remain loyal to a brand for a lifetime. The brand represents a customer’s past experience with...
By Darin Young, president and CEO, Popular Commercial Lending Group

Residential | March 2019 
Entice the Best by Building Your Leadership Brand
The evolution of mortgage recruiting is generating a lot of noise recently. Mortgage leaders are often puzzled why their direct solicitations often return lackluster results. A few are making si...
By Richard Milligan, president, 4C Recruiting

Residential | October 2018 
Bring Clarity to Your Business
Many mortgage companies and originators fly blind on a day-to-day basis, without discovering what truly motivates their borrowers and referral partners to work with them and remain...
By Laura Martell, marketing manager, Mountain West Financial Inc.

Residential | August 2018 
Harness the Power of Social Media
  Percentage of U.S. adults using social media sites: Source: Pew Research ...
By Siera Smith, vice president of operations, Webmax Digital Mortgage Solutions

Residential | October 2017 
Building Brand Equity Through Culture
There is a reason Don Draper, the advertising executive on cable TV’s Mad Men, spent his career chasing Coca-Cola. It is because the name embodies more than just a refreshing beverage. Coke exudes a m...
By Paul Lucido, national marketing director, PRMG

Commercial | September 2017 
Authenticity Confronts Branding
Commercial mortgage brokers are always trying to keep up with the latest trends, risks and developments when it comes to real estate. Hotel lending has historically been a specialty understood and emb...
By Steven Marx, president and founder, Hotel Source Inc.

Residential | August 2017 
Become a Mega-Producer
Out hustling the competition is an obvious ingredient of being a successful mortgage originator, but to be a mega-producer — and stay a mega-producer — you have to do more than just work hard. You hav...
By Shant Banosian, branch manager/senior vice president, Guaranteed Rate

Residential | March 2017 
Think Outside the Cube
From start to finish, 2017 is sure to be a year of change for the mortgage industry. We have a new congress, a new presidential administration and a new real estate environment. For the first time ...
By John Meussner, production manager and executive loan officer, Mason-McDuffie Mortgage

Residential | February 2017 
Mortgages Impact People's Lives
Over the years, mortgages have been viewed primarily as transactions, and the industry as one that generally lacked a sense of deeper meaning beyond the purpose of “getting a house” for a borrower. As...
By Mat Ishbia, president and CEO, United Wholesale Mortgage

Residential | December 2016 
Building a Career Requires Perseverance
As a mortgage loan originator, you likely have had a recruiter or competing company contact you in the hopes of discussing what they can offer to lure you to a new job. When you’re in a rut,...
By Michael DiMaggio, branch manager, Stearns Lending LLC

Residential | June 2016 
Find Value in Your Values
The Greek philosopher Thales said, “The most difficult thing in life is to know yourself.” Defining who you are and what you represent can often lead to defining your success. ...
By Daniel H. Jacobs, executive vice president and managing director of national retail lending, MiMutual Mortgage

Commercial | March 2016 
Support and Protect Your Clients
If you act as a trusted advocate and adviser, and think of your clients as more than mere sources of revenue, they will stand by you in good and bad times. Do you have customers, or clients...
By David Kocharhook, vice president of sales, 1st PMF Bancorp

Residential | January 2016 
Help Your Team Bloom
Growing a mortgage team from scratch is undeniably difficult work. If you find yourself in the position of being an ambassador for a mortgage company, charged with the tasks of growing the business an...
By Amy Tierce, vice president of sales and marketing, Mortgage Equity Partners

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.


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