0:00

• Intro & Marketing Background

3:30

Mortgage & Digital Marketing

• the customer journey is multi-faceted and typically involves digital touchpoints

6:20

• figuring out where to focus your marketing efforts with minimal budget

8:30

• understand your target customer and figure out where the best place to reach them is. social? Ad spending? Direct mail?

10:00

• understand your marketing goals

• ensure marketing goals align to larger operational goals

10:30

• A/B testing for max efficiency and efficacy

• don’t reinvent the wheel: change one variable at a time and experiment incrementally

12:30

• small lenders vs big lenders: how to figure out your target audience

14:00

• market the way you’d want to be marketed to

• thinking about the customer journey from start to finish

17:15

• the changing customer journey in a digital age

• build trust and credibility long before the borrower even comes through the door

20:00

• digital ads: how you can stand out

23:00

• mortgage lenders and relationship-building

24:12

• dual marketing strategies? Marketing to borrowers + marketing to realtors

25:00

• mortgage websites and branding

• borrower’s jump from realtor website to mortgage lender’s website can be jarring

28:30

• in house marketing vs outsourced marketing

32:00

• where to get brand inspo

36:00

• common website mistakes

• articulating your unique value prop as a lender

43:00

• attracting referrals with your website

45:00

• less is more with websites. Elegance is simple

47:00

• branding psychology

48:15

• improving your marketing when your resources are limited

• making the most of freelancers and contract work

51:30

• importance of consistency in branding and marketing

53:00

• tapping into your inner ‘marketer’

56:44

• marketing as an individual loan officer; personal branding

1:03:00

• closing remarks & takeaways