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