A broker marketing game plan: three plays that lenders should insert in their broker marketing playbook are multimedia CDs, permission-based e-mail marketing and cutting-edge Web sites.
Mortgage Banking › Vol. 63 Nbr. 2, November 2002 ›
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A broker marketing game plan: three plays that lenders should insert in their broker marketing playbook are multimedia CDs, permission-based e-mail marketing and cutting-edge Web sites.
AS LEAVES ON THE TREES TURN COLORS AND A CHILL ENTERS THE AIR (at least here in the Upper Midwest), thoughts of many turn to football. Being in the heart of another football season, what better analogy to use than football when tackling the subject of marketing to brokers? Believe it or not, there are actually several parallels.
The similarities begin with the fundamental need for a solid game plan. In football, as shown by the New England Patriots in last year's Super Bowl, an innovative game plan is enough to turn a good team into a great one. Based on talent alone, the Patriots most likely would have seen their championship dreams dashed by the St. Louis Rams. But New England's strong game plan--both offensively and defensively--was enough to overcome the seeming disparity in talent and secure their place in Super Bowl history. Likewise, lenders must devise innovative offensive and defensive market...See the full content of this document
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