“No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.” – Robert G. Allen As… Read more

Marketing is not Sales

I find a lot of people use the term ‘Sales and Marketing’ to describe their jobs. That is fine, as long as you are completely clear that Sales and Marketing are two completely separate activities, with completely different goals. They are related in that one leads to the other and… Read more

Marketing is NOT Advertising

“Advertising is just a symptom, a tactic. Marketing is about far more than that.” – Seth Godin Advertising is just one method by which you might let people know about your business, but that is very different from educating them. For the most part, advertising is publicly telling people your business… Read more

The Value Proposition- Marketing Is Education

Our value proposition compared to going to a bank is clear to us, such that we expect that almost anyone who has that same understanding would prefer to use us. The same is true for clients who have used a Broker. Almost all the customer satisfaction surveys we receive at… Read more

What is Marketing?

“Marketing is everything and everything is marketing” – Regis McKenna I have already introduced the four components of every Mortgage Broking business and discussed how each component must be a process for building trust with your clients, with the ultimate goal of becoming their Trusted Advisor. Initial Marketing — generating… Read more

The biggest mistakes Brokers make and how to avoid them 9

Following the latest marketing fad without understanding marketing fundamentals The answer to getting more clients is not going to be found in the latest media — be it the internet, Facebook, Twitter, podcasts or in the future when everyone is walking around wearing virtual reality headsets or have Wi-Fi connected… Read more

The biggest mistakes Brokers make and how to avoid them 8

Not generating outgoing referrals “If you show up regularly with generosity, everything else is gonna take care of itself.” – Seth Godin You might say that marketing is telling people you can give them what they want, while in return you are expecting to get what you want (i.e., a new… Read more

The biggest mistakes Brokers make and how to avoid them 7

Not segmenting their market “Nothing can add more power to your life than concentrating all your energies on a limited set of targets” – Nido Qubein Most Brokers have a one-size-fits-all approach to their marketing. They have one set of brochures and marketing materials they give to all clients irrespective of… Read more