Marketing Segmentation in the Mortgage Industry

Segmentation splits clients into groups with similar needs and wants to make best use of your finite resources through targeted marketing. Main bases of segmentation are: Geographic (eg., customer location, region, urban/rural, etc) Demographic (eg., age, gender, occupation, socio-economic group, etc) Behavioural (eg., rate of usage, benefits sought, loyalty status,… Read more

What do you stand for? Specialise your Marketing

Specialise your marketing   “Don’t try to make a product for everybody, because that is a product for nobody.” – Seth Godin   If you don’t want to really specialise, or you just aren’t ready yet, then you must at the very least specialise your marketing. As I’ve discussed above, people… Read more

What do you stand for? Specialise in reality

“You can’t be everything to everyone but you can be something to someone.” – Drew Davis One area where Brokers often try and differentiate themselves is to present themselves as a specialist in a certain area of lending. This is something that I agree with. Not to say that other Brokers… Read more

Why do you need a marketing advantage?

“All you need is a laptop or a PC and an Internet connection and you can pretty much do almost anything and create almost any type of company.”   So they have a genuine commitment to the industry to at least that financial extent. According to the MFAA’s Industry Intelligence… Read more