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Home » Marketing » Mortgage Marketing

Marketing Master

Source: www.myers.com
Topic: Mortgage Marketing

Sort Desciption: Reprinted with permission from Mortgage Originator magazine January 2005. ... with an emphasis in online marketing. He had been advis- ...

Content Inside: Reprinted with permission from Mortgage Originator magazine January 2005. Over two years ago Neil Siman advised Mortgage Ease.com to start a mortgage Web site. Today Mortgage Ease.com is generating up to 100 loans per month with only a staff of 12. Its no wonder they brought Siman on board as their director of Business Development. Simans background is in technology and development with an emphasis in online marketing. He had been advis- ing and consulting with MortgageEase.com for 3 1 2 years on various matters when he advised them to get online quick- ly because if the local mortgage market went away they would have another channel with further reach. This chan- nelthe Internetwas also gaining wider acceptance with consumers. The sky is the limit online says Siman. We dont have to be physically located in all those states; we just have to be licensed there. His advice was taken to heart and the Web site research began. Siman recommended that they find a company that does template sites get the site up quickly and follow his marketing plan. He had watched too many companies spend too much time and money on creating the perfect Web site only to launch the site and find out they had gone in the wrong direction and needed to go back to the draw- ing board. Siman says that the philosophy at Mortgage Ease.com is simple: crawl before you walk. Being the perceptive marketer that he is Siman antici- pated my next question: Why has MortgatgeEase.com done well on the Web? His answer Because of market- ing. They took baby steps and didnt build a monster site first and then hope it was what consumers wanted. We start- ed with a basic templated site and now are in the process of redesigning based on user feedback and will be adding additional functionality to make the user experience much more pleasurable and valuable. The Web Site In two short years and with six origi- nators who sell a mix of products (A- paper home equity seconds and sub- prime) they ...

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