Branding

For six years, I sat outside the offices of top producing loan officers and eavesdropped like my job depended upon it, because it truly did. I listened to how they opened a call with a nervous first time buyer versus a seasoned investor; to the phrases they reached for when a deal was falling apart; […]

I need to confess something before we talk about beige marketing. I love beige. Not in a casual, “oh that’s a nice neutral” kind of way. In a committed, borderline evangelical way that has caused real problems for the people around me. My wardrobe is two colors: black and beige. My house was recently repainted […]

There’s a version of ideal client work that lives in a Google Doc and never does anything. You write the demographics and name her Sarah. She’s 38, owns a small business, and shops at Anthropologie. Box checked, now you can move on. Meanwhile, you keep taking calls with people who drain you and accepting clients […]

People don’t choose the lowest rate or the flashiest website when making one of the biggest financial decisions of their lives. In mortgage and housing, decisions come down to trust in the person guiding them through the process. This has always been true, but trust now has a new audience: artificial intelligence. Here’s the thing […]

TL;DR: You don’t need to create brand-new content from scratch. Every client email, Zoom call, and newsletter is content gold. Here’s how to review past content you’ve already created and turn one piece into a full week of visibility in under an hour. It’s the week before Christmas. If you’re like most mortgage professionals I […]

Reddit has become the top source of information feeding AI tools like ChatGPT and Perplexity, accounting for over 40% of all citations. For loan officers, it’s an untapped research lab that reveals what buyers actually ask and how they talk about money. Reddit helps you capture the real voice of your customer, identify content themes […]