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Item Upon - Mortgage Marketing - The Power of Positioning
Why big brands are failing to win or retain customers Anyone who ignored their customers in 2006 is probably terminally ill! I have just read the article in ‘The wise marketer’ entitled ‘Is 2007 going to be ‘the year of the customer’. I now feel I must write a response In short: Every year must be the year of the customer. Why? Well ‘your brand promises something to you customer’. If you fail to deliver on that promise then you are on the slippery road. Companies cannot just focus on cost cutting or the next new project. They must balance everything. Look at Ford – A key brand that relies heavily on discountin
Not sure? Visit your competitor’
What does a company want to find out about you when they interview you? What are they trying to find out when they evaluate and assess you?In most cases, hiring staff or temporary workers starts out with a job description. Someone sat down and consciously thought of what skills and experience they needed on their staff. As such, most firms hopefully start off by assessing for competence (I say “hopefully” because so many people report that they work with incompetent colleagues). Hopefully an employer has developed a series of questions that help them evaluate and assess skills competency for the skills that a
Positioning means, you position your services in the prospect’s mind
A position is a place, a place in the mind of the prospect – a perceptual location. When you market your services, you’re competing for this space. If your position is similar in nature to your competitor’s, you’re competing in an overcrowded place in the prospect’s mind.
Take a moment and consider your current position. Look at your communication pieces, which is commonly how agents position your services in their mind, if it’s their primary exposure to your business. Your website, flyers, postcards, newsletters, brochures, advertisements, and business card are often the first communication an agent comes across regarding your services. What position are you communicating?
Not sure? Visit your competitor’s
A postage rate includes the value and service individuals get from the agencies offering postal services, and the amount of work they are willing to do to prepare mails for individuals.A lot of agencies providing postal services offer discounted postage rates, because they believe that individuals do some of the work that would have been done otherwise by the postal service agency. This involves sorting the mail, according to zip code or taking the mail to a postal facility.On the whole, the more work that is done by individuals, the lesser the postage rate they will have to pay. There are some aspects
Positioning means, you position your services in the prospect’s mind
A position is a place, a place in the mind of the prospect – a perceptual location. When you market your services, you’re competing for this space. If your position is similar in nature to your competitor’s, you’re competing in an overcrowded place in the prospect’s mind.
Take a moment and consider your current position. Look at your communication pieces, which is commonly how agents position your services in their mind, if it’s their primary exposure to your business. Your website, flyers, postcards, newsletters, brochures, advertisements, and business card are often the first communication an agent comes across regarding your services. What position are you communicating?
Not sure? Visit your competitor’
You have the requisite knowledge, skills, and abilities to succeed and yet, you’re still earning a pittance. If this sounds sadly familiar, what you need is a definite change in attitude to have a brighter future.Take Risks If You Want to Earn MoneyThe word “risk” itself is sometimes enough to strike terror in people’s hearts. The word “risk” usually represents fear of the unknown and some people would rather not confront their fears – even if they’re offered the greatest rewards – when they can always choose to stay in their comfort zone.If you want to earn money right now, you need to develop
A position is a place, a place in the mind of the prospect – a perceptual location. When you market your services, you’re competing for this space. If your position is similar in nature to your competitor’s, you’re competing in an overcrowded place in the prospect’s mind.
Take a moment and consider your current position. Look at your communication pieces, which is commonly how agents position your services in their mind, if it’s their primary exposure to your business. Your website, flyers, postcards, newsletters, brochures, advertisements, and business card are often the first communication an agent comes across regarding your services. What position are you communicating?
Not sure? Visit your competitor’
Late last year I was presenting a workshop for the senior managers of a major organisation. Whilst doing a pre-workshop survey to assess the challenges these managers were experiencing it became very apparent to me that many of them were showing the signs of business burn-out. And it was no wonder why. They were suffering from 'Priority Problems'. Quite simply they were making the mistake of doing the urgent rather than the important tasks.They were working extremely long hours, with no time for themselves or the people in their lives. Their offices and departments were cluttered as was their communication as
Take a moment and consider your current position. Look at your communication pieces, which is commonly how agents position your services in their mind, if it’s their primary exposure to your business. Your website, flyers, postcards, newsletters, brochures, advertisements, and business card are often the first communication an agent comes across regarding your services. What position are you communicating?
Not sure? Visit your competitor’
Have you ever noticed how some businesses seem to do extremely well, and go from strength to strength, whilst the majority just seem to muddle along?Since starting my own business I've met many small business owners and what I've noticed is that the vast majority of them seem to just about get by, but few reach the level of success that they're actually capable of. Some of them end up failing altogether, some lurch from project to project, and some do OK, but never really achieve the success or lifestyle they envisioned when they started their business.On the other hand, I know a handful of extremely s
Not sure? Visit your competitor’s website, if you switched your company logo with their company logo, how much difference would there actually be in the content or message? For most mortgage companies the answer is simple…very little.
Positioning means, a simple and singular message
To improve your position, you need to narrow your focus. A position that seeks to be everything to everyone will end up being nothing to everyone. For example, does your messages appeal with the promises’ of loans closing on time, rendering superior service, high approval rates, etc.? This position doesn’t work. First, it’s competing with too many others; secondly, it isn’t simple and doesn’t focus on a single thing.
Look at examples in other service industries to understand the power of a narrow focus. When Federal Express began, they focused on a single position, a position that hadn’t been dominated by other shippers yet. They communicated a single position through every medium – “When it absolutely, positively has to be there overnight.” This intense focus hel
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