It’s time to flip the marketing coin
Marketing and advertising have historically occupied two sides of the same coin: Marketing helped raise awareness
of a company and its products while advertising attempted to sell consumers on the merits of those products.
The common denominator — the coin, if you will — was sales. Working together, marketing and advertising are
supposed to drive sales.
Today, the two sides of that coin have blurred almost beyond recognition. Part of the
reason for this is social media. Sites like Facebook and Twitter — and the ads that
run on them — provide unprecedented access to consumers. More importantly,
data about consumer interests, habits, buying patterns and more give marketers and
advertisers the ability to target specific market segments that will be most receptive
to their messages.
Unfortunately, many people don’t want to be sold to while using social media. They
want to be entertained. They want to be informed. And they are willing to have their
awareness raised about companies that at least appear to align with their interests.
Marketing becomes advertising. Advertising masquerades as marketing. Above all
else, company messages must feel authentic, or today’s consumers will tune out.
In this issue, we take a close look at mortgage marketing in the social media age,
starting on Page 35 with an article by Whitney Blessington of Churchill Mortgage,
which discusses how to avoid compliance issues when using social media. Next, turn
to Page 54 to learn some of the ins and outs of engaging with people online from Dawn Dawson of Mortgage
Solutions Financial. Then, check out the article by Nikki Groff of Wallick & Volk Mortgage on Page 99. Groff
discusses the level of marketing support originators should expect from their companies.
Jeffrey Nelson of AgentMagnet.com believes originators shouldn’t rely solely on company marketing, however.
Read about the value of personal branding on Page 66. Online marketing won’t help if you don’t tend to your
online reputation, according to Daryl Spector of Close More Loans USA. Turn to Page 70 to read his thoughts.
Then, for more tips on how to use social media to increase your business, read the article on Page 106 by Nathan
Rufty of Mortgage Marketing Pros. Finally, we asked mortgage marketing expert Rosalie Berg of Strategic Vantage
Marketing & Public Relations to share some of her wisdom. See what she has to say in our Q&A on Page 22.
In addition to marketing, we feature a number of other important mortgage topics in this issue. Read about the
coordination required to accurately appraise green homes, for example, in an article by Michael Dresden of Dart
Appraisal on Page 83. Then turn to Page 118 for a briefing by Freddie Mac’s Danny Gardner about the government-sponsored enterprise’s Duty to Serve proposal, which looks to address affordable-housing challenges.
All of this content and more is available inside this issue of Scotsman Guide. For those readers who prefer to get
their information digitally, all of our content is available online each month at scotsmanguide.com/residential.
From the Editor
By Will McDermott
Will McDermott is editor of Scotsman Guide Residential Edition.
Reach him at (800) 297-6061 or firstname.lastname@example.org.