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It’s easy as a financial professional to get caught up in the need to do something edgy or ‘out-of-the-box’ to win over customers. It’s natural, you see Nike do a great campaign and you think "wow, if we could only be Nike of the [mortgage, banking, lending] industry we’d be [rich, famous, loaded with business]".
As Seth Godin points out, the mortgage industry (like others) doesn’t need a flashy/hip marketing idea to win business – it takes something much harder to develop: consistently delivering on your promise, delivering what people expect, eliminating surprises time and time again.
In a transaction that involves a financial asset as large as a house these results are far more important than a flashy campaign to building long-term business success.
Last 3 posts by Morgan
- Subprime Bananas - June 28th, 2009
- Roubini: No confidence in government exit strategy - June 24th, 2009
- Goldman bonuses largest in firm's 140-year history - June 21st, 2009
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