It's Thursday afternoon in 2025. You're setting up a booth at a Realtor appreciation event, maybe your third one this year. You paid $2,500 for the table. Dozens of agents drift by. Three stop. One takes a koozie without even looking up. By six o'clock you're loading candy and koozies back into your car and calling it brand awareness. You'll do it again next quarter.
That often means meeting your audience where they're at. Bringing relevance to the mortgage industry today requires making financial educational content both approachable and entertaining. People want to do business with someone they know and trust. Creating videos on social media is often the best way to do that today. Some of our most digital-savvy clients do that by breaking down common mortgage questions with a local perspective only they can provide.
Not long ago, a storefront sign was the most important marketing channel a retailer had. If you didn't have one, customers didn't know you existed. Today, for mortgage companies, that sign has been replaced by something else entirely: search. But with borrowers now turning to ChatGPT and other AI tools instead of Google, even ranking on the first page may not mean you'll be found.