Should Brokers Use Interest Rates in their Marketing?
I read an ad recently from a marketing charlatan that said "marketers know that people don't care about interest rates".
False.
The correction:
Most good marketers know that 94% of consumers consider rate to be the most important attribute in choosing a home loan. Most good markets educate their brokers how to attract the best mortgage candidates from any source and then convert on the big-picture structure. Most good marketers know that rate is never ignored. Most good marketers understand that rates are the MSG of the mortgage market (they work, but they're not good for your health).
There's industry rhetoric that suggests we have to steer clear of rate because it is in some way associated with rate-chasers. This is false... most of the time.
Even when advertising online we should never limit our reach by ignoring product features that the market considers most important.
Even when positioning, or using ads that have a positioned focus, we can sometimes use rate to support our messaging or CTA.
You obviously won't always use rates (about 35-40% of our guys are using rate in one way or another), but you shouldn't shy from using them when they might be appropriate. Certainly, ignore flawed and deliberately misleading advice from idiots.
When marketing charlatans deliberately lie in their ads it starts to grind my gears.
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