Bring the Borrowers Into Focus

Below is an excerpt from Jornaya's Head of Consumer Finance Mike Eshelman article in the Scotsman Guide. Mike writes about how data-rich marketing will deliver the right message at the right time to the right clients. Click here to read the full article.

Ten years ago, the most advanced marketing discussions on lead generation revolved around clicks and conversion funnels, or getting people to visit your website and turning those visits into a sale.

The Journey Summit this past spring focused on marketing for major life purchases, including shopping trends for residential mortgages, insurance products, automobiles, and academic degrees.

One of the themes to emerge from the conference is that lead-based marketing is dying. The idea is that companies of all kinds need to dig deeper to connect with clients, especially those considering these major purchases.

In order to do that, marketers will need to access behavioral buying signals to inform outreach at different stages of a consumer’s purchasing journey. Mortgage companies that understand this can gain a competitive advantage in the marketplace.

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