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Humanize Your Mortgage Brand
Thursday, July 13, 2017 6:35 AM

Alison Barksdale, AVP of Marketing, CU Members Mortgage

More and more businesses are tapping into the emotions of buyers and reaching them with dramatic, heartfelt, and emotional experiences that force them not to forget

In fact, these messages get consumers talking. From Dodge Rams’ “God made a farmer” ad to Campbell’s “This one’s for mom” and the Toys R’ Us holiday commercial “Exactly what you wish for.” And we couldn’t leave out the real tear jerker, “My dad’s story,” a commercial by Metlife. Businesses are out to make consumers feel. However, the story isn’t about the product necessarily; it’s about presenting an emotional connection that the consumer won't forget. They won't forget the message is associated with that company either.

This isn’t new marketing. Businesses have been creating short dramas that pull at your heartstrings for decades; but it hasn’t taken the housing market by storm like it could, and that’s where we ask the question, why not? 

As one of the most emotional roller coasters of life, why wouldn’t purchasing a home be the ultimate emotional, dramatic experience that you could message to your members? “Hey we get you. We’re here to not only make this life-changing experience happen, but to be a part of it with you.” It’s a very personal transaction when a member bares all their financial details, including skeletons in the closet, with the stranger on the other end of the phone line or across the desk. Members stand on tightropes and cringe at the possibility that the end result may be, in fact, a no.

Home loans bring a down-home truth:  we are all human. The reality is that not everyone has great credit, and as such, not everyone is going to be able to buy a home. However, when a member gets the green light, finds the perfect home, pushes the key into the lock, and walks in the door for the first time—when it’s theirs and exactly what they’ve been waiting for—it’s perfect. And your credit union made it happen. 

That’s the emotion of a home loan. That’s the brand marketing you’re looking for that you can’t get with other products at your credit union. It’s an emotional story the member wants to know, feel, and hear.

Want to sell your brand? Tell a member how you helped a veteran find their first home when they came back from service. Tell a member how this couple moved in right before they had their first child. Tell them about the member who refinanced to cut their payment, saved money, and got out of debt faster. Tell them not that you have the best rates or the best service—so does every lender and credit union out there; instead, tell them stories that make them feel the difference about your credit union. They won’t forget it.

What stories does your credit union have to share? 

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CU Members Mortgage is an endorsed business partner of Credit Union Resources, Inc., a wholly owned subsidiary of Cornerstone Credit Union League.