Mortgage Blog Blog Archives

Archive for the ‘Web applications’ Category

How to promote your lending business through the best mortgage marketing strategy of 2015

Thursday, April 2nd, 2015

Why do you need a marketing strategy?

If you are a mortgage professional and an owner of a mortgage company, you’ll definitely want to expand your business. You might also want to serve your services to the potential buyers and borrowers and want to help them to get their dream home. But for this purpose, you might need to promote your company into the modern web world.

You’ll have to implement some fresh mortgage marketing ideas for 2015. The main resource which modern buyers use to locate the best mortgage company, is the internet. We can say more specifically – the search engine results. So, ranking in search engine results (SERP) will be an effective way to attract more buyers. Nowadays, blogging is the best way to generate your own potential leads.

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1. Marketing strategy for the internet

Potential U.S. consumers are making on an average 175,000 to 2,00,000 searches with different mortgage oriented keywords. Some of them are short, some of them are long phrases but with a specific query. Now to get connected with these huge online visitors, you must also need to create such things which can relate with their mortgage-query.

To engage with the new generation of web-savvy potential clients, publishing high quality mortgage-related content in your website or blog may be the most efficient way to connect with the numerous homebuyers and loan shoppers. Your published content will match with their queries and attract them towards your website. If they find what they have asked for, your job is done!! You’ll get a clean way of having more revenue generating leads.

For example, a published content regarding reducing home prices and available loans in your city will attract new home buyers who are browsing web for this topic. Similarly there are thousands of queries through which you can communicate with prospective borrowers.

2. A Mortgage Marketing Strategy suitable for any scale

Promotion through content is useful for companies with different scale of services. First you have to list up the commonly searched phrases and topics related with your service. After that create several unique content (it may be graphical or textual) on those topics and post them regularly. The wide range of informative topics will pick your posts to the higher rank of the search results. You need to keep posting on regular basis, it will help you to increase your reach and visibility to your visitors. It will also increase traffic to your blog or website. The content can be local news or about falling interest rates. This marketing plan can work even for regional and national level. It is because the more you get your reach to the vast range of visitors, the more your content will get popularity. User-friendly blogging platforms like WordPress can be customized as per your requirement. Whether you have a small company or a big international company, blogging and sharing your content will be the most beneficial mortgage marketing idea in 2015.

3. Don’t bother about third-party leads

Most of the mortgage companies depends upon leads generated by third party companies. But actually leads provided by the third parties are not exclusive enough to meet the expectation. The reason is, third-parties are keen to provide the same leads to different companies. That’s why the competition always goes higher to pick up the revenue.

But with unique content, you are doing user search oriented marketing which will lead you to generate your own, exclusive channel of leads. You can influence your visitors to connect with you directly. This may totally separate you from being dependent on third-party leads. It may save your cost of third party vendors and increase your profit margin.

4. Maintain regularity and uniqueness while creating web contents

It is very simple to create a content, but it is difficult to create a unique one. You can’t allow to put copied and waste articles for promoting your brand. It will not work at all, as major search engines such as Google, bing, Yahoo and more has some strict criteria about their search results. Any crap content will be trashed like a garbage and your website may get banned from the SERP.

So, as a proper marketing strategy, you should first focus on searching the main keywords related to your industry. From thousands of search terms and topics, you need to pick up the few which suits your company and create relevant, informative article for your blog. It’s the most crucial part of a blog-based marketing strategy.

By putting various topics in the blog, related to mortgage industry, you will be actually making the path for your visitors to reach you. You will be generating revenue by balancing user search terms and your informative online content.

If you’re cunning enough to increase your revenue as a mortgage professional, you can’t avoid the importance of blogging and content marketing. It is the modern-day weapon to win the competitive battle between other mortgage companies.


From spam box to inbox in 1 step with Google apps

Thursday, October 11th, 2007

I did not get the email and I don’t want to work with your company” can be the most frustrating experience for a customer focused company. It can be even more frustrating for a community oriented group like ours (It can also create communication problems in your personal life, read on to know more). Emails play very significant role for our current web based customer support models (Some may agree, some may not and some may even declare email bankruptcy).

Email problems with Google Apps

Google Apps
Email delivery wasn’t a problem for our technical team. We were handling our mail servers well but the JS based gmail interface (with a Google speed search, filters) forced us to try out Google apps. We liked everything about Google apps except the painful messages by community members about email delivery failure. Ever since we have shifted our mail servers with Google, we found that our outgoing mails were going in spam folders which was bothering us and our community members.

We went through many existing discussions on similar issues but could not get a solution from Google reps. At last after some research our R&D came up with a small fix (After all a journey of a thousand miles starts with a single step, what a step it was!). R&D team stumbled upon the SPF records for our DNS zone.

SPF a quick start

The Sender Policy Framework (SPF) is an open standard specifying a technical method to prevent sender address forgery. Even more precisely, it allows the owner of a domain to specify his mail sending policy, e.g. which mail servers they use to send mail from their domain (In our case it was mortgagefit.com and google servers).
The technology requires two sides to play together:

  1. The domain owner publishes this information in an SPF record in the domain’s DNS zone, and when someone else’s mail server receives a message claiming to come from that domain, then
  2. The receiving server can check whether the message complies with the domain’s stated policy. If, for e.g., the message comes from an unknown server, it can be considered as a fake.

SPF records for Google apps
For more information on Email authentication and SPF record configuration visit http://www.openspf.org/Related_Solutions.

Example, Mortgagefit SPF for Google Apps

After I fixed this problem in MortgageFit, I decided to do this blog post in detail. As I said SPF stands for Sender Policy Framework and is an extension to Simple Mail Transfer Protocol (SMTP). What SPF does is nothing else but protects your domain from being forged by spammers. Lets understand it in simpler steps:

  • Step1: Suppose a spammer forges a mortgagefit.com address (say sam@mortgagefit.com), connects from somewhere other than mortgagefit, say abcxyzspam.com and tries to spam you. Now when he sends the message you see MAIL FROM : sam@mortgagefit.com
  • Step 2a: Now if mortgagefit.com does not publishes SPF record, then there is no way to authenticate the email sender.
  • Step 2b: Now if mortgagefit.com publishes SPF record, that record will tell your computer how to find out whether the sending machine is allowed to send mail from mortgagefit.com. If mortgagefit.com’s SPF record says that they recognize the computer (IP, Domain) then you can assume that sender is who they say they are, but if that message fails the SPF test then it is forgery and thus you can tell that it is probably a spammer.
  • Remember one point, if you are using desktop based application like outlook express or thunderbird then this will not work. Since that application will have the IP of your local ISP provider.

SPF for Google Apps

Google help says,

To set your domain’s SPF record, publish the following TXT record on the DNS resource: v=spf1 include:aspmx.googlemail.com ~all

Publishing an SPF record that lacks include:aspmx.googlemail.com or specifying -all instead of ~all may result in delivery problems.

SPF record for MortgageFit hosted with Google Apps

SPF entry for mortgagefit.com says,
v=spf1 a mx include:aspmx.googlemail.com ~all

The following table will explain it in detail

[v=spf1] v=spf1 This identifies the TXT record as an SPF string.
[a] a mortgagefit.com’s IP address is 207.210.84.76 (hurley.asmallorange.com).That server is allowed to send mail from mortgagefit.com.
[mx] mx This wizard found 17 names for the MX servers for mortgagefit.com:
ALT1.ASPMX.L.GOOGLE.com, gsmtp83.google.com, gsmtp93.google.com, ug-in-f27.google.com, ALT2.ASPMX.L.GOOGLE.com, hu-in-f27.google.com, gsmtp167.google.com, gsmtp163.google.com, el-in-f27.google.com, ASPMX4.GOOGLEMAIL.com, gsmtp163-2.google.com, ASPMX2.GOOGLEMAIL.com, ASPMX3.GOOGLEMAIL.com, ASPMX5.GOOGLEMAIL.com, gsmtp215-2.google.com, mu-in-f27.google.com, and ASPMX.L.GOOGLE.com.(A single machine may go by more than one hostname. All of them are shown.)The servers behind those names are allowed to send mail from mortgagefit.com.
[include:] include:aspmx.googlemail.com Any server allowed to send mail from aspmx.googlemail.com is also allowed to send mail from mortgagefit.com.
[all] ~all SPF queries that do not match any other mechanism will return “softfail”.Messages that are not sent from an approved server should still be accepted but may be subjected to greater scrutiny.

SPF record creation Wizard

You can create a what SPF record is best suited your domain at http://www.openspf.org/

Future of email authentication

  1. IP based authentication will grow weaker.
  2. Domain based authentication will stay but still won’t avoid the spammers hat.
  3. Email ID based authentication will play a very significant role.

In my opinion, a combination of (2) and (3) will play very significant role. So keep one of your email id as a very active and properly used email id that can be used for important conversation with your customers.

Some of the other Resources

This will help you from stopping your mails from landing into Spam or Bulk folders are mentioned below (the second, third and nth step for perfect email delivery).

  1. Sender Score
  2. Email certification and accreditation services
  3. Email deliverability and reputation services
  4. EmailAdvisor by Lyris: Email Legibility and Deliverability Enhancement Tools
  5. Email authentication for marketers
  6. Email blacklists

[tags]Google, Google Apps, SPF, DNS, E-Mails, Spam, Mails, SPF Record, How to, Emails[/tags]





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