Burgers and Mortgages
So how do
we apply all of this knowledge to a mortgage web site? First,
you have to decide what potential customers are asking for, and
what they really want.
think your customers want good ol' fashioned customer service
(they do). You may think your customers want someone to meet
with them and hold their hand through the process (they do). You
may think your customers want to have you know their name and
say how nice their home is (they do).
Smart Mortgage Site Owners
web site owners are as smart as any fast food executive.
Washington Post quoted several fast food executives:
Post, the Chief Concept Officer for Burger King said, "The gap
between what [diners] say and what they do is just huge. Therein
lies the challenge for business, because there is simply not
enough behavior shift to build a business around."
Johnson, Ruby Tuesday's Senior Vice President said, "The first
Ruby Tuesday opened in 1972. In those days, the number one item
people ordered when they went out was a hamburger and french
fries. Today, the number one items people order when they go out
are a hamburger, french fries and chicken tenders."
Whitman, McDonald's company spokesman said "The most popular
item on our menu continues to be the double cheeseburger, hands
DiTech and eLoan Have Done so Well
company knows that beyond customer service, beyond hand-holding,
beyond everything else, the single most important factor is the
interest rate. This explains why someone will ignore their local
mortgage broker and select a company where their only
interaction will be with a phone call with a company thousands
of miles away.
Want Your Web Site to be More Successful
want your web site to be more successful, feature your best
interest rates prominently, not only on your main page, but on
each and every page.
Paris Hilton Help You Increase Your Business?
cover all the bases, maybe it isn't the interest rate that
customers really want. Maybe we could take a lesson from the
Carl's Jr. fast food chain. They hypothesized that it really
wasn't the burger (or salad) that was making people select their
food, but maybe the commercial which featured a sexy individual,
in this case Paris Hilton, as she danced (oops, I mean
enjoyed... oops, I mean ate) a spicy BBQ burger, while
apparently working at a car wash.
one of your staff (male or female) could be filmed doing a sexy
dance with the mortgage loan papers prominently featured
(showing lots of low interest rate cleavage). This possibly
could be what your customers want.
Rod Aries and Robert Farris are co-founders of MortgagePromote.com, a leading Internet marketing provider to corporate mortgage clients.
Web site: www.mortgagepromote.com