"It's Thursday afternoon in 2025. You're setting up a booth at a Realtor appreciation event, maybe your third one this year. You paid $2,500 for the table. Dozens of agents drift by. Three stop. One takes a koozie without even looking up. By six o'clock you're loading candy and koozies back into your car and calling it brand awareness. You'll do it again next quarter."
"For years after the crash, referrals carried the business. When business comes to you, marketing never has to evolve. When the market shifted, the industry didn't reinvent. It got quieter doing the same things. The loudest voices drew scrutiny; the flashiest lenders collapsed. So the industry built systems that kept everyone safe: layers of approval, compliance reviews, and messaging so neutral it said nothing at all. Those systems are still running seventeen years later, even though the reasons we built them are gone."
Mortgage marketing remains rooted in outdated mindsets and inherited systems rather than in modern strategy. Lenders continue funding Realtor lunches, co-branded postcards, and appreciation events because those activities resemble traditional marketing, not because they produce results. After the housing crash, referrals sustained business, so marketing did not evolve; when markets shifted, many firms became quieter instead of reinventing their approach. Organizations implemented layers of approval, compliance reviews, and neutral messaging to stay safe, and those systems persist even though their original rationale has faded. Public-facing content is often generic and visibility-focused, while many professionals define marketing solely as obtaining more leads.
Read at www.housingwire.com
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