The evolution of mortgage marketing: From rates to relationships

"Mortgage marketing has been hooked on a single lever rate for far too long. In a category as cyclical and commoditized as ours, chasing a number that whipsaws with macro forces is a race to the bottom. The shift that matters now is from price-forward messages to people-first experiences: trust, guidance, and partnership across the life of the loan. That's where durable value and differentiation live."

"Over the past decade, borrowers moved from print ads and branch lobbies to search engines and social feeds. Like home search before it, lender discovery migrated online, with all the benefits and pitfalls of comparison culture. Yes, consumers can scan lender walls and aggregator lists in seconds. They can also be misled by oversimplified best of clickbait roundups. The lesson for marketers isn't to fight the internet; it's to pair digital discovery with human guidance and community presence,"

"Here's the hard truth: The daily fluctuation of rates rarely outweighs the value of a lender who invests in your success as a homeowner. Marketers should help consumers see beyond the spreadsheet to a lender who will still be there after closing, who services their loans, who makes real humans available when complexity hits. In our own work, we've doubled down on human touch even as AI and other technology reshapes research and creative development."

Mortgage marketing has relied heavily on rate-driven promises, which in a cyclical, commoditized market becomes a losing strategy as rates fluctuate with macro forces. The strategic priority should shift from price-focused messaging to people-first experiences emphasizing trust, guidance, and long-term partnership across the loan lifecycle. Borrower discovery migrated online, increasing comparison but also creating opportunities to combine digital discovery with human guidance and community presence. Daily rate changes seldom outweigh the value of lenders who invest in homeowners, provide servicing, and offer real human support for complex moments. Creative production democratized during the pandemic; brands must still sweat the details to achieve standout work. Strong brand positioning becomes critical when market variables shift.

Read at www.housingwire.com