Marketing

Technology Can Enhance Mortgage Marketing Through Effective Use of Big Data

Do you know anyone still using typewriters rather than computers? The question may seem silly. Just as technology has transformed the typewriter into today’s computer and tablet devices, so too has technology enabled vast change in marketing productivity when an originator takes advantage of Big Data by utilizing a complete CRM system.

For those stuck with old technology, the only way to gauge marketing success is based on how many marketing pieces are sent. Success of their marketing programs centers around mass marketing mailers that goes out to their customers within their LOS. Speed drives the process and they rely on little data, nothing more than names and addresses, to broadly communicate with their customers and prospects on a surface level. This strategy measures quantity of output, not quality of content or response rates from the recipient of the message.

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