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Amid a declining housing market and volatile economy, mortgage and banking marketers may find themselves in a difficult position.  While the future may seem bleak and uncertain, marketers have a unique opportunity to make a lasting impact on existing and new customers if they take advantage of this slowed pace to optimize the customer experience of their marketing efforts in their respective markets.  Crashing into opportunity As 2022 comes to an end, predictions for mortgage and banking trends have been nothing short of ominous. According to Freddie Mac, 30-year fixed mortgage interest rates are expected to drop from an average of 6.8% in late 2022 to 6.25 in Q4 2023. While this shift heads in the direction lenders would like to see, these rates remain striking considering that 2021 mortgage rates were approximately 3%. According to IntraFi’s quarterly survey, bank executives revealed that federal funding rates won’t peak until the first half of 2023 in response to ...

Social media is a great tool to ensure you reach a wider audience and maximize conversions. Most businesses think activating every social network will lead to business growth and ultimately run profitable businesses. But the reality is that this strategy will likely backfire on your business. When selecting your business's correct social media accounts, less is more. Spreading yourself too thin results in lackluster content, dormant accounts and disengaged clients. Thomas Edison reportedly often asserted, "The value of an idea lies in its use." With this in mind, ensuring your business has an active social media presence is a great idea. Like any other robust marketing tool, your online presence can destroy your rapport and drive customers away if it's not used correctly. In my role as CEO of a mail-order nursery with clients across the country, I've learned many lessons when it comes to social media and want to share more about how you can navigate the opt...

Opinions expressed by Entrepreneur contributors are their own. You're reading Entrepreneur Europe, an international franchise of Entrepreneur Media. Earlier this summer when the cost-of-living crisis and rising energy bills were causing justified panic, the UK government launched an initiative that caused some raising of eyebrows. The campaign called on businesses to divert marketing spending into instead cutting prices for consumers. The carrot? Those that do so will be able to show off the campaign name and related badge on their websites… and marketing collateral. For some of the largest firms, this messaging may have carried some clout. Could McDonald's survive a few months without TV advertising to help ensure that staff wages can be increased, or the rising prices of meat and other products aren't passed on to customers? More than likely, yes. But the same advice adopted by a smaller, growing firm could have disastrous consequences. Lead funnels need top...

When used right, social media is a highly valuable and profitable element in every multifamily marketer’s business strategy. But just posting photos with your listings, tweeting from time to time or sharing content is not enough. There are many dos when it comes to generating real estate leads and solidifying your community. And there are the don’ts—mistakes that cost you time, engagement and reach. Multi-Housing News identified some of the common social media mistakes multifamily businesses make, alongside some tips for avoiding these errors. Being too impersonal Sure, promoting your brand and listings is important. However, real value doesn’t come from sharing promotional content exclusively but from genuine interactions with your audience. Multifamily businesses struggle with coming off as too impersonal within the digital realm and renters are weary of businesses that publicize, rather than connect. In order to avoid this common mistake, try putting yourself into y...

Sara Richter is the CMO at omnichannel customer engagement leader Emarsys — part of SAP. The customer experience (CX) isn’t just a marketing add-on. In fact, many would say CX is the fundamental marketing objective. In a time when retention is the new acquisition, frankly, great customer experience has never been more important. That said, CX is far more than just a marketing tool. Business leaders who incorporate customer experience into every part of their organization will reap the benefits of more loyal customers and increased profits. In fact, it’s been shown that businesses adopting a “CX mindset” drive revenue 4% to 8% higher than their competitors. In related studies, 64% of “experience-led” businesses were found to trump their competitors on profits. This tangible business impact has not gone unnoticed by board members, who are now looking for new ways to seed CX from the very top of their organizations down. This is a shift that I personally know a lot about. The ...