MacBride Financial Internet Strategy

USING THE INTERNET FOR COMMUNICATION

One of the most common communication strategies for the Internet is the use of informative Web pages that move beyond just selling products. These Web pages help establish the company as an expert in its field and as a partner in the relationship rather than just a vendor. Ideally, the customer will return to the Web site on a regular basis to check on new information; the visitor may be sold additional items on those subsequent visits.

Summit Mortgage uses specialized Web pages to communicate with current and potential customers. One of the most useful is the "Loan Process" page (http://www.summitmortgage.com/process.html) that explains the loan process regardless of whether the user chooses Summit or not. Of course, the page is geared toward those consumers who use Summit, but others may well find the information useful.

Newsletters have long been a way for companies to keep in touch with their customers. Mortgage brokers can use newsletters to keep their customers informed of changes in the industry, the rudiments of applying for a loan, creative financing, trends in the market and similar issues. Peach State Mortgage Corporation (http://www.peachstatemortgage.com/), serving Georgia, allows visitors to sign up for a monthly newsletter that is delivered by e-mail. Users can use a link at the bottom of the newsletter to remove their name in the future.

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page describes what the company does, mentions a toll-free number twice, and takes the visitor to the application process immediately (http://www.platinumlendingltd.com/). There are no additional clicks required to reach this page; instead, the visitor must click to reach anything other than an application page. This enhances the level of customer service for those seeking a loan, and increases the likelihood that visitors will take advantage of the site since they are already on the page. Security Pacific Financial provides a "For Borrowers" site on its Web site that is a collection of Dos and Don'ts for borrowers, along with guidelines as to the loan process itself. This section (http://www.trustmortgagesource.com/mortgage_loan_borrowers.htm) is far more extensive than the FAQs discovered on some of the other sites discussed here, and provides borrowers with valuable information. Unlike the actual lender who funds the mortgage, the mortgage broker works with clients only during the initial phase. The company thus depends on repeat business and word-of-mouth advertising, but is even more dependent on the one-time client. Because of this, offering Internet users a reason to return to the site, or a reason to trust the si
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Approximate Word count = 1299
Approximate Pages = 5 (250 words per page)