More brokers have asked me about the ‘Photos API’ in the last few weeks than the last few years, so I’ve dusted off notepad to code in some updates, and I’ll publish something on our website this week to make the feature more widely known. The tool is integrated with a number of (primarily mobile) tools, and the idea is
In the pursuit of digital visibility, content remains the cornerstone of SEO. But not all content is created equal, and not all content is valued the same. The linked article talks about duplicate content issues in the finance industry, the lack of attribution or citing elements, and the disregard for the canonical URL – the last defence against having your
One of the more underexplored and deeply consequential aspects of financial digital mortgage marketing is the representation of interest rates within organic search snippets (search results). This area warrants close scrutiny because the deliberate or careless omission of required information in search results amounts to what we have long described and coined internally as “rate-bait”. This is, in essence, a
We’re just days away from pushing a full-featured comparison engine into our mortgage broker website. We’ll talk our to clients and others over the next couple of days for last feature requests before we push what is probably the most important website feature none of us knew we needed (tests we’ve run over the last month are ridiculously good). Before
A short time back we reintroduced our ‘Rescue’ program. We negotiated back and forth with our insurer and lawyers for a few months before introducing the first insured marketing service in the country (at least I think it is). Our claim: Triple your results or $1m. That’s one million dollars. It started at $20k. It really is that simple. We
We’ve recently updated the basic ‘evergreen’ pages on our broker framework, and it’s worth sharing (again) because every broker that takes their digital seriously needs the same page options. Despite the fact we’re missing ‘Insights’ and Rectangles – basically case studies and picture/text options, both of which go live this week – the pages give you a good idea on
Why does our broker website have a minimum of 15 front pages? There’s a big conversation to be had here on positioning, differentiation, and funnel architecture, but at its core this part of our broad conditional framework is designed to introduce one thing into your organic and promoted funnels: relevance – a necessary funnel commodity in order to illicit interest
A note for clients. We pushed an update to the Yabber plugin today which forces the expanded ‘Calendly-style’ calendar to show on your ‘appoinrnent’ page. Dates and times populate based on calendar availability, and bookings are made directly to Outlook. All other integrated automation applies, such as email, SMS, voicedrops etc. The calendar format wasn’t getting the usage it deserved,
This update is worthy of mention, not only because its a (noteworthy, albeit minor) website framework update, but because it’s something anybody can do very easily (with good reason to do it). In the former website framework, all RBA articles were published as children of a post in the Resources module. The problem with this setup is that it required
What does the business section look like on our mortgage broker website framework? Not much has changed in the various updates and there’s still around 12 basic pages. Unlike resi and associated lending, we have some information pages to supplement the FAQ module (pictured as truncated screenshots). Business lending is easy and essential, and it’s a gateway into residential and
Pictured is three of the (15 or so) archive pages on the new website framework – the Finance Archive, Services Archive, and Resources Archive. These pages are difficult to find and are used more of an internal sitemap than any functional page. What the image will do is give you an indication of some of the evergreen cornerstone pages we’ve
With great power comes great responsibility. When the mortgage industry accounts for over 75% of all volume, one expects that industry to represent themselves with honesty and integrity. The biggest reason it *isn’t* okay to use rates in your advertising is if you’re using them to bait consumers into forming a false impression. In other words, you want to trick
