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 few days ago I posted a screenshot of an AI response to a basic lender policy question. It was just a random example to highlight how it might be used. While we’ve had our own AI assess virtually every question asked in a ton of broker forums (mainly to assess suitability as a general tool, but also to compare
The question I’m asked more often than any other from those with a Facebook marketing budget: “How much will I pay for a lead?” It’s the wrong question. The better question: “How much does it cost for a conversion?” There’s no clear answer. Last month we saw one business consistently pick up *conversions* for $2.24 (that’s conversions into a deal
I come back to this every 6-months… so let’s revisit the obvious as there’s always somebody that’ll see it for the first time. First, the attached images are just examples from thousands. Far too many legitimate businesses are exposing themselves to a litigious future, and excluding a comparison rate – or failing to include it in the proper manner –
I came across these two dodgies within a few seconds of each other. Remember, it’s illegal to purport or suggest that you have a news endorsement when it isn’t legitimate, even if the news source is fictional. This deception is heavily enforced in the finance industry. The fake Fin Review ad opens up the business to litigation of a different
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
This ‘critique’ isn’t criticism, per se, but I’m being a little critical. I hope that makes sense. I don’t know the company that published the above advert, and I don’t think I’ve ever heard of them. My objection to the ad? “1 Million Aussies Financed Last Year” is deceptive. I wouldn’t ever use it… at least as they’ve used it,
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