Marketing Lesson From the de Blasio Campaign

SEP 11, 2013 12:05am ET

In the past, I have written about the lessons mortgage marketers can take from political campaigns.

The New York City Democratic Party primary for mayor was a lesson in the power of marketing, especially when the message makes a personal connection with the target.

In my mind the turning point in the campaign was the Bill de Blasio commercial staring his son Dante. In the early stages of the campaign, de Blasio was not even close to the lead in the polls. The commercial resonated with potential voters because it presented the points in clear, concise and heartfelt manner.

It was at that point that de Blasio started to move up in the polls and before long became the front-runner in the race. But his marketing efforts did not rest on the laurels of that first commercial. He was able to articulate his platform in subsequent commercials and build on that advantage.

That personal connection made all of the difference in turning de Blasio into a primary night winner.

Do your efforts in selling home financing to consumers make that same personal connection that de Blasio made? Take this one step further. It is only by having a personal connection with your borrower that turns into those consumers into people who give referrals.

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