While the unique selling proposition for the new Trump Mortgage LLC, New York, will be educating the customer before, during, and after the origination process, its main marketing point is its name.A news conference at Trump Tower announcing the firm's official launch was packed not only with business news media, company representatives, and other interested onlookers, but also with cameras and reporters from a few entertainment television shows as well. Donald Trump Jr., son of the celebrity businessman, said Trump Mortgage "is the only company in a $3 trillion industry that anyone has actually heard of." E. J. Ridings, the new company's president and chief executive officer, commented that average borrowers, even well-informed ones, do not understand the intricacies of the mortgage process because no one is educating them. At Trump Mortgage, the mission statement says the company seeks to create "a safe environment" for both residential and commercial lending, he said. Donald Trump Sr. added that he believes in Mr. Ridings' vision of Trump Mortgage as the nation's largest mortgage lender.

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