I recently viewed a cable television special on hot dogs and as part of the show it featured some of the great marketing campaigns that helped to distinguish a very commoditized product from the competition.
For example, there is Oscar Meyer and its famous jingle. But a more appropriate model for mortgage originators to look at is the commercial from Hebrew National.
The commercial starts with an iconic figure, Uncle Sam, holding a hot dog. Hebrew National then goes into a list of all the things that are allowed into a typical hot dog, and how its product is different because it will not add those.
Except for the last group. The last grouping of items, Hebrew National declares, it does not put into its product because it's kosher and has to answer to an even higher authority.
Without going negative on your competition, maybe consider doing a marketing campaign about the services you provide your customers that goes beyond what is normal for the industry?
