Sometimes the mere mention of a product or company name inspires consumer
confidence, yet the name in and of itself has little, if any, significance. For example, a
generic product such as facial tissue is better known to many people by the product
name Kleenex, or a hot tub is better known by the brand name Jacuzzi.
So what’s the real value of the name? It may be the confidence consumers get from
buying something that is touted as socially acceptable or prestigious. Perhaps the
dollar amount paid to get the name product is associated with a solid buying decision.
It is probably a combination of many factors, but whatever the case, successful
commercial mortgage professionals should understand the value of their name
and strive to make it one that clients associate with quality and results. >>
By building themselves as trusted brands, mortgage
professionals inspire confidence and close more deals