Focused Local Marketing

Mortgage and Lending with Sun West Mortgage Company, Inc. NMLS#292396/VA#MLO-6503

I know the irony here. Yes this is a broad post about going super local. But I just had to share this with my a|r friends because it is working great for me and it may work for others too. Recently my marketing team (my husband's company, the dave flanagan advertising agency, also on active rain) had me do something that has really paid off. They had several ideas and most were simple, like this, but I wasn’t doing them.

One brilliantly simple idea was to focus on an area and dominate it. They drew a tight circle around my office and home and focused like a laser on the smaller area. I was hoping for a client or two this year but in less than 45 days I have completed two transactions from focused local marketing. I have several more loans in progress just from this new focused marketing campaign and I don’t even advertise west of Virginia Beach! (Virginia)

Years ago Dave had me focus on spoiling a just a few financial advisors and Realtors. He said that I should treat them “so good that they’ll be ruined for other loan officers.” It worked. Now his team had me focus my marketing just to the geographical area around my home and office. It’s working! Today my first call sounds like this: “Hey thanks for filling out the online application on my website. Do you have a Realtor yet?”

Super focused local marketing! It works! Best of all we don’t have to stop our broader marketing to try it. If you have any questions please feel free to contact me.

Take care A|R friends!



Posted by

Ingrid Laine
+1.757.270.1578 Cell

Comments (6)

Deborah Byron Leffler BzyBee Real Estate Lady!
Keller Williams Realty Boise - Nampa, ID

I like the idea of spoiling them til they are runined for others!  I have had mortgage folks do that in the past!   I guess it goes to my favorite saying "what you focus on expands"   so if you are focused on a specific area then surely business will come from that effort!  

Thanks for the hints! 

Apr 08, 2013 10:54 PM
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

The idea of focusing on a very narrow geographic area may be a difficult concept for some but I believe it can really pay off. It seems like you've done a great job of attracting bees to honey.

Apr 08, 2013 10:58 PM
Fernando Herboso - Associate Broker MD, & VA
Maxus Realty Group of Samson Properties - Clarksburg, MD
301-246-0001 Serving Maryland, DC and Northern VA

Ingrid. .that is great advice. . .

laser focus in marketing pays. .

very inspiring post!

Apr 08, 2013 11:05 PM
Ingrid Laine
Sun West Mortgage Company, Inc. - Virginia Beach, VA
Loan Officer


I like your saying too. 



Apr 08, 2013 11:31 PM
Ingrid Laine
Sun West Mortgage Company, Inc. - Virginia Beach, VA
Loan Officer


It was difficult for me a couple of years ago to stop marketing to hundreds and focus on just six referral sources. It worked very well for me so this time when they told me to focus again, it was easier for me to trust them. The good thing is that I didn't have to go cold turkey. I was able to focus in one campaign and still market broadly in another campaign. But quickly I realized the highest and best use of my time, effort and money was to focus.

Thank you for answering my post!


Apr 08, 2013 11:40 PM
Ingrid Laine
Sun West Mortgage Company, Inc. - Virginia Beach, VA
Loan Officer


Thanks! Nice to see a Virginia Realtor here in a|r!


Apr 08, 2013 11:43 PM