Mortgage Marketing Reports FAQs
How can the reports be used?
The reports can be used to identify current market preferences and interests
in support of creating or updating marketing materials. The reports can also be
used to determine which market sub segments a business should focus on. For
example, whether it makes more sense to focus on ARMs or fixed rate mortgages,
or whether it makes more sense to offer and emphasize "no closing cost"
refinancing, or "streamline" refinancing, or "no cost" refinancing.
For businesses looking to expand, the report provides insight on the best
short term and long term geographic and product expansion opportunities. If
you're a mortgage business thinking about expanding into home equity lines of
credit, or reverse mortgages, the report provides insight on the amount of
opportunity, competition and nature of the market for these services so you can
pick the opportunity which best matches your business.
For mortgage businesses just starting out, the report provides invaluable
market insight to help you develop a business plan. Per visit marketing costs in
the report, provide a basis for marketing budgeting, consumer preferences and
demand information provide the fundamentals for creating your marketing
materials and overall market demand and competitive information lets you know
whether your going after an easy market opportunity or a highly competitive
opportunity.
How are reports are created?
Marketing reports are created by generating lists of tens of thousands of
Internet search terms which are used by consumers to learn about and shop for
products in a broad market. Looking at data from tens of millions of Internet
searches, provides us insight on the preferences of millions of consumers. Each Internet search term is categorized and
characterized by the type of consumer activity it implies and the specifics of
the activity. For example, searches for "lowest mortgage rate" get categorized
as "rate" searches, and characterized as "lowest". Once all terms are
categorized and characterized a schema for analyzing a market is created we use
our proprietary tools to pull the following data from the Internet: monthly
search volume, number of relevant web pages, top ten pay per click (PPC) bids,
projected PPC bids, number of linked sites for the top ten search engine
results, and the keywords for the top ten web sites returned in a search. We use
the volume of Internet searches to indicate level of demand and interest, and we
use PPC bidding, number of relevant web pages and number of linked sites to
develop competitive indexes. We use comparisons of demand and competitive
indexes to provide us with insight on the best market opportunities (i.e.
markets with relatively high demand and low competition). We take the data and
indices for competition and opportunity and summarize and report on the data and
indices in charts according to the schema for the market. After the charts are
generated, we review each chart and develop a summary takeaway for each chart.
Finally we review all takeaways for the charts for a given market and develop
strategic and tactical takeaways for the market.
Why are Internet searches a good indicator of consumer demand and
sentiment?
Market research and analysis based on
Internet search activity is more representative, less biased and current than
almost every other form of market research and analysis.
With hundreds of millions of users, and greater than 65% penetration in North
America, the Internet is a highly representative sample of U.S. consumers.
Almost half of all mortgage shoppers go online to gather information and apply
for mortgages. Since Internet searches literally represent what consumers are
looking for without being prompted by advertising or any other direct
stimulation, Internet search activity is a largely unbiased representation of
consumer preferences and interests. Monthly data on Internet activity can be
gathered within days of the end of a month, so analysis based on Internet search
activity is timely and current.
Why isn't every niche market (e.g. mobile home refinancing,
construction loans) included in the results?
While data for every niche market is captured, in some cases the amount of
data captured was too low to be considered significant or representative of the
market. In these cases the data was dropped from the research and analysis for
simplicity and/or to ensure the accuracy of the analysis. If there is a niche
market which you feel is missed in the report, or if you want to make sure the
market was included in the report, please do not hesitate to contact us.
Can I buy the raw data which went into creating the report so I can
do my own analysis?
We generally make it a practice to not sell
raw data. If there is a particular analysis you would like done on the data, we
will be happy to do the analysis for a modest fee.
Is there any difference between the hardcopy and eBook versions of
the reports?
Aside from price, to cover the cost of
printing, there is no difference in content between the hardcopy and eBook versions of the reports.
Can the eBook version be copied or printed?
The eBook version can be copied and/or
printed in its entirety for private use. It can not be copied and/or printed for
public distribution and is covered by copyright with all rights reserved.
How often are reports created?
We create reports on a
bi-annual basis. We expect the Spring 2006 to be published by June of 2006 and
expect to publish an annual trend report to be published by the end of 2006.
To find out more about the creators of these mortgage
marketing reports, visit our
main website or
click here to send us a message.
