Focusing on advertising through local businesses and word-of-mouth to consumers might be difficult. Instead, regional and state-wide television, radio, and print media to alert consumers about the virtual financial company might be a way to motivate individuals to use Google to search the web to find out about the company. Establishing contacts with local realtors who might wish to advertise McBride or to advise clients of its low-cost services is another option. Even talking to business columnists of regional newspapers might help spread the world about the company in an informative setting. It would certainly add to the company' image of legitimacy, as well as allay fears about doing business online.
Advertising through Google seems like a possible option as is advertising on general information real estate websites that contain information specific to the region. Linking to area sites where homes are being sold, to the federal government's FHA and VA loan programs would also generate user traffic. Additionally, including terms on the McBride web page that easily turn up during a search, and making the site user-friendly for individuals who are not Internet savvy is critical to generate online traffic and to ensure individuals use the site. The site itself, designed with all of the necessary tools to obtain a mortgage online, must itself be regarded as a marketing tool, once users access the webpage. First and foremost, it must inspire confidence in the legitimacy of a purely virtual financial services company. Also, it should contain the option for users to do a 'test run' before committing to doing business with the company, to make the process of doing business with McBride -- getting loan quotes, qualifying for a loan, and obtaining a loan -- seem easy.
What are target market(s)?
The most obvious distinct, core demographics likely to use the site are those individuals seeking to buy new homes...
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