The Local Marketing Lab

Struggling to connect with potential borrowers on social without sounding like a pushy salesperson? In this episode of the Local Marketing Lab, Hannah McManus, Director of Marketing at Atlantic Bay Mortgage Group and host of the Lending Forward Podcast, reveals how authentic social media marketing for loan officers can transform your business. Hannah shares proven strategies for building genuine community connections that naturally lead to referrals and closed loans. Topics discussed in this episode: 1️⃣ Build authentic relationships before selling mortgages 2️⃣ Leverage social media for connection, not promotion 3️⃣ Share real client stories instead of industry jargon 4️⃣ Get involved in local community events and volunteering 5️⃣ Host community events in your office space ResourcesConnect with Hannah McManus on LinkedIn or on Instagram. Learn more about Atlantic Bay Mortgage. Subscribe to the Lending Forward Podcast. Watch the episode of the Lending Forward Podcast with Matthew Marx, CEO of Evocalize. Other shout-outsBombBomb: Software for making and sending videos. Kyle Draper: Follow on LinkedIn for tips on video marketing.

Are you still chasing the same overworked real estate agents for referrals while your competitors dominate the market? In this episode of the Local Marketing Lab, Adam Smith, President of Colorado Real Estate Finance Group and mortgage coach, reveals unconventional strategies to build your mortgage referral network for lead gen. He breaks down why 90% of mortgage professionals failed during recent market shifts and shares the hidden referral sources that can transform your business. Topics discussed in this episode: 1️⃣ Use AI for client avatar creation and content generation 2️⃣ Why volunteer work and community involvement drive business growth 3️⃣ Creative referral partner strategies beyond traditional sources 4️⃣ The importance of running with your “tribes” and shared interests 5️⃣ Why transparency and authenticity matter more than perfect marketing ResourcesConnect with Adam Smith on LinkedIn. Learn more about Colorado Real Estate Finance Group. Check out Adam’s website justthetipscoaching.com to access his book, podcast, and daily tips. Other shout-outsCheck out The Art of Getting Shit Done by Chad Prio. The Purple Cow by Seth Godin.

Are you burning through your marketing budget without seeing mortgage leads? In this episode of the Local Marketing Lab, Drew Gillett, VP of Retail Marketing at Guild Mortgage, reveals what actually drives results in digital marketing for mortgage professionals. Drew shares battle-tested strategies from leading one of the nation’s top retail mortgage companies and explains why most digital marketing for mortgage fails before it even starts. Here are some topics discussed in the episode around digital marketing for mortgage: Why video content is non-negotiable for local mortgage professionals Infrastructure needed before launching paid advertising campaigns Conduct a digital audit of your online presence and consistency Community engagement strategies that go beyond traditional real estate partnerships Examples of hyperlocal marketing that creates authentic connections ResourcesConnect with Drew Gillett on LinkedIn. Learn more about Guild Mortgage. Check out Guild Mortgage on Instagram. Other shout-outsNike for their localized marathon ads in Mexico City

Are you struggling to generate consistent leads? In this episode of the Local Marketing Lab, Mandy Philips, Branch Manager at Omega Mortgage Group, reveals how video marketing for loan officers transformed her business. Mandy shares her proven strategies for building a social media following and turning followers into clients. Here are some topics discussed in the episode around video marketing for loan officers: Overcome the fear of getting started with video content The “5-video batch method” for consistent content creation Repurpose content across multiple social platforms The power of Q&A videos Cross-collaboration with local businesses ResourcesConnect with Mandy Philips on LinkedIn. Learn more about Omega Mortgage Group. Follow Many on TikTok, Instagram, Facebook, or YouTube. Other shout-outsScott Bentley for amazing mortgage video content on TikTok.

Are you struggling to stand out in an overcrowded mortgage market where everyone claims to have “great rates” and “excellent service”? In this episode of the Local Marketing Lab, Eric Mitchell, Chief Revenue Officer at Client Direct Mortgage, reveals how to transform your approach and become a truly valuable mortgage partner. Eric shares game-changing strategies that helped him break free from traditional methods and build a thriving mortgage business through strategic partnerships. Here are some topics discussed in the episode: Generate leads through strategic partnerships with attorneys and other professionals Why traditional cold-calling of realtors is ineffective in today’s market Differentiating yourself beyond “price, product, and service” Leverage free credit repair services as a value proposition The power of focusing on your “why” rather than just chasing money ResourcesConnect with Eric Mitchell on LinkedIn. Learn more about DiscountMortgage.AI. Check out Client Direct Mortgage. View Eric’s book, “The WHY of MONEY: How to Get Out of Your Own Way & Finally Earn What You Deserve“.

What if the key to mortgage success was simply having the right conversations with the right people? In this episode of the Local Marketing Lab, Steve Kyles, partner at Mortgage Marketing Animals and host of the Loan Officer Leadership Podcast, reveals the data-driven approach that’s transforming mortgage professionals’ results. Steve breaks down exactly why most loan officers struggle despite working hard and shares the precise formula for consistent mortgage success in today’s market. Topics discussed in this episode: 1️⃣ How to generate 8+ deals monthly through consistent outbound contact 2️⃣ Identify truly qualified real estate agent partners 3️⃣ Powerful scripts for asking for business that increase referral rates 4️⃣ Three-step priority system for creating a sustainable work routine 5️⃣ Using modern technology to boost conversion rates by 15% ResourcesConnect with Steve Kyles on LinkedIn. Learn more about Success Mortgage Partners. Listen to an episode of the Loan Officer Leadership Podcast. Check out Mortgage Marketing Animals. Other shout-outsCarl White — Partner at Mortgage Marketing Animals Covve — Export phone numbers from your phone as a CSV file

Is your mortgage marketing connecting with local customers or getting lost in generic messaging? In this episode of the Local Marketing Lab, Ellen Duncan, CMO at AnnieMac Home Mortgage and founder of Pineapple Partners, reveals how personalization transforms local mortgage marketing. Drawing from her experience with major brands like Coca-Cola and her current role in the mortgage industry, Ellen shares practical strategies to make your marketing resonate in specific communities. Topics discussed in this episode: 1️⃣ Create marketing collateral that adapts to each local market’s unique characteristics 2️⃣ Leverage existing customer databases more effectively for personalized outreach 3️⃣ Host first-time homebuyer seminars that build trust in the community 4️⃣ Ways to partner with community organizations to expand your local marketing reach 5️⃣ Balance between automated marketing and authentic, personalized communication ResourcesConnect with Ellen Duncan on LinkedIn. Learn more about AnnieMac Home Mortgage. Check out Pineapple Partners. Other shout-outsFollow Joseph Panebianco, CEO of AnnieMac, on LinkedIn.

In an era where 54% of Gen Z doesn’t trust financial institutions, how do successful loan officers earn customer trust? In this episode of the Local Marketing Lab, Rachel Witt, Assistant VP of Marketing at ALCOVA Mortgage, reveals proven strategies to build authentic connections in the digital age. She shares how loan officers can earn customer trust through community involvement and strategic video marketing. Topics discussed in this episode: 1️⃣ Gen Z’s distrust of financial institutions and how to overcome it 2️⃣ Leveraging community involvement for authentic business growth 3️⃣ Creating effective video content 4️⃣ Successful employee advocacy programs 5️⃣ Consistency in content creation ResourcesConnect with Rachel Witt on LinkedIn. Learn more about ALCOVA Mortgage. Follow ALCOVA on LinkedIn, Facebook, Instagram, X, and TikTok. Check out BombBomb video messages. Other shout-outsWill Baylock for video marketing.

Are you looking to build trust with potential customers in today’s digital world? In this episode of the Local Marketing Lab, Phil Treadwell, founder of M1 Academy and host of the Mortgage Marketing Expert Podcast, reveals why traditional selling tactics fall short and how to start connecting authentically with your audience. His unique perspective combines insights from both the mortgage industry and his success as a craft brewery founder. Topics discussed in this episode: 1️⃣ Fundamental difference between marketing and sales 2️⃣ Build trust through storytelling and personal branding 3️⃣ Evolution of social media algorithms and what it means for businesses 4️⃣ Strategies for engaging with other businesses’ content 5️⃣ Why personal branding matters more in high-trust industries ResourcesConnect with Phil Treadwell on LinkedIn. Learn more about M1 Academy. Listen to an episode of the Mortgage Marketing Expert.

Are you struggling to stand out in today’s digital-first world? In this episode of the Local Marketing Lab, Tim Davis, Chief Growth Officer at Canopy Mortgage and host of The Originators Guide Podcast, reveals how he has spent over 20 years mastering the perfect blend of online and offline marketing strategies. Tim shares how combining traditional marketing tactics with digital approaches can dramatically increase your local business growth. Topics discussed in this episode: 1️⃣ Differentiate yourself in a crowded market using character branding 2️⃣ Create valuable content that keeps you top-of-mind with clients 3️⃣ Build a personal brand that resonates with your target audience 4️⃣ Creative marketing materials to stand out from competitors 5️⃣ Strategies for building and maintaining a referral-based business ResourcesConnect with Tim Davis on LinkedIn. Learn more about Canopy Mortgage. Listen to an episode of The Originators Guide Podcast. Or, listen to an episode of the Solopreneur LO Podcast. Check out Tim’s book, Conversations Equal Contracts. Other shout-outsAcres of Diamonds by Russell Conwell

Want to know the perfect recipe for business growth in today’s digital age? In this episode of the Local Marketing Lab, we dive deep with the SVP of Marketing at Emmy Squared Pizza, Sergio Pérez, who brings over 20 years of experience working with major restaurant brands like Church’s Chicken, Johnny Rockets, and Bojangles. This episode reveals how combining digital innovation with local marketing creates the perfect recipe for business growth across multiple locations. Here are some topics discussed in the episode: Digital transformation strategies for multi-location businesses Leveraging technology to scale local marketing efforts Effective university and local partnerships Balancing national brand identity with local relevance Designing location-specific digital content strategies ResourcesConnect with Sergio Pérez on LinkedIn. Find an Emmy Squared location near you. Or, order an Emmy Squared pizza from Gold Belly to have it shipped to you! Other shout-outsBojangles for their local marketing efforts and local charity work.

Can giving back to your community really drive explosive business growth? In this episode of the Local Marketing Lab, Carl Comeaux, CEO of Crust Pizza, reveals how his company grew from a few locations to 30 stores—with 15 more opening this year—by making community engagement their top priority. Here are some topics discussed in the episode around putting your community first: Effective local marketing playbook for business growth Building lasting relationships with schools, churches, and local organizations Leveraging crisis situations to demonstrate community support Implementing systematic community outreach programs Developing franchise support systems for local marketing ResourcesConnect with Carl Comeaux on LinkedIn. Find a Crust Pizza near you. Other shout-outsTexas Roadhouse and Chick-fil-A for their amazing involvement in the community.

2025 is bringing major changes to lead generation compliance — are you ready? In this episode of the Local Marketing Lab, we sit down with Donnie Kenneth, VP of Marketing at Total Expert, who brings over 20 years of marketing experience across various industries. Donnie shares critical insights about the future of compliant lead generation, automation strategies that enhance rather than replace human connections, and how businesses can build lasting customer relationships while staying within regulatory boundaries. Here are some topics discussed in the episode around compliant led generation: Automate marketing without losing authenticity Understanding and preparing for 2025 FCC compliance changes Effective customer journeys across multiple channels Strategies for long-term customer relationship building The importance of education in the customer journey ResourcesConnect with Donnie Kenneth on LinkedIn. Learn more about Total Expert. Check out the new Evocalize integration with Total Expert and rebel iQ. Other shout-outsDart Bank — Small local bank doing an amazing job generating leads.

In this episode of the Local Marketing Lab, Avi Goren, co-founder and CEO of Marqii, shares insights from analyzing over 200,000 customer reviews across multiple restaurant brands. With experience spanning from local pizzerias to enterprise-level restaurant tech, Avi reveals how the right review response strategy can transform customer feedback into a powerful marketing asset. Topics discussed in this episode: 1️⃣ Leverage menu data for improved local SEO performance 2️⃣ Scaling digital presence across multiple locations 3️⃣ Review response management and automation 4️⃣ Use review responses as a marketing and SEO tool 5️⃣ Techniques for turning negative reviews into business opportunities ResourcesConnect with Avi Goren on LinkedIn. Learn more about Marqii. Other shout-outsGregorys Coffee (Featured success story, grew from 20 to 50+ locations) Breads Bakery (Example of category ownership) DIG (Growing brand, now 50+ locations) Polvos (Austin Tex-Mex spot) Levain Bakery (Mentioned for their customer support strategy)

In today's digital age, are you maximizing every channel to drive local business growth? In this episode of the Local Marketing Lab, Sai Alluri, co-founder and CEO of Momos, shares insights on multi-channel local marketing gained from his extensive experience in the restaurant tech space. Drawing from his work with over 5,000 restaurants across 10 countries, Sai reveals how businesses can create a powerful digital presence that converts online engagement into real-world revenue. Topics discussed in this episode: 1️⃣ Optimize your Google Business Profile for maximum visibility 2️⃣ Leveraging social media platforms effectively for local business discovery 3️⃣ The modern customer journey from digital discovery to in-store visits 4️⃣ Measuring marketing ROI at the local level 5️⃣ Using customer feedback and surveys to drive business improvements ResourcesConnect with Sai Alluri on LinkedIn. Learn more about Momos. Other shout-outsHopdoddy Burger Bar Baskin Robbins

Ever wondered how local businesses thrive in a world of big brands? The secret lies in community-driven marketing. In this episode of the Local Marketing Lab, Christin Marvin, a seasoned restaurant executive coach with nearly two decades of hospitality experience, shares invaluable insights on leveraging local connections for business growth. From fine dining to food halls, Christin unpacks strategies that turn community engagement into a powerful marketing tool. Topics discussed in this episode: 1️⃣ Community partnerships for effective local marketing 2️⃣ Strategies for successful co-marketing 3️⃣ Aligning marketing content with the actual customer experience 4️⃣ Engaging customers at local events 5️⃣ Segmenting your audience for more targeted marketing ResourcesConnect with Christin Marvin on LinkedIn. Check out Christin’s website to learn more about her solutions. Listen to an episode of the No Hesitations Restaurant Leadership Podcast. Listen to Eric Knott’s episode on the Local Marketing Lab podcast about being the mayor. Other shout-outsSnooze AM Eatery Polidori Sausage First Watch Better Than Provisions Olivia (restaurant in Denver) Danny Meyer Golden Mill EatDenver

Can a simple photo of your meal help feed those in need and boost your restaurant’s bottom line? In this episode of the Local Marketing Lab, Andrew Glantz, founder and CEO of GiftAMeal, reveals how restaurants can achieve growth with social responsibility. Andrew shares innovative strategies that not only give back to the community but also drive customer loyalty and increase revenue. Here are some topics discussed in the episode around increasing restaurant growth with social responsibility: How to implement a giving-back program in restaurants Impact of social responsibility on customer behavior and loyalty Integrating social impact initiatives with existing marketing efforts Communicate your brand’s social impact to customers Authenticity in corporate social responsibility efforts ResourcesConnect with Andrew Glantz on LinkedIn. Learn more about GiftAMeal. Other shout-outsBrands working with GiftAMeal: Lee’s Famous Recipe Chicken, Pizza Factory, Gong Cha bubble tea, Groucho’s Deli, HopCat, Sal’s Pizza, Starbird Chicken, Fuzzy’s, Taco Shop, Jimmy John’s, TGI Fridays, Andy’s Frozen Custard, and Scooters Coffee Integrations with GiftAMeal: Olo, Thanx, Lunchbox, Ovation, and Tattle

Are you ready to take your local marketing strategy to the next level? In this episode of the Local Marketing Lab, restaurant executive coach and author Monte Silva shares his powerful “create connect collaborate” approach to business growth. With over 25 years of hospitality experience, Monte unveils marketing tactics that have helped countless businesses thrive in the new economy. Here are some topics discussed in the episode around “create connect collaborate”: Effective guerrilla marketing techniques for local businesses Importance of community engagement in marketing Balancing virtual and in-person marketing strategies Leverage personal branding to boost business success Product quality before heavy marketing investment ResourcesConnect with Monte Silva on LinkedIn. Learn more about Monte Silva’s coaching services. Check out Monte’s book “Shift Happens: 7 Proven Strategies to Help Your Restaurant Crush the New Economy“. Listen to an episode of the Restaurant Success Club podcast. Other shout-outsShawn Walchef: Follow for great examples on how to tell your brand’s story. Christian Fischer: Helped Monte publish his book. Follow Christian to learn more about how he helps people write their own book! Maverick Theory: Consulting talent agency for restaurants. Josh Ashton: Canada’s Restaurant Guy, helped Monte launch his podcast.

In this episode of the Local Marketing Lab, we explore a crucial question: How can businesses stay top of mind in local markets? Erin Levzow, a marketing veteran with over 20 years of experience across brands like Museum of Ice Cream, Freebirds, and Wingstop, shares her insights. From digital strategies to community partnerships, Erin unpacks the essential tactics for dominating your local market and driving growth. Key topics discussed in the episode: Effectively use digital marketing channels for local businesses Understanding your local audience and market Engaging content that resonates with local customers Leveraging partnerships with local organizations Data integration in enhancing customer communication ResourcesConnect with Erin Levzow on LinkedIn. Learn more about Museum of Ice Cream. Follow Rev Ciancio for other content around restaurant marketing. Other shout-outsKendra Scott for a great partnership with Museum of Ice Cream. Book It program with Pizza Hut — excellent example of local marketing. Raising Canes for their field and local marketing team.

Are you leaving money on the table by overlooking catering opportunities? In this episode of the Local Marketing Lab, Kelly Grogan, co-founder of Crumbs, shares invaluable local catering strategies to grow your restaurant. With over 20 years of experience in the restaurant industry, Kelly unveils how catering can be a game-changer for local businesses, emphasizing the importance of community engagement and personalized marketing approaches. Here are some topics discussed in the episode around local catering strategies: Create an effective catering menu that’s distinct from your regular offerings Packaging and presenting catering orders to maximize impact Leveraging existing customers to grow your catering business Building personal relationships with potential catering clients Use your restaurant’s physical space to promote catering services ResourcesConnect with Kelly Grogan on LinkedIn. Learn more about Crumbs. Other shout-outsGeoff Alexander and Gregg Majewski for examples on how to do catering right. McAllister’s Deli for their catering services and packaging. Sabrina Jenkins at PDQ Chicken for their catering services. Troy Hooper for hosting a pickleball tournament at Restaurant Leadership Conference.