On today’s episode, we sit down with Alec Hanson, CMO of LoanDepot. Alec, a brand evangelist and content creator for lenders, shares insights from his 13-year journey. He delves into the evolution of marketing, blending his extensive sales background with emerging digital strategies, including social media and video content creation. Alec's humorous approach and dedication to authenticity shine through as he discusses his path to becoming CMO and the importance of leveraging data in modern marketing.
Alec highlights the crucial role of data in driving marketing decisions. From analyzing sales metrics to tracking customer behavior, Alec emphasizes the power of data-driven insights in shaping effective marketing strategies. He shares innovative approaches, such as leveraging AI for copywriting and customer service, to enhance efficiency and engagement.
Alec showcases successful campaigns driven by data insights. By targeting specific customer cohorts and delivering educational content, Loan Depot engages potential homebuyers effectively. Alec emphasizes the value of transparency and customer-centric marketing, debunking myths around data-driven approaches. Through candid discussions and practical examples, Alec underscores the importance of continuous improvement and staying ahead in the dynamic landscape of marketing.
Guest Quote:
“With these kind of early indicators of people's activity, you know, we're able to send very specific messages (without creeping them out) that let them know that we have resources they may not have thought about. And so, you know, we take on the form of education and, and kind of articles and blogs or videos that explain like tools and resources that are available to them. And then it's an aha moment for a lot of our customers.”
Time Stamps:
- (00:21): Alec’s Humor in Making Marketing Content
- (01:46): From Mortgage Broker, to CMO
- (03:24): What data do you look at every day?
- (05:05): “If your marketing is good, sales is easy.”
- (07:27): AI Tools in the Marketing Mix
- (09:01): Making AI immediately cost effective
- (10:08): A not-so-lifetime purchase
- (13:43): A high quality of data, for Marketing Gold
- (16:03): Gary Vaynerchuk, and Unique Messaging
- (19:49): No more “Bad Marketing”
- (20:29): The Gold Rush
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