Banks spend a fortune on advertising, promotions, public service, even clever buttons for personnel. Recognizing that the mortgage market is a brand-switching environment driven by price and quality of service, they seek to improve service and client relations.

Gleefully going for the glitz, some hire high-powered ad agencies to create big-splash print or television campaigns. Others take a more grass- roots approach: building relationships with clients by stressing the role of customer relations departments, often by adding high-priced talent.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.