11/24/2009
Social Media and Commercial Lending
Do they go together? We’ve all heard about how Comcast uses Twitter as a means to proactively hunt down bad service areas. We also know about how effective MySpace boosts the exposure of underground and independent music.
In what ways does social media boost the awareness of commercial lending? We all hear of the many benefits of social media for people and other types of businesses. We continue to explore mainstream and alternative ways to increase our web presence.
Currently, Fairway uses social media as a way to touch base with our peers, our borrowers, and our friends. We hope you take the time to become a fan of our Facebook business page, for example.
For alternative ways to keep in touch with our business, you can follow our Twitter, @fairway_america. We are currently updating our presence on other social media.
Through the end of 2009 and into 2010, we will explore how to fully utilize social media in context with our industry. Maybe we’ll trek over new ground. Maybe we’ll follow the footsteps of a successful company. At the least, we will continue to explore, learn, and engage ourselves.
11/19/2009
Correspondents and Affiliates: Planning Ahead For the New Year
To better serve the Northwest, we requested the help of many correspondents and affiliates whom showed that they are a perfect fit with Fairway’s values and objectives. Local brokers and companies who made it through our rigorous top-grading process are now a part of an extended Fairway America team.
Maximizing the exposure of our correspondents and affiliates, we provide them with an array of marketing assistance. While many have their own branding and outreach already in place, there are some who do not mind a helping hand.
Regardless of what stage they are at in terms of marketing, we are proud to be empowering the entrepreneurship that the greater Northwest is known for.
We do not do this blindly, however. We continuously seek tips, trends and advice in all arenas of marketing to ensure that both our correspondent/affiliate network and our own marketing and sales are up to date with outreach and marketing-type communications.
We wish our correspondent and affiliate network the best of luck and great business throughout the rest of 2009!
11/18/2009
The Science of Persuasion
We recently gathered the team together to listen to our Executive VP of Operations and IT, Lance, relay information he learned about persuasion by Dr. Robert Cialdini. Lance pointed out elements of the presentation, going beyond a demonstration about the science of persuading consumers. It touched on key core values that empower successful businesses.
With an international level of respect and expertise in the fields of persuasion, compliance, and negotiation, Dr. Cialdini works with many industry-leading businesses and brands, such as Bose.
Lance emphasized that Cialdini demonstrated the effectiveness of persuasion through six principles: reciprocation, scarcity, authority, consistency, consensus, and friendship. He also explained that at the foundation of these six principles is the maintenance of a quality goods, service, or product.
Lance wrapped up his synopsis with,
“This was the second time that I’ve heard Cialdini speak (the first was at the Growth Summit that Verne put on in Las Vegas a few years ago) and I once again came away with a fresh perspective on the power of the ‘little things’ when it comes to persuading others to move closer to your position. Even though I’ve read the book and heard him speak one time before I realized that I have to keep going back to the well to continue to remain sharp. I can thank Verne and his team over at Gazelles for that because it’s a heck of a lot easier to show up and listen to someone from the comfort of your own office than having to travel any distance.”
We constantly seek the advice of industry thought leaders, like Dr. Cialdini, as our team continues to explore ways to improve the quality of Fairway America’s products and services in every facet of our business and brand.