I've been saying for some time now that the first bank that sees the value of treating its customers as part of a community that it serves online will score a major marketing win. A recent post over at the future of real estate marketing blog now leads me to believe that it won't come from the finance side at all, but rather from the real estate companies.
In the post, blogger Joel Burslem talks about a number of brokers and agents that seem to get this whole social media thing. I was particularly impressed with ChaseNation.
Our homes are a huge part of who we are. Financing them is a necessary part of the game for most of us. Companies that learn to provide valuable content around these issues will be in a position to attract virtual communities on the Web. They may, as in the case of ChaseNation, be tied to a real-world location, but for a major national lender or real estate company they may not.
The key will be providing enough value to bring people back. I haven't seen that in many places yet, but I expect to in the future.
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