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| 17743. Mortgage Company Marketing Plan. This paper presents a marketing plan for a new mortgage brokerage serving the Atlanta, Georgia metro market. The proposed business will be a full-service mortgage brokerage, offering a broad assortment of mortgage (purchase, refinance, reverse and home equity) loans from wholesale lenders across all three main credit classes – prime, alternative-A and sub-prime – along with financial advising tied to the needs of the customer. The company’s mission is to provide customers with comprehensive mortgage services and mortgage products best suited to their individual needs and circumstances through a business model which stresses the principles of fairness, transparency, and integrity. The principal target market group for this service are baby boomers (persons born between 1946 and 1964) currently residing in and/or relocating to the Atlanta metro area. The analysis includes a comprehensive situation analysis (analysis of internal strengths and weaknesses, PEST analysis of external environment, assessment of opportunities & threats in the external environment), competitive analysis followed by presentation of marketing objectives, market selection and target markets, marketing strategy, marketing mix, action program (pricing, distribution, communications) and budget with two year proforma income statement. KEYWORDS: home mortgages mortgage lending brokers housing market financial services marketing plan marketing strategy start up business target marketing baby boomers. 18 pages, 30 footnotes, 28 bibliographic references. 5,699 words. |
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