The Local Marketing Lab

What if the key to mortgage success was simply having the right conversations with the right people? In this episode of the Local Marketing Lab, Steve Kyles, partner at Mortgage Marketing Animals and host of the Loan Officer Leadership Podcast, reveals the data-driven approach that’s transforming mortgage professionals’ results. Steve breaks down exactly why most loan officers struggle despite working hard and shares the precise formula for consistent mortgage success in today’s market.Topics discussed in this episode: 1️⃣ How to generate 8+ deals monthly through consistent outbound contact2️⃣ Identify truly qualified real estate agent partners3️⃣ Powerful scripts for asking for business that increase referral rates4️⃣ Three-step priority system for creating a sustainable work routine5️⃣ Using modern technology to boost conversion rates by 15%ResourcesConnect with Steve Kyles on LinkedIn.Learn more about Success Mortgage Partners.Listen to an episode of the Loan Officer Leadership Podcast.Check out Mortgage Marketing Animals.Other shout-outsCarl White — Partner at Mortgage Marketing AnimalsCovve — Export phone numbers from your phone as a CSV file

Is your mortgage marketing connecting with local customers or getting lost in generic messaging? In this episode of the Local Marketing Lab, Ellen Duncan, CMO at AnnieMac Home Mortgage and founder of Pineapple Partners, reveals how personalization transforms local mortgage marketing. Drawing from her experience with major brands like Coca-Cola and her current role in the mortgage industry, Ellen shares practical strategies to make your marketing resonate in specific communities.Topics discussed in this episode: 1️⃣ Create marketing collateral that adapts to each local market’s unique characteristics2️⃣ Leverage existing customer databases more effectively for personalized outreach3️⃣ Host first-time homebuyer seminars that build trust in the community4️⃣ Ways to partner with community organizations to expand your local marketing reach5️⃣ Balance between automated marketing and authentic, personalized communicationResourcesConnect with Ellen Duncan on LinkedIn.Learn more about AnnieMac Home Mortgage.Check out Pineapple Partners.Other shout-outsFollow Joseph Panebianco, CEO of AnnieMac, on LinkedIn.

In an era where 54% of Gen Z doesn’t trust financial institutions, how do successful loan officers earn customer trust? In this episode of the Local Marketing Lab, Rachel Witt, Assistant VP of Marketing at ALCOVA Mortgage, reveals proven strategies to build authentic connections in the digital age. She shares how loan officers can earn customer trust through community involvement and strategic video marketing.Topics discussed in this episode: 1️⃣ Gen Z’s distrust of financial institutions and how to overcome it2️⃣ Leveraging community involvement for authentic business growth3️⃣ Creating effective video content4️⃣ Successful employee advocacy programs5️⃣ Consistency in content creationResourcesConnect with Rachel Witt on LinkedIn.Learn more about ALCOVA Mortgage.Follow ALCOVA on LinkedIn, Facebook, Instagram, X, and TikTok.Check out BombBomb video messages.Other shout-outsWill Baylock for video marketing.

Are you looking to build trust with potential customers in today’s digital world? In this episode of the Local Marketing Lab, Phil Treadwell, founder of M1 Academy and host of the Mortgage Marketing Expert Podcast, reveals why traditional selling tactics fall short and how to start connecting authentically with your audience. His unique perspective combines insights from both the mortgage industry and his success as a craft brewery founder.Topics discussed in this episode: 1️⃣ Fundamental difference between marketing and sales2️⃣ Build trust through storytelling and personal branding3️⃣ Evolution of social media algorithms and what it means for businesses4️⃣ Strategies for engaging with other businesses’ content5️⃣ Why personal branding matters more in high-trust industriesResourcesConnect with Phil Treadwell on LinkedIn.Learn more about M1 Academy.Listen to an episode of the Mortgage Marketing Expert.

Are you struggling to stand out in today’s digital-first world? In this episode of the Local Marketing Lab, Tim Davis, Chief Growth Officer at Canopy Mortgage and host of The Originators Guide Podcast, reveals how he has spent over 20 years mastering the perfect blend of online and offline marketing strategies. Tim shares how combining traditional marketing tactics with digital approaches can dramatically increase your local business growth.Topics discussed in this episode: 1️⃣ Differentiate yourself in a crowded market using character branding2️⃣ Create valuable content that keeps you top-of-mind with clients3️⃣ Build a personal brand that resonates with your target audience4️⃣ Creative marketing materials to stand out from competitors5️⃣ Strategies for building and maintaining a referral-based businessResourcesConnect with Tim Davis on LinkedIn.Learn more about Canopy Mortgage.Listen to an episode of The Originators Guide Podcast.Or, listen to an episode of the Solopreneur LO Podcast.Check out Tim’s book, Conversations Equal Contracts.Other shout-outsAcres of Diamonds by Russell Conwell

Want to know the perfect recipe for business growth in today’s digital age? In this episode of the Local Marketing Lab, we dive deep with the SVP of Marketing at Emmy Squared Pizza, Sergio Pérez, who brings over 20 years of experience working with major restaurant brands like Church’s Chicken, Johnny Rockets, and Bojangles. This episode reveals how combining digital innovation with local marketing creates the perfect recipe for business growth across multiple locations.Here are some topics discussed in the episode:Digital transformation strategies for multi-location businessesLeveraging technology to scale local marketing effortsEffective university and local partnershipsBalancing national brand identity with local relevanceDesigning location-specific digital content strategiesResourcesConnect with Sergio Pérez on LinkedIn.Find an Emmy Squared location near you.Or, order an Emmy Squared pizza from Gold Belly to have it shipped to you!Other shout-outsBojangles for their local marketing efforts and local charity work.

Can giving back to your community really drive explosive business growth? In this episode of the Local Marketing Lab, Carl Comeaux, CEO of Crust Pizza, reveals how his company grew from a few locations to 30 stores—with 15 more opening this year—by making community engagement their top priority.Here are some topics discussed in the episode around putting your community first:Effective local marketing playbook for business growthBuilding lasting relationships with schools, churches, and local organizationsLeveraging crisis situations to demonstrate community supportImplementing systematic community outreach programsDeveloping franchise support systems for local marketingResourcesConnect with Carl Comeaux on LinkedIn.Find a Crust Pizza near you.Other shout-outsTexas Roadhouse and Chick-fil-A for their amazing involvement in the community.

2025 is bringing major changes to lead generation compliance — are you ready? In this episode of the Local Marketing Lab, we sit down with Donnie Kenneth, VP of Marketing at Total Expert, who brings over 20 years of marketing experience across various industries. Donnie shares critical insights about the future of compliant lead generation, automation strategies that enhance rather than replace human connections, and how businesses can build lasting customer relationships while staying within regulatory boundaries.Here are some topics discussed in the episode around compliant led generation:Automate marketing without losing authenticityUnderstanding and preparing for 2025 FCC compliance changesEffective customer journeys across multiple channelsStrategies for long-term customer relationship buildingThe importance of education in the customer journeyResourcesConnect with Donnie Kenneth on LinkedIn.Learn more about Total Expert.Check out the new Evocalize integration with Total Expert and rebel iQ.Other shout-outsDart Bank — Small local bank doing an amazing job generating leads.

In this episode of the Local Marketing Lab, Avi Goren, co-founder and CEO of Marqii, shares insights from analyzing over 200,000 customer reviews across multiple restaurant brands. With experience spanning from local pizzerias to enterprise-level restaurant tech, Avi reveals how the right review response strategy can transform customer feedback into a powerful marketing asset.Topics discussed in this episode: 1️⃣ Leverage menu data for improved local SEO performance2️⃣ Scaling digital presence across multiple locations3️⃣ Review response management and automation4️⃣ Use review responses as a marketing and SEO tool5️⃣ Techniques for turning negative reviews into business opportunitiesResourcesConnect with Avi Goren on LinkedIn.Learn more about Marqii.Other shout-outsGregorys Coffee (Featured success story, grew from 20 to 50+ locations)Breads Bakery (Example of category ownership)DIG (Growing brand, now 50+ locations)Polvos (Austin Tex-Mex spot)Levain Bakery (Mentioned for their customer support strategy)

In today's digital age, are you maximizing every channel to drive local business growth? In this episode of the Local Marketing Lab, Sai Alluri, co-founder and CEO of Momos, shares insights on multi-channel local marketing gained from his extensive experience in the restaurant tech space. Drawing from his work with over 5,000 restaurants across 10 countries, Sai reveals how businesses can create a powerful digital presence that converts online engagement into real-world revenue.Topics discussed in this episode: 1️⃣ Optimize your Google Business Profile for maximum visibility2️⃣ Leveraging social media platforms effectively for local business discovery3️⃣ The modern customer journey from digital discovery to in-store visits4️⃣ Measuring marketing ROI at the local level5️⃣ Using customer feedback and surveys to drive business improvementsResourcesConnect with Sai Alluri on LinkedIn.Learn more about Momos.Other shout-outsHopdoddy Burger BarBaskin Robbins