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How GoRascal changed its approach
This realization led to an innovative approach, leveraging the growing potential of the mortgage broker channel. Valins and his team shifted their focus to creating a unique consumer experience, differentiating themselves in an increasingly competitive market. The new mission was clear – to build the happiest home for loan officers, which in turn would translate into exceptional service for the end consumers.
Discussing the brand ‘Go Rascal’, Valins highlights the importance of a consumer-facing image that is both engaging and unconventional. The name, developed with a branding agency, was chosen to reflect an approachable, dynamic, and slightly countercultural image, resonating well with their target audience, especially in a bustling city like New York.
“The idea was to have more of a consumer facing brand and be very retail about it,” he said. “And again, when I say retail, I don’t mean the retail that everyone else thinks. We wanted, being in New York City, to attract people coming out of college who were interested in tech and going into the tech industry.
“So if we put a techie sound on our company and we were counterculture, maybe we could recruit some really good talent that way.”
And Valins isn’t alone in his search for top tier mortgage talent – something made even more competitive in the ongoing labour shortage. According to data from ManpowerGroup, 77% of employers are struggling to fill job vacancies – making this the highest talent shortage in 17 years.
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