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Gearing to Women Buyers

Mortgage Alliance is drawing a line between men and womenwoman by offering its new “Women’s Mortgage.”  The product is sold mainly by female mortgage agents that are supposedly “better at speaking to,” and providing more relevant information to, women borrowers. 

It’s an interesting tactic that foreshadows future marketing segmentation in our industry.  In fact, brokers we know are now even targeting specific professions, like truckers and nurses.