00:00I'm Allison LaForgia and I'm with Sasha Stair from Zactus and we are clearly talking about
00:07intelligent verification unleashed and we got our little friends who are here supporting our
00:15efforts. Sasha just got off stage. Sasha recap your session for us. Oh it was such a beautiful
00:21session so it was focused on marketing and in particular I did signal over noise marketing
00:27that people can actually feel and so in addition to talking a lot about things that I've tried that
00:33have worked over the years we also talked about the importance of creating a moment that you can
00:37share that's memorable and so how could I not bring a little puppy on stage for that moment.
00:43How did you get on the puppy idea? People have been doing it for a long time in our industry
00:47in fact I
00:48was talking to Bob Jennings earlier and his chief marketing officer Carol does it I think at ICE
00:54every year and so she definitely is one of the pioneers in our industry that started it and
01:00you see that MBA I don't know that we've ever had the med housing wire though so I feel like
01:05it might
01:05be a first year and maybe we're gonna have to repeat this. I think it's definitely a first year
01:09I'm going to repeat this. I'll take one home. Loki needs a friend. I think Loki 100% needs a
01:18friend.
01:18I mean Gibbs needs a friend too. I think Gibbs might be different. Yeah. And I mean Gibbs has outdoor
01:23adventures now. Exactly.
01:25So talk to me about the importance of using marketing to create memories outside of some of the standard marketing
01:33that we see in the mortgage industry.
01:35Yeah, it's a really good question. I talked about that on stage that I feel like we're in an echo
01:39chamber where we just kind of rinse and repeat what we know, what's safe and so for us at Zactus
01:44we've used the shoes, right?
01:46We've used the puppies and the fun lines like Intelligent Verification Unleashed. We have a great brunch set up for
01:53our meeting suites and we just really try to create experiences where we bring humans together to again have that
01:59shared moment, that shared experience.
02:02Human engagement is just really hard to measure but you've got to have it and I talked a lot on
02:07stage about how you can do it in other areas as a realtor sending a handwritten note to who you
02:12sold your home to a year later.
02:16And it's a note they're going to keep and as a builder you could do a block party with food
02:23trucks and create community. Maybe you volunteer a team from a mortgage company to go help build a home for
02:30a wounded veteran.
02:31Like there are just so many great fun creative ways where you can get scrappy with your budget and just
02:37again make those experiences where we remember that the human moment is all about buying a home to begin with,
02:44right?
02:44The end user that we're talking about in all of these conversations, whether it's talking about intelligent credit verification, credit
02:53modernization, affordable housing, is ultimately we are putting people in a home. So it is a pretty memorable experience.
02:59It is. And it was perfect that Secretary HUD went right before me because he finished his talk with play
03:06by saying you have to remember why we do this, right? We're putting more people in homes. We're giving them
03:12a chance to build wealth and to create a family and have a beautiful home and that's a human moment
03:20and it's one of the most important decisions we ever make and sometimes it's the biggest financial decision people make.
03:25And I, you just, how do you forget that in what you do with your marketing? You have to remember
03:31it and bring that forward.
03:32I think that that's fantastic. Well, Sasha, thank you. Thank you for bringing us all a moment of joy while
03:38we think about intelligent verification unleashed.
03:41Yes.
03:42And I am very appreciative of the Zactus Puppies who are working very hard here. I don't know if you
03:47can see all of the energy behind us, but people are eagerly awaiting their puppy experience.
03:53Well, thank you for having me again.
03:54Thank you for joining me.
03:56Yes, it's a pleasure to see you. Say hi.
03:59Aww.
04:00Aww.
04:02Aww.
04:03Everybody loves Sasha.
04:05Everybody loves Sasha.
04:07Everybody loves Sasha.
04:07Everybody loves Sasha.
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