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Pittsburgh Mortgage Firm Engages Online Social Communities

Leading Pittsburgh mortgage company Sail Mortgage has joined and is actively participating in a number of online social communities, including Facebook, Twitter and Squidoo - an unusual move for traditionally stoic US mortgage lenders.


Pittsburgh mortgage lender Sail Mortgage announced that it has been engaging in online social communities this week in a sharp departure from normally somber banking and real estate markets.  However, the top official of the firm said in a recent interview that the move wasn’t made deliberately as a marketing ploy.
“We’re pretty internet-savvy here in both our personal and business lives,” said Lisa Siranovich, President of Sail Mortgage, “It wasn’t so much that we were out looking to join these online communities as it was the feeling of being business-blind simply by not being a part of them.” 
With Facebook projected to reach one billion users before the end of the summer and more than 140 million active users on Twitter, it’s a move that more and more businesses are making.  Sail Mortgage’s level of social interaction includes the development and publishing of industry articles on its blog that are then shared with Facebook and Twitter users. 
The Pittsburgh mortgage company also reports publishing exclusive content on Squidoo - a site that allows users to develop tightly focused web pages and publish them among a powerful interactive community. 
Siranovich indicated that this is really just the beginning of the company’s move to engage people online:
“We’ve developed some extensive free financial calculators that anyone can use for free via our website, and we’ve published relevant, useful material related to getting a mortgage.  We also have ideas on the table for a few videos, and you may see posts from us on some well-known blogs and websites.”
When asked if she thought the company’s image would change as a result of this online social engagement, Siranovich just laughed: “It’s not about trying to make a lending company seem hip and trendy,” she said,  “it’s about allowing us to engage our friends, neighbors, associates and potential customers in the most natural and effective way possible.  Eventually this will become the norm for most businesses, which means that this sort of story won’t be news at all.” 
Sail Mortgage is a privately held Wexford-based mortgage provider servicing the greater Pittsburgh area and beyond.  For an immediate consultation or for a press kit, please visit: or call (724) 934-2800


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