About this analyzer
What it measures (and how)
The Mortgage Marketing Execution Analyzer is a short, current-state assessment built for IMBs, banks, and credit unions. It evaluates three pillars that, in our experience, predict whether marketing actually executes consistently across an LO team.
Why trust this assessment
Mortgage marketing is all we do — and we've seen every version of this problem
Aduvo has spent 20+ years working exclusively with mortgage lenders — IMBs, banks, and credit unions. We've watched hundreds of LO teams try (and fail) to run consistent client and referral marketing, and we've watched the ones who cracked it. This assessment is drawn directly from those patterns: how top teams steward their database, how they run cadence across every LO, and how they keep every send compliant. That's why the questions are pointed, the scoring is deterministic, and the recommendations are specific.
Purpose-built for IMBs, banks, and credit unions — not a general marketing tool.
Approve-per-campaign workflows, controlled templates, and disclosure enforcement.
Scoring reflects what actually drives recapture rates and referral partner recall.
The three pillars
Data & Sync · 34 points
One usable database of current + past borrowers, kept current, with personalization fields and lifecycle triggers mapped into your marketing system.
Orchestration & Automation · 33 points
One system governs outbound across the LO team. Most or all LOs participate by default. Lifecycle and relationship moments are automated, not LO-by-LO.
Compliance & Governance · 33 points
A defined review workflow, approve-per-campaign governance, and controls that prevent rogue sends. Co-marketing has policy and documentation.
How the score works
- • Every answer maps to one of three levels — BEST (100%), PARTIAL (60%), or WEAK (15%) — of the question's points.
- • "Not sure" or "it depends" answers count as PARTIAL and surface as a Visibility Gap to confirm later.
- • Pillar totals roll up to a 0–100 overall score with a band: Manual/fragmented, Some structure, or Scalable foundation.
- • Top 3 gaps are selected deterministically from a library of twelve known patterns and ranked by severity.
v1 is deterministic — no AI scoring, no external benchmarks. Your inputs are processed on your device and not stored anywhere.