Amerifirst Home Mortgage, the Michigan-based mortgage lender, provides a wide range of loans to customers in 12 states. As a company in a traditional, regulated industry, Amerifirst competes with many other lenders, both large and small. They leverage Crayon’s competitive intelligence software platform to keep tabs on their competitors and drive smart marketing investments to stay ahead. Challenges & opportunities in a regulated industry The mortgage lending industry is vast yet slow-moving. “There hasn’t been a lot of innovation in the industry,” shared Jill Perney, Marketing Manager at Amerifirst. “But as an independent company, we have some unique opportunities - and challenges - to succeed in this market.” On the positive side, Amerifirst has a greater ability to stay nimble and try ne

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