Another amazing inbound marketing success story comes from Rob Misheloff of Smarter Finance U.S.A.
Misheloff has worked wonders to transform his one-man financial loan information company into a true inbound marketing legacy.
Approaching his articles with a unique blend of helpful information, creative infographics, and more than a dash of his own brand of humor, Misheloff has been successful in not only educating his clients and growing his business, but he’s been having a good time doing it too.
And like many who share similar success stories in the world of content marketing, Misheloff just kind of stumbled into it.
A Brief History of Smarter Finance USA
Misheloff got his start back in 2003 when he formed a small reverse mortgage direct mail company that sent out mailers to elderly people that were “house rich, but cash poor.”
Misheloff loved his job because he felt that he was really making a difference in people’s lives by offering them a chance to access their home equity, while deferring mortgage payments until after their death. With reverse mortgages, elderly clients “no longer had to make the tough decisions of choosing between food or medicine, even though they owned their house,” says Misheloff.However in 2013, changes to the product Misheloff was selling made it less viable, and Misheloff was left scrambling to find a new business.
Because direct mailing had worked so well for him in the past, he believed that he just needed to find a new market that he could easily create a niche for himself in.
Through an ex employee he heard about the equipment financing industry. But when Misheloff started digging into the financing trade to learn more about the competitors already in the field, he found something quite disturbing.