The Local Marketing Lab – Details, episodes & analysis

Struggling to connect with potential borrowers on social without sounding like a pushy salesperson? In this episode of the Local Marketing Lab, Hannah McManus, Director of Marketing at Atlantic Bay Mortgage Group and host of the Lending Forward Podcast, reveals how authentic social media marketing for loan officers can transform your business. Hannah shares proven strategies for building genuine community connections that naturally lead to referrals and closed loans.

Topics discussed in this episode:

1️⃣ Build authentic relationships before selling mortgages

2️⃣ Leverage social media for connection, not promotion

3️⃣ Share real client stories instead of industry jargon

4️⃣ Get involved in local community events and volunteering

5️⃣ Host community events in your office space

• Connect with Hannah McManus on LinkedIn or on Instagram.
• Learn more about Atlantic Bay Mortgage.
• Subscribe to the Lending Forward Podcast.
• Watch the episode of the Lending Forward Podcast with Matthew Marx, CEO of Evocalize.

• BombBomb: Software for making and sending videos.
• Kyle Draper: Follow on LinkedIn for tips on video marketing.

Are you still chasing the same overworked real estate agents for referrals while your competitors dominate the market? In this episode of the Local Marketing Lab, Adam Smith, President of Colorado Real Estate Finance Group and mortgage coach, reveals unconventional strategies to build your mortgage referral network for lead gen. He breaks down why 90% of mortgage professionals failed during recent market shifts and shares the hidden referral sources that can transform your business.

Topics discussed in this episode:

1️⃣ Use AI for client avatar creation and content generation

2️⃣ Why volunteer work and community involvement drive business growth

3️⃣ Creative referral partner strategies beyond traditional sources

4️⃣ The importance of running with your “tribes” and shared interests

5️⃣ Why transparency and authenticity matter more than perfect marketing

• Connect with Adam Smith on LinkedIn.
• Learn more about Colorado Real Estate Finance Group.
• Check out Adam’s website justthetipscoaching.com to access his book, podcast, and daily tips.

• Check out The Art of Getting Shit Done by Chad Prio.
• The Purple Cow by Seth Godin.

Want to know the perfect recipe for business growth in today’s digital age? In this episode of the Local Marketing Lab, we dive deep with the SVP of Marketing at Emmy Squared Pizza, Sergio Pérez, who brings over 20 years of experience working with major restaurant brands like Church’s Chicken, Johnny Rockets, and Bojangles. This episode reveals how combining digital innovation with local marketing creates the perfect recipe for business growth across multiple locations.

Here are some topics discussed in the episode:

• Digital transformation strategies for multi-location businesses
• Leveraging technology to scale local marketing efforts
• Effective university and local partnerships
• Balancing national brand identity with local relevance
• Designing location-specific digital content strategies

• Connect with Sergio Pérez on LinkedIn.
• Find an Emmy Squared location near you.
• Or, order an Emmy Squared pizza from Gold Belly to have it shipped to you!

• Bojangles for their local marketing efforts and local charity work.

Can giving back to your community really drive explosive business growth? In this episode of the Local Marketing Lab, Carl Comeaux, CEO of Crust Pizza, reveals how his company grew from a few locations to 30 stores—with 15 more opening this year—by making community engagement their top priority.

Here are some topics discussed in the episode around putting your community first:

• Effective local marketing playbook for business growth
• Building lasting relationships with schools, churches, and local organizations
• Leveraging crisis situations to demonstrate community support
• Implementing systematic community outreach programs
• Developing franchise support systems for local marketing

• Connect with Carl Comeaux on LinkedIn.
• Find a Crust Pizza near you.

• Texas Roadhouse and Chick-fil-A for their amazing involvement in the community.

2025 is bringing major changes to lead generation compliance — are you ready? In this episode of the Local Marketing Lab, we sit down with Donnie Kenneth, VP of Marketing at Total Expert, who brings over 20 years of marketing experience across various industries. Donnie shares critical insights about the future of compliant lead generation, automation strategies that enhance rather than replace human connections, and how businesses can build lasting customer relationships while staying within regulatory boundaries.

Here are some topics discussed in the episode around compliant led generation:

• Automate marketing without losing authenticity
• Understanding and preparing for 2025 FCC compliance changes
• Effective customer journeys across multiple channels
• Strategies for long-term customer relationship building
• The importance of education in the customer journey

• Connect with Donnie Kenneth on LinkedIn.
• Learn more about Total Expert.
• Check out the new Evocalize integration with Total Expert and rebel iQ.

• Dart Bank — Small local bank doing an amazing job generating leads.

In this episode of the Local Marketing Lab, Avi Goren, co-founder and CEO of Marqii, shares insights from analyzing over 200,000 customer reviews across multiple restaurant brands. With experience spanning from local pizzerias to enterprise-level restaurant tech, Avi reveals how the right review response strategy can transform customer feedback into a powerful marketing asset.

Topics discussed in this episode:

1️⃣ Leverage menu data for improved local SEO performance

2️⃣ Scaling digital presence across multiple locations

3️⃣ Review response management and automation

4️⃣ Use review responses as a marketing and SEO tool

5️⃣ Techniques for turning negative reviews into business opportunities

• Connect with Avi Goren on LinkedIn.
• Learn more about Marqii.

• Gregorys Coffee (Featured success story, grew from 20 to 50+ locations)
• Breads Bakery (Example of category ownership)
• DIG (Growing brand, now 50+ locations)
• Polvos (Austin Tex-Mex spot)
• Levain Bakery (Mentioned for their customer support strategy)

In today's digital age, are you maximizing every channel to drive local business growth? In this episode of the Local Marketing Lab, Sai Alluri, co-founder and CEO of Momos, shares insights on multi-channel local marketing gained from his extensive experience in the restaurant tech space. Drawing from his work with over 5,000 restaurants across 10 countries, Sai reveals how businesses can create a powerful digital presence that converts online engagement into real-world revenue.

Topics discussed in this episode:

1️⃣ Optimize your Google Business Profile for maximum visibility

2️⃣ Leveraging social media platforms effectively for local business discovery

3️⃣ The modern customer journey from digital discovery to in-store visits

4️⃣ Measuring marketing ROI at the local level

5️⃣ Using customer feedback and surveys to drive business improvements

• Connect with Sai Alluri on LinkedIn.
• Learn more about Momos.

• Hopdoddy Burger Bar
• Baskin Robbins

Ever wondered how local businesses thrive in a world of big brands? The secret lies in community-driven marketing. In this episode of the Local Marketing Lab, Christin Marvin, a seasoned restaurant executive coach with nearly two decades of hospitality experience, shares invaluable insights on leveraging local connections for business growth. From fine dining to food halls, Christin unpacks strategies that turn community engagement into a powerful marketing tool.

Topics discussed in this episode:

1️⃣ Community partnerships for effective local marketing

2️⃣ Strategies for successful co-marketing

3️⃣ Aligning marketing content with the actual customer experience

4️⃣ Engaging customers at local events

5️⃣ Segmenting your audience for more targeted marketing

• Connect with Christin Marvin on LinkedIn.
• Check out Christin’s website to learn more about her solutions.
• Listen to an episode of the No Hesitations Restaurant Leadership Podcast.
• Listen to Eric Knott’s episode on the Local Marketing Lab podcast about being the mayor.

• Snooze AM Eatery
• Polidori Sausage
• First Watch
• Better Than Provisions
• Olivia (restaurant in Denver)
• Danny Meyer
• Golden Mill
• EatDenver

Can a simple photo of your meal help feed those in need and boost your restaurant’s bottom line? In this episode of the Local Marketing Lab, Andrew Glantz, founder and CEO of GiftAMeal, reveals how restaurants can achieve growth with social responsibility. Andrew shares innovative strategies that not only give back to the community but also drive customer loyalty and increase revenue.

Here are some topics discussed in the episode around increasing restaurant growth with social responsibility:

• How to implement a giving-back program in restaurants
• Impact of social responsibility on customer behavior and loyalty
• Integrating social impact initiatives with existing marketing efforts
• Communicate your brand’s social impact to customers
• Authenticity in corporate social responsibility efforts

• Connect with Andrew Glantz on LinkedIn.
• Learn more about GiftAMeal.

• Brands working with GiftAMeal: Lee’s Famous Recipe Chicken, Pizza Factory, Gong Cha bubble tea, Groucho’s Deli, HopCat, Sal’s Pizza, Starbird Chicken, Fuzzy’s, Taco Shop, Jimmy John’s, TGI Fridays, Andy’s Frozen Custard, and Scooters Coffee
• Integrations with GiftAMeal: Olo, Thanx, Lunchbox, Ovation, and Tattle

Are you ready to take your local marketing strategy to the next level? In this episode of the Local Marketing Lab, restaurant executive coach and author Monte Silva shares his powerful “create connect collaborate” approach to business growth. With over 25 years of hospitality experience, Monte unveils marketing tactics that have helped countless businesses thrive in the new economy.

Here are some topics discussed in the episode around “create connect collaborate”:

• Effective guerrilla marketing techniques for local businesses
• Importance of community engagement in marketing
• Balancing virtual and in-person marketing strategies
• Leverage personal branding to boost business success
• Product quality before heavy marketing investment

• Connect with Monte Silva on LinkedIn.
• Learn more about Monte Silva’s coaching services.
• Check out Monte’s book “Shift Happens: 7 Proven Strategies to Help Your Restaurant Crush the New Economy“.
• Listen to an episode of the Restaurant Success Club podcast.

• Shawn Walchef: Follow for great examples on how to tell your brand’s story.
• Christian Fischer: Helped Monte publish his book. Follow Christian to learn more about how he helps people write their own book!
• Maverick Theory: Consulting talent agency for restaurants.
• Josh Ashton: Canada’s Restaurant Guy, helped Monte launch his podcast.