NEWS RECAP Brokers Offered Guidelines on Web Marketing Mortgage brokers who market their services online should keep several guidelines in mind, according to Lovina Worick, executive vice president for client relations at Myers Internet. Speaking at the Florida Association of Mortgage Brokers annual convention in Kissimmee, Fla., Ms. Worick said brokers need to do research about which means to use, because there are no easy answers. Secondly, they should use varied avenues to market their services. She said the three primary means are: portal sites such as Bankrate.com; search engines; and affiliate marketing, or cobranding, arrangements. Brokers should not concentrate on any one of the three because there are cycles, and each might do best at a different point, Ms. Worick said. The third guideline is to avoid long-term contracts. The online world can change quickly and often, and results from online marketing should be measured at least monthly, she said. Finally, brokers should be willing to change sites when necessary. They should review previously rejected sites to see if they now meet their needs, Ms. Worick advised. The NAMB can be found online at http://www.namb.org.