President's Blog

The marketing department in BIG banks must be the best job in the world.  It is a fiction writer’s dream job since there seems to be no real necessity to connect the actual world with the one they get to create in massive advertising campaigns to be spread across page and screen.  The teller lines are always short, the staff always smiling and helpful. No one is ever confused by the letters, disclosures or other fluff that comes out of the big machine.

If technology can solve your banking issues, our LARGE brethren certainly strut their solution stuff.  A recent ad showed a mom and two kids at the mall.  Once their bank text messaged their account information to the mom, all was right in the world and the three of them went skipping off to experience the joys of indoor bargain hunting.  I have never seen this behavior in real life.  The mom’s are generally stressed and the kids would rather be confined to Saturday School than spend their time cruising the mall with their mother.  And generally, when you are so uncertain about the amount of funds in your checking account it isn’t because you fear that there is TOO MUCH money available.  Maybe the text said “Bank Error In Your Favor – Collect $500.”

The great banking give-aways went the way of the dodo bird, the mammoth and other challenged species formerly found in La Brea.  The Crocker Bear and the toaster may have been the only truly great banker give-aways that anyone actually cares to remember.  Now the government limits the value of what can be given away with an account, otherwise they want you to pay taxes on the ‘gift value’.  You’ve probably seen those BIG banks that give away cash when you: open, maintain, refer, prepare or prefund one of their offerings.  That cash also comes with a 1099 issued in your name at the end of the year.  Yes, nothing says we love you like cash but having to pay taxes on that love seems to mess with the overall gift concept.

I believe that’s why people like you prefer to bank with a small bank like Sierra Vista Bank.  We’re not big on gimmicks.  Our goal is real value for your deposit and borrowing needs.  Everyone on this team takes pride in being able to answer the questions that you have. They take personal interest in figuring out how to make something work.  And when the answer is ‘no’ or at least ‘not now’, my experience is that our bankers want you to understand why that has to be our approach.

Now I think our ads are catchy. How can you deny a guy willing to be caricatured into 4X4’s, jungles, airplanes or Shakespearian era costuming? But that’s the extent of our shtick.  From that point on our goal is real value from real bankers with real answers to your real problems.

So that’s who we are.  No gimmicks, no tricks, no creative financial smoke and mirrors.  We hope you’re glad as well.  But if I could just figure out how to give away a tax-free poodle with every new account…priceless.

If its money, any bank will do. But if it’s a personal connection to the people who handle and account for that money, then you’ll be happier at a place like Sierra Vista Bank. The money here is green but the staff isn’t. Even our more junior people have over 10 years of experience in the care and feeding of the average depositor.

If it’s a loan, any bank will do. But if its the opportunity to be able to discuss the pro’s and con’s of your transaction or to hear the wisdom of true bankers whose livelihood has been in the structuring and granting of credit, then you’ll be happier at a place like Sierra Vista Bank. Our lenders are just that – lenders. They are well trained and are experienced in the actual granting of credit. They make good decisions and that’s what you should come to expect – well thought out plans to make your borrowing better.

If it’s an interest rate, any bank will do. But if it’s a competitive rate recommended in a product mix that best suits your needs, then you’ll be happier at a place like Sierra Vista Bank. Our deposit experts are well trained and seasoned in dealing with everyone as an individual. You get personal service and a thorough discussion of the options to meet your needs. And our rates are competitive.

If it’s someone who has a plastic badge that says “Personal Banker” then any bank will do. But if it’s the goal of doing business with an institution that actually knows and cares about your banking as much as you do, then you’ll be happier at a place like Sierra Vista Bank. It all comes down to the people and once you meet and know ours, there will be no room left for doubt at how truly personal and helpful our bankers can be.

Sure there’s others out there that might be able to meet your needs. But why waste time; go with a sure thing. See you at Sierra Vista Bank real soon.

• This article is from the 2009 3rd Quarter Vista Views newsletter.