Randy said a mouthfull! Makes my job easier now.
Identify your market.
Have appropriate products for the market.
Understand and market to the demographics! (Examples, even though circulated throughout the AA, an ad in e.g. "Realtor Today" magazine would not meet your LMI/minority targets if 95% of the properties are above $400k. Similarly , although a general community newspaper distribution covers a wide area, readership demographics may be significantly less. A marketing department asked a newspaper for readership demographics and it was determined that less than 10% of the readership was Black or Hispanic, despite being 50% of the populatuion.)
If marketing to other languages, make sure to have the ability to communicate with the applicants. Sending out ads in Spanish for example can be a costly mistake, unless there are employees and loan officers that can communicate and turn the materials into loans.
Integrity. With it, nothing else matters. Without it, nothing else matters.