Investing in Lifetime Value of Customers

For several years, Bank of America has made a significant investment in the potential lifetime value of a relationship with graduating doctors. They offer medical school grads a mortgage program with no down payment, no PMI insurance and an array of mortgage products including interest only mortgages. It is a huge savings for young doctors and, no doubt, a major expense to the BoA marketing budget. But, think of the potential!

How much of your marketing budget represent a solid investment in future customers?