In today’s increasingly digital world, mortgage brokers and loan originators must adapt and embrace the power of digital marketing to thrive in a competitive landscape. With prospective homebuyers actively seeking mortgage information online, a well-executed digital marketing strategy can significantly enhance brand visibility, attract qualified leads and establish meaningful connections with clients.
By understanding your ideal audience, building a website, using social media to your advantage and starting an email marketing strategy, you can generate more leads, stay in touch with clients and grow your online presence. To fully leverage all aspects of digital marketing, originators need a comprehensive understanding of the digital landscape.
“Most, if not all, target audience members spend significant time online — especially people who are looking for houses, looking to refinance or exploring other loan options.”
Having an online presence in this day and age is crucial for growing any business. Most, if not all, target audience members spend significant time online ― especially people who are looking for houses, looking to refinance or exploring other loan options. Meet these people where they spend the most time. Use the digital world to your advantage.
Customer personas
Even if you or your organization have an image of who you are trying to target, it is always a good idea to reevaluate your existing methods. Your target client base may vary as your presence grows or as the industry shifts. There are several ways to explore and refine your intended clients, but market research and the development of customer personas are strong ways to identify any target audience.
“Look at what other mortgage originators are posting. Finding inspiration from influential figures in this space can be beneficial when you’re just starting out or need a marketing strategy refresher.”
Conduct thorough research to gain a deeper understanding of the broader market and then identify smaller segments within it. The use of online surveys, focus groups or industry reports to gather data on what a homebuyer generally looks like nowadays, as well as identifying pain points and trends, can provide insights into the target audience member’s profile.
Customer personas are fictional profiles that embody the characteristics, needs and motivations of specific societal groups. Develop these personas to represent different segments of your target market. Consider factors such as demographics, goals, challenges and preferred communication channels when thinking of ideal personas.
Captivating website
A mortgage originator’s website serves as the cornerstone of their digital marketing efforts. Every originator needs to have an online presence in some shape or form. Acquiring business through phone calls alone will not always cut it.
If you or your organization do not have an online presence, prospective leads will venture to other brokers or lenders, since most consumers search for mortgage programs online. An effective website includes mobile responsiveness, user-friendly navigation, compelling content and strong calls to action. It also emphasizes the significance of lead-capture forms and analytics tools to track website performance and optimize conversions.
Even if you or your organization have a website, it’s smart to log in from time to time in case there are critical updates to implement. An overwhelming majority of clientele browse the internet through their phones, so it’s also a good idea to search your website on your phone to make sure it is optimized for mobile devices. Your IT department or whoever operates your website can tinker around and fix any issues.
With a captivating website comes search engine optimization (SEO) and the plethora of benefits it promises. SEO is one of the pillars in the field of digital marketing — and for good reason. SEO plays a vital role for ensuring a mortgage broker’s visibility in organic search results.
Having a blog section on your website is an easy way to improve how high your site ranks on search engines such as Google. Writing about relevant topics, and using both broad and specific keywords throughout your website, helps to rank your site higher on results pages when people search for your company or relevant keywords.
Meaningful conversations
Social media platforms provide valuable opportunities for mortgage professionals to engage with their target audience and amplify their brand presence. They also emphasize the significance of engaging in meaningful conversations, responding to inquiries promptly and cultivating a strong online community. If you or your company are not using social media, or you notice that the last thing posted was years ago, it’s time to step up.
In this day and age, a brand has to do more than post attractive graphics on Instagram or text blurbs on Twitter. It is important to select the best platform that makes sense for you or your company. Do you want to lead by posting videos? Does your ideal audience consist of older people with a lot of disposable income? Answering these types of questions can help you narrow down the list of platforms you should focus on.
Once you’ve chosen on which platforms to post, creating a content calendar is another good step. A calendar holds the creator accountable and asserts your brand’s online presence. This is also where the type of content you’ll be posting will come into play.
If you want to post more than just videos, choosing TikTok as your only platform is not the smartest option. Look at what other mortgage originators are posting. Finding inspiration from influential figures in this space can be beneficial when you’re just starting out or need a marketing strategy refresher. You can also determine your posting frequency or schedule creative posts on certain days of the week.
Relevant emails
Email marketing remains a powerful tool for nurturing leads and maintaining relationships with clients. It is also a cost-effective way to reach potential clients.
Originators can use email marketing to send personalized messages to subscribers, such as newsletters, updates and promotional offers. Sending clients emails to celebrate birthdays and holidays, or notifying them about refinancing opportunities, pays off in the long run.
In a competitive industry, staying top of mind is crucial when converting prospects into qualified leads. When you or your team receives contact information from a potential client, store it in whatever platform you work with. Many customer relationship management platforms have the ability to send marketing emails, and there are numerous third-party email campaign platforms to choose from.
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Digital marketing presents a wealth of opportunities for mortgage brokers and loan originators to expand their reach, attract qualified leads and build strong relationships with clients. By embracing your ideal audience, building a website, using social media to your advantage and starting an email marketing strategy, mortgage professionals can position themselves as industry leaders and stay ahead in the dynamic world of digital marketing.
Remember, the key lies in understanding that you need to meet your clients where they spend the most time. This will help you become the first choice in a highly competitive consumer channel. Embrace the power of digital marketing and watch your mortgage business flourish in the digital era. ●
