5 Mortgage Marketing Tips for Loan Officers to Win in 2022
Mortgage marketing is a critical aspect of any loan officer’s business. It’s no secret that the mortgage industry is competitive. Standing out from the rest of the pack takes more than just a good product – you also need to be aggressive and strategic with your marketing efforts. In this blog post, we will discuss five marketing tips for loan officers that will help you win business in 2022. Let’s get started!
1. Make content the backbone of your strategy.
Lenders who want to gain borrowers’ confidence throughout the mortgage process must focus on leveraging their knowledge to make clients feel more at ease. Mortgage loan officers can create blog posts, infographics, and videos that educate potential borrowers on topics like Mortgage Process 101, Mortgage Application Tips, or Mortgage Refinance Tips.
By providing your audience with helpful content, you will be able to build trust and establish yourself as a credible source of information. Furthermore, by optimizing your content for SEO, you will be able to reach a wider audience and generate more leads.
Here are a few ideas for helpful mortgage-related content:
– A step-by-step guide on how to apply for a mortgage
– A Mortgage Process 101 video series
– An infographic on the most common mortgage myths debunked
– A blog post discussing the pros and cons of refinancing your mortgage
2. Step up your game with email marketing
According to a study completed in 2020, email marketing has an average return on investment of $36 for each $1 invested, which has remained constant for many years. Email marketing is well-established and deserves your attention because of its cost-benefit ratio.
Email marketing is a personalized method of contacting prospects that appeals to them. Share industry reports and relevant mortgage information with your potential consumers using a monthly publication, for example. A bi-weekly email is an excellent, low-effort approach to sharing industry information, offering advice, and enhancing your value as a real estate agent.
You may benefit from a robust email and content marketing strategy to attract business from real estate brokers. Because lenders send so many emails to real estate professionals, finding a way to add value to your email marketing campaign is critical.
Some ideas on how to add value to your email marketing campaign:
– Offer a monthly newsletter with industry insights, mortgage tips, and more
– Include a personal message in each email
– Send out exclusive offers and discounts to your email list
By following these tips, you will be able to improve your email marketing campaigns and generate more leads.
3. Embrace visual content.
While written content undoubtedly holds value in marketing, visual content can frequently be more engaging than marketing collateral with only written text. Blog articles with images have 650 percent better interaction rates than text-only postings. After watching a video, people are 85% more likely to buy a product, according to statistics. Additionally, 72 percent of Generation Z and 71 percent of millennials look to YouTube when searching for information about a subject.
Creating videos and graphics might sound scary. Filming a brief video on a smartphone or editing an image in Photoshop or Canva is simpler than ever before. Plus, with younger generations of homebuyers moving away from bogus, phone-generated content and preferring genuine, low-budget material, you may discover that simple, low-cost items appeal more to your target demographic.
4. Make marketing automation work for you.
Marketing automation is an excellent method to differentiate oneself from the competition. With a little effort on the backend, you may set up email nurture tracks with helpful content and information automatically delivered to your prospects at a particular time so you can stay top-of-mind as customers get closer to ready to buy.
Automating your social media postings will also allow you to keep a consistent presence in front of prospects on their frequent social media platforms more organically. Marketing automation simply automates time-consuming operations that must be completed manually so you may focus on developing connections with your borrowers. Email automation will be helpful to be connected with the audience based on the actions your audience takes.
Marketing automation can help you scale your business by allowing you to focus on the tasks that require your attention while automating the ones that don’t. Implementing marketing automation can help you save time, increase efficiency, and improve your bottom line.
5. Think about what you’d want as a borrower.
It’s easy to get caught up in efficiency and productivity that you lose sight of the borrowers on the other end of the mortgage deal. Take a few minutes to place yourself in the shoes of a first-time homebuyer. Consider how it felt to buy your first house as a homeowner or prospective homeowner. Consider how you would feel if you were purchasing your first home for the first time.
What do you think your emotions would be like? What are your main concerns? How would you get the necessary information to feel comfortable buying a home? How would you go about researching mortgage lenders? How would you want them to advertise their services to you?
To dive deeper, dig into common questions borrowers ask your lending business. Pay close attention to borrowers’ concerns about the loan process and the barriers they encounter on their path to homeownership. If you apply this information to fine-tune your emails and marketing strategies, you’ll be sure to communicate in a way that connects with consumers and wins their business.
Mortgage marketing can be challenging, but following these tips can improve your campaigns and generate more leads. By staying consistent with your marketing efforts and embracing visual content, you will be able to better connect with your target audience. Additionally, by implementing marketing automation and thinking about what you would want as a borrower, you will be able to fine-tune your communications and win more business. Mortgage marketing is essential to growing your lending business, so use these tips to improve your campaigns and Generate More Leads in 2022!