Marketing for Mortgage Professionals: Top Three Priorities
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January 10, 2023 |
Marketing for Mortgage Professionals: Top Three Priorities
Learn how to create a strong online presence, use social media effectively, and run successful email campaigns with our downloadable resources and actionable tips.
For mortgage professionals, marketing is a critical component in building a strong client base and achieving success in the industry. With the rise of the digital world, mortgage professionals can now more easily leverage digital channels to communicate with both current and potential clients, as well as build stronger relationships with lenders. If you haven't already begun implementing marketing strategies for your mortgage business, it's important to prioritize the following key marketing tactics in the digital realm:
1. Creating a strong online presence
2. Using social media effectively
3. Running email campaigns
Creating a strong online presence
Understanding the concept
A strong online presence refers to the way you and your business are represented in cyberspace. This includes your website, social media profiles, and any other online platforms where you have a presence.
Benefits of this approach
Increased visibility: By having a strong online presence, you can make it easier for potential clients to find you. When someone searches for mortgage brokers in your area, for example, you want to make sure that your business appears at the top of the search results.
Professional image: A strong online presence can help you establish yourself as a professional and trustworthy mortgage professional. By having a well-designed website and active social media profiles, you can showcase your expertise and give potential clients confidence in your service.
Opportunities for engagement: A strong online presence allows you to engage with your audience and build relationships with both potential clients and BDMs from mortgage lenders. By posting updates, answering questions, and providing valuable content, you can create a sense of community and establish yourself as a go-to resource in the mortgage industry.
Tips for success
Know who you’re targeting: Identify who your ideal customer is by creating detailed buyer personas based on their demographic data that match this specific segment of people best suited for your mortgage services. This insight will play an important role when it comes to getting attention from potential buyers.
Develop good quality content: When creating content for your website or social media, focus on providing educational material rather than using sales-oriented language. Providing helpful advice, ideas, and resources shows potential clients that you are knowledgeable about your field and strive to assist them in finding the right mortgage solutions they need.
Leverage SEO tactics: SEO, or Search Engine Optimization, is the practice of optimizing your website and online content to improve your ranking in search engine results pages. When establishing an online presence, choose keywords related to the content and come up with unique titles. This can increase your visibility, build credibility, and drive more leads and conversions.
Using social media effectively
Understanding the concept
Social media has become a fundamental aspect of daily life and has proven to be a beneficial asset for businesses. For mortgage professionals, social media provides a platform to connect with their target audience, share relevant and engaging information about their business and industry, and establish themselves as experts in their field.
Benefits of this approach
Cost-effectiveness: Social media can be an affordable way to reach a wider audience. Many platforms offer free basic accounts, and paid advertising can be more cost-effective than traditional forms of advertising.
Targeted marketing: Social media platforms offer a variety of targeting options, which allow you to reach specific groups of people based on demographics, interests, and other factors. This can be particularly useful for mortgage brokers looking to target ideal clients.
Measurable results: Social media platforms offer a variety of tools for tracking and measuring the success of your campaigns. This can help you see what's working and what's not, and make adjustments accordingly.
Tips for success
Choose the right platforms for your business: Not all channels fit every business; therefore select those platforms which make sense for your company’s strategy and objectives. For example, LinkedIn is geared towards professional networking, while Instagram is more visual and focused on sharing photos and videos. It's important to choose the platforms that make the most sense for your business and your audience.
Create engaging, relevant content: To effectively use social media, you need to have something to say. Share updates about your business, industry news such as BOC updates, and other relevant information that your followers will find valuable. Use relevant hashtags to increase the chances that your content will be seen by people outside of your immediate followers.
Be active and responsive: Social media is all about engagement. Make an effort to interact with your followers by responding to comments and questions and sharing their content. This will help you build professional relationships and drive more leads.
Running email campaigns
Understanding the concept
An email campaign is a targeted email message that is sent to a specific group of people with the goal of promoting a product or service, or generating leads. It is a type of digital marketing strategy that allows businesses to reach their audience directly through their email inbox.
Benefits of this approach
Targeted audience: Email campaigns allow mortgage brokers to send messages to a specific group of people based on their interests, location, and other characteristics. This means that the messages are more likely to be relevant and appealing to the recipients, increasing the chances of generating leads.
Measurable results: Email campaigns allow mortgage brokers to track the results of their marketing efforts. They can see how many people opened the email, clicked on the links, and completed a specific action (such as filling out a form or making a purchase). This data can help mortgage brokers refine their email campaigns and improve their results over time.
Easy to set up and manage: Email marketing platforms make it easy for mortgage brokers to create, send, and track the performance of their email campaigns. They can use templates to design professional-looking emails and schedule them to be sent at a specific time.
Tips for success
Define your goals: Before you start an email campaign, it's important to know what you want to achieve. Do you want to generate leads, nurture existing relationships, or promote a new product or service? Defining your goals will help you create targeted and relevant messaging that resonates with your audience.
Use a catchy subject line: The subject line is the first thing that recipients see when they receive your email, so it's important to make it catchy and compelling. Use actionable language and avoid using spammy words that may trigger spam filters.
Offer valuable resources to highlight your expertise: In addition to promoting your services, consider offering valuable resources that can help potential clients navigate the mortgage process. This could include guides, webinars, or other educational materials that provide useful information and position you as a trusted resource.
Marketing for mortgage professionals in the digital world requires a combination of strategies to create a strong online presence, effectively use social media, and stay up-to-date with the latest trends. By prioritizing these above practices, you can grow your mortgage business and build a strong client base. Whether you're just starting out or are looking to take your business to the next level, these strategies can help you succeed.
Author Profile
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Marketing Manager at Neighbourhood Holdings |
Jessica Yang is the Marketing Manager at Neighbourhood Holdings, where she leads marketing campaigns and content strategy. As a UBC Media Studies graduate, Jessica also completed BrainStation’s Digital Marketing Program and became a BCFSA-licensed mortgage broker.
Beyond her professional pursuits, Jessica enjoys travelling and documenting her experiences through vlogging, finding inspiration in exploring new cultures and sharing her journey with others.