Maximize your impact as a mortgage broker from the first "hello". This guide offers techniques for effective introductions, tailored to the mortgage industry, ensuring memorable and positive client interactions.
When buying a home, clients want to feel like they have a mortgage loan officer and a mortgage company that is not only knowledgeable of the real estate process but someone they can trust through the stressful experience. Any good loan officer is a mix of a strong grasp of the ins and outs of the mortgage industry combined with impeccable customer service.
But how do you let the public know that you are the best fit for their mortgage needs? How do you get the attention of potential clients and grow your business?
Here we have outlined for you some of the best mortgage marketing tools and ideas for loan officers to use to make sure that the clients are calling you and not your competitors.
The right loan officer marketing ideas and strategies will include digital marketing campaigns, social media marketing, and content marketing, along the more traditional offline marketing you may be using already.
Digital marketing campaigns: highlight your knowledge first
The first step for many homebuyers, especially those with little experience, is to hit their favorite search engine to research what the process entails first. Those search results easily could point them in your direction if you highlight your expertise in the mortgage business by using a website or blog to give them valuable information that will help them in their home buying process.
From the very basics to the more complicated aspects of the mortgage process, your blog posts could establish a potential client’s trust in you while helping with your lead generation. From your website or blog, make it easy for your audience to understand what to expect while giving them an opportunity to contact you directly to discuss how you are the right person to help them in their mortgage needs.
Make the “get started” button easy to see on every page of your website. Don’t ask for too much information on the contact form. Name, email address, and phone number are probably enough.
Part of a good online marketing strategy also includes something that marketers call keyword research. Your blog should answer the questions that potential customers ask and contain words and phrases that potential customers use when searching for your answers. Use of these keywords will elevate your website or blog higher in the search results, making it easier for mortgage leads to find you.
Google rewards comprehensive content. Resist the temptation to write short blogs. Always start with the question that you’re answering and then write the most complete answer possible.
Use social media marketing to your advantage
If you’re looking to increase your online presence, there’s no quicker and more effective way to do that than by using social media. According to Hootsuite, 97 percent of digital consumers have used social media within the past month.
What does that mean for you? That means a potential 3.8 billion people have the opportunity to be exposed to your company and your services. Which form of social media would attract your ideal client depends largely on what demographics you are trying to reach. Researching what platform is most popular with your target audience means you can tailor your content and message in a way that will appeal to them most.
For example, having a presence on Facebook means that you are reaching the largest spread in ages on social media. In fact, 75 percent of people 18-49 use Facebook regularly - it is one of the best apps to position your business, and a simplified marketing tool that is very easy to use. Making a Facebook business page part of your marketing plan would give you a platform to direct potential clients and their real estate agents to your business website, allow them to contact you for direct assistance, and provide a place for satisfied clients to leave online reviews.
Monitor your online reputation closely
Speaking of leaving online reviews, 97 percent of online consumers say they always read reviews before they decide to buy or enlist the services of a professional.
In order to properly manage your reputation online and in social media, it’s important that you are quick to respond to satisfied clients and proactive in how you handle negative reviews.
It’s true that you never will make every client happy, but how you handle bad feedback is even more important than how you handle the good reviews.
When confronted with a less-than-stellar review, be sure to ask questions to clarify the issue and how you could address it better. Be apologetic—never defensive—and try to understand what you could do to make it right or improve for the future.
When potential clients see your professional handling of both the good and the bad, they’ll appreciate your dedication to providing the best service possible under any circumstances.
Get email addresses and use them to your advantage
Plenty of research shows that email marketing can be a strongly effective way to engage potential clients and create a sales funnel. Once you’ve had a successful leads generation campaign, use their contact information to send an email sequence that introduces you to the client and walks them through the mortgage services you can provide.
The average ROI on email marketing is $37 for every $1 spent. Why is email such a powerful tool in any industry? It’s a direct line to your client base. You are giving them engaging content neatly packaged that can instantly connect them to your website or social media or can be forwarded to others with the click of a button, widening your net even further.
Mortgage marketing might have its own unique set of challenges, but it still is possible to reach your audience where they are, engage them, and bring them into your business to discuss how you are the best loan officer to help them through the process.