Ever feel like most of the digital mortgage marketing tips are written for professional marketers rather than loan officers? While some mortgage professionals want a detailed step-by-step guide for marketing like a pro, most rather focus on a few fundamentals that are easy to implement and positively influence their online presence –fast!
If this sounds like you, then keep reading and bookmark this post. We promise that the tips in this post:
- Are best practices, nothing spammy.
- Require little to no tech knowledge.
- Can be sustained over the long run.
- Will continue to be an effective digital marketing tactic for years to come!
Top Digital Marketing Tips for Mortgage Loan Officers
Give A Lot More Than What You’re Asking For
There’s an innate psychological need to reciprocate favors, especially if the favor is a significant one. So go ahead and give away lots of insider tips for getting a mortgage. Write a 200-page eBook and give it away for free. Offer to write a weekly blog on a realtors website to help her gain more traffic. Give, give, and give some more.
And as you’re graciously giving, remember to ask something for a little something in return. Ask the prospect for their contact information in exchange for the free eBook. After answering a question in your comments, send the user a direct message asking them for their email, possibly to send them more information. If you’re working with a realtor, include a link your mortgage website in exchange for the free content you’re providing or ask the realtor to personally recommend you to his clients.
Focus on Building Relationships with Potential Borrowers
Along the similar lines of giving more than what you ask for is focusing on nurturing a relationship with your followers or audience. This idea works as a guideline for your social media posts.
Before you share that pic of your dog, your Sunday brunch, or Poker night with the guys, ask yourself if it adds anything to the relationship you’re trying to build with a prospective borrower. If it doesn’t, then save that pic for your personal social media and post something engaging and helps turn followers to mortgage leads.
In addition to giving (see the first tip) engage, too! Blogs, Quora, Facebook, Twitter, comments left on your social posts –anywhere and everywhere that there is a conversation about buying property, add to the discussion and engage with prospects. Small moves like these are huge steps toward building a lasting relationship.
Build Your Online Reputation
Consumers love comparison shopping, even when it comes to loan officers. The reputation of your brokerage as well as your personal reputation is a powerful influencer for your potential borrowers.
And make no mistake, no reviews can be just as damaging as bad reviews! With online mortgage applications becoming the new norm in 2019, you can’t afford any loose ends that will cost you loans.
Actively pursue getting reviews from your borrowers. Give them a few options, such as leaving a review on Yelp or Facebook or Google. Send a reminder email or text every week within the month of closing asking for a testimonial, but be careful not to nag.
Pay Extra Attention to Millennials
Starting in 2018, Millennial buying power surpassed that of Baby Boomers. As we approach 2020, it’s estimated that Millennials will have a combined spending power of over $1.4 trillion and growing. If you’re looking for the niche mortgage lead source that’s going to be HOT for the next 20+ years, Millennials are where it’s at!
Mobile-Optimize All of Your Digital Mortgage Tools
This tip goes hand-in-hand with marketing to Millennials. They are or will become, your top source for mortgage leads so you must be ready to reach them wherever they are. So where are they? They’re on their smartphone or tablet!
No matter how your prospect first learns about you, you must be mobile-ready. Whether the lead comes from an organic search, social media, a review, an email, or through a lead source like Lending Tree, the prospect will eventually land on your mortgage site or digital 1003. Make sure all of your digital mortgage tools are mobile-friendly. Bonus points if they also seamlessly integrate with popular third-party mortgage lead generators.
That last tip may sound too tech-complicated to implement. But at LenderHomePage, we’ve developed a robust and customizable digital mortgage platform that doesn’t require any tech know-how. Since 2003, we’ve been equipping mortgage professionals with the mortgage tech they need to compete and scale their businesses, their way. Call for a free demo today!
