Branding consistently across all platforms can increase your revenue by up to 23%! And with so many options in brokerages, loan officers, banks, and credit unions, you can understand why marketers stress the importance of building a memorable and consistent mortgage brand that grabs the attention of a digital consumer.
But what precisely makes for a remarkable and reliable brand, and how does it fit into your mortgage lead generation? Read on to learn the keys to a strong brand for your mortgage business and how it fits into your overall mortgage business success.
Elements of a Consistent Mortgage Brand
Your mortgage brand should achieve two goals –
- It should create instant awareness
- Establish you as credible and reliable.
With mortgage branding, you give your business a professional and identifiable image that sets you apart from the rest and also serves as an emotional anchor for prospective borrowers to latch to. Here are the main factors for doing just that:
Tone and Purpose
Consistency in communication increases your likeableness and trustworthiness, and this applies to both the tone and the type of content you create. So when thinking about your branded content, ask yourself:
- What’s your approach to home lending, and how is it unique?
- How do you want borrowers to feel about home financing with you?
- What image do you want to portray as a loan professional or brokerage?
Some lenders prefer a business casual approach, while others prefer a more polite, formal tone. As long as your content and style of delivery are consistent, you’ll be able to form a bond with your potential digital borrower.
Logo and Color Scheme
A well-established brand has distinctive visuals. From logo to graphics to the color scheme, consistent brand visuals increase its recognition up to 80% –and brand recognition is a major factor in creating credibility.
Remember that consistency goes beyond your website. Social media posts, emails, printed materials, and consumer-facing digital mortgage products like a mortgage app must also have a harmonious aesthetic.
Your Unique Selling Point and Positioning
A consistent and unique selling proposition (USP) differentiates your mortgage business from others in your market. It also helps you to attract borrowers and retain them, helping to turn them into advocates for your business.
A “sticky” mortgage USP should also spark a curiosity that bridges brand recognition to filling out your pre-qual. Here are guidelines for crafting your mortgage USP:
- Deeply understand who your ideal customer is.
- Lead with your differentiating qualities and the benefits that they can’t get from your competition.
- Understand the problem you are solving for your prospective borrowers.
Use your USP to create your tagline, elevator pitch, mission statement, and use it as part of your foundation for customer service and office culture.
You’re Not Alone in Branding and Scaling Your Mortgage Business
Developing a brand and lead generation plan takes time in and of itself, but implementing it while managing the day-to-day requires a time investment. But with LenderHomePage, not only can you minimize the time needed to develop a cohesive mortgage brand across all channels, but you can also reduce the day-to-day processing tasks with lending automation.
Our Loanzify Mortgage App and Loanzify Mortgage POS feature quick customization capabilities that make it possible to launch branded digital mortgage tools that delight your borrowers. From the backend, mortgage teams of all sizes will be impressed by the streamlined workflow that eliminates redundant tasks, accelerates their funding timeline, and increases their earning potential. Click here to schedule a conversation.