As a mortgage broker, your role of acting as a liason officer between a borrower and multiple lenders plays a great role in the real estate industry but as important as it is, it cannot dodge the challenges brought by the unpredictable economy. In order to survive these challenges, you need a marketing strategy that will create continuous attention to your brand, increase conversions and bring sales.
You might start to question, what can you possibly do? What marketing ideas can be applied?
We’re here to give you tips on how to market your mortgage business better but before anything else, you have to make sure that you already have an established brand which includes your goals, values and vision. It’s basically establishing a personality for your business. One good way of doing this is identifying your niche or naming what you do best. Though being a ‘jack of all trades’ sounds good as it suggests you provide an array of services in your industry, having a niche or specialty can help people identify you easily. Other than this, you should also define who your target audience are based on their location or demographics. This will help you specify and personalize your marketing strategy.
If you already have an established brand, you can now proceed to optimizing your marketing game.
1. Establish and Optimize your Website
If you don’t have a website for your business yet, this is your sign to start one. Include contact information and provide a concise explanation of what you do and the things you offer. Make sure you make it as user-friendly as possible by implementing easy navigation both for its desktop and mobile format.
You should also create traffic by making use of Search Engine Optimization (SEO). Use keywords that will most likely be used by potential customers in their searches. You can also put up google ads that will be displayed when people search the mortgage keywords you set. This will potentially increase your website’s visibility.
2. Send personalized Emails
You may want to take your time building an email list before you can actually start your email marketing. Do this by putting up sign ups on your website or on social media.
Email marketing is an old strategy but it still proves to be effective as it provides businesses the opportunity to get in front of potential customers and interact with them personally.
When creating an email marketing campaign, you should use subject lines that can easily catch people’s attention to increase click rates and the potential of getting read. Present them with valuable information and a way to connect with you if they happen to have questions.
3. Utilize Social Media
Majority of people spend hours of their time browsing and scrolling through social media, you would want to take advantage of that. You can post content on Facebook, Twitter, Instagram, LinkedIn, or Tiktok to increase your brand awareness but it is ideal to choose social media platforms that your target audience frequents.
If you’re not sure what to post, you can start with trivias, memes, and educational materials about mortgage. You can also employ targeted ads on these social media platforms and provide links that redirects your potential customers to your website or get their email to include in your email list.
Aside from creating content, you should also engage with your audience by answering their queries or asking them questions.
4. Get out to your community
While social media is a great way to reach your ideal customers, you should also get out to your local community and get involved. Some people may still want to choose services reffered to them by their friends and family and would like their transactions to happen face-to-face. Marketing is getting your name and face ‘out there’, this includes getting involved in your community as a way of gaining people’s trust and respect. You can start by talking to your neighbors or attending local events. Establishing personal connections can also impact your brand awareness through word of mouth so don’t ever let a networking opportunity pass.
5. Get Reviews and Referrals
Referrals and reviews can help your business create credibility and generate more potential customers. These can also be proof of your business’ legitimacy and help people be aware of your business. You can get this by asking your satisfied customers to leave reviews on your Google Business profile or put out a good word for you in their social media or local circle. You can also generate referrals from customers you successfully provided with your service by asking them to think of someone who might need your mortagage services. From these people, you can also choose a few to be featured in testimonials you post on your website. Real stories from real people will make people believe that you can provide a solution to their mortgage needs.
Mortgage like any other business inside and outside of Real Estate can benefit greatly from Marketing because at the end of the day, marketing strategies and marketing platforms only deliver satisfying results to one’s business if business-owners take the chance to learn how to efficiently utilize them. And if you’re thinking, “I don’t really have the time for this”, there are always marketing services you can employ to help strategize and optimize the promotion of your mortgage business.
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