1.) Search Engine Marketing
One of the best ways for mortgage brokers to win business over their competitors is by marketing themselves where most consumers start searching for available listings: a search engine such as Google. Search engine marketing (SEM) must be done deliberately if a broker plans to be on the very first page of search results, where consumers can find them the fastest.
Mortgage brokers can also attract the attention of prospective homebuyers more effectively and earlier on in the home search process by creating eye-catching landing pages with careful search engine optimization (SEO). A mortgage CRM can help a broker prioritize keywords that their target audience is likely to use when searching for a loan — things like neighborhoods in their service region, a specific loan product or a homebuyer advice topic.
2.) Social Media Marketing
Mortgage brokers can also generate new leads and referrals by posting engaging and educational marketing content designed to be shared on social media, like mortgage memes or current mortgage market updates. A powerful mortgage CRM will even enable brokers to create and schedule their social media posts in advance, making daily social media marketing a hands-free process.
A CRM can even help with maintaining compliance. For example, a mortgage CRM can enable mortgage brokers to approve social posts and messages ahead of distribution, as well as track posts for auditing purposes.
3.) Text Message Marketing
Now that almost everyone carries a smartphone wherever they go, mortgage text message marketing is the fastest and easiest way to make a personal connection with borrowers. And best of all, text message marketing does not have to be overwhelming or time-consuming.
A comprehensive mortgage CRM will enable mortgage brokers to pre-schedule text message outreach. For example, Surefire Power Messaging helps busy mortgage brokers effortlessly keep customers and referral partners on the same page with in-process loan updates delivered via text. What’s more, text message marketing can be made even more engaging with Surefire’s Power Videos, which provide personal and timely text message templates that give mortgage brokers control over when, to whom and under which circumstances messages are sent.
4.) Print Marketing
In a world where digital marketing is everywhere, mortgage brokers still need print mortgage marketing materials in their omnichannel marketing strategy. Mortgage brokers can employ this tried-and-true mortgage marketing tactic by distributing direct mail outreach and by posting printed single property flyers in local businesses and public areas. By cobranding listing-specific marketing content with a real estate agent, mortgage brokers effectively provide motivational homebuying content and two business cards in one place.
A mortgage CRM should communicate seamlessly with brokers’ other digital tools. For example, technology integrations make it possible for brokers’ loan origination systems (LOS) to automatically update mortgage CRM contacts as the lending process moves along. A CRM’s rules and workflows can then trigger borrower outreach relevant to specific loan milestones.
The best mortgage CRMs also manage communication triggered as part of prospect and post-close workflows or as recurring deployments, including birthdays or holiday greetings.