Marketing strategies for mortgage brokers must vary from those for mortgage companies, where a central marketing department can develop marketing plans, create content, identify marketing outlets, and ensure compliance.
Independent mortgage brokers are often their own one-person marketing team, yet they’re competing with the Billboard Guys – loan officers who have plenty of time, money and personnel to support large marketing initiatives.
Still, there’s plenty that a one-person marketing team can do. It just takes the know-how up front to get started.
Mortgage Broker Marketing Strategy Step One: Outline the Basics
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Formulating the best marketing strategy for mortgage brokers starts with answering three basic questions:
- What are the primary products I’d like to promote?
By narrowing down your focus, you can fine-tune your marketing efforts and give your strategy the best chances to succeed. Choose one to three products that are your favorites to write for, that are your most popular and/or that are the most profitable.
- Who are my target audiences?
Who is most likely to choose the products you’ve decided to promote? Existing homeowners? First-time buyers? Self-employed borrowers? Borrowers in certain professions? Thinking through your audiences carefully will help you select or craft appropriate messaging.
- Where can I reach them?
Are your likely clients already in your own database or are you seeking new prospects? Are they most likely to respond to email? Postal mail? Which social media platforms are they using?
Be careful about generalizing. According to Pew Research Center findings, you may be surprised about where different groups spend the most time. For example, TikTok is in the media a lot, but only 22% of U.S. adults ages 30-49 say they “ever” use the platform. It may not be worth exploring when you want to talk directly to homebuyers and homeowners.
Similarly, while it’s easy to assume only older generations like receiving postal mail, studies show that millennials do, too. The USPS reports that in a survey of millennials, 75% said receiving personal mail makes them feel special.
After answering the basic questions, build a monthly, quarterly or annual mortgage marketing plan. Preschedule posts or email deployments for holidays or cyclical messaging (such as renovation funding in the spring or tuition funding in the summer).
Remember, the best marketing strategies for mortgage brokers will often include an omnichannel approach, combining digital communications (email, social and text messaging) with postal mail. All of these can be pre-scheduled with a strong mortgage CRM like Surefire.
Mortgage Broker Marketing Strategy Step Two: Employ Automated Marketing
Marketing automation is the real time saver for independent mortgage brokers. With a strong mortgage CRM, especially one that is integrated with your LOS, actions can trigger rules that in turn trigger workflows to deploy omnichannel marketing messages.
For example, a prospect follows the link on your social media post and completes a form saying they’re interested in a purchase. With the right program in place, they will receive a text message from you within minutes and will continue receiving communications over the next weeks or months, depending on your settings. If they start a loan application, they will automatically begin receiving appropriate communications based on their place in the loan process.
And don’t worry that the process will feel impersonal. Task reminders can remind you when it’s appropriate to reach out with a phone call.
When you choose a strong mortgage CRM like Surefire, you won’t have to build everything from scratch. Mortgage marketing tools are built in and both the processes and the mortgage marketing content are customizable. You start with the basics then tailor it to your business.
Mortgage Broker Marketing Strategy Step Three: Keep Your Content Timely and Fresh
Though it’s convenient to have mortgage marketing content pre-scheduled and automated, it’s important to keep up with news that happens in the mortgage industry. Never miss the chance to incorporate fresh, timely messaging when appropriate.
You can do this by doing a quick Facebook Live video updating your friends and followers on interest rate movement, for example. In just a few minutes, you will establish yourself as a go-to expert and help others feel like they know you personally. And, of course, you will be sharing valuable information.
Another mortgage marketing strategy is to use the content in your CRM, especially if it is a mortgage content machine, like Surefire. Surefire publishes timely news approximately once a month. You can send it to your contacts as-is or edit it to your liking.
Taking the leap to become a mortgage broker is not for the faint of heart. But developing an effective mortgage marketing strategy that wins leads and nurtures repeat business doesn’t have to keep you up at night. By taking early steps to implement a mortgage marketing plan and set up marketing automation strategies, marketing will never become a full-time job – letting you focus on what matters.
To learn more about how Surefire can help, schedule a demo today!
As content manager at Top of Mind Networks, Renita develops award-winning marketing materials and strategies for mortgage companies. Throughout her career, Renita has managed public relations and produced both printed and online content for clients in the home building, affordable housing, real estate, mortgage lending, financial planning, and
environmental industries. As a ghostwriter, she has contributed to two books on social media marketing. Her work has also been published in numerous print and online trade publications for industries she supports.