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Mortgage marketing is the process of educating and motivating potential borrowers to use your mortgage services in lieu of your competition. Mortgage marketing ranges from corporate brand management and advertising to individual loan officer activities such as generating referral partner relationships and calling or texting prospective customers. In 2021 mortgage marketing competition is fueled by historically low interest rates, renewed focus on refinancing, new requirements driven by working from home, and pressure to expand to second homes outside of urban areas.
Understand the importance of having a winning mortgage CRM.
Create a mortgage landing page that converts more leads.
Find the right customer at the right time.
Get instant access to tried-and-true mortgage marketing strategies and guides with Mortgage Marketing University.
See how Surefire effortlessly develops content tailored to your brand. Sign up for a free look book today.
You have what it takes to be a top mortgage lender and Surefire has what it takes to get you there. Learn How!
Stand out with effective mortgage email marketing.
Out-perform your peers with mortgage social media marketing.
Engage and educate with customized content.
Understand the necessary steps to produce a revenue generating strategy.
Take the necessary steps to stay compliant.
Manage your pipeline easily and efficiently.
Create a marketing system that works with your loan origination process.
Make sure to start your customer interaction the right way.
Provide real time rates to your prospects with a product pricing engine.
Understand the digital strategies retail lenders are using keep clients engaged.
Working with other lending professionals to create greater return.
Learn the digital strategies that gave rise to the innovative lending practice.
Get inspired by our stunning mortgage marketing flyers
Your current customers hold the key to your continued success.
Mortgage Marketing requires developing awareness and engagement at all stages of the buying (loan origination) cycle.
During these stages, mortgage marketing strategies evolve. When prospecting, developing awareness of your brand and differentiating capabilities help drive more borrowers into your application process. While in-process, properly shepherding the borrower through a mix of education, nudges, and reengagement workflows generates the highest pull-through rates. And once the loan is closed, mortgage marketing is used to stay top of mind with the borrower, check in with them, educate them further, and earn the right to repeat and referral business.
Start by defining your brand. How should borrows feel when interacting with you and your team? How do you want your site and collator to look visually? Some companies choose to develop their own content from scratch, others choose the best mortgage CRM with award winning content built in. If you are an independent loan officer, carefully select the photo you will use to market yourself and display it on all communications and collateral. Enterprise organizations need to focus on the emotional response to logos, site imagery, and content choices.
Once you have your branding, determine your market differentiation. Why would a borrower choose you as a lender? There are many reasons including:
Quality content is the lifeblood of any mortgage marketing strategy. The value of the tools and materials provided to borrowers matters, because this content will drive them to your site and to your loan officers. In content quality matters but so does branding. Performing branding at scale requires your mortgage CRM to have powerful transformation tools that convert content from your Digital Asset Management library into color corrected, logo applied, and data merged flyers, landing pages, interactives, calculators, and more
Digital marketing applies almost universally to Mortgage Marketing, especially in a post-pandemic environment where face to face interaction is tremendously limited and digital applications became the norm. In this world, social media is critical with an eye to trending platforms (such as Clubhouse). Pay-Per-Click and remarketing strategies still work and perhaps work better in a work-at-home culture. And of course search optimization on your lending home page and loan officer pages drives corporate level and local level interest to the people that can help borrowers the most.
Get instant access to tried-and-true mortgage marketing strategies and guides with Mortgage Marketing University.
See how Surefire effortlessly develops content tailored to your brand. Sign up for a free look book today.
You have what it takes to be a top mortgage lender and Surefire has what it takes to get you there. Learn How!
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