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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.
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:
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.
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
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Mortgage marketing centered on interest rates will garner leads, but usually at a higher cost to your margins. Using the right content can change that.