As a lender, you are constantly looking to find more efficient ways to acquire and process loans. Digital marketing is one of the best ways to improve the amount of loans you are acquiring.
With a proper strategy, digital marketing can help you focus on your target audience and build a strategic online sales funnel. A mortgage marketing campaign will have far better results in turning a potential borrower from a cold lead into a processed loan.
Your digital marketing campaign must start with a primary target audience. If you choose a broad market, this will negatively impact your results, especially in the beginning. Choose to either target new homebuyers or refinance customers.
In case you want to target both types of customers, ideally you will create two distinct campaigns. It’s important to keep them apart, because each category of borrowers has a different overall profile in terms of needs and perception of your product.
- Willing to look around for quotes
- Know what they are doing
- Looking for someone to guide them through the process
- Willing to pay for helpful advice
- Referral driven
Use the specifics of each of your audience to customize your marketing message that directly addresses their needs.
Take Advantage of Content Marketing
A great way to increase referrals and leads is by capturing the attention of your primary audience via valuable content. Content marketing is a fundamental piece of any digital marketing strategy. It serves several purposes for your business:
- Helps you with lead generation
- Offers prospects information they need
- Positions you as an expert in the mortgage industry
- Increases brand awareness
The content you create should be unique to your brand and company. By consistently adding helpful home-buying and mortgage-related content to your website, people will start using it as a resource.
Moreover, publishing content relevant to your industry and niche will help your website rank higher in search engine results.
As a mortgage broker, you will also want to publish any blog post that you create to LinkedIn Pulse. The Pulse is LinkedIn’s self-publishing platform, which is a great way to enhance your visibility in your industry and among your connections.
For most websites, only small percentage of web traffic converts readers on the first visit. Remarketing allows you to keep track of people who have visited your website and displays your ads to them as they browse online.
This brings back most of your initial users who didn’t convert right away by keeping your brand visible. Furthermore, after people have been to your website and are familiar with your brand, you can market more aggressively to them.