5 Digital Marketing Tools that Can Boost Your Brokerage

Competitive, modern businesses have digital marketing tools as a central part of their basic recipe for success. Without online marketing, it can be tricky to get access to your target audience or gain new leads. 

For mortgage brokers and loan officers, an effective digital marketing strategy can help generate leads, nurture them, and convert them into clients.

If you’re new to digital marketing or don’t have much experience with it, you might be confused about choosing the best tools to get real results.

The tools and software available in the mortgage industry continue to change rapidly. Staying up to date on trends and popular technologies can be time-consuming, but it’s well worth the effort.

In this article, we’ll highlight the top five digital marketing tools that you can use to boost your brokerage. These tools can help loan officers to connect with customers, produce profits, and gain valuable information about new opportunities. 

1. Social Media Platforms

Any high-quality marketing strategy should include the use of social media platforms. These platforms can be used as networking tools. They can help you to connect with potential clients and encourage customer engagement. 

Cross-promotion and networking with other social media groups can help to create more public interest in your services, which can drive more traffic to your website. Participating in discussions and offering a professional point of view on the industry online can even build your credibility as an expert in your field. 

Platforms like Facebook, LinkedIn, Instagram, and Snapchat allow mortgage brokers to gain greater visibility and make a bigger public impression. 

Many social media platforms offer standard features designed specifically for digital marketing. For example, Facebook includes Facebook Ads Manager, which allows companies to run and track the performance of their online ads.

A high-quality CRM designed for mortgage brokers can integrate with popular social media platforms, too. This makes it easy to track leads that are generated through social media campaigns. 

With just a few clicks, you can set up new campaigns using templates that are fully branded to your organization. Whether you want to share updates about the current state of the mortgage market, reach first-time homebuyers, or highlight a client testimonial, branded templates make it easy to get the word out. 

Once your campaign is complete, you can even track your success through powerful analytics tools. If a campaign generates a ton of leads, you can use it as a template for future marketing efforts. If it didn’t perform as well as you’d hoped, you can make adjustments for your next one.

2. Design Tools

For digital marketing to be successful, it’s important to produce appealing and authoritative content. However, many businesses lack access to a graphic artist. This can make creating ads, social media posts, and blogs difficult. 

Using high-quality images with your posts and blogs will increase public interest in your company. Customers who notice appealing images are much more likely to seek out detailed information about your services and visit your company’s website. 

Lenders who don’t have access to a graphic artist can look into design tools like Photoshop and Canva. But what if you don’t have the time and energy to learn a graphic design program?

Again, this is where the CRM you choose matters. Many top-quality CRMs provide access to advertising templates and libraries. You can add stock images to your posts with ease, making sure that any design you create is visually stunning.

3. Email Marketing Tools

Email marketing is a key component for any successful online marketing strategy. While email communications are often standard ways to communicate with your existing customers, they are also powerful for new ones!

Email marketing is one of the oldest forms of digital communication. While social media, live chat, and other forms of marketing are still beneficial, email communications have a user base of over 4 billion people worldwide. It’s still a preferred method of communication for many prospective clients.

You can use email marketing tools to create fully customized email campaigns. These can highlight relevant information about special loan programs and services. 

For example, if you want to increase the number of veterans that you serve with VA loans, you can send a series of targeted emails to educate buyers about your VA rates, qualifications, and services. 

Looking to reach customers in rural areas? Create a location-targeted email list to market opportunities for USDA loans. 

You can also use email marketing to reach out to celebrate milestones with your existing customers. For example, you can automatically send a note of congratulations to celebrate a past buyer’s first year in their home.

Personalized Touch

Lastly, you can use email marketing to encourage relationships with real estate agents, title companies, and other valued partners. Schedule emails to go out once a quarter to invite partners to network events, celebrate your first transaction together, or update your partners about new products and services.

These personalized touches can make a huge impact on your clients and partners. Rather than sending vague, generic content out to a massive list of leads, you can refine your approach and connect with various groups in meaningful ways.

The best CRM tools will integrate with email marketing platforms. This will allow you to define customer groups with tags and lists. Once these lists are ready, you can prepare automated email campaigns to be published on a schedule. 

With the top tools on the market, you can even review your results! You can see how many emails were opened, which links were clicked on, who moved from a lead to a customer, and what time of day emails were opened most often. With this information in hand, you can continue to refine your results.

4. Survey and Review Tools

Surveys can be an important part of an effective digital marketing strategy. Small questionnaires can help you to understand your client’s needs and create meaningful solutions to address them.

You can send out a survey via email, social media, or simple text. You can get immediate feedback on services, personnel, and marketing campaigns with a survey.

For example, you can send an automated email survey to every customer after their loan closes. This will give you an opportunity to review your own performance, as well as the performance of other loan officers in your brokerage. 

If a client reports a problem, you can reach out right away to try to make things right. This can help to support a great brand reputation for your mortgage brokerage.

Encourage customers who feel great about their experience with your company to provide reviews online. Public customer feedback, testimonials, and reviews will often establish brand credibility better than traditional ads. 

Incorporating online reviews on your company website or registering your company on Google Business can allow you to quickly and easily request client reviews. 

Once these reviews come in, you can post them on social media. You can also send out a thank you email, ask for referrals, and use feedback to reward team members for a job well done.

When you have served clients well, they’ll be happy to spread the word with their friends and family members. This kind of word-of-mouth support can be powerful for any mortgage brokerage.

5. Analytics Tools

Analytic tools include Google Analytics, Facebook Insights, and Twitter Analytics, to name a few. But your CRM should also work well with your digital marketing tools, allowing you to determine how successful each campaign was.

For example, perhaps you use your CRM to design and publish a Facebook marketing campaign. Afterward, you should be able to review how much you spent, how many clicks/likes/shares you received, how many leads you received, and more. You can repeat successful campaigns or adjust your strategy for future marketing efforts with this information in hand.

Using analytics tools to monitor a company’s website performance is the backbone of a successful marketing strategy. If your analytics are not revealing positive trends, it may be time to change your marketing strategy. But you can’t change your strategy if you don’t know what went wrong in the first place!

Real-time, accurate information is essential for all mortgage brokers. Use this information wisely, and you can become a master of digital marketing.

A Powerful CRM Solution to Take Digital Marketing to the Next Level

Digital marketing trends have changed the ways that mortgage brokers do business. 

It doesn’t matter whether you’re an individual loan officer, part of a small, dynamic team, or the leader of a large mortgage brokerage. Digital marketing can help you effectively market your company to potential clients online. 

Digital marketing requires a blend of experience, strategy, and media savvy. When you use the right tools, you can generate high-quality results. 

At BNTouch, lenders use our powerful solutions to generate new leads, nurture clients through the sales funnel, connect with partners, and close loans easily. Reach out today to schedule a demo for the best mortgage brokerage CRM on the market!

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