Summer is the absolute busiest time in real estate. That means it’s crucial to consistently step up your summer real estate marketing now. Here’s how.
Summer Real Estate Marketing: Capture all the Leads Under the Sun! is just one of many great real estate strategies on The Spark
As a loan officer, your brand is built on reliability and trust. But what’s the best way to connect to your target market? This guide will introduce you to today’s best practices for loan originator marketing.Â
Marketing is the fine art of “standing out.” One of the best ways to stand out is to carve out a niche among other mortgage lenders. For example, your lending practice might specialize in:
Accenting these features can help you stand out from your competitors. But more importantly, you’ll connect with customers searching for these lending options.
Who is your target audience? Learning as much as you can about your customers can help you refine your loan originator marketing strategy.
That starts with accenting products that appeal to your target market. So if you want to reach first-time buyers, your marketing materials might focus on lending options or educate your audience on the mortgage process.
But that also means reaching your customers where they are. Will you reach your customers better through email? Social media? Digital ads?Â
For that matter, your choice of social media channel matters. You may connect better with millennials by establishing a presence on Instagram, for example. The point is to learn how your audience communicates — then learn to speak their language.
These days, it seems like every business in America has established a social media presence. But many companies haven’t updated their Facebook content since the Obama administration. Staying active is key to customer engagement and can be pivotal to your loan originator marketing plan.
Start by choosing the right social media channels. Facebook has basically become the default, but that also means more voices to compete with. You might also consider sites like LinkedIn or Instagram, depending on your target market.
Regardless of your platform, stay active. Make regular posts and share regular content. Engage your followers by asking questions and posting compelling content that invites clicks and shares.
A customer relationship management (CRM) system can be a big help. The right mortgage CRM can provide pre-made templates that make it easier to stay engaged on social media.Â
Most borrowers begin their journey with a Google search. To stand out, you’ll need to master the fine art of search engine optimization (SEO).
SEO is a form of passive marketing, meaning it’s not something you have to maintain like your social media calendar. The main trick is to use the right keywords to stand out. For instance, using words and phrases like “first-time loan programs” or “mortgage options near me” will help your site rise to the top of search engine results pages.
Beyond content, the design of your website should also be clean and modern. Ask yourself:
Again, a mortgage CRM can be a big help. The right platform can offer templates and other tools to build a clean, modern site that your customers will love.Â
Why do visitors come to your website? Many times, it’s to search for information. Sure, your site may contain answers on your “about” page or in your blog, but visitors often want answers fast.
A chat window can deliver just that. You can integrate this feature right into the front page of your website. Some CRM platforms even offer an AI-powered chatbot that automatically responds to visitor queries. But at the very least, you’ll be alerted to web activity so you or your team can respond from anywhere using a mobile app.
Modern chat features can also enable you to capture visitor details. That way, you can use the chat feature as a lead generation tool, placing these customers into your loan originator marketing funnel for later follow-up.
Email marketing is a common technique for many businesses. The problem is that a one-size-fits-all approach rarely works. You need an email marketing strategy that addresses each of your customer segments.
For example, you might send an introductory email to your new leads. You might ask if they have any follow-up questions or provide information about the mortgage process, promotions, etc.Â
For customers further along in the process, you can send follow-up emails. These emails might remind borrowers what to expect, what they might need, or what steps to take next.Â
This is another built-in feature of a mortgage CRM platform. The right software can manage your loan officer marketing emails, automating the process so you don’t even have to think about it. As a bonus, this same system can also keep borrowers informed as they complete the various stages of the lending process.
One of the most effective parts of loan originator marketing is your content. This can include blog posts that engage your target market. Posts like “Ways to Save for Your First Home” not only connect with your core audience but also assist with SEO to boost your visibility.
But it’s not enough to generate clicks. You want to convert those readers into customers. The best way to do that is with a clear, compelling call to action (CTA).
A common CTA is “For more information, contact us.” But you might also offer information, a demo, or something else that prompts visitors to contact you or provide their contact details.Â
Once you have those details, you can follow up by contacting them or dropping them into your borrower pipeline.
Many of the above loan originator marketing plans involve customers finding you through a web search or your social media presence. But other methods let you reach them where they are.
Digital ads and pay-per-click (PPC) advertising let you place ads on popular search engines. You can also pay to boost posts on social media, connecting with those outside your circle of followers.
As the name suggests, pay-per-click ads are affordable since you only pay when a visitor clicks on the ad. And a solid CRM platform can help you develop marketing content that drives engagements and promotes views.
Customers do their homework. Before they commit to a product or service, they look at customer reviews and testimonials. You can use these elements as part of your loan officer branding to better connect to potential borrowers.
Don’t be afraid to ask for reviews from past clients. A mortgage CRM can even help you filter out negative reviews, allowing you to address problems before they affect your ranking.
You can publish reviews or customer testimonials on your website or social media page. These can be great marketing tools. Visitors will learn more about the real experience of your past clients and what to expect from your practice.
Feed your mortgage pipeline with customer referrals. A mortgage CRM can provide a partner portal for other area professionals. So if a local realtor connects with a new client, they can drop their details into your pipeline through a mobile app.
You can also request referrals from past clients. Sending past customers a “thank you” or a reminder of their loan anniversary can keep you in their minds. They may be willing to recommend your services to their friends who are also looking for loan options.
As always, a mortgage CRM can help you manage referrals and new leads. You’ll be able to send automated introduction emails and follow up based on your new clients’ needs. Â
Not all forms of mortgage marketing are digital. Loan officers can pursue customers by attending (or even hosting) local events.Â
These can include professional network events, which can put you in contact with business partners who can send new leads your way. But they can also include events aimed at new home buyers or those considering refinancing.
When creating your own event, it helps to share the load. Working with a realtor to put on a seminar about the mortgage process allows you both to benefit from new customer leads. And the registration process itself enables you to capture customer data that you can feed into your mortgage pipeline.
These marketing strategies can help you boost your visibility and nurture client relationships. But to manage these tasks requires strong administration and teamwork.
That’s why loan originator marketing and so many loan officers rely on customer relationship management (CRM) platforms. These platforms can help you develop marketing content, manage your web presence, and connect with your target market.
Take some time to discover these features for yourself. Contact BNTouch today to schedule a demo, and learn how you can take your lending practice to the next level.
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We know that ChatGPT is a helpful tool for real estate agents. However, without the right prompts, you’ll miss out on the best and most accurate results.Â
The Best ChatGPT Prompts and Advice for Real Estate Professionals is just one of many great real estate strategies on The Spark
A customer relationship management (CRM) platform can form the heart of your referral network. Mortgage CRM systems offer tools and features that make it easy to drive referrals and nurture new leads. Here are some ways you can use your CRM to pursue referrals for your lending practice.
The best mortgage CRM systems provide an online portal for borrowers and partners. This allows you to network with other area professionals, such as real estate agents or financial planners.
The goal is simple: these community partners can use the portal to send referrals your way. For example, a real estate agent may meet a prospective buyer and drop them into your mortgage pipeline. Later, you can reach out and see how you might serve their needs.
Explainer content can be critical for nurturing client relationships. Mortgage CRM systems can offer pre-built marketing materials to make it easy to share information.
You might send explainer content to a new lead — such as a video or an infographic. These materials provide more information about the lending process. This can be especially helpful when introducing clients to future options, such as refinancing or second mortgages.
Staying active on social media can help you connect to a broader audience. Your followers may share your compelling content, giving you greater visibility.
When followers (or their friends) like, share, or comment on your posts, you can capture new leads and follow up with potential clients.
Your CRM platform can also help you promote “real-world” events. You might consider a seminar geared toward first-time home buyers. Mortgage CRM systems feature tools to help you get the word out to your target audience.
After the event, your CRM can follow up with your guests. You can send an email or even a text. Simply asking them if they have any questions can keep the lines of communication open. It could also open a door to requests for more information.
More often than not, your former clients can contribute to your referral network. If you deliver quality service, they may be more likely to tell their family and friends about you.
Of course, this assumes that they remember you! But that’s where a mortgage CRM can help. Your platform can send automated emails to past clients, such as a thank you on the anniversary of their closing date. You could even suggest that they recommend your company to any friends who are buying a home.
The lending industry will always be about people. But technology can help you nurture these important relationships. The BNTouch platform makes it possible for you and your team to collaborate and reach a broader audience.Â
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Your CTAs are small but powerful elements of your real estate website. The right CTA text and design can immediately. bring potential clients into your lead funnel.
Infallible CTAs (Call-to-Actions) for your Real Estate Website is just one of many great real estate strategies on The Spark
