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.
Find Your Niche
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:
- Loans for first-time buyers
- Non-traditional loan options (FHA loans, USDA loans, VA loans)
- Refinancing
- Home equity loans/lines of credit
- Commercial lending
Accenting these features can help you stand out from your competitors. But more importantly, you’ll connect with customers searching for these lending options.
Know Your Target Market
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?
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.
Stay Active on Social Media
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.
Optimize Your Website
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:
- Does my website look good on desktop and mobile devices?
- Is my content easy to navigate?
- Are my contact details up to date?
- Do I have a method for capturing customer leads?
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.
Engage Customers with a Web Chat Feature
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.
Use Segmented Email Marketing
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.
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.
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.
Capture Leads with a Compelling CTA
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.
Once you have those details, you can follow up by contacting them or dropping them into your borrower pipeline.
Invest in Digital Advertising
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.
Leverage Customer Reviews
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.
Seek Out Referrals
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.
Attend Local Events
Not all forms of mortgage marketing are digital. Loan officers can pursue customers by attending (or even hosting) local events.
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.
Take Your Loan Originator Marketing to the Next Level
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.
To learn more or schedule a demo, contact BNTouch today.
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