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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Launching new loan products is a great way to boost your bottom line this year. But to be successful, you’ve got to get the word out!

Over the years, many excellent loan products have underperformed simply because lenders failed to properly advertise them. If you want to avoid a similar fate, then it is vital to start spreading the news well ahead of the product launch.

In order to help, we have created this simple guide. By using the tips below, you can generate plenty of buzz about your latest offers, helping more borrowers to take advantage of your programs.

Launch a Social Media Campaign

While traditional digital advertising is still useful, social media marketing is all the rage these days. Marketing on social media platforms is especially useful for loan officers. After all, the mortgage industry is all about forging relationships with prospective borrowers.

As you’re planning your campaign, make sure that you don’t overstretch your resources. Instead, focus on one or two channels and develop a cohesive strategy. Your plan should involve a good mix of paid advertisements and organic traffic.

If your social media pages don’t have a large following, then you will need to rely a bit more heavily on paid ads. These ads can fill the gap while you work on earning more followers. 

Take Advantage of Mailing Lists

With all of the hype around social media ad campaigns, some mortgage brokers end up neglecting their mailing lists. This is a huge mistake, as email marketing campaigns can actually produce great results.

Remember to keep messages short. Your subject line should grab the reader’s attention and encourage them to open the message. Don’t get too flashy, though, as this can cause your email to be sent right to the “spam” folder.

Make sure that you don’t send out messages too frequently. As you prepare to launch new loan products, limit your emails to about one a week. This will get the word out without annoying your target audience.

Host a Sweepstakes

As a mortgage broker, it is vital to building your following on social media. However, this process can take months or even years.

Fortunately, there is an easy way to jumpstart your efforts. All you need to do is host a contest.

To start, announce the contest that you are hosting on your social media pages. Within the post, lay out the conditions of the contest and clearly state what the prize will be. For instance, you can give the winner a $100 gift card to a popular restaurant or retail store.

In order to enter, require users to do things like follow your page, tag a friend, or share your post. This simple but effective tactic can help you increase your number of followers in a matter of days.

Marketing Made Easy with BNTouch

Are you at a loss when it comes to marketing your products or services? If so, BNTouch is here to help. Our innovative CRM platform offers a full suite of tools designed specifically for loan officers.

In addition to electronic document management and post-funding tools, our platform also includes over 170 e-marketing campaigns. These campaigns are a great way to increase your online exposure and acquire new leads.

Contact us to learn more about this exciting technology or to schedule a free demo today!

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As a mortgage broker, one of the toughest challenges that you will face is acquiring new leads. That is why it is important to make the most out of every existing borrower relationship. 

But how exactly do you encourage past clients to turn to your team the next time they need mortgage services?

While there are many ways to accomplish this goal, customer relationship management software is the best option. A quality CRM platform will include robust tools that are designed to help you draw in repeat clients. Here are some of the ways that the right tool can make this happen.

Protect Your Brand Reputation

A high-quality CRM software will help you give borrowers a positive experience from start to finish. This is essential to a great brand reputation.

If you provide clients with a seamless loan experience, they will be more likely to do business with you in the future. On the other hand, poor communication or excessive processing times may cause them to seek out other loan officers the next time they need services.

Facilitate Post-Funding Communication

The average borrower will go years without needing mortgage services. During that time, they may forget which loan officer they worked with. That is why it is important for you to maintain regular communication post-funding.

CRM software gives you the ability to create automated follow-up campaigns that will help you keep in touch with past clients. You can reach out to them via SMS or email to ensure that your team is top of mind when clients need new loan products.

Send Out Customized Alerts

Another great way to attract repeat business is through birthday or home anniversary alerts. By simply sending an email or text message to clients on important days, you can let them know that they are a valued customer. 

Once you upload client data into your CRM software, you can enable automated birthday or anniversary alerts with the tap of a button. This means that you will never miss an opportunity to connect with your clients.

Notify Borrowers About Refinance Opportunities

CRM platforms can also help you to notify clients about opportunities to refinance their loans. Most homeowners will jump at the chance to save money. 

A great CRM software will send you notifications anytime one of your past borrowers is eligible for refinancing. You can then craft a custom email or text message that discusses just how much money they could potentially save.

Access the Leading Mortgage CRM

While there are plenty of mortgage CRM options available on the market today, none can compare to the cutting-edge BNTouch platform. Our software features an array of tools that you can use to nurture client relationships and draw in repeat business.

BNTouch offers solutions designed for independent mortgage brokers, large teams, and multi-location enterprises. With our powerful tools for marketing and processing, you can drive repeat business like never before. Ready to learn more? Book your no-obligation demo today!

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Customer relationship management software has come a long way over the last few years. The latest CRM platforms include a full suite of tools and features that can enhance the buyer experience and improve the productivity of individual mortgage brokers. These features can also level the playing field for independent loan officers as they attempt to compete with larger firms.

So what are the best CRM features to look for? In this guide, we’ll explore the must-haves when you want to enhance your efficiency as an individual mortgage broker.

1.   Marketing Software

Marketing software can help mortgage brokers turn leads into loans. A great CRM software should automate basic activities to reduce a loan officer’s workload. This can help you to focus on providing a great buyer experience. 

Without the right marketing software, it can be challenging for loan officers to stay connected with clients. 

2.   Digital Document Management Tools

Gone are the days when you had to physically meet with buyers to get signatures on important documents! These days, the best CRM tools should be able to provide you with excellent document management features.

Use these tools to send borrowers electronic documents, such as the 1003 form. The CRM platform will automatically notify you when the borrower completes and submits the form. That way, you can keep the application moving through the approval process. 

3.   Post-Funded Follow-Up Tools

In the past, buying a home was often a once-in-a-lifetime experience. However, that is no longer the case. 

Many borrowers will buy multiple homes throughout their lifetime. They might also refinance their existing loans to get a better rate. These trends have opened the door for loan officers to earn repeat business if they stay connected to past clients. 

CRM software makes this easier than ever by providing loan officers with post-funding follow-up tools. These tools allow mortgage brokers to stay connected 5, 10, or even 15 years after a loan is funded. This means that they can stay top of mind with past clients. If a former buyer needs additional mortgage services, the loan officers who stay in touch will likely be their first call. 

4.   Pre-Designed Marketing Content

The best CRM solutions include pre-made content. These ready-to-use e-marketing templates are a valuable resource for loan officers. 

Eye-catching marketing campaigns will help mortgage brokers to build a strong online presence. Being active online is essential for loan officers who want to remain competitive within the crowded mortgage industry. 

Ready to Take Control of Your Workflows?

As you can see, the right CRM can revolutionize the way that individual loan officers process mortgages. This technology can help them to be more productive and generate greater revenue. 

If you are a loan officer who is interested in reaping the benefits of modern CRM technology, BNTouch can help. Our world-class platform includes all of the tools outlined above and more. Book your free demo today or contact our team to discover our productivity tools today.

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While you likely have your sights firmly set on the coming year, it is important to take a moment to reflect on 2021. By reviewing your victories and shortcomings, you and your team of mortgage brokers can make meaningful improvements as you head into 2022. 

Some loan officers may not be sure which metrics they should review. With that in mind, we’ve created this guide to 12 of the most relevant key performance indicators (KPIs) to check to guide your 2022 business strategy.

1.   Average Cycle Time

The average cycle time is one of the most basic metrics that a mortgage broker should monitor. This KPI can help you to assess the overall efficiency of your teams. 

The average cycle time is easy to calculate. Simply divide your total number of days it took for loans to move from application to funding by the number of loans that you processed during that same time period. 

As you start to introduce changes to your processing, your goal should be to reduce your average cycle time.

Excessive cycle times can impact the buyer experience, which can ultimately hurt your brand’s reputation. High cycle times are often associated with fallouts and loan abandonments.

 2.   Pull-Through Rate

The pull-through rate is another KPI that relates to efficiency. In order to calculate your pull-through rate, you’ll need to divide your total number of funded loans by the number of applications that you submitted during the same period.

For instance, let’s say that you are calculating the pull-through rate for a 90-day period. During that time, you submitted 100 applications and funded 50 loans. This means that your pull-through rate was 50%.

While the pull-through rate can not be used to identify the source of a problem, it can let you know if your current processes are inefficient. Make sure that your pull-through rate is steady before you bring in new mortgage brokers or try to scale your business.

 3.   Loan Abandonment Rate

The loan abandonment rate is one of the best ways to measure the effectiveness of your mortgage processing teams.  As the name suggests, abandonment occurs when a borrower stops moving forward with a loan after you have submitted and approved the application.

There are several factors that can cause you to have an unusually high loan abandonment rate. But a lack of communication between a mortgage broker and the client is usually the prime culprit. Borrowers may also abandon a loan if the review process becomes excessive.

4.   Average Value of Mortgages

The average value of mortgages can be used to assess your firm’s profitability. A $250,000 and a $450,000 conventional loan will require about the same amount of work for one of your mortgage brokers. However, the larger loan will generate much more revenue.

Ideally, you want a large percentage of your funded loans to be at or near the conforming limit. If most of your loans are nowhere near this limit, then you will probably have profit margins. Over time, this lack of profit can hinder your ability to scale your brokerage. 

Review the average value of mortgages funded for the previous year. This is especially important if you hope to grow your business in 2022.

5.   Approval Rate

Walking a prospective buyer through the application process can be time-consuming and labor-intensive. All of this hard work is worthwhile when an application turns into a fully funded loan. But a low approval rate can crush staff morale and kill your profit margins. 

By tracking and reviewing your brokerage’s approval rate, you can quickly identify issues in the document collection and application review processes. You can then take steps to resolve these obstacles in order to increase your approval rate. 

6.   Cost Per Unit

If you aren’t satisfied with your net revenue at year’s end, then it may be time to reassess your cost per unit originated. This metric can reveal how much it costs you to process a loan application and obtain funding. An unusually high cost per unit can significantly reduce your profits. 

Several factors can drive up your cost per unit, including a poor hiring plan. If you hire new staff members too early, then your current loans will not be able to adequately offset their salary.

On the other hand, waiting too long to bring in additional employees can cause lags in your cycle time. That is why you must make sure that your overhead expenses are in line with the projected performance of your business. 

7.   Length of Cycle Stage

While the average cycle time determines how long loans spend in each stage of the funnel, this metric allows you to zoom in on a specific stage. If one of your mortgage brokers has an especially high average cycle time, then you can use the cycle stage length metric to gain additional insights. 

For instance, let’s say that you were concerned that a loan officer was taking more time than usual as they processed an application or started to collect documents. You would divide the number of days that each of their loans spent in this stage by the total number of mortgages that were funded in that same period. 

You can repeat this process with each stage until you identify the source of the problem. 

8.   Customer Acquisition Costs

The customer acquisition cost (CAC) is an essential metric for all businesses, not just for those who serve the mortgage industry. This KPI allows you to determine how much it costs your company to acquire a single customer. 

As you’re calculating CAC, make sure that you include costs for advertising and conducting research! 

9.   Number of Conditions Per Loan

As a loan officer, one of your chief concerns should be to provide clients with a streamlined customer experience (CX). One factor that directly impacts the CX is the number of conditions per loan. Over the last few years, the average number of conditions per loan has been on the rise. 

Unfortunately, this can have negative consequences for your business. The more conditions that a loan has, the longer it takes to process. If the funding process starts to get too long and tedious, a borrower may abandon their application. 

To overcome this trend, think about using digital processing software. This kind of software includes tools that can help your mortgage brokers quickly and easily collect documents and process loans. This will lead to a more enjoyable experience for your clients.

10. Profits Per Loan

While the CAC and cost per unit originated metrics can yield some information about your profitability, these KPIs do not provide a full picture of your business. That’s why it’s a good idea to analyze your profits per loan, too.

In order to calculate profits per loan, subtract your total business revenue from total expenses. Next, divide this figure by the number of loans that you funded during the same period. 

Your profits per loan may be low if you have a high cost per unit or CAC. Low average loan values are another factor that can create low profits per loan.

11. Fallout Rate

The fallout rate refers to how many applications were not closed within the “rate lock” period. A poor fallout rate can be a sign that your loan officers are struggling to get loans processed on time.

If some of your mortgage brokers are experiencing high fallout rates, then you may want to address the issue at a company-wide training. Another solution is to rework the way you collect documents or process loans. 

12. Incomplete Application Rate

The abandonment rate tells you how many loans were not funded after they were approved. The incomplete application rate is used to track the percentage of files that were closed because they didn’t have enough information for processing. 

A high incomplete application rate can tell you that your loan officers are targeting consumers too early in their “buyer journey.” 

Inadequate communication during the mortgage processing stage can also be a factor. If your team is not keeping applicants in the loop throughout the entire loan process, then you will likely receive many incomplete applications.

To improve profitability and provide buyers with a good lending experience, it is vital to keep your incomplete application rate as low as possible.

Access Innovative Reporting Tools with BNTouch

If your current reporting tools just aren’t getting the job done, it might be time to make a change. When you want to streamline communication between your clients and loan officers and track trends in your business, BNTouch can help.

We have an innovative mortgage CRM solution that is perfect for individual loan officers, teams of brokers, or enterprise-level organizations. With our technology, you can seamlessly track and analyze essential metrics, including the ones above.

To get started, contact our team today for a free quote or schedule a demo so that you can see the product in action. Let us help you accomplish your goals in 2022 and beyond! 

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Social media marketing is a great way for mortgage brokers to connect with prospective clients and generate quality leads. Paid social media advertising is particularly useful.

However, launching a paid social campaign without a good strategy can produce underwhelming results. To make matters worse, a misguided advertising plan can waste hundreds or even thousands of dollars.

Fortunately, you can avoid these pitfalls by using a few simple best practices for paid social media advertising. If you are a loan officer who wants to capitalize on the benefits of paid ads on top social media platforms, this guide is for you!

Don’t Overstretch Yourself

Perhaps the biggest mistake that mortgage brokers make when creating a paid social media ad campaign is overstretching themselves. Many loan officers believe that “more is better” when it comes to marketing on social media. Because of this, they often attempt to run campaigns across multiple platforms.

While you can certainly diversify your marketing, we recommend starting small, especially if you are new to the world of paid advertising. Select one or two social media platforms that you want to advertise on and create a custom campaign. Facebook and Instagram are great options.

Identify the Ideal Audience

After you have selected the platforms that you want to advertise on, it is time to identify your ideal audience. As you’re creating your paid advertising campaign, you will have the opportunity to set custom targeting parameters. You can direct your ads at prospective clients based on factors such as:

• Age
• Location
• Occupation
• Gender
• Income

Be specific when you’re designing your campaign. This will help you to connect with the right consumers and acquire more high-quality leads.

Set Specific Goals

Speaking of being specific, it is essential to set a precise goal for each campaign. Setting goals ensures that your content delivers a clear message.  Every piece of advertising content should be designed for a unique purpose.

For instance, if your goal is to expand your mailing list, then you should launch a campaign that encourages users to provide you with a name and email address.

Find Your Voice

Do you want your brand to be casual and friendly? Would you prefer for ads to appear serious and professional? Do you want to strike a perfect balance between the two?

Once you settle on a tone and voice for your brand, be consistent. Whether you are launching a paid marketing campaign or you’re posting organic content, the tone of the materials you use should be very similar.

Use Visuals

Social media users love visual content, especially when it comes to paid ads. A powerful image or intriguing video can set your ad apart from the otherwise boring content on a user’s news feed. 

If you can catch attention with a strong visual, potential customers will likely stick around long enough to hear the rest of your message.

On the other hand, if you fail to capture their interest quickly, people will quickly brush past your ad and keep scrolling.

Innovative Tools from BNTouch

These best practices are a great place to start when designing your paid social media advertising campaign. But setting up your ads can still be a bit challenging.

Fortunately, BNTouch can help. Our cutting-edge CRM software was designed with mortgage brokers in mind. It includes a variety of resources that you can incorporate into your social media marketing campaigns. 

With customized video content, curated social media ad materials, and pre-built marketing campaigns, you can make the most of your advertising budget..

Schedule your free demo today to learn more.

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Paid social media advertising is a great way for mortgage brokers to generate quality leads. However, “pay to play” is not the only option for loan officers that want to connect with potential clients.

With the right strategy, mortgage brokers can drive organic traffic and generate leads on social media without spending a fortune on paid ad campaigns. Here are five proven tips to get started.

1.   It All Starts with a Great Profile

Whether you are an independent loan officer or the manager of an enterprise-level mortgage firm, having a great social media profile is vital. 

Take a minute to review your existing profile, if you have one. Does it have your company’s contact information? What about call-to-action-buttons? If not, then you have some work to do!

Remember, the purpose of your social media profile is to make it as easy as possible for clients to connect with your business. By including CTA buttons and contact information on your profile, you will ensure they can reach out to you directly from the social media platform. 

2.   Make Everything Clickable

Most of your organic content should give viewers an opportunity to interact with it. For instance, you can use the “swipe up” feature on your Instagram stories and include links in any images or written that you post to your feed. 

Once again, the goal here is to make it easy for the consumer to learn more about your mortgage services. 

3.   Create an Inviting Landing Page

Persuading a prospective client to click on your link is only half the battle. What they see on the other end of that link is equally important. 

Make sure that quality leads are greeted by an inviting landing page. Your page should be vibrant, well organized, and functional. If your landing page is bland and boring, most potential clients will quickly lose interest and return to browsing their social feeds. 

4.   Mobilize the Audience

Driving social media users to take action is one of the biggest challenges you will encounter when you’re posting organic content. Fortunately, there are a few great ways to incentivize prospective clients to provide you with contact information or follow your page. 

One of the best approaches is to host a contest. For instance, you can hold a sweepstakes that offers the winner a gift card. In order to enter, you can require viewers to follow your page, share your post, and tag a friend. You can also request that they provide you with their name and email address.

5.   Host Polls

Hosting a poll is a quick and simple way to increase user engagement on your social media platform. While this may not generate leads directly, it will help you grow your following. The more followers you have, the further your reach will extend. A broad reach will increase the effectiveness of future organic marketing efforts.

Take Advantage of Curated Social Media Content from BNTouch

Coming up with fresh content can be challenging and time-consuming, even when you leverage these five proven tips. That is why BNTouch included a curated social media content feature on our world-class mortgage CRM platform.

If you are a mortgage broker who is serious about generating organic leads from social media, we can help. With just one click, you can post to your social accounts and keep users engaged. In addition, our platform includes a library of over 180 pre-built marketing campaigns designed specifically for loan officers. 

Want to learn more? Request a demo today!

The post 5 Ways Mortgage Lenders Get Organic Leads from Social Media appeared first on .

If you’re a loan officer who is seeking to generate more leads in the coming year, social media is by far the most powerful tool at your disposal. However, many mortgage professionals do not know where to begin when it comes to social media marketing.

With this in mind, our experts have composed this helpful guide. Below, you will find 7 proven lead generation strategies that you can use to grow your mortgage business in 2022 and beyond.

1.   Leverage Gated Content

Posting gated content is one of the easiest ways to convince consumers to provide their contact information. Essentially, all you have to do is share a link to some compelling content on your social media pages. 

When they click on it, they will be directed to the “gate,” which will prompt them to enter their name and email address. They cannot view the content unless they provide the requested information. 

2.   Host a Contest

Hosting a contest is another great lead generation strategy that can also be used to acquire new followers. Simply develop a contest idea, develop some basic rules that will benefit your business, and kick back as the leads roll in.

For instance, the prize for your contest could be a $500 gift card to a big-box retailer of your choice. In order to enter, contestants must like your page, tag a friend, and share your post. Once the predetermined contest window has ended, select a winner and announce it on your page. 

3.   Use Paid Advertising

Paid social media advertising is a surefire way to attract quality leads. All of the major platforms give you the ability to create and manage custom paid marketing campaigns. If you want results fast, there are few options better than paid advertising. 

4.   Post a Poll

Social media platforms like Instagram allow you to post polls on your story. Most consumers love polls, which makes this a great way to increase user engagement. 

If your poll contains interesting facts or engaging questions, some users might even share your poll results on their stories. This will drastically increase your reach and help you acquire new followers.

5.   Take Advantage of Geo-Targeting

When you’re setting up a paid social advertising campaign, make sure that you take advantage of the geo-targeting feature. This feature allows you to target specific audiences based on several factors, including their location. 

Geo-targeting is especially useful if you are an independent loan officer or are running a small, local firm. 

6.   Share Testimonials

The average consumer trusts the recommendations of other buyers. In light of this, we recommend sharing customer testimonials on your social media pages. These testimonials can provide you with “social proof,” which demonstrates how your services have benefitted past clients. 

7.   Create a Lead Magnet

A lead magnet is any type of content that entices people to offer up their contact information. A few examples include mortgage rate calculators, eBooks, and case studies. 

Much like with the gated content, a lead magnet requires users to provide their name and email address in order to access the materials.

Generate More Leads with BNTouch

As one of the most innovative CRM solutions in the world, the BNTouch platform includes a full array of advanced tools that are designed specifically for mortgage brokers. 

Our platform includes pre-built marketing content that is perfect for digital advertising. In addition, our solution allows you to post content to your social media accounts with just one click.

Want to learn more? Book your demo today!

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Over the last few years, social media-based marketing has become a valuable tool for mortgage brokers. Social media platforms can help loan officers to bring in a steady stream of high-quality leads.

If you work in the mortgage industry, then you need to be active on social media. But just logging on and sharing an occasional post or clicking the “like” button on a few status updates won’t get the job done. Instead, you need to use proven tactics that produce real results.

Thousands of mortgage brokers are already making the most of social media to market their businesses. You can, too, with a few proven strategies. In this guide, we’ll explore the many ways that lenders can make the most of social media to connect with prospective buyers.

Types of Social Media Marketing  

Before we discuss how you and your loan officers can generate more leads, it’s important to cover the basics of social media marketing. Generally speaking, social media marketing can be grouped into one of two broad categories.

Organic Leads

An “organic lead” is a lead that you acquire without having to use paid advertising. Much like SEO marketing, getting organic leads via social media takes time. You have to create a social media page, build your following, and consistently post interesting content.

However, the work doesn’t stop there. You will also need to remain active on your business account if you want to continue to generate organic leads. Even a few weeks of inactivity can hurt your ability to attract new clients.

Paid Advertising

The other type of social media marketing is paid to advertise. You can create various types of paid advertising campaigns, depending on your preferences. For instance, Facebook allows you to display paid ads in the following locations:

• Newsfeeds
• Stories
• Messenger

On top of selecting the “placement” for your ads, you can also choose what types of content to display. A few examples include written content, images, or videos. As you might have guessed, ads that feature video content will be more expensive to show than written material.

As you’re creating a paid advertising campaign, you’ll find that each social media platform allows you to customize your budget. This approach lets you have total control over how much you spend in total on your paid marketing campaign.

Tactics Loan Officers Use to Generate Leads

If you want to attract clients, you will need an effective marketing strategy. To help, we have identified some of the best tactics that loan officers use for lead generation.

The mortgage brokers who have the most effective social media marketing campaigns are:

Consistent

Perhaps the most important component to social media lead generation is consistency. This is especially true if you want to capture organic leads and minimize expenses. 

When you post erratically on social media, it can be difficult to connect with prospective clients. Each platform uses a complex algorithm to analyze your behavior on the page.

We’ll use Facebook as an example since they are the world’s largest social media platform. Facebook’s algorithm scores and displays organic posts based on various ranking signals. A few of these criteria include how recently the company has posted, the type of post created (picture, text, video), and whether a user is likely to engage with it.

Mortgage brokers who post engaging, consistent content will be more prominently displayed on news feeds. Loan officers who post bland marketing materials once or twice a month may not generate any leads at all.

Diverse

The loan officers with the most effective social media marketing campaigns are extremely consistent, but that doesn’t mean that they’re boring. Successful mortgage brokers also post diverse types of content. 

These individuals do everything from posting compelling videos about homebuyers that they’ve helped to share stats that show off their speedy loan processing timelines. Their efforts keep their audiences engaged while helping them build their following.

As you’re creating your social media lead generation strategy, take advantage of the various features within each platform. Set realistic goals for your company. For example, you might choose to post written content on your news feed twice per week and incorporate one video or image onto your story every other week.

Concise and Easy to Understand

Think back to a few pieces of mortgage-related social media content that caught your eye. What did these ads have in common? All of them likely had a great “hook,” delivered a pointed message, and ended with a gentle call to action.

Marketers designed these ads in this way because they understood that users on social media often have a very short attention span. Remember, most prospective clients are turning to social media to take a break from their daily responsibilities!

With that in mind, you need to keep your marketing content concise. Whether you’re creating a paid marketing video or simply posting an update on your timeline, be brief and purposeful. 

Each piece of content should have a specific goal, deliver useful information to the audience, and end with a call to action. Depending on what you created the content for, the CTA may be simple instructions such as “like our page” or “share this post.”

Genuine

The average consumer can see right through a fluff piece or flashy marketing video. Mortgage brokers who have the most success in generating leads on social media have mastered the art of being genuine. Instead of packing their content with self-promotional materials, they strive to add value to the lives of their audience.

If you want to do the same, focus on creating content that is informative and easy to digest. Everyone knows that you want to earn their business. You don’t have to dedicate every piece of content towards reinforcing this point. Share information, teach a skill, solve a problem — in short, show that you’re an expert in the industry!

Benefits of Social Media for Mortgage Brokers

Social media marketing is an excellent tool for mortgage brokers. This advertising medium offers several significant benefits because it allows loan officers to:

Connect with New Clients

Perhaps the most notable benefit of using social media is that it can help mortgage brokers to connect with new clients. Social media platforms have almost completely replaced traditional word-of-mouth advertising.

In the past, consumers would tell their friends and family if they had a good or bad experience with a company. Now, they post about it, like the business page, or even actively comment on other people’s pages when they ask about mortgage services.

Social media sites also give loan officers the ability to proactively seek out prospective customers through paid and organic marketing. 

Social media marketing can be much more effective than other forms of advertising, especially when you understand that the mortgage industry is heavily focused on building relationships with clients.

Earn Repeat Business

Social media is useful for generating new leads, but it can also help loan officers to earn repeat business. When a mortgage broker provides their client with a great experience from start to finish, that person will likely follow the company’s business page. 

If the broker stays active on social media by using the strategies outlined above, that past client will frequently see their content.

When it comes time for that customer to refinance their current loan or purchase another home, they will likely turn to that loan officer for help. 

Loan officers can also send out birthday messages and refinance alerts to increase their chances of retaining customers for future deals. 

These types of correspondence are typically sent via email, but they can also be delivered in a social media message. Remember that staying in contact with people is the best way to build an ongoing relationship. Even if they don’t require your services right now, they probably know someone who might! 

Build Your Brand Image

A strong brand image is an integral part of lead generation. Ideally, you want your company’s name and logo to be highly recognizable. Social media marketing is a great way to reach this goal.

Every time you post on your company’s social media accounts, your followers will be exposed to your brand. Over time, this will leave a lasting impact on your audience. As a result, they might just turn to your company the next time they need mortgage services.

Save Money

Another significant benefit of lead generation via social media is that it is extremely cost-effective. This is especially important for independent loan officers and small mortgage firms that do not have massive advertising budgets. 

Mortgage professionals can start a business page on the top social media platforms for free. They can also begin to build their audience using organic marketing tactics until they have the funds to start using paid advertising.

Marketing Made Easy with BNTouch

As you can see, social media can be a powerful tool for mortgage brokers. When it’s used properly, social platforms can generate quality leads and grow your business.

With that being said, we understand that you may not have time to build marketing campaigns from the ground up. That’s where we come in! 

BNTouch provides our clients with cutting-edge mortgage CRM software. This technology includes several features, including pre-built marketing content that can help you to get more leads fast. If you would like to learn more, request a demo today!

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As your organization continues to grow and expand, managing basic day-to-day processes can become increasingly complex. Fortunately, you can scale and streamline your business model with powerful mortgage CRM solutions from top providers.

With the right customer relationship management technology, you can enhance the borrower experience, track the performance of your loan officers, and maximize profitability. 

A robust platform will allow you to:

Automate Marketing Processes

Automated marketing solutions will save you time while also enhancing the effectiveness of your advertising efforts. Unify your entire organization with powerful, and custom-tailored content featuring your brand.

With automated marketing, you can present a cohesive brand image across your organization. Your brokers will be able to connect with leads and past clients at the touch of a button. This will allow each team to focus their energy on more important tasks.

Increase Business Volume

There is no better way to boost the productivity of your individual loan officers than by implementing organized workflows. 

For example, a CRM can perform basic tasks like sending out documents for signature when a specific event occurs. If a new VA loan comes in, you can set up your system to automatically send out relevant documents that will be necessary, saving processors time and ensuring that every detail is accounted for.

A mortgage CRM platform should offer premium sales tools, marketing automation, and other solutions that will help you increase business volume. These tools can make it easier to nurture existing client relationships while also building new partnerships with prospective borrowers.

Improve Customer Satisfaction

A lack of communication can have a negative impact on the customer experience. As your organization continues to grow, loan officers must be equipped with tools to keep buyers, processors, and real estate agents in the loop about the status of the loans they’re working on.

A powerful CRM platform makes it much easier to do just that. Your mortgage brokers can enjoy access to a multi-channel messaging system with branded content. They can communicate with other staff members and your valued customers via SMS, email, social media, and using in-app notifications.

For example, when an appraisal comes in, you can send out a custom-branded message automatically to the realtors on both sides of the table, informing them that the loan has moved forward. This can help agents to feel well-informed about where the deal stands.

With the right tools, your borrowers, real estate agents, and loan officers will be in sync from the moment an application is received to the time that the customer receives the coveted “clear to close.”

Develop Cohesive Brand Messaging

If you want to continue building your mortgage enterprise, you have to present cohesive brand messaging. Any content you deliver should convey your company’s core values and mission while also addressing borrowers who are at every stage of the mortgage process.

That is why a top solution should include branding and messaging control tools. These built-in functions allow you to set up compliant and consistent marketing content that aligns with your long-term goals.

Gain Total Control over Your Databases

Multi-location mortgage brokerages generate massive amounts of data. If your marketing and sales database is not properly managed, this abundance of information can cause leads to get lost in the shuffle. Over time, this will cause you to miss out on vital sales while damaging your reputation.

Top-quality software helps you avoid these dangers by giving you total control over your sales and marketing databases. You can assess loan officer performance — including the average time to close a transaction — manage client data and streamline the mortgage process from start to finish.

Schedule Your Free Demo Today

BNTouch’s solution has developed a reputation as one of the most innovative CRM platforms available today. But don’t just take our word for it. The best way to determine whether our technology is right for your mortgage enterprise is to try it for yourself.

At BNTouch, we are confident in the quality and performance of our flagship platform. With that in mind, we provide prospective clients with the opportunity to experience our solution firsthand. Contact us today to learn more or to book your no-obligation demo!

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