The housing market has always been competitive. Realtors, mortgage lenders, and other industry professionals can use every edge they can get, including mortgage automation software and tools. These can streamline an already complex lending process, bringing confidence and peace of mind to borrowers and lenders alike.

Mortgage automation can enhance your services and help your business thrive. Here’s how.

What Is Mortgage Automation?

Mortgage automation refers to a constellation of automated processes associated with mortgage lending. Mortgage software can perform calculations related to loan amounts, interest rates, and more. This can be particularly helpful in the loan application process but can also be useful in calculating closing costs.

But this is only the start of what mortgage software can do. Many lending firms rely on mortgage automation tools to assist with essential daily tasks like:

• Assigning roles and tasks to staff members
• Reviewing documents for completeness
• Verifying data
• Providing status updates to borrowers
• Coordinating underwriting services
• Auto-filling fields on key documents

Additionally, mortgage automation software gives lending firms end-to-end visibility for their entire workflows. With tools like these, you can pinpoint areas that may be slowing the process for your clients. Once you know the problems, you can work on solutions to address them.

Most importantly, automation can enhance the human element of your business. Since you’re not getting sidelined by routine tasks, you’ll have more time to focus on your valued clients. Borrowers will likewise enjoy an improved customer experience and may be more likely to recommend you in the future.

How Does Mortgage Automation Software Work?

Many industry professionals already rely on a software platform as part of their business. What makes mortgage automation software different?

Automation relies on software or machinery to complete processes with little to no human involvement. The best software platform will work alongside your team without needing their direct input. This saves you time and also makes your job more enjoyable since you won’t be drowning in paperwork or other types of “administrivia.”

How is this possible? Today’s mortgage automation software relies on a variety of technologies. These include:

Artificial Intelligence (AI)

Artificial intelligence (AI) enables software to learn and mimic the human mind. This is sometimes referred to as “machine learning.” AI software can be used to solve complex problems based on past user input.

Rules-Based Systems

In a rules-based system, specific actions occur when triggered by other directives. For example, once a particular phase of the mortgage application process is complete, the system can send a status update to the borrower.

Robotic Process Automation (RPA)

Robotic Process Automation (RPA) tools rely on software “bots.” These bots perform repeatable, rules-based digital tasks. It’s like having an extra set of hands for covering routine administrative needs.

Application Programming Interface (API)

An API allows two software platforms to exchange information with one another. Lenders can now integrate multiple systems under one platform. Doing so streamlines their workflow and can reduce errors.

The Benefits of Mortgage Automation

For some mortgage companies, automated software might sound like something out of Star Trek. But the future is here. Adapting to this technology can provide you and your team with surprising benefits.

Here are ten unique advantages of adopting an automated software platform:

1. Save Time

Mortgage automation saves time. Face it — the lending process can be complex. Many of the steps involved in responding to loan applications can be tedious. An automated system can complete these repetitive tasks for you so you’ll be free to focus on everything else. 

Likewise, borrowers can expect a rapid turnaround throughout the loan process. This speed can give you an edge over your competitors.

2. Focus on Your Clients

The mortgage industry requires a human touch. But many loan officers struggle to balance their administrative duties with the kind of personal attention that borrowers expect. 

By saving time on administrative details, you’ll have more time to devote to your valued clients. Chances are that your clients will appreciate this level of customer service, and they may be more likely to recommend you to their friends.

3. Reduce Errors

While no system is error-free, automated software can greatly reduce the kinds of errors that can creep in during the lending process. Sometimes, eliminating manual data entry can cut human error. But software can also screen documents and perform advanced calculations for you. This can be particularly helpful during the closing process.

4. Enhance Your Fraud Detection

Fraud can waste your time and cost you money. Sadly, so can fraud detection. But mortgage automation software can streamline this process as well. The most advanced systems can help you evaluate loan applications, scan important documents, and more. 

By performing due diligence, you can pinpoint scammers before they get a foothold in your business. This also reduces the likelihood of “false positives.” Genuine applicants won’t be rejected due to an error in your fraud detection system.

5. Save Money

For company managers, an automated system allows your team to work at peak efficiency. With an automated system, you don’t have to worry about man-hours going to routine administrative tasks. Instead, you and your staff can focus on the kinds of activities that generate revenue. 

Additionally, when you weed out errors and fraud early on, you’ll prevent the kind of waste that comes from addressing these problems.

6. Grow Your Business

Now that you’re working faster, you’ll be able to take on more clients than ever before. Combined with the savings you get from this technology, your cash flow can improve dramatically. This extra money can be reinvested in your business. 

The extra cash flow can be used for a variety of things. You might consider the kinds of capital improvements you need to take your business to the next level. Or you might use the extra money for a new marketing strategy, or even consider hiring a marketing director to help expand your reach.

7. Integrate Your Systems

Typically, lending institutions rely on a variety of software platforms to manage their business. But the right mortgage software can integrate these disparate platforms. 

The right system can allow you to manage your employees, complete complex calculations, and monitor your workflow, all within the same system. This makes it easier for all team members to be on the same page throughout the lending process.

8. Forge Better Relationships with Other Industry Professionals

Mortgage loan officers work side-by-side with other industry professionals, especially realtors. Your software provides you with complete end-to-end visibility. This helps you introduce real estate agencies to your sales pipeline, which may make them more likely to partner with you. 

By relying on a state-of-the-art solution, you’ll remain in charge, guiding the relationship between you, the realtor, and the client.

9. Gain a Competitive Edge

Mortgage automation software can make you the fastest game in town. But these digital solutions are about more than mere efficiency. 

With an advanced system handling your administrative processes, you’ll be better equipped to network with others. And with more time on your hands, you’ll deliver a superior quality of customer service. This can give you an edge over your competitors and bolster your reputation among other industry professionals.

10. Improve Employee Retention

It’s no secret that employee quit rates have been rising. Many employees change jobs in search of better salaries or the chance to learn new skills elsewhere. Having the latest software package may help you attract and keep top talent. 

After all, you can introduce your staff to a whole new way of doing business thanks to the advanced features of a mortgage software system. With the money you save by implementing this system, you may be able to increase salaries or evolve benefit packages.

Provide a Better Borrower Experience

Borrowers approach the lending process with uncertainty and anxiety. As a loan officer or lending institution, it’s your job to put them at ease. No software package alone can do that, but with the right tools at your side, you’ll be better equipped to deal personally with each borrower.

For one thing, you’ll have more time to devote to individual clients. This allows you to build the kind of relationship that engenders trust in you and confidence in the process. Now that you’re not bogged down by administrative details, you can keep your focus on your clients’ needs.

This kind of sustained attention pays great dividends. Your clients will remember the kind of service they received and may be more likely to recommend you to other home buyers. In an industry that thrives on relationships and word-of-mouth, this can go a long way toward solidifying your reputation.

Make the Most of Your Workflow

Want to take your lending practice to the next level? Consider the benefits of the BNTouch platform. Our innovative customer relationship management (CRM) tools can help with every aspect of your business. Integrate and streamline your core processes and find help with marketing, collaboration, and more.

Request a demo today, and discover how BNTouch can transform your lending business.

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With the rising demand for affordable housing, mortgage lenders play a pivotal role in turning dreams into reality. How can lenders and loan officers connect with prospective homebuyers? Here are 5 ways to generate free mortgage leads and improve how you meet your customers’ needs.

1. Offer Great Content

To snag customer leads, you need to offer something in return. This approach usually means creating compelling content that meets the needs of your target audience.

For instance, many first-time homebuyers have lots of questions about the process. Answer these questions in your blog posts or YouTube channel. Every post should include a “call to action,” prompting readers to take the next steps in the homebuying process.

Keep your content organized by using customer relationship management (CRM) software. A CRM platform can help you manage your content calendar and keep track of incoming leads.

2. Cultivate Your Social Media Presence

It costs nothing to create a social media profile, and these platforms also provide a great place to promote your content. When you leverage platforms like Instagram, you’ll have an easier time connecting to younger homebuyers.

Video can be a particularly effective way to connect via social media. CRM platforms can help you create quality videos and share them with your social media followers.

3. Leverage Google My Business

Chances are that your business is already listed on Google Maps. But you can claim your business by opening a Google My Business account, which is free.

The result is simple. When web users enter “mortgage lenders in my area,” you’ll show up in the search results. Pair this tactic with a quality website, and you’ll bring in more prospective customers.

4. Host an Event

As a mortgage lender, you have a lot of information to offer. Why not host an event? You can offer a seminar aimed at first-time home buying tips and capture information from attendees.

The mortgage leads you generate from this event can become part of your sales funnel. Manage these leads with your CRM to evaluate where they are in the sales process. Follow up with new leads to assess their needs, and offer your services.

5. Encourage Client Referrals

Do you pride yourself on having satisfied customers? Positive word of mouth can go a long way for your business. Follow up with your clients, and stay in touch long-term.

For example, touch base with them after they complete the sales process or send them an email or card for the first anniversary of their home purchase. This extra attention may encourage your clients to recommend you to their friends or family.

Manage Mortgage Leads with the Right Tools

A customer relationship management (CRM) system can help you make the most of your mortgage leads. The BNTouch platform enables you to convert leads and connect with prospective buyers like never before. 

Our tools allow you to manage content, automate your marketing, and design a sales pipeline.

Request a demo to see these great features in action!

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LinkedIn is a great place to make professional connections. It’s also a great place to find new mortgage leads. If you’re a loan broker or mortgage loan officer, you can use this networking website to connect to potential clients. Here are some ways you can use LinkedIn to generate new mortgage leads:

Join Multiple Groups

If you’re familiar with LinkedIn, you already know that you can join groups of other professionals. But if you only join groups of other loan officers, you’re unlikely to generate any meaningful mortgage leads.

Branch out by joining the right groups. Look for groups that contain other industry professionals, such as real estate agents, divorce attorneys, CPAs, and insurance providers. Or, look for groups whose members match your industry niche. For example, if you specialize in offering VA loans, you might find veterans’ groups.

Post Quality Content

As with any social media marketing strategy, content is king. You might already be posting content on your website or your other social accounts. But LinkedIn carries a lot of weight regarding search engine optimization (SEO). 

Posting blogs, videos, and other content on your LinkedIn page can help you build credibility. It can also ensure that potential clients can easily find you when searching for mortgage lenders.

Of course, make sure your content is aimed at generating new mortgage leads. Always include a “call to action” that directs viewers to contact you or provide their information for a future follow-up.

Use a Recent Photo

Profiles with photos are more likely to be taken seriously on LinkedIn, as the image will give you an added layer of credibility. Additionally, including a photograph can help potentially put a name to a face (literally!) and lay the foundation for a future working relationship.

Just make sure to keep your profile updated. Outdated profiles and old photos can make it appear as if your business has stagnated or disappeared entirely.

Leverage Endorsements and Recommendations

LinkedIn users can provide one another endorsements and recommendations. An endorsement is a professional affirmation that your skills are credible.

A recommendation is a bit different. In a recommendation, a connection offers a written testimonial about your abilities or shares what it’s like to work with you. These recommendations endorse you to others, including potential clients.

Go Premium

The free version of LinkedIn is fairly limited. Investing in the premium version gives you access to such features as:

•     Unlimited connections
•     No limit on recommendations
•     Send as many messages as you want
•     A more detailed profile

These features won’t generate leads, but they can help expand your reach and influence on this popular networking site.

How to Manage Your Mortgage Leads

With mortgage leads coming in from multiple sources, you’ll need a solution to manage your content and follow up with prospective customers. 

Consider using customer relationship management (CRM) software such as the BNTouch platform. This all-in-one solution can make it easier to develop a sales pipeline and stay organized through every step of the process.

To see these features in action, sign up for a demo today!

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You may consider buying mortgage leads from an outside agency. Before you do, check to see what type of leads you’re buying. Mortgage leads are sold to only one loan officer, but nonexclusive leads can be sold many times, reducing their value. Naturally, lenders prefer exclusive mortgage leads. Here are three reasons why:

1. Exclusive Leads Mean Less Competition

When you use exclusive mortgage leads, you won’t have to worry about competing with other loan officers. Otherwise, you risk contacting the same lead as several of your competitors, thus reducing your chances of converting that lead into a client.

Think about what this means for the client. Many home buyers are in the process of shopping for a home loan. These individuals may not respond well when contacted by multiple loan officers. You could inadvertently make the client feel pressured, damaging your public reputation. 

On the other hand, exclusive leads connect you directly to the client without having to elbow your peers out of the way. This approach allows you to proceed at your own pace and put your clients’ needs first.

2. Exclusive Leads Offer More Control

Your relationship with your clients is driven by the competition in many cases. You spend your time keeping the client happy, fearing that otherwise, the client may abandon your services for one of your many competitors. 

As a result, you might get “stuck” with a client who consumes your time and always seems to expect more than you’d prefer to offer. 

Exclusive mortgage leads put you in the driver’s seat of the relationship. Since you don’t have to share the lead with multiple other lenders, you get to set the terms of the client relationship. 

You define the expectations based on your own experience or unique industry niche. Therefore, exclusive leads mean more control, less stress, and total command over your business relationships.

3. Exclusive Leads Ensure a Better Relationship

You’ve probably had the experience of playing second fiddle to the client’s real estate agent. Once the sale is complete, the client doesn’t remember you. If they do, it’s only as “the lender that our real estate agent recommended.” 

When helping clients with their mortgages, there will always be a triangular set of relationships: the client, the realtor, and you. But exclusive mortgage leads allow you to be the leader in this set of relationships. This positioning is important because when the client has a potential referral, they’ll contact you and not their former realtor.

Make the Most of Your Mortgage Leads

Managing your mortgage leads can sometimes feel like a full-time job in itself. But it doesn’t have to be. Many industry professionals are using customer relationship management (CRM) software to stay organized and on top of their core processes. 

The BNTouch platform offers an all-in-one solution, ensuring that you stay in control of your business and match your clients to the services you provide.

Request a demo today, and see how BNTouch can change how you serve your clients.

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As a loan officer, you have the unique privilege of connecting your clients to the homes of their dreams. You’ll need to brush up on your mortgage broker lead generation strategy to do this effectively. Here are some of the best methods for generating new mortgage leads:

Find Your Niche

The mortgage industry is highly competitive. Stand out from the crowd by emphasizing your unique niche. What makes your services special? For example, you might: 

•     Focus on a particular type of real estate (e.g., residential or commercial)
•     Specialize in a specific loan program
•     Assist homebuyers in a geographic region
•     Offer educational resources for first-time buyers 

Carving out a niche will ensure that you generate leads that match your business. That’s why this step is foundational to the rest of your business. If you haven’t already done so, consider taking some time to develop your niche and make this the focus of your marketing efforts.

Optimize Your Website

Chances are that you already have a website. Otherwise, a well-designed website is just one of many benefits of using advanced customer relationship management (CRM) software. 

Take a good look at your website. Ask questions like: 

•     Is my website clean and modern?
•     Can users navigate my site easily?
•     Are the services I offer easy to find?
•     How can users contact me? 

Perhaps most importantly, your website should be optimized for modern search engines. Search Engine Optimization, or “SEO,” means that when users search for mortgage companies, your business will be among the top listings on the search results page. 

Find ways to incorporate phrases such as “mortgage lenders near me” or even words that reflect your specific niche (see above). Include geographic details, such as your city or state name to connect to local home buyers. 

Here’s a tip: make it personal. Include a photo and personal bio on your website, so visitors get to know you. With the right CRM platform, you can even create custom video content to have “face-to-face” time with your clients before you even meet.

Use the “Google My Business” Tool

Does your business appear on Google Maps? If so, that’s a good start, but it helps to go further with a Google My Business profile.

Creating a profile will allow you to “claim” your business and include information such as contact details and a brief description of your services. You can even add photographs that give web users a greater understanding of what you do. 

This approach ensures that local customers will have an easier time locating your business when they perform a Google search. Additionally, once you set up a profile, you’ll be able to interact with customers and respond to online reviews. 

Establishing this local presence is a vital step to mortgage broker lead generation. Just make sure to keep your profile up to date and respond quickly to online reviews.

Create Compelling Content

Many first-time homebuyers are searching for information. They come with questions about the process, such as “How do I find a home?” or “What are closing costs?” As an industry professional, you have the opportunity to share your experience. 

Create compelling, informative blogs that answer some of your customers’ top questions. Think about topics like: 

•     How to buy your first home
•     What is the amount of the down payment?
•     Who handles closing costs?
•     What loans are best for first-time buyers? 

If you occupy a specific niche, your content can be more specific. And when you use the same kinds of SEO strategy as the rest of your website, you have a better chance of capturing local home buyers. 

This content can be in the form of blog posts, but younger web users may appreciate the convenience of videos. Whatever medium you choose, conclude with a quick, friendly “call to action” inviting users to take the next step. 

This step might be to contact you directly or submit their details to subscribe to a newsletter. For you, this means you’ve generated a new lead to follow up on.

Stay Active on Social Media

Social media is the new public square. Make your voice heard by creating social media profiles on major platforms. If you’re trying to capture a younger audience, don’t neglect sites like Instagram or TikTok. 

Unfortunately, many companies start a social media page but fail to maintain it. Stay active on social media. Here are some things you can do for mortgage broker lead generation through your social channels: 

•     Post compelling content
•     Respond to customer comments
•     Ask questions or post surveys to generate feedback 

If juggling multiple social accounts sounds daunting, consider using a CRM platform. These digital solutions can help you post to multiple channels simultaneously and even help you design surveys and other content.

Share Online Reviews

Homebuyers are likely to compare mortgage lenders online in a competitive market. This likely means they’ll read the reviews from your past clients. 

Make it easier for them by showcasing your positive reviews on your website or social media channels. This approach may even help prospective clients hear from satisfied customers in their neighborhood and give you greater local credibility. 

Similarly, you can share client success stories online. This sharing is a great way to highlight your unique value and offer potential clients a snapshot of what the mortgage journey might look like.

Use MLS Databases

The multiple listing service (MLS) is a website that offers a shared database of property listings by real estate professionals. Mortgage lenders and loan officers can search this database and connect with new and recent sellers.

This site offers a direct path toward mortgage broker lead generation since you’ll be able to contact potential clients on your terms. You can search within a particular geographic area or focus your attention on sellers of a particular housing type.

Invest in Digital Advertising

While you can promote most of your web content for free, you can also invest in digital advertising to reach a broader range of potential leads for mortgage broker lead generation practices. Here are some common examples of digital advertising: 

•     Pay-per-click (PPC) ads on search engines
•     Social media ads and sponsored posts
•     Ads on other websites 

The great thing about this mortgage broker lead generation strategy is that it’s scalable and flexible. Facebook, for example, has a variety of options for creating sponsored posts and video ads. These digital methods generally allow you to set a budget and only pay when users click on your advertisement.

Host a Local Event

With your wealth of knowledge, you might consider hosting a local event or seminar. Think about topics like: “How to Buy Your First House” or “How to Increase Your Curb Appeal.” You might even consider partnering with other local real estate professionals and designing a high-quality event. 

Assuming you tailor your event to your specific specialty area, your attendees will become a quality pool of leads to draw from. Not only will they be local, but the event gives you a chance to follow up with them to address any lingering questions.

Network with Other Industry Professionals

By networking, you stand a greater chance of sharing leads. Additionally, you may learn from other professionals about the needs of your area and adapt your services to meet these needs. 

Consider networking with professionals such as: 

•     Real estate agents
•     Divorce attorneys
•     Construction companies and contractors 

Bear in mind that you’re hardly the first loan officer to contact these individuals. Keep the tone friendly, and don’t just ask for leads out of the gate. Develop a professional relationship, and in time you may build the kind of trust that allows for the courtesy of sharing mortgage leads.

Get Published

Write an article for the local paper or a real estate publication. If they accept your submission, you’ll gain broader exposure than if you’d simply published content for your website. Additionally, the published article will give you one more piece of content to share on your social media profile. 

A published article will allow you to demonstrate your knowledge and give you an extra layer of credibility. This work can go a long way to gaining the trust of your client leads and give you a greater chance of gaining their business.

Follow Up with Former Clients

Sometimes, word-of-mouth is the most direct approach to mortgage broker lead generation. Your best advertising might just be the testimony of your former clients. 

Stay in touch after the lending process is completed. Address any lingering questions in the first month after the sale is finalized. At the one-year mark, send them a note of congratulations. 

These personal touches go a long way. If your former clients have friends or family shopping for a home, they may be more inclined to recommend your services.

Mortgage Lead Generation Made Easy

You can simplify many mortgage brokers’ lead generation methods with the right customer relationship management (CRM) platform. The BNTouch platform can help you manage content and connect with clients like never before, helping you turn leads into satisfied customers. 

Request a demo today, and you’ll see why our CRM system has enhanced the services and experience of countless industry professionals.

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As a mortgage loan officer, you get the privilege of guiding your clients through one of the biggest decisions of their lives. But first, you’ll need to find a way to connect with your target audience. Here are five mortgage marketing strategies in 2022 that you can use to boost business.

1. Capture Information with a “Lead Magnet”

To generate effective leads, you’ll need to convince potential clients to share their contact details. One way to do that is by offering a “lead magnet” on your mortgage broker website to boost your mortgage marketing strategies in 2022.

A lead magnet can be anything that you offer in exchange for a customer’s name, email address, or other information. For example, you might write a short eBook titled Tips for First-Time Homebuyers.

By offering something of value, you stand a better chance of capturing customer data.

2. Pursue Omnichannel Marketing

These days, your customer base can be found all over the digital map. That means you’ll need to market through as many channels as possible, including:

• A website that is clean and easy to navigate
• Social media channels that are relevant to your target market
• Email marketing

This can be a lot to juggle. That’s why a good Customer Relationship Management (CRM) platform can help you stay organized and on top of your communications.

3. Create Custom Video

In the mortgage business, it’s all about relationships. Help your clients connect to you more personally through a custom video.

A high-quality video might serve as a useful introduction to your webpage. Shorter videos might be good additions to your email marketing and could become shareable content on your social media pages.

4. Build a Network

Mortgage loan officers are part of a larger network of industry professionals. Build relationships with others in your area, such as:

• Accounting firms that buy real estate property
• Appraisers and real estate attorneys
• Real estate agencies

These relationships can help you find new leads, and you can also offer partnerships that offer mutual benefit.

You can connect with these individuals by contacting them through their websites or social media pages. You can also build a network by attending events and trade shows in your area.

5. Listen to Feedback

Your clients can often be some of your greatest assets. Asking for customer reviews can help you learn more about what you’re doing well. Listening to their feedback can also highlight ways in which you might improve your mortgage marketing strategies in 2022.

Client reviews can also be a great marketing tool. You can showcase the most popular reviews on your website or social media pages. You might also contact these clients and ask if you can share their “success stories.” This is an intricate part of a mortgage marketing strategy in 2022.

This will help you learn and adapt as you go while helping future clients understand what your process will look like.

Schedule a Free Demo

Make marketing easier with the right CRM platform. BNTouch offers a unique suite of features that can help you with email marketing, custom video, and more.

For more information about these services, contact our team or schedule a demo today!

The post Boost Business in 2022 with These 5 Mortgage Marketing Strategies appeared first on .

Housing prices have risen considerably in the last year, with no clear end in sight. As a mortgage loan officer, it’s important to understand how economic, social, and industry trends can impact your business. Here are 5 mortgage industry trends to watch in 2022:

1. Rising Mortgage Rates

According to CNBC, the average mortgage rate has now passed 5%. This means that the average homeowner will pay roughly 38% more for a home this year compared to a year ago.

A survey performed by Fannie Mae revealed that roughly 7 out of 10 Americans (69%) expect mortgage rates to continue rising. This pessimism might make your customers reluctant to jump into a mortgage in the coming year.

2. Low Home Availability

The real estate website Zillow reports that the number of available houses dropped in the last year. Zillow listed 729,000 homes in February of this year, a 25% decrease from last year.

If you’re a mortgage broker, it’s important to network with local real estate agents. Partnering together can help you focus on your clients and connect them to the right homes.

3. Using Equity for an Upgrade

Trends indicate that homeowners have the upper hand when it comes to selling their homes. But a “seller’s market” also means that existing homeowners will have difficulty finding a home of their own.

This means that rather than selling their home outright, many homeowners are tapping into their equity to make an upgrade. Mortgage brokers that specialize in cash-out refinancing options might take advantage of this mortgage industry trend in the coming year.

4. Increased Dependence on Technology

As new generations enter the housing market, they’re turning to the internet for guidance on mortgage industry trends. New homeowners rely on digital tools to compare mortgage rates, check their credit scores, and learn more about loan programs.

It’s important for loan officers to leverage their digital platforms to reach their target market. Hosting webinars and posting helpful guides on homeownership can help you reach a new audience.

You can stay ahead by implementing a customer relationship management (CRM) tool. This type of digital platform can help you stay organized, develop new marketing strategies, and build a personal connection with your clients.

5. The Need for a Personal Touch

Finally, with rising home costs and talk of a “housing bubble,” cynicism and anxiety abound. This is particularly true for millennials and gen z, both of whom already face challenges from unemployment and student debt.

Now can be a time to distinguish yourself as a loan officer. You can offer clients the confidence they need to navigate these uncertainties. Offer a personal connection through videos, webinars, and more.

Stay Ahead of the Competition

The right customer relationship management (CRM) tools can help you organize your efforts and connect with clients keeping up with all mortgage industry trends. The BNTouch Mortgage CRM system can help you build your brand and market your services using the latest digital tools.

To learn more about these product features, schedule a demo today!

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Real estate customers have a lot of options when it comes to securing a loan. If you’re a mortgage loan officer, you don’t have to be a client’s first choice, but you do want to be their best choice. Here are five ways that you can stand out from the competition.

1. Find Your Niche

Not every mortgage broker will serve the same clientele. Carve out a unique niche by focusing on a specific area.

This might include:

• A specific geographic region
• Commercial real estate vs. residential real estate
• Loan options for first-time homebuyers

This niche will help you better connect to your clients’ needs, and it can also help you stay focused.

2. Build Your Brand

Your “brand” is what distinguishes you from your competitors. Your personal brand includes your name (or the name of your company), a logo, and a brief tagline that describes what you offer.

Ideally, your brand will fit your niche. You want your target audience to associate your brand with your unique service. Your website and social media page(s) can be used as platforms for cultivating brand awareness among your core customer base.

3. Make It Personal

Being a mortgage loan officer is serious business, but that doesn’t have to mean boring. Personalizing your branded content can help you develop a deeper connection with your customer base.

One way to do this is through custom video content. You can use videos to share your own story and highlight the services you offer as a mortgage broker.

With the right customer relationship management (CRM) software, you can integrate video content into your other marketing efforts. Enhance your email marketing and social media content with personal video messages.

4. Offer Valuable Content

In the world of digital marketing, content is king. This includes formats like blog posts, videos, and social media content that relates to your core services.

Make sure that your content offers something of value to your target audience. Think of topics that relate to your niche, such as:

• Money-saving tips for first-time homebuyers
• Mortgage plans for those with low credit
• How to flip houses for a profit

You might also consider assembling some of these tips into a downloadable document. You can then offer this guide/booklet in exchange for customer information to generate more leads.

5. Create a Structured Pipeline

Real estate agents work with loan officers on a regular basis, but you can set yourself apart with the right tools.

For instance, a CRM platform can help you organize your leads into a structured pipeline. This makes it easier for you to partner with area realtors and create a strategy for connecting with new clients.

Mortgage CRM that’s Right for You

BNTouch understands the unique needs of the mortgage industry. That’s why we offer customer relationship management (CRM) solutions that help you build your brand, build relationships, and tell your story.

To learn more about how our intuitive tools can enhance your marketing efforts, schedule a demo.

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As a mortgage loan officer in 2022, you understand the importance of relationships. That’s why you shouldn’t settle for marketing tactics that feel impersonal. The best way to get business as a mortgage broker is to cultivate meaningful connections. 

Here are 10 strategies that you can use to generate more business in 2022.

1. Be a Specialist, Not a Generalist

The real estate industry represents a broad range of needs, interests, and household structures. As a mortgage loan officer in 2022, you might be tempted to try to address every need that comes your way. But it’s hard to market yourself as a jack-of-all-trades. Instead, focus on one niche and demonstrate your ability to serve that specific market.

Need a place to start? Here are some questions that can help you find your niche:

• Do I focus on a particular geographic area?
• What type of real estate do I want to specialize in?
• Are my loan programs suited for first-time buyers?
• Do I offer specialty programs such as FHA loans or reverse mortgages?
• Will my clients need refinancing options?

You don’t have to limit yourself to just one area of the real estate market, but narrowing in on a category can help you refine your marketing efforts, which can translate into more business.

2. Develop a Referral Network

One of the surest ways to find clients is through referrals. To do that, you’ll need to develop a network that can provide you with information about prospective clients. 

Your referral network might include other industry professionals, such as:

• Accountants and CPA firms that buy and sell real estate
• Appraisers
• Real estate attorneys
• Relocation specialists

But don’t neglect your own client network as you pursue new leads. You can follow up with past clients to see if their needs have changed. You can also ask them to leave an online review that can help you gain the interest of future clients.

3. Focus on Real Estate Agents

The majority of home buyers rely on real estate agents when purchasing a home. If your mortgage broker services focus on residential real estate, then it makes sense to market yourself to realtors.

This can be tricky. Starting with a sales pitch can spoil the relationship. Instead, try to build a relationship by connecting with them on a personal level.

You can make introductions through:

• Social media
• Email
• Local trade shows
• Open houses

Once you establish a relationship, it will be easier (and more natural) to discuss what a partnership could look like. Real estate agents may be able to provide referrals as well.

4. Create a Loan Officer Website

Mortgage Loan Officers in 2022, having a web presence isn’t a novelty—it’s an expectation. Start by building a website devoted to your services as a mortgage loan officer.

Your website should include information about your loan programs and tell your clients a little about yourself. Here’s a tip: use video to introduce yourself and tell your clients what they can expect.

Even if you already have a website, make sure it’s modern and optimized. 

Achieving optimization means:

• Visitors can easily find your content
• The site is clean, visually appealing, and looks great on any device
• You provide direct calls to action that encourage visitors to take the next step

Web designers also emphasize “Search Engine Optimization” (SEO), which means that your site should use keyword phrases that help you reach the top results of common search engines. 

For example, using the phrase “mortgage broker near me” might help you catch visitors looking for that phrase.

5. Use Social Media

Social media is the new public square. Make your voice heard by maintaining a presence on the top social media channels.

Which channels should you focus on? Because you’re offering a professional service, your best options might be Facebook and LinkedIn. But younger generations may prefer the image-based environment of Instagram. Using this platform may help you reach first-time home buyers.

You can use social media in two ways. First, you can share information. 

Your social media profile allows you to:

• Advertise your services
• Promote upcoming events
• Share relevant content

Second, you can use social media to build relationships. Ask engaging questions and listen to customer feedback. Reply to visitor comments to create a personal touch.

6. Create Compelling Content

Connect to your target market by sharing relevant content. Create a blog page as part of your website, and write regular posts that offer value to prospective customers. 

Topics might include:

• Tips for new homeowners
• Ways your credit score affects your mortgage
• Home loan options for first-time buyers
• How to increase the value of your home

Conclude each post with a call to action, such as prompting visitors to contact you for more information.

Practice SEO strategy. Use keywords in each post that will attract your target audience. For instance, if you focus on a particular geographic area, include the name of your state or city in your posts.

Use images to attract attention. Facebook posts with photos generate 37% more engagement than those without. Pictures grab attention and can help you stand out in your followers’ feeds.

7. Add Video to Your Marketing Strategy

Remember, as a mortgage broker, you’re all about relationships. Using video in your marketing materials helps your clients put a name to a face (literally).

A high-quality video might make a great introduction to the landing page of your website. But you can also create videos that offer tips or promotions. These videos work well on social media, and you can link to them in your email marketing campaigns.

8. Offer a “Lead Magnet”

Many people are wary of sharing their personal information online. But you can learn more about your clients by offering them something of value in exchange for some basic information. In marketing, this is known as a “lead magnet.”

Common magnets include:

• An eBook (e.g., How to Buy Your First Home)
• A discount on an upcoming webinar, conference, etc.
• Access to premium content

Advertise this lead magnet in as many places as possible. Promote this item on your website, social media, and on every blog post. You can also include a link (or even a QR code) on your business cards. This way, when you hand out your card, you can remind the recipient that they can get a free book by scanning or visiting the link.

The information you gain can be integrated into your other marketing efforts. For instance, you can generate an email list to promote future events. You can also send a special email to new leads, introducing yourself and your services.

9. Host an Event

You can always meet potential clients and partners by hosting an event. You don’t have to create a major conference to offer something of value. Consider offering an educational seminar or a “Lunch and Learn” session.

Organize these events around your industry niche (see point #1). You might create an event aimed at first-time buyers or something aimed at those investing in commercial real estate. This ensures that you’ll connect with the relevant audience and have a better chance at converting attendees into clients.

If you’re not sure where to start, consider hosting a webinar. During the height of the COVID pandemic, many people grew accustomed to online forums. This makes them an ideal platform for meeting people face to face, especially since they won’t require rental space.

You can also participate in others’ events. For example, if there’s a convention or a trade show, it might help to show up and mingle. The connections you make could help you generate new partnerships among other industry professionals and may even result in some new leads.

10. Think Stories, Not Just Numbers

When you market your services, you may be tempted to simply share raw data. But most people are moved by a compelling story.

Start by thinking about the challenges and fears your clients face. 

These might include:

• What are common barriers to homeownership?
• What financial goals might prompt someone to refinance their home?
• Will their credit score jeopardize their dreams of buying a home?

Once you surface these pain points, explain how a mortgage broker can help. Then discuss how your services connect to the needs of your customers, followed by what they can expect from the process.

You might ask former clients for permission to share their stories. Even if you change their names for privacy, you can explain how “Mr. and Mrs. Jones” was able to buy a home thanks to your professional guidance.

This personalization can help potential clients feel at ease about the process and know exactly how your services can assist them.

Use the Right Tools

BNTouch can help you with a variety of valuable tools. Enhance your business with such features as email marketing, customized video marketing, surveys, and more. 

Our mortgage customer relationship management (CRM) platform can help you build relationships and connect with more clients than ever before.

To learn more about how our services can enhance your business, request a demo today!

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The best way to do this is through advertising. Yet, since mortgage lending is a very regulated industry. Mortgage advertising has laws that must be followed.

Many laws protect people from predatory lending. One of the ways that they do this is by limiting the types of advertisements sent to consumers. All advertisements for mortgage lending services must be non-discriminatory. Ads must also provide clear financial terms associated with their lending products.

Lending companies struggle to balance advertising and compliance, and it is challenging to be creative and informative at the same time. Other industries that are not as regulated can provide more engaging ads. If your mortgage lending company wants to keep giving quality ads, consider these three methods:

1. Craft Your Ad to Meet the Persona of Your Ideal Customer

Many mortgage companies got used to using Facebook to target their ads. They would use the demographics settings to reach people who earned a certain income. 

Others would select specific age ranges or races, and these practices are illegal. Facebook redesigned its ad practices in 2020. Now mortgage lenders cannot use Facebook to attract particular buyers through ad settings.

While the Facebook limitations imposed on lenders can be frustrating, they serve a purpose and help keep lenders compliant with advertising regulations. 

To attract new clients on Facebook, lenders must have a new strategy. One such method is to create ads based on your ideal customer. For example, if your ad is interesting to those in their 30’s or 40’s, those who are 18 will likely scroll right past.

2. Set up a Live Chat on Your Website

It’s become relatively easy to set up a live chatbox on a website. Many websites have one. If a customer has a question, they can ask it. 

The live chat is an automatic pop-up that viewers see immediately after pulling up a website. Chatbox is a valuable tool that connects you directly with potential clients. It’s also compliant with advertising regulations since no customer discrimination is involved.

Customers who ask questions receive information about mortgage loans and homes available. They find out about loans they may qualify for.

3. Tailor Campaigns for Your Clients

Although ads must not discriminate against clients, that doesn’t mean you can’t tailor ads. You can create personalized email campaigns based on their needs and preferences. 

For example, if you know, certain customers are looking for a VA loan. You can send them a message letting them know eligibility requirements. Your message can be educational — it doesn’t have to be promotional. This approach helps maintain a connection with the client while remaining legally compliant.

Need a Mortgage CRM?

If you are a mortgage broker or loan officer, you need help managing your customer relations. BNTouch’s mortgage CRM helps you to remain compliant while remaining in touch with clients.

Contact us for a free demo today!

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