3 Steps To Better Mortgage Marketing
Mortgage marketing has changed. Consumers have access to more lenders than ever before. They expect faster approvals require complete transparency. They are quick to voice their displeasure of your application process online. In order to generate mortgage leads for your community bank, we recommend a deliberate three-part strategy.
First, start with defining your differentiation. Consumers need to know why they should trust your bank for their mortgage. Here's a few ideas for differentiating your financial institution:
You're local. Banking locally has many benefits including convenience, personal interaction, and decision making that ties the surrounding community and economy into account.
You're available. You provide white glove service the whole way through closing and after you're safe. Your bank has a long history of helping local people and businesses.
You're the experts. You know, every mortgage type and assistance program available. You've got a better product. Your rates and fees are amazing.
You're trustworthy. Your glowing reviews from consumers and businesses speak for themselves.
All of this brings us to part two of our strategy. A lot of online lenders appear to have simplified the entire application process, and consumers expect you to do the same. They want online application technology that is easy to use and convenient, mobile friendly, autosaves progress, integrates with other data sources, simple to work through, easy to understand, et cetera, in-store application process that's even better.
They also want loan officers who are available at convenient times, sometimes all the time, a physical application process that's easy to work through, amazingly helpful, and people friendly, fast turnaround time, communication way, they like it. Text, chat, email, in person and phone with timely updates and transparency and being kept aware at all stages of the buying cycle. Basically, help them where they want it and being kept aware at all stages of the buying cycle. Basically, help them when they want to know, go do or buy.
Lastly, part three of our strategy is using digital marketing. It's all about using the right tools to reach your ideal audience at each stage of the buying cycle. Whether you're trying to generate mortgage leads or grow accounts, these digital marketing ideas are a perfect way to supplement your traditional marketing campaigns:
Utilize local search engine optimization SEO to make sure you're appearing prominently in Google and being maps for relevant search queries, and that your product pages appear prominently in search engine results.
While there are always a certain number of people in your target market searching for products and lenders, there are a great deal more who are searching for help with related questions that you can answer with relevant educational content.
Look at search engine ads and consider allocating budget towards prominent ad placement above local organic results in search engines like Google and Main.
Also look at pay per click display ads, mobile ads, and social ads, which allow you to cost effectively reach specific audiences across 90% of the internet.
For visitors that have already engaged with your website, you can use remarketing ads to entice them to return to your website.
Email nurture campaigns provide the opportunity to create and nurture leads with relevant email communications. And don't forget to leverage the personal networks of your loan officers.
Make sure to get them on LinkedIn, Zillow, Facebook, and others, so that they can build their own personal brand with local realtors, past clients and prospects.
And also remember to create individual pages for each of your mortgage lenders on your website.
If you have any questions or are interested in more solutions to maximize your marketing efforts, reach out to the marketing team at Bank Bound Digital Marketing. We work exclusively with financial institutions using proven data-driven marketing to ensure that our clients get the best return on investment.
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