Mortgage marketing has never been more important Nothing encapsulates the American Dream more than owning a home. That’s what makes mortgage lenders so unique. You’re in a position to facilitate that dream for millions of aspiring homeowners.
Several factors go into growing your mortgage business. One of the first challenges on your plate is to attract future homebuyers.
You’re already wading in a sea of mortgage competition. Buyers aren’t going to find your company miraculously. Your services need to be front and center.
You need a plan of action — a mortgage marketing strategy that promotes your services to the right audience.
Ready to fulfill those American dreams?
Start now with these essential marketing tips for lenders!
1. Tell Your Story
A successful mortgage marketing strategy starts with a memorable brand. Every brand begins with a story.
Powerful mortgage brands go beneath the surface and tell compelling stories that connect with homebuyers.
Did you struggle with homeownership in the past? Are you passionate about helping retirees with reverse mortgages? Are you a veteran who wants to help fellow veterans fulfill their dreams of owning a home?
Take this opportunity to brainstorm ideas. The first stage of your marketing journey is to define your brand story. Your story will help you identify your target audience, which is critical for marketing success.
2. Design a Mortgage Logo
Consumers need at least five impressions to remember your brand, and visuals help those same consumers retain at least 80% of the marketing material they digest. Choosing a memorable logo is imperative for visual impact.
Your first step is to research logos in the mortgage industry. Look at logos by top national mortgage companies like Quicken Loans, Veterans United Home Loans, and Loan Depot. Look at logos from successful local mortgage lenders, as well.
Ask yourself what these logos have in common. How do they complement these companies’ brand stories? Which colors and shapes do they leverage?
Remember these principles of effective mortgage logo design:
- Keep it simple
- Make it memorable
- Versatile design
- Timeless appeal
- Perfect balance
- Adaptable to any size
Remember that your logo will appear on all your marketing materials, from brochures to Facebook pages. Design a logo that works effectively with all marketing channels.
3. Create a Branding Identity
Logos are just one part of your overall branding identity.
Other branding elements include brand colors, typography fonts, company slogans, spokespersons, jingles, packaging design, and consistency.
Consistency is the glue that ties your branding elements together, and this relationship is essential for mortgage marketing. Whether you’re running a Facebook campaign or hosting a homebuyers event, your brand should cut through loud and clear.
Brand consistency is critical for integrated marketing strategies that leverage both traditional and digital solutions.
If you’re promoting a marketing campaign through billboards, promotional items, and video ads, your branding elements must be present throughout. Using different logos and taglines, for example, will only confuse potential homebuyers.
4. Invest in a Professional Website
Your mortgage company won’t survive in the 21st-century without a website.
Your website is more than just a homepage. It’s your most critical digital marketing asset. Every piece of marketing material points to your site.
The QR codes on your business cards point back to your website. The URLs in your search ads direct homebuyers to your site. Your website is featured in all your social media profiles.
Furthermore, most homebuyers start their mortgage loan hunt with an online search. That’s why it’s vital to get your website on the first page of Google.
Don’t let these valuable mortgage leads fall through the cracks. Websites are lead-generating machines! Invest in a professional site that attracts and converts leads at every stage of the buyer’s journey.
Like your branding identity, high-quality websites are defined by several core elements:
- Stellar web performance
- Fast load times
- Easy and intuitive site navigation
- Readily available customer service
- Large and easy-to-read text
- Compelling images and videos
- Quality web copy
- Mobile responsiveness
- Hassle-free shopping carts
These elements are essential for user experience design. UX plays a fundamental role in high-traffic mortgage websites. For best results, look for a web developer who also has experience in UX design.
5. Grow Your Email List
Once you have the core elements of your website down, implement marketing strategies that turn website visitors into paying customers.
You want to take full advantage of your website’s lead-generating capabilities. One of the best ways to do this is to create an email list. Email lists are a goldmine of opportunities.
To encourage more list sign-ups, add a pop-up to your website. These pop-ups are also known as lightboxes. The pop-ups appear as soon as visitors land on your homepage.
Visitors can either subscribe to the list or close out the window. This marketing strategy is an excellent way to capture leads who are early in their homebuying journey. You could send weekly emails with exclusive discounts, insider advice, and information about new mortgage products.
You can also segment your email lists to target different groups within your audience. Create separate email groups for current clients, new email subscribers, realtor referrals, and more marketing segments.
Don’t forget to brand your marketing emails with your core branding elements. To speed up the process, create branded email templates for your campaigns.
6. Craft a Content Marketing Strategy
Email marketing plays a critical role in a much larger content marketing strategy.
You can leverage several marketing strategies, but that won’t mean anything without effective content.
No amount of investment can make up for poorly executed content. Quality content is everything. It projects authority and elicits trust in consumers.
To ensure that your content hits the mark, invest in a quality copywriter or agency. Written content, photography, and video scripts must grab homebuyers from the start. Each piece of content should also close with a compelling call-to-action.
After quality comes content diversity. Don’t put all your eggs into one content marketing basket. Spread your content around.
Here are a few ways to get your message out there:
- Start a mortgage blog
- Facebook posts
- Promoted tweets
- Case studies
- Email campaigns
- Free eBooks for homebuyers
- Checklists and guides
- Original infographics
- Guest posts
Pick content strategies that best fit your target audience. First-time homebuyers would love a free eBook, while seasoned homeowners may prefer blog posts on mortgage refinancing.
7. Grow Your Presence on Social Media
Content marketing and social media go hand-in-hand. Social media is an excellent, cost-effective platform for communicating your brand message.
Include your social media accounts on your website, business cards, mortgage event swag bags, brochures, door hangers, and promotional stationery.
Just like your other marketing strategies, pick social networks that are suitable for your audience.
New homebuyers are more likely to use Facebook for mortgage leads than Pinterest, for example. Invest in platforms where you see the best results.
Social media isn’t just for communicating your message to leads. Consumers also use social media to sound off, which makes social media marketing a part of your overall customer service strategy, as well.
Remember to respond to each comment, compliment, or complaint with professionalism. It’s not worth getting canceled over a social media mistake.
Social media is also a powerful platform for user-generated content. Every Facebook review, like, share, and retweet drives traffic to your mortgage company. Incentivize your followers to drive even more engagement on your channels!
8. Leverage PPC Marketing
Social media is one way for homebuyers to discover your mortgage business, but most of them will be typing away in their search engine of choice.
Google processes more than 40,000 searches per second! And the National Association of Realtors found that 90% of people use search engines during the homebuying process. That’s why mortgage companies leverage PPC search ads in their marketing strategies.
PPC stands for pay-per-click marketing. Social media networks and search engines offer PPC advertising programs. PPC means you only pay when a visitor engages with your ad.
Search ads put your mortgage company front and center on the first page. This positioning is essential for attracting those first-time homebuyers.
9. Build a Referral Network
Referrals are a mortgage company’s secret weapon.
Remember that email list? Use your new email marketing skills to build a valuable referral network full of real estate professionals. Realtors and agents can promote your mortgage services at open houses and meetings with homebuyers.
Don’t hesitate to look beyond real estate referrals. Reach out to family law attorneys and mediators who specialize in assets.
Make inroads in your local community and connect with small businesses that may want to promote mortgage services to their clients.
10. Measure Your Mortgage Marketing Results
No strategy is complete without analytics. Analytics is a cornerstone of today’s data-driven marketing.
You can’t effectively analyze campaign results without goals. That’s why defining clear goals is essential for your campaigns. Use the “SMART” method to set goals that are specific, measurable, achievable, relevant, and time-sensitive.
Track your SMART goals along the way, so you can adjust your marketing strategy when necessary. Tracking and measuring will identify your strong points and weak areas.
Analytics prevents you from wasting money on the wrong mortgage marketing strategies.
Fast Track Your Mortgage Marketing
Don’t wait to implement an effective mortgage marketing strategy. Use these tips to start generating big ideas for your company.