While the reasons for entering the business of selling homes can vary widely amongst loan officers and brokers, there is one thing they all have in common. Marketing. Everyone needs to market themselves to generate leads and build their business. For those who don’t have a lot of experience with it or those who simply don’t understand it, marketing can become a daily challenge. There are endless ways that you can choose to market yourself in the mortgage industry, but some have been proven more effective than others. Below are 5 effective marketing techniques for mortgage loan officers.
This one probably sounds like a no-brainer to you as a loan officer, but you’d be surprised by how many people forget about this tried and true method of generating leads. Paired with the technologies we have discussed earlier in this article, face-to-face meetings and conversations have a big impact on decision-making. Having the ability to see facial expressions and hearing tone of voice makes it easier to connect on a personal level and create lasting relationships. After all, isn’t the mortgage business all about finding lifetime customers, not just a one-time sale?
There are many opportunities for in-person networking in your community. Many loan officers find success in being a member of their Chamber of Commerce, sponsoring a local athletics team, speaking to seniors at retirement homes (Reverse Mortgage), attending Real Estate Agent events and more. The most important thing to remember when you are presenting yourself is to be knowledgeable, dependable and honest.
Multi-Channel Marketing Campaigns
It may sound like a complicated technical term, but the concept of a multi-channel marketing campaign is actually quite simple. A multi-channel campaign utilizes multiple marketing channels to promote a specific message. The goal of a multi-channel marketing campaign is to be where your customers are, whether it be email, social media, direct mail, etc. The challenge that most loan officers face in their marketing efforts is that their customers are everywhere. It can become very expensive very quickly to try and run multi-channel campaigns without a way to easily manage both the execution and the results.
If you are considering deploying a multi-channel campaign, it is important to have a system in place that automates the process. That is where marketing automation comes in. Marketing automation has quickly become a valued technology, in fact, 69% of top performing companies are using marketing automation for customer acquisition. It gives both large companies and smaller entrepreneurs the ability to reach out to more prospects, generate more leads and grow their business.
These days it’s hard to imagine a world without Facebook, Twitter or any of the many social media platforms out there. We all know it is important to be where your customers are, but when it comes to social media, there are a few important factors to consider:
- Understand how it works - It’s very common for loan officers and mortgage brokers to fall into the same situation of setting up multiple social media profiles without knowing anything about the platforms. Social media isn’t meant to be a personal message broadcasting channel and each platform has its own function. Facebook serves a different purpose than Twitter and Twitter is much different than LinkedIn. It is imperative to either tailor your message depending on the platform, or focus on one that best meets your needs. Otherwise, you are wasting your time.
- Be original and compliant - We’ve all seen feeds that are chock full of reposts and shares. In general, they are not taken seriously and do not provide real value. As a loan officer whose business depends on personal relationships, it will make a huge impact on your results if you take the opportunity to tell your own story and own your own content. This can, however, be a challenge in the mortgage industry due to ever-changing compliance regulations. Fortunately, tools like marketing automation platforms help ease that burden. Incorporating marketing automation with your social media accounts allows you to plan ahead, set up a queue and automatically deploy pre-approved content. You can essentially “set it and forget it”, and instead focus on selling.
- Think Twice - Before you hit “post”, make sure that what you are sharing reflects your business accurately. All too often, loan officers forget that their business page is exactly that...a business. The last thing you want to do is lose a sale because of a Facebook post. You are still welcome to share your personal views, of course, but be sure to have a separate page for that and remember to keep it separate.
B2B Promotions (Premium Campaigns)
If you send out personalized promotional items (pens, cookies, magnets, etc.), then you already know that B2B promotions work. It’s one of the oldest forms of advertising and, in some cases, has doubled response rates as compared to traditional direct mail campaigns. One of the most common ways for a loan officer to connect with a new Real Estate Agent or Brokerage is by sending a promotional package, keeping compliance regulations in mind, of course.
One of the difficulties in the past with these B2B promotions is the amount of time it takes to deliver packages around town. Marketing is an essential part of your business and it is what keeps loans in the pipeline, but spending an entire day (or two) every week just isn’t sustainable. Fortunately, this problem can be solved when you adopt a marketing automation platform. Not only will it consolidate all of your online campaigns into one place, it will facilitate traditional marketing efforts.
We know that joint marketing can be complicated due to compliance regulations. You want to make sure that you are RESPA compliant, but you also know that partnering with realtors during an open house, for example, builds your business. We highly recommend checking with your compliance department regarding flyer purchases, refreshments, etc. as that is a common source of confusion in the mortgage world.
As for joint marketing itself, it has been proven effective and is a strategy that you should consider. In this type of partnership, most real estate agents will ask you to provide a co-branded flyer with property details along with both their info and yours. Using a marketing automation platform, this task can be automated and completed in a small amount of time. By coming to the table with more to offer and making their job easier, you increase the chances of future partnerships.
Let’s face it, you’re busy keeping up with the mortgage business and selling homes. Marketing can either be a burden or your best friend. Incorporating strategies like multi-channel campaigns, social media, B2B promotions and joint marketing will have a positive impact on your business, but they take time. Why not pull all of those efforts into one easily manageable spot with a marketing automation platform? Think of the time you’ll save and the people you will reach!