Borrower expectations have changed in the digital mortgage era influenced by the changes ushered in by companies like Uber, Airbnb and Amazon. Borrowers want the single tap experience for the mortgage process without losing the essential human touch. So it is critical that Loan Officers embrace tech marketing to create a more immersive customer experience, build relationships and close more loans.
Tech Marketing Strategies for Loan Officers
Use Content Marketing to provide helpful information
Establish credibility and trust among borrowers by authentically providing answers or solutions to the common queries about mortgage process and documentation.
Create unique experiences for borrowers by becoming a resource hub with high-quality blog posts, how to guides, videos, info graphics and other information that appeals to the borrowers.
Create shareable visual content which may be a short educational video, info graphic with mortgage statistics or photos with happy home owners. Visual content has 40% higher engagement rate than other media.
Leverage Social Media for promotion
Use social media as a core marketing channel with a consistent and integrated content strategy.
Promoted posts and social media ads are an effective means of reaching beyond the current network and increasing the brand exposure.
Evaluate the success of social media efforts from the social media analytics reports and continuously improve the strategies.
Use Social Media to expand the network of realtors and borrowers to engage and build relationships with them.
Improve Email Marketing Strategies
Update the mailing list on a regular basis and clean the data base to remove duplicate contacts.
Include creative, relevant, timely information including market updates about interest rates, new loan products, offers which the borrowers will find useful.
Personalize the direct emails with customized messages with a Call to Action button to reach out to the Loan Officer.
Automate Marketing Strategies
Content Management Systems and Customer Relationship Management systems help to automate marketing campaigns and streamline the marketing processes.
Use major paid advertising platforms like PPC, Facebook Ads, Instagram Ads to reach out to the targeted audience with attractive offers.
Set clear measurable goals and track the right KPIs to measure the reach and success rates.
Leverage Google’s Local Offerings to rank high in the SERP using local SEO strategies.
Monitor online reviews
Update all the online profiles, business listings and website with the latest information.
Monitor and respond to the online reviews posted on business listing sites like Google, Facebook and Yelp.
Automate the feedback system to automatically ask a new homeowner to publish review on these business listing sites.
Even though there is no single best marketing strategy, Loan Officers can use a mix of these technologies to maximize returns on their marketing campaigns.
Looking for more information on improving Tech Marketing for Loan Officers or need help in implementing the right marketing solutions, leave us a message.