Mortgage Marketing Strategies

For first-time homebuyers who don't have a referral from a realtor, or are looking to shop around, search engines will likely be the first stop. Make sure you're appearing near the top with a quick search campaign in your local market.

It's vital that your mortgage brokerage has a business profile with Google and other search engines. Once that's done, make sure you have plenty of positive reviews on it—you can ask recent past clients to write a review to get the ball rolling. If your online reputation needs work, find an expert partner who can help you navigate things.

Many traditional marketing tactics—like word-of-mouth—are still vital, but with a modern spin. Use automated email and SMS to reach out to recent clients who had a good experience and ask them to send referrals your way.

With all of the online self-serve and app options for mortgages now, you'll need to set yourself apart with your brand positioning and messaging. Make sure you have these messaging points and differentiators solidified before you start, so you can go to market with a strong, cohesive and consistent brand position.

Paid search ads can be a quick win to get in front of new potential clients, but SEO is vital too. To give it a boost, you need to deliver strong, optimized website content that targets the phrases your audience is searching. Don't forget the local angle—this will ensure you're capturing prospects in your area that can leverage your services. Work with an expert partner for a solid plan.

Putting a strong online lead generation program in place is the first step to a healthy sales pipeline. This could include paid search, display and social campaigns, gated content (like a mortgage calculator) and conversion optimized landing pages. But getting the leads is just half the battle. Make sure you have a strong, lead nurturing approach (automated emails, SMS and more) to convert leads into sales.

Familiarity goes a long way in the mortgage industry—not only with your real estate partners who may recommend you to their clients, but with the clients themselves. The more your local community knows about you, the more likely they are to trust that you're a leading mortgage partner. Use brand-friendly channels like OOH (billboards, sponsored events, etc.), radio and connected TV.

Unfortunately, you may only work with a client once or twice over the span of several years. But you can stay on their radar until they're ready for their next real estate purchase with automated emails and SMS at key milestones (the anniversary of their home purchase, for example). Then, when they're ready for their next deal, past clients will remember your name.