The mortgage industry is a highly competitive market and for loan officers to stay ahead of their competition, they must have the right mortgage marketing tools in place to maximize their exposure and market themselves effectively. But which loan officer tools are going to be your most effective? How can you boost your mortgage marketing to effectively keep new clients coming through your door?
The 4Ps of marketing
To better understand how and why specific marketing tools can really make a difference, it is important to take a step back to the basics and clearly understand the 4Ps of marketing: product, place, price, and promotion.
Creating an effective marketing strategy begins with a comprehensive understanding of the products (loans) you offer. Who needs these loans and why? Do you offer a wide range of loans that will meet the needs of most potential buyers?
As a loan officer, loans are not your only product. You are also promoting yourself, so you must consider how you stand out above the competition. Why should a borrower choose you over your competition?
Place refers to where a product is available. In the case of mortgage loans, where is a potential buyer looking for loan information? You must consider how you can make it easier for borrowers to find loan information specific to their needs and how they can easily connect with you and learn about your options.
Price refers to the amount a borrower is willing to pay for a product. A savvy borrower is going to shop around for the best possible mortgage interest rates that lenders have available. How do your rates stack up against the competition? What added value do your services bring to the table?
The goal of promotion is to develop a strategy that puts your product in front of consumers and shows them how they will benefit. How will you get borrowers to find you and choose you as their lender?
The 5 best marketing tools for loan officers
Once you have considered the 4Ps of marketing, it is time to build your marketing toolbox. These five marketing tools are essential to building a consistent stream of leads and boosting your overall sales.
In today’s digital age, one of the most important marketing tools a mortgage loan officer can have is a business website. Creating a strong website establishes the foundation of your online presence and is at the core of all your online marketing efforts. Your website allows you to showcase your services, as well as allows you to showcase your knowledge and expertise through the publication of regular blog posts, videos, and much more. When creating a website or adding additional blog posts, it is always important to include direct calls to action (CTAs) to guide your visitors on how to connect, such as through contact forms.
2. Google Business Profile
Creating a free Google Business Profile helps to deliver your mortgage services directly to the top of any google search results looking for mortgage loans in your area. These unique listings allow you to showcase essential information about your business, as well as provide contact information and a local map of your location. Once you have created a profile, you can boost your profile by asking previous clients to leave reviews.
3. Social media presence
If you are not currently using social media to its full advantage, then your marketing toolbox is missing an essential tool. With just about everyone using one social media platform or another every day, social media as a marketing tool is becoming more and more essential. While Facebook is still one of the most widely used platforms, other important platforms you must consider include LinkedIn, Instagram, and Twitter. By creating a business profile page on each of these, you can engage clients and leads, provide educational and informative posts that can boost engagement, and develop a strong following of leads and clients.
4. A referral system
Implementing a referral system allows you to leverage both your previous satisfied customers as well as the established partnerships you have with real estate agents and agencies in order to boost your lead generation. In general, consumers are more likely to trust the recommendations of friends or family members when compared to any other general marketing strategies. Creating a referral system that offers incentives for successful referrals can be implemented on a landing page on your website and shared through social media platforms.
5. CRM software
A quality customer relationship management (CRM) platform is a useful tool when it comes to building and nurturing customer relationships and managing leads. It allows you to manage all your customer data in one central location, track all individual customer interactions, including phone conversations, emails, and their position in the loan process, and automate many different marketing and sales tasks. In addition, analytics within the CRM helps to provide deeper insight into your target audience and show what marketing strategies are providing you the most benefit.
Keeping your marketing toolbox full is essential
Keeping your marketing toolbox filled with the tools that work best for you is essential. As with any toolbox, tools may wear down and their effectiveness dimmish and, when that happens, it may be time to find a new tool that helps get the job done. As a loan officer, your goal is consistent lead generation, and finding the tools that work best for you is essential.
At Good Vibe Squad, we understand the need for consistent leads when it comes to the mortgage industry and our Unfair Advantage™ program is here to help boost your lead generation. To learn more about how we can take your business to the next level, schedule a call today.