Creating a Sustainable Marketing Plan to Generate More Mortgage Leads

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July 28, 2016 | By RGR Marketing Blog

Plan Your Work, Work Your Plan

It’s a great time to buy a home. You’re a mortgage professional, so you’re well aware of the perfect storm that has developed in the housing market. Interest rates are still at record lows but are predicted to rise, and while housing values have recovered in many of the hotter urban markets, there are still plenty of great values out there for prospective homebuyers.

Plus, lending criteria is now relaxed enough to allow many who wouldn’t have qualified for a mortgage a few years ago to realize their dreams of homeownership today.

You know it’s a great time to buy, and many of your potential clients do, too. But how do you get those prospects’ attention amid a sea of competitors? It’s not enough to simply “do” marketing. You have to have a plan.

Define Your Target Audience

Simply put, your target audience is the group of people with whom you want to do business. Do you specialize in a specific city or part of said city? Are you an expert on a specific type of property? Do you primarily focus on refinancing, first-time homebuyers, or investors?

Whatever your specialty, you need to figure out which segments of the population will be most interested in the services you offer. That way, you’ll be able to target your marketing more effectively.

Connect With Your Demographic

There are plenty of ways to build your reputation among members of your target market. If you specialize in first-time homebuyers, you offer local seminars or webinars designed to walk those folks through the process of purchasing their first residence. If you’re more interested in converting apartment renters into condo buyers, you might consider targeting specific complexes with a postcard marketing campaign.

If you specialize in dealing with more affluent buyers, you might consider advertising in publications they tend to read.

Maximize Your Online Presence

Unless you’re stuck in a time warp, your mortgage business almost certainly has a website. But in today’s mortgage market, just having an online presence isn’t enough. You have to make it work for you.

Create a library of useful content that potential mortgage borrowers will find useful. Share that content via social media, and make sure your prospects can do the same. Sound off on trending mortgage-related topics with an insightful op-ed.

Try to get your articles published on other sites as a guest contributor, and give your two cents on Q&A websites. Both of these activities will build your website’s credibility with inbound links. Make sure all of your online marketing eventually leads prospects to a simple, effective landing page designed to turn suspects into prospects.

Lead Management Is Key

Too many mortgage professionals let potential viable leads slip through the cracks. Don’t be one of them. You need a solid lead management system that will help you automate your lead nurturing process. Some leads take several contacts to convert, and if you’re not actively courting your leads, someone else will.

Stay In Touch With Past Clients

As you know, referrals are the best form of marketing there is. When you come highly recommended by a former client, you don’t have to work as hard to build trust. Stay in touch with your former clients with updates, newsletters, and holiday greetings. Birds of a feather flock together, so your past customers’ friends likely fall into your target demographic as well.

Need Help Marketing Your Mortgage Business?

If you follow the tips listed above, then you should be able to build a sustainable marketing plan that will help propel your mortgage business to the next level. But if you find yourself in need of an assist in the mortgage lead-generation department, you can count on RGR. We’re a provider of fresh, high-quality mortgage leads, and we’d love to be a part of your mortgage business’s future success.

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Plan Your Work, Work Your Plan

Define Your Target Audience

Connect With Your Demographic

Maximize Your Online Presence

Lead Management Is Key

Stay In Touch With Past Clients

Need Help Marketing Your Mortgage Business?

Start making more
money today!

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Contact Us

Plan Your Work, Work Your Plan

Define Your Target Audience

Connect With Your Demographic

Maximize Your Online Presence

Lead Management Is Key

Stay In Touch With Past Clients

Need Help Marketing Your Mortgage Business?

Start making more money today!

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