How to Get the Most From Your Mortgage Marketing Efforts in 2015

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January 13, 2015 | By RGR Marketing Blog

What's Your 2015 New Year's Resolution for Your Mortgage Business?

The coming of the New Year is a time for reflection. If you’re in the mortgage industry, you may be taking a week or two with your staff, recapping your firm’s 2014 successes. But if you want to stay ahead of the curve, then you should also be thinking of ways to optimize your marketing efforts over the coming year.

Many experts are forecasting that mortgage rates will be substantially higher a year from now, and many homeowners have yet to take advantage of our current historically low rates. If your marketing efforts can help you reach those potential customers, then 2015 could end up being a record-setter for your mortgage business.

So how can you get the most from your mortgage marketing efforts in 2015? Follow these simple tips, and your prospect pipeline should be flowing smoothly throughout the year.

Tune Up Your Sales Team

In this day and age, your sales team is still one of the most important parts of your marketing machine. Yes, consumers can find plenty of information online, but when it comes to making such a momentous decision as buying a new home, they want a trusted advisor in their corner; someone who can allay their concerns, and pinpoint the options best suited to their needs.

That’s where your sales team comes in. When your sales team is firing on all cylinders, they can be extremely effective at turning prospects into clients. But if they’re ignoring the basic principles of effective sales, they may be negatively affecting your marketing ROI. If you have doubts about your sales team’s effectiveness, it may be time to consider implementing a new sales training, program or revamping your existing one.

Use Email to Your Advantage

Some mortgage businesses treat direct email marketing as an opportunity to flood the inboxes of prospects and existing clients with marketing material. That might work some of the time, but it often ends up being utterly forgettable, a waste of time for both the prospect and the sender.

If you want your emails to stand out, then you’ll need to take a different tack. Send out the occasional update on mortgage rates, but aim to make the bulk of your communications more personally applicable. There’s a wide range of relevant or entertaining topics you might tackle, from financial planning advice to top ten lists of unusual houses on the market. Keep it fresh and engaging, and your clients will look forward to seeing your name in their inboxes.

A Video May Be Worth a Thousand Pictures

For mortgage originators, videos have the potential to boost marketing efforts in a big way. Blog posts are great, but why not share your expertise in living color? You could even record a weekly webinar and Q&A, post it to a video sharing site, and use it as a traffic generation tool.

Sharing videos with clients and prospects helps you to connect on a more personal level. People do plenty of research by reading articles online, but they end up purchasing from people they trust.

In the same way that we often feel we know characters from our favorite TV series, your prospects will develop a sense of familiarity with you through your videos. By the time they actually sit down with you at your desk, they will already feel as though you’re a trusted ally.

Don’t Forget About Your Existing Clients

Some mortgage professionals get so caught up in mining for new prospects that they forget to stay in touch with their existing ones. Word-of-mouth is one of the most effective marketing tools there is, so it’s important to remind your clients that you’re still in business. Get the message out that you’d love to offer their friends the same great service they already know you’re capable of delivering.

Think about it: when you recommend a great product or service to a friend, you feel you’re letting them in on a wonderful secret. Stay in touch with those you’ve helped in the past, and the insider info they’ll be eager to share will be you and your mortgage business.

[Photo Credit: Carpenter & Assoc.]

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What's Your 2015 New Year's Resolution for Your Mortgage Business?

Tune Up Your Sales Team

Use Email to Your Advantage

A Video May Be Worth a Thousand Pictures

Don’t Forget About Your Existing Clients

Start making more
money today!

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What's Your 2015 New Year's Resolution for Your Mortgage Business?

Tune Up Your Sales Team

Use Email to Your Advantage

A Video May Be Worth a Thousand Pictures

Don’t Forget About Your Existing Clients

Start making more money today!

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