Why Mortgage Brokers Should Be Using Education as a Primary Lead Generation Tool

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October 15, 2015 | By RGR Marketing Blog

When It Comes to Mortgages, Are the Kids Really Alright?

For a long time, the Millennial Generation was a topic of concern for those in the real estate industry. People born between the early 1980s and the early aughts have been perceived as being extremely cautious about, if not outright averse to, making major purchases. Where previous generations have made homeownership a priority, this cohort has seemed content to rent indefinitely, and many even eschew car ownership in favor of car-sharing apps and Uber.

Perhaps their reluctance has been rooted in seeing friends and family struggle to keep underwater mortgages afloat during the housing bubble crisis. Or maybe they’ve learned that today’s job market doesn’t offer the same stability as it did when their parents were entering the workforce.

Either way, it seemed doubtful to some industry insiders that this generation would ever jump into the housing market in a serious way. However, that seems to be changing.

Trust Must Be Earned

Here’s the thing: this group of people came of age in an environment over-saturated with marketing, and much of it dubious. They’ve learned to be suspicious of anything you might call “salesy.”

And they’re not the only ones. We’ve all grown weary of being pitched at every opportunity. Everything seems to be trying to sell us something, from social media sites to our own smartphones.

Bring in the Experts

This bombardment of questionable marketing information has made the role of the trusted expert all the more important in our purchasing decisions. We need someone to help us tune out all of the static. We want to figure out what’s really going on, so we turn to experienced professionals who seem trustworthy.

And who deserves more trust than a dedicated teacher - someone who has dedicated their lives to enriching the minds of others, working long hours for meager pay just for the privilege?

“OK,” you might be saying, “But I’m a mortgage broker, not a high school teacher. I don’t have time to teach everyone about mortgages.”

If that’s you’re attitude, then you’re missing out on a valuable opportunity.

When you share your expertise with others, you’re establishing yourself as a thought leader in your industry; a respected expert who knows exactly what’s going on at any given moment, and is willing to take time out of their busy schedule to help consumers make informed decisions.

What’s in It for You? Plenty!

We all want to buy from people we trust, especially when it comes to major investments like buying a home. Most mortgage brokers have to work hard to build that trust with each and every client.

But if you’ve shared your mortgage smarts with potential clients before they ever sit down at your desk (through an online knowledge base, for example), then you’ve already built a certain degree of trust. You’ve given them good advice that didn’t cost them a thing. Why wouldn’t they trust you to get them the best deal on a mortgage?

Education is a great tool for building relationships with real estate agents, as well. Your educational materials provide them with a valuable resource that they can use to provide better service to their own clients. And when it comes time to refer those clients to a mortgage broker, your name should be at the top of their list of recommendations.

Share Your Mortgage Smarts

You’ve spent a lot of time learning the ins and outs of the mortgage business, and you deserve to be rewarded for your diligence. Your mortgage smarts can make you a better broker, but they can also be put to work as an effective mortgage lead-generation tool.

[Photo Via: Sothis]

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When It Comes to Mortgages, Are the Kids Really Alright?

Trust Must Be Earned

Bring in the Experts

What’s in It for You? Plenty!

Share Your Mortgage Smarts

Start making more
money today!

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When It Comes to Mortgages, Are the Kids Really Alright?

Trust Must Be Earned

Bring in the Experts

What’s in It for You? Plenty!

Share Your Mortgage Smarts

Start making more money today!

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