Mortgage Marketing To Millennials: Am I Doing This Right?

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April 26, 2018 | By RGR Marketing Blog

Millennials and Mortgage Marketing—What Works, What Doesn’t

Millenials are getting older; there’s no denying it. Depending on when you set the age, (and demographers differ on this), the midpoint of the generation is in their mid-thirties at this point. With this in mind, it’s wise to note that they make up the largest single demographic group in the market, looking to purchase homes.

One of the key characteristics of this generation is their understanding of media and marketing. Having grown up with cable television and come of age with the Internet, no group is harder to reach with stale marketing gimmicks. So, what do you do to reach Millennials looking for a mortgage? Read on to find out.

Authenticity and the Building of Trust

One of the most important things to understand about marketing to Millennials is that they have come of age with the instant gratification of the Internet. They’ve generally not had to make too many decisions without running the options through their friends, family, trusted advisors, and (at the very least) an entire army of online reviewers that they may not know.

Because of this, Millennials expect authenticity from the brands they build a trusting relationship with. This expectation is fulfilled through constant scrutiny and the aggregation of information about those companies and brands they chose to do business with.

Their perception of you and your brand as a mortgage provider will be made or broken by tens, or even hundreds, of aggregated perceptions from social media, online reviews, your own marketing materials, and word of mouth (digital and otherwise).

Indirect Marketing (aka Content Marketing) and Social Media

Given the tendency among Millennials to aggregate opinion from multiple digital and real-world sources, it can be tempting to adopt a saturation strategy. But it’s wise to resist the urge to produce millions of tiny messages and spread them through the placement of millions of tiny ads across social media, search engines, and other platforms.

Remember, authenticity and verification through aggregation are the keys.

Rather than driving brand awareness through multiple points of contact (that are just as likely to come off as inauthentic or like you’re “trying too hard”), consider instead providing content to your target audience that speaks to their needs as a prospective homebuyer without directly engaging them on message.

This content can live on your website or blog and can be repurposed and redistributed through social media platforms. Bringing the power of content marketing to bear through a social media distribution strategy positions your brand as a thought leader in your field while providing authentic information of value to your prospective customers.

The Must-Haves of Millennial Mortgage Marketing

The building of trust in your brand through content marketing is only truly possible if you have a solid web presence in terms of your own assets and your engagement with current and potential customers across social media.

In many cases, millennials look for peer reviews and rely on their circle of friends and family (and others) for validation of whom they’re considering doing business with. All the money and time you can spend on apps and ads will only help you capture market share if your brand is perceived as authentic and honest by those you’re trying to reach.

Looking to jumpstart your current mortgage marketing plan? Why not buy high quality mortgage leads from RGR Marketing today, and get them directly into the hands of your trusted sales team. As the spring home sales season begins, you’ll rocket ahead of the competition in no time at all!

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Millennials and Mortgage Marketing—What Works, What Doesn’t

Authenticity and the Building of Trust

Indirect Marketing (aka Content Marketing) and Social Media

The Must-Haves of Millennial Mortgage Marketing

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money today!

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Millennials and Mortgage Marketing—What Works, What Doesn’t

Authenticity and the Building of Trust

Indirect Marketing (aka Content Marketing) and Social Media

The Must-Haves of Millennial Mortgage Marketing

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