Are You Targeting the Right Mortgage Clients?

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July 25, 2017 | By RGR Marketing Blog

How to Properly Identify and Target the Mortgage Audience You're Looking For

In this day and age, in any industry, the ability to effectively direct your marketing experts is paramount. With digital technology, businesses have an unparalleled ability to focus their efforts and to advertise to motivated buyers. This saves time and greatly increases your chances of success.

Audience targeting is the idea of creating a profile of likely consumers of your product, and then generating an advertising campaign designed specifically to attract those consumers, while still being broad enough to attract other potential consumers who might be convinced to give your product a serious look.

There are few industries where this idea is more important than the mortgage industry. The ability to target the right mortgage clients to generate more quality mortgage loans ahead of your competition can be the difference between failure and unparalleled success. So, what are some ways to properly identify and target the mortgage audience you’re looking for? Read on to find out now.

1. What Type of Borrowers Are You Searching For?

There are two main types of mortgage shoppers, and knowing which ones you are after will help to inform your marketing campaign. Are you marketing to people looking to refinance or for new homebuyers looking for their first mortgage?

Refinance borrowers are savvier. They’ve been through the process before and know their way around it. They’re willing to shop around for the best rates and know how to negotiate. If you’re marketing to them, you want to appeal to their knowledge and experience.

New homebuyers may be a little more naïve about the process and how it works. With these borrowers, you want to take a more educational, confidence-building stance, offering guidance and advice as you help them through the loan process.

2. Are You Focused on Your Content Marketing?

The way to use the digital space to target the right customers is through content marketing. Create content that will be informative and of interest to the types of customers you are looking for, then push that content to your social media sites.

There are many social media sites out there, so be sure to identify the ones that are most frequented by mortgage seekers and concentrate your efforts on those sites. And on that note…

3. What Are You Doing With Facebook Advertising?

Facebook has over a billion users, and that population includes plenty of people ripe for mortgage-lending opportunities. You can control exactly how much you spend on your Facebook Advertising and how wide the reach of that advertising ends up being. Facebook also has a massive repository of data that you can use to your advantage in narrowing down the focus or your ad campaign, so you can target just the potential consumers you are looking for.

Mortgage Marketing Has Its Challenges

Finding a reliable target audience for mortgage lending has some unique challenges. Unlike many other industries, you cannot rely on people purchasing your product before to purchase it again, as people are rarely in the market for multiple mortgages in a short period of time.

However, by having a well-thought out and focused audience targeting strategy, and by finding creative ways to direct your content marketing and social media efforts, you can isolate likely motivated mortgage shoppers to increase the number of quality loans you are able to offer.

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How to Properly Identify and Target the Mortgage Audience You're Looking For

1. What Type of Borrowers Are You Searching For?

2. Are You Focused on Your Content Marketing?

3. What Are You Doing With Facebook Advertising?

Mortgage Marketing Has Its Challenges

Start making more
money today!

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How to Properly Identify and Target the Mortgage Audience You're Looking For

1. What Type of Borrowers Are You Searching For?

2. Are You Focused on Your Content Marketing?

3. What Are You Doing With Facebook Advertising?

Mortgage Marketing Has Its Challenges

Start making more money today!

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