A new year is here! There’s no better time to look at trends and marketing ideas for mortgage loan officers in 2019. Here are seven ideas we think will help you gain traction over the next 12 months.
1. Get Creative with Visual Content
Remember, content isn’t just words. Make a note when you’re out in your community or a favorite local spot to take a few pictures or shoot a short video. Visual content is eye-catching and shareable, so it not only keeps you top of mind but also helps you expand your reach.
As for video, Facebook users consume millions of hours of video every day. Hubspot found that Facebook Live videos have an engagement rate of 4.3% compared to 2.2% for non-live videos.
But that’s not all. One study found infographics saw a 40% engagement rate. So if you’ve got an interesting or ground-breaking mortgage statistics to share with your audience, an infographic is the way to go.
Try this: Use Facebook Live and stream a video of a short Q&A that you do with a client or colleague. Ask your network ahead of time what questions they’d like answered and then let them know when they can watch and engage in real time.
2. Kick Start Your Networking
82 percent of Americans seek recommendations from friends and family when considering products and services. That’s 8 out of every 10 people! It’s important to get your name out there. Networking online and in person is a way to do this.
In today’s tech-driven mortgage marketing world, connecting in person may sound a bit old-fashioned, and even difficult. But when it comes to building real relationships, there’s no substitute.
Try this: Instead of just popping in for industry mixers and trade shows, make it a point to volunteer and give back to your community. Potential clients and referrals can connect your name to a friendly face and know you care about your community. The networking you do offline is perfect fodder for your visual content marketing strategy.
3. Improve Your Email Strategy
In 2015, email averaged ROI of $38 for every $1 spent, and that has stayed pretty consistent over the years. Some companies even reported ROI of over 70 to 1. If you haven’t been taking email seriously, add it to your list of marketing ideas for mortgage loan officers in 2019.
Why does email work? That’s a bigger question that we could (and have) write about in-depth. Email marketing can be as targeted and personal as you want it to be. Better yet, it’s a direct channel to your existing customer base.
Email not only keeps you top of mind for repeat business, but it also creates opportunities for email forwarding, social sharing, and referral business. All you have to do is create and share content that provides value to your subscribers. In short, focus less on promoting your services and instead think about the needs of your audience.
Try this: Answer the questions you encounter in your day-to-day life as a mortgage loan officer, offer tips and how-to guides, or just share industry adjacent content that your audience will find interesting. If you’re providing value, you’re doing it right.
4. Promote Your Social Media Posts
Social media marketing is constantly changing and evolving. Simply put, gaining traction just isn’t as easy as it used to be. But there are a lot of opportunities out there if you’re willing to try some new tactics. Social media advertising is expected to generate more than $17 billion in revenue in 2019 and continue growing year over year.
Promoted posts and social ads are an effective means of reaching beyond your current network and increasing your brand exposure across social media channels.
Social media advertising is one of our top marketing ideas for mortgage loan officers in 2019. The ability to target zip codes, professions, and other demographics is invaluable to companies that know their audience and demographics.
Try this: Start with the social network many businesses consider the most important: Facebook. Run a social media ad campaign and see the difference in engagement and reach. Tweak the copy, image, and targeting to continue to improve results.
5. Clean Up Your Online Presence
When we say online presence, it’s more than making sure you have appropriate posts on Facebook and Twitter. This means your website, social profiles, business listings and online reviews need to be reviewed.
First of all, make sure your information is up to date across the board. Why risk losing business because you haven’t updated something as simple as a phone number?
Next, focus on the customer experience. Have you kept your branding consistent across profiles? Is it easy for customers to recognize your business? Are you accessible on all appropriate channels?
What you’re really looking for here is accuracy, consistency, and ease of use. Nail those concepts, and you’ll increase engagement.
Try this: Use our handy checklist and tackle one site a day (or one a week if it’s too time-consuming). Before you know it your accounts will be in tip-top shape.
6. Consider Automated Marketing Strategies
When it comes to loan officer marketing, automation is the great equalizer. Not only does it take some of the responsibility off of your plate, but it’s also the perfect tool for nurture and acquisition. In fact, 51 percent of top performing companies use marketing automation for customer retention.
Automation can be used in a variety of ways: content, email, social sharing — you name it. There’s no better way to save time and money while improving marketing efficiency.
Try this: Automating marketing saves you time and effort. Look for marketing automation software to help take this time-consuming task off your plate.
Make 2019 Better Than Last Year
We hope these marketing ideas for mortgage loan officers in 2019 will help make you work more efficiently and more effective. But if you find you’re short on time, don’t be afraid to ask for help. Mortgage marketing automation is what we do. Let us help you find the best possible strategy for your business in the new year and beyond.