With the new year bearing down fast, now’s the perfect time to assess the latest trends and marketing ideas for mortgage loan officers in 2017. Here are seven ideas we think will help you gain traction over the next 12 months.
1. Never Stop Networking
Did you know that 82 percent of Americans seek recommendations from friends and family when considering products and services? If you want to be recommended, you have to get your name out there. Networking — online and off — is a perfect solution.
In today’s tech-driven mortgage marketing world, rubbing elbows in person may sound a bit old-fashioned.
But there’s no better way to make real connections with potential customers and colleagues.
Let potential referrals match your name to a friendly face and know you care about your community. Instead of just popping in for industry mixers and trade shows, make it a point to volunteer and give back to your community.
Even if you’re just attending a charity event, you can use your social platforms to promote the cause. In fact, the networking you do offline is perfect fodder for your online mortgage content marketing strategy. Speaking of which…
2. Keep the Visual Content Coming
Remember, content isn’t a text-only affair. When you’re out on the town, take a few pictures or shoot some video. Visual content is eye-catching and shareable, so it not only keeps you top of mind but also helps you expand your reach. In fact, articles that include images once every 75 to 100 words get twice the social shares.
That’s not all. Infographics are liked and shared three times more often than other types of social media content. So if you’ve got a few ground-breaking mortgage statistics to share with your audience, an infographic is the way to go.
As for video, Facebook users consume 100 million hours of video daily. And now, thanks to Facebook Live (not to mention Snapchat and Instagram Stories), you can broadcast in real time and make your content a breaking-news style event.
3. Fine-Tune Your Email Strategy
In 2015, email averaged ROI of $38 for every $1 spent, and 20 percent of companies reported ROI of over 70 to 1. So if you haven’t been taking email seriously as a strategic loan officer marketing channel, now’s the time to change your tune.
Think about it. Email marketing can be as targeted and personal as you want it to be. Better still, it’s a direct channel to your existing customer base. Email not only keeps you top of mind for repeat business and 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 other words, focus less on promoting your services and instead think about the needs of your audience. 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. Start Promoting Your Social Media Posts
Evolving algorithms have changed the landscape of social media marketing.
Simply put, gaining traction just isn’t as easy as it used to be. But you’ve got an ace up your sleeve, if you’re willing to play it — social media advertising is expected to generate as much as $11 billion in revenue by 2017.
Promoted posts and social ads are an effective means of evening the playing field and increasing your brand exposure across social media channels. For example, promoted posts were used “effectively or very effectively” by 61 percent of B2C content marketers in 2015.
Best of all, social media advertising is easy, highly targeted and affordable. If you haven’t already, check out your advertising options:
5. Don’t Wait for Spring, Clean Your Database Now
Email marketing and social advertising are only as effective as your data is accurate. If you’re starting 2017 with a dirty, unorganized database, your campaigns are going to be sloppy as well.
Start cleaning your database on a regular basis to see that all of your data is accurate. This not only ensures that your email campaigns are deliverable, but it also helps you save time and money on your marketing.
Think about it. Do you really want to send emails to duplicate addresses, spam traps and dead accounts? You don’t.
Also, accurate data makes for a much more targeted mortgage loan officer marketing strategy. You can create buyer personas, segment your database for highly targeted email and social media campaigns, create more personalized content and deliver the right message at the right time, no matter where a prospect is in the buying cycle.
6. Clean Up Your Online Presence, Too
When we say online presence, we mean all of it — your website, social profiles, business listings and online reviews.
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.
7. Consider Automated Mortgage 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, 50 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.
We hope these marketing ideas for mortgage loan officers 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 2017.