In today’s fast-paced world, digital marketing is essential for success in the mortgage industry. Whether you’re an independent loan officer, a boutique mortgage brokerage, a private money firm, a bank, or a high-volume national lender, integrating effective digital marketing strategies is crucial for sustained growth and profitability. Here are thirteen powerful tools, tactics, and mediums to elevate your business, create efficient funnels, and maximize loan volume and profits.
Search Engine Optimization (SEO): Boost Your Online Visibility
Over the past decade, search and SEO have presented tremendous opportunities for mortgage marketing, and their significance continues to grow. While the landscape may evolve with voice and image-based search engines, the foundation of SEO is still text-based content. Although Google remains the dominant player, other platforms are attempting to challenge its supremacy.
SEO is a multifaceted realm that encompasses numerous ever-changing factors. Staying on top of these developments requires a dedicated team of experts working tirelessly on a monthly basis.
SEO involves a myriad of elements such as keyword research, tagging, linking, on-page and off-page optimization, page structure and speed, authority, uniqueness, and much more.
Among the various aspects of SEO, mortgage professionals and companies can significantly impact their online presence through mortgage blogging. This strategy offers the potential for short to medium-term gains, providing incredible value to your digital marketing efforts.
Pay-Per-Click (PPC) Advertising for Mortgage Brokers
PPC advertising has become a critical component of mortgage marketing, encompassing various ad formats like image, banner, and text ads. These ads can be displayed on Google search, the Google display network, and even in Gmail inboxes. While CPM ads are available, many mortgage marketers find PPC more preferable due to its predictability and scalability. However, PPC has its challenges, such as click fraud and increasing competition, which can make it difficult to navigate. Realistic budgeting, a complete funnel, and understanding the time required from click to closing are essential for a successful PPC strategy
Retargeting Ads: Re-Engaging Potential Mortgage Customers
Retargeting ads play a crucial role in converting potential mortgage customers by providing follow-up touches to drive conversions. However, the recent lawsuits against Facebook and other platforms have made targeting ads more challenging, less effective, and costlier. Many targeting filters have been removed to prevent discrimination, which is a commendable cause but impacts the cost-effectiveness of this medium. Even Google is facing issues, with a $1.7B fine in Europe due to its ad market monopoly. Despite the challenges, there are ways to adapt and thrive in this evolving landscape.
Social Media Strategies for Mortgage Marketing Success
Social media has become a fundamental aspect of modern digital marketing. With its increasing adoption, its significance continues to grow. Younger generations, in particular, are highly active on social platforms and may prefer them over traditional forms of communication like emails or phone calls. However, the landscape of social media is constantly evolving, with preferences shifting towards platforms like Instagram, Snapchat, and Twitter due to their popularity. LinkedIn remains a top choice for professionals and executives, providing valuable networking opportunities.
Maximizing Your Email Marketing Strategy
Email remains a prevalent digital communication channel in the mortgage industry, especially among current mortgage borrowers. However, the landscape is gradually evolving, and it’s essential for mortgage marketers to adapt. Younger generations are less reliant on email and are more inclined to use mobile phone numbers for communication. As technology advances, email marketing strategies may need to undergo transformations to align with changing consumer preferences and behaviors.
Value of Article Marketing in the Modern Mortgage Industry
In the digital marketing landscape, text-based content continues to play a significant role, making article marketing a valuable channel for mortgage professionals and lenders. However, with increased competition and ever-changing preferences and penalties set by search engines like Google, the focus has shifted to high-quality and unique content. In this medium, prioritizing quality over quantity is crucial for achieving success and standing out from the competition.
Rise of Video Marketing
Video marketing is on the rise and gaining importance in the digital landscape. While not everyone may be adept at creating videos, the medium’s significance cannot be ignored. Though it may require more effort and investment compared to text-based content, the benefits of using videos, such as increased engagement and better audience reach, make it a valuable addition to any marketing strategy. Embracing video marketing can be a strategic move for businesses aiming to stand out and connect with their target audience effectively.
Webinars in Digital Marketing
Webinars and live events broadcast on the web continue to demonstrate their effectiveness as a high-performing digital marketing channel. While they may require considerable time and effort to produce, the results make them well worth testing out.
The Power of Podcasting
Podcasting is gaining prominence and is even starting to challenge traditional blogging. However, both mediums can complement each other effectively when used in tandem.
Leveraging Online Classified Ads
Online classified ad directories like Craigslist have long been a staple for the real estate industry. However, the platform is facing increasing amounts of fraud and junk marketing, which may rapidly devalue its effectiveness. As with many marketing channels, everything in marketing is cyclical and requires continuous evaluation.
The Impact of Amazon on the eBook Industry
Amazon’s eBook business is here to stay, and its influence is unlikely to fade anytime soon. Creating and publishing your own books can serve as a powerful branding and marketing tool, offering lasting value for years to come.
SMS & Text Marketing
Phone numbers, once considered highly disposable, have now become a valuable asset due to their integration with various apps and services. This is particularly evident in the banking and finance industry. Utilizing SMS and text marketing in this sector provides a fast and cost-effective way to engage with customers and get noticed.
Ringless Voicemail: A Game-Changing Communication Tool
Ringless voicemail campaigns combine the benefits of texting with an extra human touch and personalized approach. While other digital marketing avenues may be reaching their peak and facing challenges, this is the perfect time to leverage the potential of ringless technology for your marketing strategies.
