It is stunning to marketers how overlooked LinkedIn remains when it comes to B2B mortgage marketing. Just consider the following LinkedIn stats:
- Over 500 million users
- Among LinkedIn users, 260 million are active on a monthly basis
- 40% of monthly users are active on a daily basis
- 63 million unique mobile users monthly
- 80% of B2B leads come from LinkedIn, compared to 13% on Twitter and 7% on Facebook
- 59% of B2B marketers say LinkedIn is generating business, and 38% say it is generating revenue
- LinkedIn creates 3x more conversions than Twitter and Facebook
Developing your LinkedIn and becoming active on the platform can build your business as well as ramp up your mortgage marketing to drive leads and revenue.
There are many mortgage marketing techniques you can use to make sure your profile stands out from the rest. As you create your profile, remember to use a professional headshot, add relevant work and volunteer experience, as well as complete your summary and bio. Connect with others in mortgage lending and real estate to build your network of professionals and send messages thanking them for connecting with you. Additionally giving recommendations to your friends and colleagues could prompt them to return the favor and help you to build out the recommendations section of your profile. For more LinkedIn mortgage marketing tips, read this article.
Click here to download our free “LinkedIn 15 Minutes Per Day” guide that provides tips for successfully utilizing this social media platform for mortgage marketing on a daily basis.
LinkedIn is one of the most powerful personal branding, mortgage marketing and networking tools available in today’s digitally driven world. Particularly in an industry where business is created by networking and meeting new people, an up-to-date LinkedIn profile is of utmost importance. Even if you think your LinkedIn profile is updated, there are a few things you can still do to optimize your mortgage marketing efforts in this space. Start by making sure you have:
- A current/professional headshot and background photo
- Updated work experience
- A headline
- A summary
- A customized URL that follows this basic format: linkedin.com/in/yourfullname
The default headline for LinkedIn profiles is your title and the company for which you work. However, a custom headline describing your role and aspirations can be beneficial to your branding and mortgage marketing efforts. Not sure what to use as a profile headline? Here are a few tips:
- Your headline should be instantly recognizable and short and concise.
- Although the default headline is your current employment position, consider customizing the headline to demonstrate your expertise or vision for your role.
- Succinctly sum up your specialty or approach and support the professional brand you’re cultivating.
Writing a good summary is often a challenge for LinkedIn users. When writing your LinkedIn summary, focus on what you really want readers to know about you, assuming they may read nothing more. Professionally-speaking, what’s your purpose? You can highlight your skills as well as developing aspirations.
Be sure to use these mortgage marketing techniques to frequently update your LinkedIn profile. If you switch jobs, pick up new skills or even begin volunteering regularly with a local charity, make sure you add these changes to your profile as they occur. Your network will see that you have updated your profile, and it may spark conversation that could turn into new business!
Retargeting leads is the method by which an advertiser can use mortgage marketing to drive a lead back to their website after the lead has left it. What strikes us about lead generation in the mortgage industry is not so much how it is created (though the model could use some refinement) or the follow-up (which is decidedly interesting across the board). Rather, we are struck by how far the industry is actually behind in cultivating leads from past data and re-targeting leads on sites to build brand awareness and remind them to apply for home loans.
We teach digital marketing to our customers, and one of the “scariest” things for them is typically just how much data is out there to draw from and how “weird” it feels when they see an ad on one website that features something they were scoping on another site. Simple re-targeting of leads works. Not only does it capture attention, but when done subtly and artfully — two things that are always the most important part of marketing that involves data — it can be incredibly effective.
Intent founder Kelly Yale often tells a story in training with mortgage processionals and real estate agents about two years ago when she was building her dream house, which just happened to contain her absolute dream closet. Kelly was at Target enjoying a coffee and doing a nice, slow meander down all the aisles to consider what she would need once she and her family moved in.
In one of those aisles, Kelly spotted something she had never seen — TANK TOP HANGERS. Who knew such a thing even existed? She paused for a moment and considered picking up a pack or two but thought better of it and decided to wait until they had the house completed before filling her closet with every conceivable organizing product.
Ten minutes later, Kelly hopped in the car, opened up Facebook and found an Amazon ad for tank top hangers that was front and center in her News Feed. How could a picture of something she had never seen now be following her around the internet? Although Kelly is someone who truly understands much about how data is collected and marketed to, this simply blew her mind.
It was then that she thought about all the possibilities. Kelly had her Target Cartwheel app open when she was shopping. Had Target geo-tracked her around the store, noting where she stopped the longest? How did it pinpoint where she was looking? Did her buying behavior indicate she was looking into closet organization? Or was it possible that it just randomly happened that Amazon happened to target her with that ad?
Very little these days is unknown. We don’t fly under the radar nor do we live off the grid. We have all been stunned when a kitchen conversation turns into an online ad an hour later. It’s easy to be freaked out. It’s harder to accept that data collection is real.
But re-targeting is actually one of Kelly’s favorite things. She can’t tell you the amount of time and energy it saves her to be marketed to with ads on Instagram for things she likes and wants to buy, based off of her spending habits. Kelly happens to love when she forgets something in an online shopping cart and sees a little ad featuring the exact shirt she was buying. And if she was considering a home purchase and felt unsure of the next steps or wanted more information, she would be looking to have a branded experience built on trust and education.
Times have changed. Modern marketing is required in the mortgage industry, and it goes far beyond creating opportunities based on past databases. Loan originators should instead focus on creating the best buyer experience based off all data. If mortgage professionals want to find new business, they need to start looking outside their comfort zone and find homebuyers before those buyers are ready to offer up their data in a lead capture form on someone else’s website.
Founded in 2007 and headquartered in Charlotte, NC, RoundPoint Mortgage Servicing Corporation delivers cutting-edge solutions for managing an array of residential mortgages. RoundPoint offers a multifaceted approach to the mortgage space that gives customers the ability to buy and refinance a home, make their mortgage payment online, and visit the RoundPoint marketplace to peruse valuable cost savings opportunities on products and services pertaining to homeownership.
RoundPoint leverages its wealth of experience in managing highly complex servicing relationships to provide superior value to a diverse client base that includes not only homeowners and potential buyers but also international and regional banks, credit unions, private equity firms and hedge funds. An approved Ginnie Mae, Fannie Mae, Freddie Mac, FHA and VA servicer, RoundPoint boasts market-leading expertise with loans that conform to agency guidelines. The company actively purchases mortgage servicing rights (MSR) from sellers of Fannie Mae and Freddie Mac loans and Ginnie Mae securities.
RoundPoint’s customizable options include agency and non-agency subservicing along with special servicing of distressed or credit-sensitive assets. The company makes it a goal to build collaborative relationships and provide an unmatched level of service for investors and business partners.
Currently servicing over $75 billion worth of mortgage assets, RoundPoint is licensed to service loans in all 50 U.S. states, the District of Columbia and the U.S Virgin Islands. The company is also an approved servicer for the U.S. Department of Housing and Urban Development, the U.S. Department of Veterans Affairs and the U.S. Department of Agriculture. In addition to loans guaranteed by Fannie Mae, RoundPoint services for third parties and has an extensive portfolio of loans involved in FDIC structured and shared loss transactions.
Lenders and investors can click here to learn more about RoundPoint’s servicing offerings.
Lead nurturing, the process of tracking and developing prospective leads into sales-ready customers, is a crucial component of any successful mortgage marketing plan. When mortgage leads are captured from various sources, they cannot be expected to simply convert to a sale at the first point of contact. The mortgage leads must be nurtured before they are willing to entrust a mortgage planner with the task of helping them purchase or refinance a home. Through a process of contact points and email nurture campaigns, Intent Home buying Marketing Intelligence allows loan officers to effortlessly nurture their leads. And, as a result, loan officers have more time to invest in other aspects of building their mortgage business.
According to marketing research institute MarketingSherpa, 79% of marketing leads never convert to sales — and a lack of lead nurturing is the most common cause. As a mortgage marketing platform, Intent uses multiple systems to ensure leads are nurtured to their full potential. From the moment a lead is entered into the system, Intent guides the loan officer in helping the buyer through every piece of the home buying process. Once the buyer has closed on their home, Intent provides the loan officer with techniques to stay in touch with the new homeowner to ensure they remain a customer for life.
Intent offers a wide array of email nurture campaigns intended to educate homebuyers, build relationships and regain leads who may have slipped away. These campaigns are perfectly timed and provide calls to action targeted directly at the lead. The content in these emails is relevant, conversational and intended to not only convert the lead, but also create a customer for life. We hope that by providing your customer with useful information and a great lending experience, they will remember you when they decide to purchase a new home or refinance.
A cloud-based mortgage technology software, PerfectLO solves one of the most common problems in today’s home loan application process: a borrower’s failure to offer the detailed information necessary to complete his or her true mortgage profile.
Through an Intelligent Interactive Mortgage Questionnaire that makes no assumptions and fact-finds even the smallest details, PerfectLO provides a thorough document checklist to the borrower based on his or her answers. This questionnaire can be completed at a borrower’s convenience on any mobile device or desktop. As part of PerfectLO’s super-efficient mortgage technology and loan processing platform, the loan originator has the opportunity to interview the prospective buyer “live” while following a systematic, foolproof process. Mortgage planners can clearly identify a borrower’s mortgage needs and risk, without triggering TRID, and are able to access a summary of key information that can be imported into their Loan Origination Software (LOS).
The PerfectLO mortgage technology platform also provides text/email notifications, an easy-to-read document with all of the borrower’s answers, and a Document Center for securely downloading and uploading documents between the borrower and loan officer. One of the most attractive features of PerfectLO is the system’s removal of the traditional back-and-forth correspondence between lender, processor, underwriter and borrower. In fact, the software is strategically designed to work for even the most complicated borrowers.
Special customizations made possible through PerfectLO include:
- White labeling that allows the header and footer to be customized at the company and mortgage planner level
- A unique link created for each originator to attach to their email signature, social media pages and more
- A custom URL for companies to embed into their website, giving borrowers an option to choose the mortgage originator with whom they wish to work
- Email/text notifications sent to the lender when the borrower both starts and submits their questionnaire
Ultimately, PerfectLO uses mortgage technology to eliminate inaccurate loan applications resulting from assumptions or inadequate fact-finding. Likewise eliminated are unnecessary credit pulls and time and money wasted on loans that will never be closed. Instead, PerfectLO offers a simplified and streamlined process that leads to clean and accurate home loan approvals and equips the mortgage lender with all the borrower’s data from the moment they start the application process. As an added bonus, lenders own any and all of this data, allowing them to take their pipeline with them wherever they go.
One of the best ways for companies to interact with customers is staying in touch with them on a weekly basis and building firm customer relationships. Mortgage newsletters are an extremely beneficial marketing tool that provides regular communication and keeps your clients up to date on the latest news.
Intent Home buying Marketing Intelligence, a digital mortgage marketing company, utilizes informative and effective mortgage newsletters to help you stay in contact with business partners and prospects looking to secure home purchase loans or refinance. Newsletters are a great way to increase awareness, acquire more business with future and former customers, educate prospects, shorten the sales process, and much more. Regular communication is a must-have in the mortgage industry to make the loan process go more smoothly and allow your buyers to become comfortable working with you. Intent newsletters are designed and written with your customers and partners in mind. Here are some ways that newsletters will be a valuable marketing tool for your business:
Educate Prospects And Real Estate Agents
Each newsletter sent by Intent has beneficial information targeted to a specific market. Users can assign their closed borrowers to consumer newsletters about topics such as home improvement, ways to decorate a home for the holidays, and how to keep a home safe. Additionally, users can assign Realtor newsletters that give their business partners information on topics such as how to generate leads, improve social media accounts and provide updates on mortgage rates.
It is extremely important to have an effective communication tool for keeping in touch with your customers, especially if you want to build strong relationships with them. Intent newsletters give you the ability to keep your buyers engaged with your business during all seasons of the year. Reaching out to clients with helpful and informative content keeps you top of mind, prompting them to reach out to you if needed.
Close More Loans
Newsletters are a great communication tool that fits your audience’s needs and keeps your audience educated about the loan process. The more newsletters you send out, the more people will pay attention to your messages and help you receive a higher overall return. Our newsletters provide great value, even beyond sales, by offering your customers content relevant to them. Potential buyers are more likely to close a loan with someone whom they trust and find loyal. Newsletters are a fantastic way to build that loyalty.
Facebook marketing will soon be elevated as its Page owners will have the ability to participate in Facebook Groups. Additionally, Facebook has introduced new posting and commenting management tools for administrators of Groups.
Previously, Facebook Page accounts couldn’t participate in Groups. However, in the coming weeks, Pages will gain that access. Facebook has been testing the feature with health and fitness company Peloton, which says it has helped with group engagement. This feature is part of a Facebook marketing initiative to bring more brands and advertisers to Groups. They had previously released features that allow Page owners to create Groups connected to their pages as well as give some Groups access to Facebook Pixel to support this initiative.
Along with Pages participating in Groups, they are adding new post formatting tools and Group management tools. One of the new features allows page admins to alert users who have violated page rules. Additionally, group admins will be able to filter activity logs and search membership requests.
Are you interested in elevating your mortgage marketing efforts across all social media platforms? Intent can help! Intent Modern Mortgage Marketing specializes in creating customized mortgage marketing plans that are proven to increase business. Contact us today!
One of the main goals of a Customer Data Platform (CDP) system is helping loan officers establish better relationships with existing customers and recruit prospective customers. Most mortgage professionals are missing out on opportunities to retain clients and close more loans, and this is where Intent Homebuying Marketing Intelligence can become very helpful. As a mortgage CDP system, Intent will enable you to never fall short of your sales goals and provide you with efficient marketing tools designed to accurately measure where you need to improve.
One of the best uses of a mortgage CDP is engaging with clients on a personal level. Intent allows mortgage professionals to take informed actions — based on the amount of information you have on clients — that will boost client satisfaction. Using a CDP to market will provide your business with various marketing tools, including personalized emails, targeted campaigns, timely follow-ups and newsletters. Collectively, these tools and others made possible by a CDP will increase your customer satisfaction and improve sales.
CDP databases are filled with timely and effective information that allows you to connect with your clients in meaningful ways and gain valuable insights. When loan officers reach out to their customers on a personal level and demonstrate a caring attitude about the mortgage process, clients are more comfortable closing a loan and will enjoy a better overall customer experience. With a CDP, every email sent to a client will have their name on it and include specific information that offers a personal touch.
The targeted approach used by Intent will help loan officers meet customers’ needs faster and communicate better with clients over the long haul. Intent generates a wide variety of email campaigns for customers and business partners, designed to turn prospects into customers. These campaigns will help your clients understand the process they are going through, and prospective buyers will be very thankful for the time and the effort you put into helping them.
Intent sends notification emails to your borrowers, co-borrowers, listing agents and selling agents about the milestones reached and the progress achieved in the loan process. We send these emails out automatically on your behalf, which allows you to focus on creating more business instead of having to explain the process yourself.
Marketing through newsletters is a great way to engage clients with product-focused content. Intent users have the option to send out newsletters that provide clients with information they can use during the loan process, as well as good general information about their home. Intent sends out monthly newsletters to your past and current clients and real estate partners, all on your behalf. Things move much faster when loan officers have instant information on potential deals, marketing campaigns and updates.
Blogging is one of the best ways to enhance your digital mortgage marketing efforts and make your business thrive. Blogging delivers numerous benefits, which include drawing more traffic to your website, converting that traffic into leads, developing relationships, keeping customers engaged, establishing your business, and connecting with people.
Posting blogs on your mortgage marketing website allows you to equip your clients with home buying answers and advice as well as offer information during the home loan process. Blogging gives customers the opportunity to engage in conversation and lean on you for advice about the mortgage industry. Here are some of the top reasons for sharing blogs on your website:
Boosting Search Engine Optimization
Blogging will significantly enhance your search engine rankings over time if you are consistent. Search engines love fresh, valuable content, and the easiest way to get the search engine’s attention is fun new blogs. More content added to your website will help improve your search visibility and inevitably increase website traffic to your domain. Make a habit of using SEO-friendly words and phrases such as “mortgage,” “digital mortgage marketing,” “home ownership,” “home loans,” and “buying a home,” to improve your chances of being found in a Google search.
Building Relationships And Sales
Blogging will make clients look to you as a reliable resource for information about the mortgage industry. Blogs help you stay on top of the game, offering the latest trends, news and guidance that are very helpful for your clients and future clients. The more information people get out of you, the more they will want to buy from you.
Increasing Brand Awareness
Well-written blogs demonstrate that your company’s goal is to build and maintain your brand identity. As a mortgage company, it is important to provide instant exposure for your company so your clients will feel comfortable working with you. Blogging makes it easier to close deals with the right clients and allows you to put your company out there for your clients to see how you establish your brand identity.
Utilizing Social Media
Social media is the perfect way to share your blogs with customers and future clients. Regularly posting content in places such as Facebook, Twitter, LinkedIn, Instagram and Google My Business is an awesome way to stay in the competitive space with other mortgage companies. To close more loans, you must connect with more people, and the best way to connect with more people is using social media on a regular basis and sharing relevant content that is beneficial to your clients. Social media allows you to stay up to date with your customers and discover how to best serve them next.