The best mortgage marketing goals are SMART. The acronym stands for specific, measurable, attainable, relevant, and time-bound. Let’s break down each quality for building mortgage marketing goals in 2021!
Use specific wording. If your goal is to “close more loans”, this isn’t a SMART goal because there’s no specific quantity stated, and no explanation on how it will be achieved. Consider the following example: “I will increase my closed loans by 10% through email marketing.”
Quantify what you’re working towards so you know specifically what you’re working on, and by what percentage you want to improve.
Don’t over-promise and under-deliver. While you want your goal to be ambitious, it must still be attainable. Rather than increasing closed loans by 1000%, try reaching for a more attainable goal like 150%.
Be sure that your goal is relevant to your business and the mortgage industry. You may find that it makes sense to change the metric you’re using to measure your goal. Research can show that your business closes more loans from referrals, for example.
Set quarterly and year-end goals and stay on track by making sure your goals are time-bound. Putting deadlines on your goals helps you hold yourself responsible.
Goals can be manifold and revolve around sales, relationships, and market. To learn more about how you set and keep track of your mortgage marketing goals, watch the video below!
At Intent Mortgage Marketing, our focus is building your mortgage pipeline, creating and nurturing your mortgage relationships, and curating your database to provide opportunities that are generated by you. It’s a very different way of thinking about mortgage marketing. Make the most of the next five years by taking advantage of data intelligence and build toward retirement with little work for a lot of reward.