Your mortgage website and mortgage content have a profound impact on the perceived credibility and quality of your business. According to a 2017 study, 43% of homebuyers find their lender through an online search. Yet, mortgage sites are often cluttered, overwhelming, and dated. The same study on the online presence of mortgage professionals revealed that 64% of mortgage brokers listed incorrect addresses. Another 46% had errors in their businesses’ names. And a staggering 58% had no online presence at all.
The benefits of a great mortgage website are various:
- Provides a place for homebuyers to apply for a mortgage.
- Allows you to be found through an online search.
- Makes you look more professional.
- Serves as a place to educate buyers about homebuying.
- Lists all of your contact information in one place.
- Captures information from leads.
While the benefits of online presence are clear-cut, the features that make up a high-performing mortgage website should not be glossed over. Let’s take a look at a few:
Clean, professional design
Having a clean, professional design showcases how professional you are, too.
Contact information and about you
Providing contact information as well as some information about why you are in the mortgage business will help potential customers choose you to handle their financing needs.
Calculators that are interactive and easy to use will help prospective customers determine a potential mortgage payment.
Social proof helps people see why they should work with you over other mortgage companies. This could include testimonials, awards, and organizations you’re a part of.
A form to capture leads via quick contact or gated content will allow you to follow up with those who might be interested in a mortgage.
Having your application link in a clearly visible spot (ideally above the fold) is one of the most important pieces of your website!
Talk to your company’s compliance department to find out what legal disclaimers need to be on your website. This information generally goes in the website footer.
Search engine optimization is what will cause your website to show up in search engine results. The best way to achieve good SEO is through content and sharing that content across social media platforms! By sharing links to your content, you will drive traffic back to your website and encourage lead capture.
What types of content should you have on your website?
When it comes to content, let your creativity run wild. There are several ways to reach your target audience, including blogs, videos, podcasts, and more. Here are some ideas to get you on your way.
Writing blog articles is one of the best ways to put content on your website. Talk about loan programs, home buying, home selling, things happening in your area, events that your company has been involved in and more.
Loan program information
Add information about loan programs that you offer to provide education to your homebuyers as well as create content.
Videos and podcasts
Do you make videos or podcasts? Both of those things can be added to your mortgage website.
In addition to the above, it’s a good idea to display educational information about lending, such as a glossary or FAQ.
Do you have any questions? Reach out to Intent Marketing today! We specialize in providing personalized marketing across all communication channels and building beautifully designed, compliant mortgage websites.
2021 is the year to invest heavily in marketing and close more loans. But what can you expect to see in the 2021 market? Here are some trends for Mortgage Marketing in 2021:
- Housing inventory could open up
- Mortgage rates will edge up
- Home prices will keep rising, but not as quickly
- Zoom towns (housing markets that are growing in popularity due to the remote work trend) could really take off.
- City homes could get a lot cheaper
According to Realtor.com chief economist, Danielle Hale, you can “expect sales to grow 7 percent and prices to rise another 5.7 percent on top of 2020’s already high levels.” Interest rates, which have motivated many buyers in 2020, “are expected to remain low and will help ameliorate some of the affordability concerns resulting from rapid home price appreciation seen in 2020”, says Selma Hepp, CoreLogic deputy chief economist.
SOCIAL MEDIA MARKETING
To take advantage of these favorable conditions and get your message across to your target market, it’s important to know who your audience is and market to them appropriately. Millennials, for instance, represent a huge market you should tap into. Many millennials plan to purchase a home within the next 5 years meaning that they are seeking information about the house-purchasing and mortgage processes.
This generation grew up in the age of the internet, so they both respect high-quality information sources and know where to find them. Your company must provide them with the information they want and need, or they will find someone else. That’s where social media marketing comes into play. As social media becomes more professional, mortgage companies have the opportunity to reach out to strategic business partners like real estate agents and builders and develop relationships that can turn into actionable leads.
To give you perspective, five out of six millennials connect with companies on social media, meaning that it is crucial for your company to have an active social media presence where you can engage with your customers. 62 percent of millennials say that if a brand engages with them on social media that they are more likely to become a loyal customer.
Well-written and useful content can help educate leads, improve website SEO and attract internet information hunters who trust and respect good sources. Your content can also be shared via social media and can be promoted directly to your targeted audience.
Trust, reliability, customer service, communication, solutions, priority, and speed are just some of things real estate agents cherish. Make sure to have conversations about strategy and goal alignment with your referral partners for a stronger Q1 & Q2. More importantly, add value to them. There are several ways you can create value to your partners, such as:
- Lead Nurturing
Digital marketing is a broad field that relies on the internet and digital devices to attract consumers. The methods are various:
- Solid, easy-to-use website
- Good SEO
- Educational content
- Lead capture & follow up
- Ads & Landing pages
If you are pursuing leads, the only thing that matters is having immediate, predictable, and personalized follow up with purchased leads. They should be immediately prequalified and an appointment should be set for follow up.
Everything you need to generate leads in 2021 is likely already in your database! Before you buy another lead or ask for another referral, shouldn’t you have a clear understanding of what your own database can provide?
Other forms of marketing include video marketing and traditional marketing. This all seems too much? Intent Marketing can help you assess your needs and create the right marketing strategy for your audience market. Are you ready to make Mortgage Marketing in 2021 a success?
When speaking of video marketing, studies show that first impressions are formed within a fraction of a second. When viewers see the thumbnail image of a video, they immediately form an opinion that can dictate whether they watch the video or move on. Unfortunately, video marketing creators often spend hours building quality content, only to use a poor thumbnail and generate fewer views than desired. Creating and choosing the right thumbnail for a video often has a significant impact on the size of the audience that video ultimately attracts.
The best thumbnail may seem to be randomly selected, but they are usually not. Most often, thumbnail selections are the result of careful consideration with regard to a video’s target audience and how that audience should be targeted. Most video marketing creation software will default the video thumbnail to the first video frame. However, this is rarely the best thumbnail to use. Using different types of video editing software, creators can select a new thumbnail in several different ways. Still images from the video can make for excellent thumbnails, as can uploaded images or custom images snapped from the video.
Thumbnails need to serve the purpose of video “teaser” and embody the entire message of the video. The viewer should know what the video is going to be about before they watch it, just based on the thumbnail. When choosing a thumbnail, aim to hint at the overall theme of the video and make sure the thumbnail is eye-catching and will compel viewers to click. Additionally, the thumbnail should be consistent with your branding and optimized to look great on a screen or device of any size. Other ways to make your thumbnail more appealing in video marketing are branding the thumbnail with your company logo or adding text that represents the video content. Some video marketing professionals also believe that adding a human face to the thumbnail builds an emotional connection with viewers and thereby makes them more compelled to click.
Interested in seeing more video mortgage marketing? Check out our YouTube channel!
When it comes to building business and succeeding in a competitive mortgage or real estate market, content marketing is crucial. But at what cost? Content marketing requires more than a team of one to get the job done effectively. Several unique skill sets must come together to produce results that will drive lead generation. A full-fledged marketing team could cost a company more than $300,000 per year. Job and recruiting website Glassdoor estimates the following yearly salaries as the national average for these marketing team members:
- Content Strategist: $89,698
- Copywriter: $69,935
- Content Editor: $61,655
- Graphic Designer: $52,589
- Social Media Manager: $59,965
In addition to a salary, team members must be equipped with the necessary budgets, time and resources to make the most of their efforts. Intent Home buying Marketing Intelligence — a consumer data platform — can handle a large amount of marketing automation and customer relationship management for a fraction of the aforementioned cost. With personalized email marketing campaigns, customer management catered to mortgage and real estate, and the ability to outsource a large portion of content marketing strategies, Intent is a true real estate and mortgage marketing solution. Check out Intent for yourself. Surf here to see how Intent can help you outsource content marketing, increase your business, and save you money.
Want the right video content for your mortgage marketing strategy? Let your instincts guide you and keep an eye on the local and national news. As for specific topics, see our suggestions below!
- Walk your clients through the loan process
- Set the right expectations
- Create a road map of issues that could arise and the things for which potential home buyers should prepare
- What do you specialize in?
- What are your strengths in business?
- Why are you in the mortgage business?
- Why is now a good time to buy?
- What trends are you seeing in the market?
- Explain confusing or hard-to-understand mortgage terms (one at a time)
- What apps do you use and why do they give your clients/referral partners an advantage?
- Share the story of the sales transaction about which you are proudest
- Explain what not to do when selling or buying a home
- What should a buyer look for in a real estate agent?
- Home search tips
- Benefits of home ownership
- What documents are needed when buying a home?
- Explain the difference between fixed and adjustable interest rates
- Talk about and explain the various mortgage programs
- What does a first-time home buyer need to know?
- Ways a borrower can begin to improve their credit score
- What are closing costs and who pays them?
- What is PMI and how is it avoided?
- What your buyer can expect during the sales process
- The importance of a Mortgage Checkup
- Review a Moving Day Checklist
- Share some unpacking tips
- What is your favorite part of your job?
- Why do you love your city/area in the city?
- Give a mini tour of your downtown (for smaller cities)
- Give viewers a look into your daily life
- Share your favorite places to shop, dine and take the kids (such as museums and parks)
- Ask for reviews by “showing” how much a review means through your tone, facial expressions and just how much you appreciate their business
Need help learning how to create great video content? Take a look at our article about video techniques.
When it comes to digital marketing, color psychology can play a large role in success. Choosing the best colors for certain elements of various digital marketing aspects is an important process that is often overlooked. Since component color palettes are usually dependent on brand identity guidelines, it’s important that at the core, the brand itself is utilizing a color scheme that is most beneficial from a psychological standpoint.
So, which colors are the most effective, and which should be avoided? That decision is really up to the individual brand, but establishing the brand’s personality can help you choose the best color palette. Studies have established that personal experiences drive psychological reactions to color, rather than there being a universal reaction by all to each color. However, a wide consensus holds that these primary and complementary colors evoke these specific reactions:
- Yellow: optimism, clarity, warmth
- Orange: friendly, cheerful, confidence
- Red: excitement, youthful, bold
- Purple: creative, imaginative, wise
- Blue: trust, dependable, strength
- Green: peaceful, growth, health
- White: balance, peaceful, calm
While it’s hard to say how much of this is pseudoscience and how much of it is actually accurate, it’s clear that certain colors do seem to perform better when incorporated into web and marketing elements such as CTA’s and menus. For instance, HubSpot found that red CTA’s performed 21% better than green CTA’s. If properly acquired, those results are significant.
There are numerous, publicly available studies covering the psychology of color within the digital marketing realm. Be sure to familiarize yourself with these studies so you choose the best colors for your brand — rather than just going with your favorite.
Nothing paralyzes a person faster than putting them on camera. A permanent record of what you say or do can almost seem more intense than the anxiety that comes with public speaking. Our article about ramping up your video marketing by creating great real estate and mortgage marketing videos may go a long way in assuaging your video fears about everything from what equipment to use to knowing what to say and how to edit. But when it comes to content, the most important part is being authentic, honest, and human. Yes, you will stumble over words sometimes. You won’t always look perfect, but how you tell your story is far more important than what you look like when you do. There are several schools of thought on how to hook a potential customer into your story and keep them coming back for more:
Walk them through your life. Good video marketing will let customers know what is happening in your world both professionally and personally. Your comfort level with digital intimacy will be your guide here, but people are more likely to do business with someone when they feel connected to them.
Share about your area & market. Talking about current events in the market or sharing stories of your successes (or failures) creates trust and value.
Go through a real process. Put your co-workers and your customers in the video. Especially on Facebook and Instagram, snippets of you and a buyer going through homes and exchanging real-time feedback will open the door for those who are intimidated by the process to see how easy it can be.
TEACH and ASK QUESTIONS! Kickstart your video marketing efforts by creating an “Instastory” on Instagram to let people vote on which house they like best. Turn your videos into episodes of a show you host on homeownership. You have all the keys; you just need to turn your phone around.
Video marketing is an important and effective way to send personalized messaging to your customers and prospective leads. With the right techniques and a few small pieces of equipment, you can be on your way to creating excellent marketing videos in no time!
While marketing videos can be created with any type of video equipment, the simplest and most cost-effective way is using your smartphone. There are several accessories you can purchase to enhance the video capabilities of your smartphone as well. This halo light and tripod provide excellent lighting and stability while including a clip to hold your phone.
Making a Video
If you are using a halo light with a tripod, follow the simple guidelines below to create the best video.
- Using the adjustable phone clamp attached to the tripod, slide your phone into the clamp. If you have a case on your phone, you may have to remove the case to allow it to fit. We recommend placing your phone so the screen is facing you, as this will allow you to see yourself in the video so that you can perfect your placement.
- Make sure the halo light is plugged in, then turn on the light using the dimmer switch located at the bottom right corner on the backside of the halo. This will allow you to adjust the brightness of the light to suit your needs. If you do not have a halo light and tripod, holding your phone in selfie mode or propping it up on a table will work as well.
- Place your phone in “video mode,” ensure the camera is in “selfie mode,” and begin recording the video.
- When making your video, begin by turning to face the camera and pausing in a still frame for at least five seconds. This will allow you to make a clean start to the video when editing. As you record, make sure to annunciate your words fully and look directly at the camera. Appear animated and excited to ensure engagement of your audience. Keep the videos short; we recommend making them one to three minutes long. When you are finished speaking, pause in a still frame for another five seconds to create a clean close to your video when editing. Stop recording and watch your video to ensure it is what you want.
Editing Your Video
If you are using an iPhone, you can use iMovie to edit your video. If you do not like iMovie, or are not using an iPhone, you can download the following free video editing apps to your phone:
When editing your video, it’s most important to remove the beginning clip and ending clip. We recommend starting and ending the video in the middle of your five-second pauses.
A few additional recommendations when filming your video:
- Ensure your phone has adequate storage before you begin filming
- Turn off notifications before you start filming so they don’t distract you while you are creating your video
- Do not zoom your video, decreasing the quality of the video. It’s better to place the phone and tripod closer to you, instead of zooming.
For more information on tools that will help you shoot better smartphone videos, watch the video below.
Videos marketing is an important and personal way for you to connect with your business partners and customers. There are many smart ways to create good, sharable content, but you also must evaluate the effectiveness of what you are creating. For example, if only your mortgage peers are viewing and commenting, you may need to try new video marketing tactics such as the ones below.
Best Practices for Mortgage Video Marketing
- Be clear and concise
- Start with an introduction
- Give a brief description of what you are going to cover
- Center the video around the story, and keep the video focused and coherent
- Showcase your personality
- Educate and add value
- Less is more: 45-60 seconds is a sweet spot
- Include a Call to Action such as how to contact you or visit your website
- Thank viewers for watching
- Post the video on your social media platforms (YouTube, Vimeo, Instagram, Facebook, LinkedIn and more)
Tips for Making a Video Shine
- Thank viewers for watching
- Set your intention by identifying your audience and what you want their takeaway to be
- Visualize it: Think about what the person on the other side of the screen will be seeing and hearing
- Develop a script
- Use bullet points to keep it simple
- Pause between thoughts
- Break up the script into small blurbs
Two Ways You Can Use the Video
- One-off: Specific to an individual and situation
- Evergreen: Recorded once and can be used multiple times
Check out our next video blog to learn more about video marketing best practices and topics you can use to create videos.