Marketing to Fit the Needs of Our Customers
Ridge Lending Group (RLG), a Portland-based mortgage lender who specializes in investment lending, had been in search of branding and marketing to highlight their geographical location as well as their special focus on customer education. The team at Intent Marketing sat down with RLG founder, Caeli Ridge, to discuss logo design and landed on a logo that incorporated all aspects of their business. The mountains signify Oregon’s Mount Hood, the house embodies real estate investment lending, and the key and tagline highlight RLG’s emphasis on client education to set customers up for financial success.
RLG believes that educating clients on real estate investment and helping them understand how to build and maintain their portfolio is the key to financial success and freedom. To bring this education-centered approach to fruition, they needed a website that would showcase their many podcast episodes, videos, blog articles and other educational materials. Intent created a website that not only serves as an educational hub, but also a functional website to collect mortgage applications and client information.
Additionally, Intent has helped RLG with social media branding.
Intent has also created monthly newsletters and other email blasts to highlight recent articles, podcasts and market news.
Are you interested in specialized marketing that fits your needs? This is just a small snippet of the services we can provide for you! Contact us today to learn how we can ramp up your marketing and branding efforts to help grow your business.
Hire a Virtual Mortgage Marketing Team
“I don’t have time.”
That’s a refrain heard from the mouths of most successful loan officers at some point.
The reason for this is simple: There are a million things to do each day. The seemingly never-ending list includes calls to make, emails to return, loans to structure, teams to coordinate, agents to meet, and so much more.
What inevitably ends up falling by the wayside is training, technology, marketing and the basic building blocks you need each day to keep your success high and your pipeline strong.
This is where we come in. At Intent, we have a specialized mortgage marketing team that mines databases for opportunities, runs your CRM or CDP platform for you, builds and coordinates events, creates and updates websites, runs social media advertising and SEO, and so much more.
Imagine that each day your social media efforts are creating relationships and leads, or that someone has a clear view of the ROI on your lead buying.
Wouldn’t it be great to have a customized campaign sent to a segment of your buyers that requires nothing more than a simple click on a phone or keyboard?
That reality is here. It’s Intent. Hire our mortgage marketing team today.
Update Your LinkedIn Profile For Optimal Mortgage Marketing
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:
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- A current/professional headshot and background photo
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- Updated work experience
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- A headline
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- A summary
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- 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:
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- Your headline should be instantly recognizable and short and concise.
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- Although the default headline is your current employment position, consider customizing the headline to demonstrate your expertise or vision for your role.
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- 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!
Three Tools to Boost SEO and Drive Website Traffic
The process of optimizing a web presence for search engines is in a constant state of transformation. This is mostly due to Google frequently changing the algorithms that create the foundations for search engine optimization (SEO) ranking processes. In addition, Google keeps the output of its algorithmic secret sauce hidden behind the proverbial wizard’s curtain. The goal here is making sure techniques for rising in Google rankings are not exploited by “used car lot” internet marketers. While these limitations are key to ensuring quality search results, they make it extremely challenging for the DIY internet novice. Luckily, certain tools can help. Here are three great tools for improving your SEO:
Google Webmaster Tools
Like most apps and services provided by Google, Google Webmaster Tools is a free service. It allows users to evaluate a website’s performance in search engine results. It also helps users understand how Google’s search algorithms are interpreting a website, which affects the queries that enable the site to appear in search results. Learn more here about Google Webmaster Tools.
Moz Pro Tools
Moz Pro offers a suite of SEO tools for everything from helping target the best keywords to creating custom SEO reports. Collectively, these tools remove the complexity of the optimization process. Keyword tracking, ranking analysis and site auditing are just some of the many areas where Moz can help. Click here to learn more about Moz.
SEMrush
SEMrush provides a complete workflow for the SEO professional. Along with tracking of keywords and rankings, one of SEMrush’s best features is competitive intelligence. This gives you detailed visibility of how you stack up to competitors from an SEO perspective. Learn more here. With the right tools and some time, great SEO can be easily achieved. By ramping up SEO efforts on your website, you are certain to drive more traffic to your site and in turn create more business.
For a list of more SEO tools, click here.
The Best Mortgage CRM Is the One You Use
Ask any mortgage professional about CRMs and you likely will hear feedback that goes something like, “We have one, but I just don’t use it.” Whether you love or hate technology, a CRM for your database creates opportunity. In the mortgage industry where trusted relationships are formed, offering a concierge level of service means looking out for that home buyer long after they have the keys to their house. For example, when the time comes to eliminate PMI, who is going to inform the customer? If you have a renter who is considering a home purchase but does not have the credit to qualify, how are you helping them reach their goals? How do you know when it is time to pull credit again?
CRMs are morphing into systems that are not only necessary but that will provide incredible value as a digital mortgage experience becomes more and more of a reality. People want a seamless experience with plenty of information they can opt into as well as communication of value. Being the one who is providing that information on the platform of their choosing is also incredibly important.
At the end of the day, though, the best mortgage CRM is simply going to be the one you use. If you view technology and growing your database as too overwhelming, chances are that you won’t find a CRM to fit your needs. But if you understand that relationships you cultivate by technology and personalized nurture are the future of the mortgage industry, start spending a lot more time updating your CRM. Your future self will thank you.
