Forty-three percent of respondents to a recent National Mortgage News survey found their 2018 mortgage lender through an online search. In the same survey from 2017, only 21% of respondents found their mortgage lender through an online search. If this trend continues, over half of this year’s prospective homebuyers will find their mortgage lender online.\n\nFor mortgage planners, an online presence with correct and up-to-date information is crucial to success. According to National Mortgage News, technology company Yext found that within its online presence, 64% of loan officers listed incorrect addresses while 46% had errors in their businesses’ names. Meanwhile, almost 58% of the loan officers surveyed had no online presence at all. Ensuring that profiles are created on social media platforms and that information is up to date and reviews are solicited can greatly increase loan officers’ visibility in online searches. A website with strong SEO is very important as well.
Here at Intent, our team is a family that works together each day to ensure that our customers are able to provide their home buyers and business partners with the best possible lending experience. Each week, we’d like to introduce you to a member of our team.
A graduate of North Carolina State University’s College of Design, Kristen Brower (affectionately known around the office as “Sparkles”) is our Graphic Designer at Intent. Learn a little more about her today!
Name: Kristen “Sparkles” Brower
Start Date: Started interning in June 2016, started full time in July 2018
Position: Graphic Designer
Brief overview of what you do: I am the creator of all visuals, graphics and branding for Intent. Sometimes I’m tasked with the hardest challenge of them all: interpreting Kelly’s thoughts and constructing them into visual form.
What brought you to Motivator/Intent: During my sophomore summer, I was looking for a graphic design internship to introduce myself to the working world. It didn’t take long to realize Motivator/Intent is not a typical workplace, and that my job would last much longer than just that summer.
What do you like most about working at Motivator/Intent: I enjoy the ability to be creative with my projects and to work alongside great people!
Hometown: Charlotte, NC
Hobbies: When I’m not busy trying all the delicious new food and beer around Charlotte, I can be found hanging with my cat, working out or figuring out a jigsaw puzzle.
Book you’ve read over and over again: I’ve never been a big reader. I had to read “Night” in English class in eighth grade and then again in 10th grade.
Top 3 movies: Legally Blonde, Mamma Mia!, Finding Nemo
A bit about your family: I am the youngest (therefore favorite) of three. My family lives nearby, so we get to spend a good amount of time together. My favorite part of our time together is playing with my nephew, a quick and curious toddler.
Favorite food: Pancakes
Thing you’re scared of: Animals that act too much like humans — the Easter bunny, mascots, some animated characters.
Worst habit: Bad posture
Dream vacation: There is still so much I want to see! The top of my list right now is either Greece or any tropical island.
Favorite cocktail: I can never say no to a margarita.
When using data collected to target mortgage leads, it is important to understand the type of data with which you are dealing. This will ensure that your mortgage marketing is being communicated correctly. Following are the three major types of data, which involve varying sources and interactions:
First-party data – In its broadest terms, first-party data is data that has been collected by a person or company itself, usually through a direct interaction. This information can include points such as name, address, email and phone number. First-party data is generally considered to be the most accurate and reliable data type, and it is often free due to the collection method.
Second-party data – This is essentially first-party data that has been shared from one entity to another. Usually gathered from consumer interactions by the entity that later does the sharing, this type of data can make understanding audiences much easier.
Third-party data – Acquired by purchase without a direct consumer relationship, third-party data is often gathered using surveillance of web browsing and cookies and may not be verified by the consumer. Third-party data can be effective for targeting or expanding reach.
In some situations, a discrepancy will exist between first-party and third-party data. In a case where leads are generated using an opt-in and the consumer knowingly agrees to receive information from a company, that data is sometimes said to be first-party. However, due to the way this information is collected, it is technically still third-party data.
When using data to market, it is important to think about the source. The way you reach out with first-party data is going to differ from how you reach out with third-party data. When you communicate with first-party data, you have had a real interaction with a person and can speak with them as if you’ve actually met. Because third-party data is bought, you have to speak to these people with the understanding that while they may be interested in a home loan, they have not met you and do not know about your business.
All types of data have a place in mortgage marketing. The key to using them correctly is identifying your goal and understanding how the data you are acquiring is going to support your mortgage marketing strategies.
LinkedIn is one of the most powerful personal branding 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.\n\nStart 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.
For examples of headlines and summaries, click here.
Be sure 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!