Mortgage Marketing in 2021
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.
CONTENT MARKETING
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.
REFERRAL MARKETING
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:
- Tech
- Coaching
- Marketing
- Support
- Lead Nurturing
- Education
DIGITAL MARKETING
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
- Retargeting
- 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.
DATABASE MARKETING
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?
Prepare For the Hot 2021 Housing Market
Get ready for a hot housing market. According to a recent forecast from real estate giant Redfin, over 30 percent of homebuyers are projected to leave their current metro area in 2021. With the transition to remote work as a result of the COVID-19 pandemic, a growing number of Americans are moving to suburban and rural areas that more align with their personal preferences rather than career needs.
Although the 2020 spring housing market did not meet pre-pandemic expectations, the market has nonetheless remained hot throughout the year and is only expected to increase in 2021. Interest rates are low and demand for housing is high as Americans search for homes that fit their new lifestyles.
So how can you best prepare for the busy year ahead? Let Intent help!
- Send your database a customized holiday message before the New Year letting them know that you are eager to help them with home financing needs.
- Plan to attend our free coaching in January to prepare for the upcoming months.
- Take advantage of co-branded marketing with your top agents and make a plan to conquer 2021 together.
- Let Intent manage your database and nurture your leads to create meaningful relationships that will yield sales for a successful 2021.
Interested in learning more about predictions for the 2021 market? Check out this article.
Ready to learn how to make the most of your database and increase your sales for the new year? Contact us today and get ready for a hot housing market.
Clean Your Mortgage Database to Create Opportunities
During the quieter times in business, the opportunity to do business-building activities can make all the difference. At Intent, we help you segment your audiences and your mortgage marketing so messages are personal and receive responses. A clean database will create opportunities.
With Realtor database scrubbing, we can make sure that your database is clean, all of your agents are receiving marketing and that you are making the biggest impact with your referral partners. Intent offers the service of mining your data, merging your agents, updating their contact info, connecting you with them on LinkedIn, and putting agents on the right marketing.
Our database scrub service includes:
- Merging duplicate entries of real estate agents
- Updating contact records after reviewing for errors, misspellings and old data
- Googling business contacts to find latest employer
- Determining, based on number of loans closed, if agent should be marked as partner, source or prospect, and categorizing as such
- Connecting you with agent on LinkedIn (if not connected)
- Bringing all data, including picture, over to create digital profile of agent (if they are active on LinkedIn)
- Connecting you with agent on FB (if requested)
- Imputing birth date of agent & assigning birthday greeting email (if requested)
- Assigning all to Realtor Newsletter
- Assigning top agents to Weekly Realtor Review
Once your scrub is complete, Intent will send a customized email to your entire database guaranteeing that you have the most up-to-date data, providing contacts with your latest contact info, and asking how you can work together in 2021 to provide the best customer care.
It is truly amazing how many new opportunities a clean and organized database can create. Contact us today to learn more about how you can utilize this service to build your business.
The Best Realtor Marketing Yields Results
Mortgage originators are always looking for new Realtor marketing ideas to wow their agents and other referral partners, but there is no substitute for building real, lasting and trusted relationships. Real estate agents want to know that when they refer a buyer to a lender that they are in the very best hands and that the transaction will be a fantastic one all the way around. While the results of the partnership should and typically is happy homebuyers, there are also many ways in which loan officers can support the real estate agent’s business that does not include spending money on leads.
The approach at Intent is to provide conversational, empathetic content that is automatically sent to the real estate agent each week on Friday morning. These weekly realtor marketing emails include the latest industry news, soft requests for referrals, strategies for business building, marketing tips, and much more. But what they truly do is allow real estate agents to feel as though their partnership with the loan officer is one of reciprocation. Open-ended questions lead to longer conversations about what the agent is experiencing. And the best part is that the loan officer does not have to find the content, it’s simply sent on their behalf.
While weekly update calls about loan status are likely never going away, it’s time to involve real estate agents in the conversation about how the industries will change in 2021 and engage them in meaningful conversations. While the Weekly Realtor Marketing package would be worth its weight in gold, it is included in a monthly account for those using the Intent Marketing Platform.
For more information about how to change the way you communicate to agents, click here.
LinkedIn for B2B Real Estate & Mortgage Marketing
It is stunning to marketers how overlooked LinkedIn remains when it comes to B2B mortgage marketing. Just consider the following LinkedIn stats:
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- Over 500 million users
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- Among LinkedIn users, 260 million are active on a monthly basis
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- 40% of monthly users are active on a daily basis
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- 63 million unique mobile users monthly
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- 80% of B2B leads come from LinkedIn, compared to 13% on Twitter and 7% on Facebook
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- 59% of B2B marketers say LinkedIn is generating business, and 38% say it is generating revenue
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- 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.
