If there’s one mantra that seems to be used more than any in marketing it’s this: it’s always changing. New developments—like updates in technology—lead to changes in strategy. The same can be said for the mortgage industry. Rates fluctuate, lending standards change, and new service offerings come into play. This state of reform makes marketing in the space a challenging, but exciting task. To stay ahead of the curve with your tactics, here are a few marketing trends we’ve seen make a big impact on new business and current customers for lenders in 2015.
Personalized Direct Mail Kits
Direct mail is still considered the most effective way for mortgage companies to both target new customers and reach out to existing ones. In 2014 alone, lenders mailed a whopping 2.7 billion offers. That number jumps off the page, but it also indicates just how stiff the competition is. Now, whittle 2.7 billion to 1. Translation: personalize your messaging.
Customizing your direct mail isn’t a new technique for mortgage companies, but what has grown in the last year is the fusion of personalization and education. More and more lenders are directing prospects and current customers to their owned properties with content tailored to them. If you have a one-on-one conversation with a prospect, and keep them on the home buying or refinancing journey, chances are they’ll be yours for the taking.
The ability to know exactly where some one is in the mortgage process is a very powerful tool for a lender. Trigger leads are exactly that. These are lead sources pulled from credit bureaus of folks who’ve had their credit run within the last 24 hours as part of the mortgage application process. Lenders have been so aggressive in acquiring these leads because they aren’t wasting resources on prospects who are in the market casually. And what’s most tantalizing for mortgage companies is the immediate return of these leads. As opposed to traditional purchase leads, which can take up to a year to materialize into a loan, trigger leads signify a mortgage opportunity in its late stages.
Educating Online Audience
Within the last few years, content marketing has become a powerhouse tool for mortgage companies. Digital platforms such as blogs, video, and eBooks have allowed lenders to put a voice to their brand and guide prospects through the realm of homeownership with educational content. It doesn’t matter if you’re a first-time homebuyer or a homeowner looking to refinance, a brand that answers your queries through content is a brand to be trusted.
From an offerings standpoint, the mortgage industry doesn’t exactly exude lightheartedness—and that’s where content marketing has flourished. More lenders are learning that by creating both a socially-minded identity and content that’s easily digestible, you give prospects confidence that making this commitment isn’t as daunting as they may think, because the lender is with you every step of the way.
It’s time to take webinars seriously. With the rapid growth of technology coupled with updates in the industry, more and more lenders are using webinars to answer questions and directly solve customer’s problems. Webinars are where you can expound on your content marketing education with a more one-on-one, segmented approach. By promoting webinars through social media, mortgage companies can generate leads via a landing page and find out what topics are most important to consumers. And when lenders have the ability to create a community where the conversation is in real-time, loyalty is built and conversions can follow.
To successfully acquire new business as a lender, a keen understanding of mortgage trends and best practices must be met. For further assistance with your marketing programs, don’t hesitate to reach out to @Quattro.