Mastering Your Mortgage Marketing Content

Remember that feeling of sitting down to write an essay for school, staring at the blank page and willing words to come out of your fingertips? Creating mortgage marketing content to capture the attention of potential borrowers can feel that way all the time.

If you’ve tried marketing yourself as an LO, you’ve likely encountered the part of your mind that only wants to talk about you, your business, and your products. That’s completely understandable – it’s just human nature.

However, sticking to messaging that’s all about your products and your services will not capture any borrower’s attention. Why? Because you’re not conveying what’s important to them.

In this post, we’ll talk about creating marketing content that resonates with borrower leads in a manageable way.

Tap into Emotions

One key difference between writing that paper and writing a social media post is you have the benefit of being able to easily relate to your borrowers. In all likelihood, you’ve been in their shoes before – going through the house hunting process, juggling due diligence tasks, and shopping mortgage options. Those are experiences you can relate to and create messaging for.

For example, in marketing videos or blog posts, you could try talking about your experiences as a homebuyer and what you learned each time – position those learnings as things you want borrowers to take away from the homebuying process.

Or, for first-time homebuyers, empathize with their anxiety around buying a home for the first time and position yourself as a valued partner by providing tips or resources to help those buyers.

Once you have some ideas for messaging for use in email, social media, advertisements, and more, you’ll need to plan out when you’ll distribute those messages.

Have a Marketing Calendar

Having and sticking to a marketing calendar will not only help you know when to send out certain messages, but also help you see gaps in your personal marketing plan. It can also help you stick to your marketing goals.

To start, pick an application for creating a calendar. Using an Excel template can be handy if you want to plan out when you need to start working on bigger marketing messages (ex. A customer interview video) as well as when you’ll distribute that piece. If you’re only concerned with when messages need to be posted, then using your email client’s calendar like Outlook or Gmail might work better. Within your email client, you can also set reminders for yourself to know when to post.

Once you have your calendar application, we suggest creating themes for each month or each quarter. For example, in the month of April you might plan to talk all about credit scores – what they are, how they’re calculated, how to pull a credit report – across all your marketing mediums like your blog and social media.

Setting this monthly or quarterly theme can help reduce the chances that you’ll be staring at a blank screen wondering “what am I going to write about today?”

Create Big to Go Small

There are so many types of content to create and distribute – advertisements, blog posts, videos, infographics, podcasts – and all have their time and place.

Now, you might be wondering where do I start with these types of content and how do I make all my messages synch up across those messages?

We’ll let you in on a secret, and that’s to create a huge piece of content – a long blog post or video – on your monthly theme, then break it up into smaller pieces. Let’s say you write a long blog post for your company’s blog that covers everything credit scores. From that blog post, you can break out tips for social media posts, videos, or email content.

Even though there’s more up-front work to creating these larger pieces, you will save time down the road when you’re able to copy a line from a blog post and paste it into a Facebook post.

Make Your Marketing Content Work for You

Following the steps of setting marketing goals, mapping out a calendar, and creating large pieces of content to break up into smaller ones can help you feel much more in control of your marketing plan.

Also remember that if you map out several months of planned activities in your calendar that you don’t need to (and shouldn’t) stick to it if the tactics you choose aren’t resonating with your customers. Marketing should be adaptable and agile to make it work for you.

Learn more about developing marketing content in our eBook, 4 Steps to Successful Marketing for Loan Officers!

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