Mortgage Marketing: Giving Your Materials Life
Even after a great meeting with a Realtor, chances are they aren’t ready to do business with you yet. So how do you keep their interest? How do you keep yourself positioned at the top of their mind? If you keep sending them the same mortgage marketing brochures they’ll get bored. So what should you do?
Think about your favorite TV show. What keeps you excited about the show and tuning in each week? It’s usually because the show features a compelling story line, one that you see in small sections (episodes).
When you develop your mortgage marketing materials to reflect this same kind of story telling tactics, you capture the attention of the audience and keep them tuned in for the next episode.
Maybe you are having a hard time picturing how you will drip out information in a storyline format. Most people deliver all their information in one fell swoop. But their audience can only digest small amounts of information at a sitting, and that’s how you need to structure your marketing approach.
Your first step might be sitting down with your prospect and finding out some information so you can tailor your approach to them. What are their goals, obstacles, and challenges for the year? How do they plan to overcome these obstacles? Do they need help? What can you do to help?
Once you identify their problems, you can develop your materials to your audience. When you show how you solve the problems they are experiencing, your materials become magnetic to them, and they can’t wait to hear more.
How do you start? After your meeting or phone call (it could just be a quick survey with no pressure), sit down and immediately write a personalized, handwritten thank you note. Thank them for taking the time to speak with you and learn about their problems. As you close your note, state that they can expect to hear from you with materials to help solve their problems.
Next, follow up with a brochure. Many loan officers would give the agent a brochure at the meeting. Instead, you are going to make sure that your brochure addresses their problem, something you couldn’t have known in advance.
A perfectly designed brochure is one of the cornerstones of your marketing materials. It reinforces your position and gets them to think back to the first meeting or phone call. Now you’ve had three contacts with the agent (your meeting or call, the thank you note, and now the brochure).
In the next phase, continue sending out marketing materials. This time, send materials in a different format. People respond differently to a variety of packaging, some prefer reading while some prefer to hear a message. Send out a CD ROM with a flash presentation. Other items that capture their attention: case studies, special reports, testimonials, postcards, etc.
Another great source of information for prospects is press clippings. The press clipping continues your story in the prospects mind. Your clippings should answer questions about major problems, additional problems that occur when problems are ignored, and the consequences of those problems.
Agents are far more likely to give you an opportunity when your goal is to discuss their problems. They are inundated with other loan officers hoping to solve their problems. Your first step is to completely understand their issues.
Discussing agent’s problems gives you two opportunities: you develop a greater understanding of their challenges; you create opportunities for continuing conversations.
When you focus your mortgage marketing efforts on storytelling and problem solving, you gain the attention of the Realtors, resulting in a productive partnership.
Author: Jeffrey Nelson
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The mortgage market has been turbulent, affecting both lenders and brokers. In this time of serious crisis, mortgage brokers may be tempted to cut back on their marketing or advertising budget.
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