Lending professionals will thrive with branding that resonates with local home buyers and borrowers who want to refinance. However, mortgage lenders and brokers are often competing to originate loans from the same group of prospective borrowers. Mobile Copywriter provides a definitive overview of the best mortgage marketing strategies.
Becoming known as a reputable resource for government, conventional and alternative lending programs can establish a local mortgage company as the go-to resource for buying or refinancing a home.
Our mortgage marketing strategies are helping brokers and lenders build more engagement with prospective borrowers.
Using content creation methods that are designed to gain search engine visibility and to increase website traffic, we help our clients save money by avoiding “hit or miss” advertising methods.
Targeted Marketing Strategies
Instead of recommending massive mailing campaigns or expensive forms of online advertising, we educate our clients on the benefits of content marketing.
When lenders are consistently providing valuable information and resources for borrowers who are in the market for specific services, the opportunities to write more home loans will naturally increase.
Therefore, instead of hoping that buyers are tricked into clicking onto an advertisement just to generate mortgage Internet leads, targeted marketing strategies provide a win-win for lending professionals who truly want to obtain clients for life.
Using a variety of services, such as web content writing for mortgage companies, authoritative blog posts, social media networking and press releases, our clients who are too busy to complete similar tasks are able to receive targeted Internet leads.
Mortgage SEO
Search engine optimization is often viewed as some sort of mysterious art form that has lost its appeal in the world of online marketing.
The confusion typically stems from entrepreneurs who are largely unaware of the benefits of SEO. Perhaps, a small business owner hired an SEO specialist to get a website ranked on the first page of Google, but the process failed.
As the top ranked SEO copywriter for mortgage companies (go ahead and Google it for confirmation), we only use the most reputable online marketing strategies to help improve a website’s natural search engine rankings. The practice is commonly referred to as “White Hat” SEO techniques, which are highly recommended to avoid search engine penalties from Google or Bing.
When properly performed, mortgage SEO will increase the opportunities for a local website to get found online. Although, mortgage marketing managers and loan officers should know that it takes time to rank a blog or a website on the first page of Google for highly desirable terms.
Certain keyword phrases that are deemed as low-hanging fruit might be easier to rank online. But, it could take six months to a year for competitive terms to achieve favorable search engine rankings.
Sure, we have gotten many pages to appear at the top of Google in just a few weeks, however, we do not make the types of guarantees that causes people to lose trust in legitimate SEO techniques.
SEO Copywriting Gets Mortgage Marketing Results
Hiring an SEO copywriter is a great way to maximize a mortgage company’s marketing budget.
Here’s why!
Mortgage professionals are generally too busy to create enough content to consistently feed their pipeline, to remain up-to-date on SEO advancements or to perform A/B tests to gauge what’s working versus what is not.
Our mortgage marketing packages provide weekly blog posts, daily social media actions and periodic press releases. Instead of hiring three or more experienced creative specialists who would expect salaries and benefits of at least $60,000 each (copywriter, social media pro, content writer, editor, digital marketing expert), lending professionals can outsource the tasks to a professional SEO copywriting service.
Submitting informative and concise blog posts will improve the chances that readers will opt-in for certain offers or visit the website again to view future topics of discussion.
In addition to providing stellar search engine optimized web content, copywriters are also known for creating priceless call-to-action materials.
We provide the ultimate combination of services for effective mortgage marketing that builds brand awareness, website traffic, reader engagement, Internet leads and more closed loans.
Connect with us today about obtaining targeted mortgage leads from borrowers who are searching online for local lending services.
Mortgage Website Traffic
Similar to other types of sales, mortgage lending is largely a numbers game. For instance, a mortgage company that gets 1,000 monthly website visitors versus a company that gets 10,000 monthly website visitors will receive far less mortgage leads.
Sure, the traffic sources are vital to generating quality Internet leads. However, companies that are focused on generating organic website traffic via Google’s search engine results will not have to spend thousands of dollars each month on Facebook ads.
Content creation is an excellent way to increase mortgage website traffic for a local broker or for a regional lender.
Competitive mortgage lenders and brokers can work with SEO copywriters to create call-to-action content that encourages website visitors to apply for a home loan or to return to the website for additional information.
So, what types of content will generate free Internet leads for a mortgage website?
- Home buying tips
- Debt consolidation
- Credit improvement
- Financing programs
- Pre-qualifying
- Saving money
- Benefits of homeownership
- Reasons to hire a professional
- Local community involvement
Content Marketing Strategies for a Mortgage Company
The days of creating a piece of content to never touch again are gone, as the Internet provides an expressway for smart marketing professionals to reach a massive amount of folks with content curation strategies.
Shown below are some of the best ways to share content via digital marketing methods.
- Web page content
- Blog posts
- Videos
- Podcast
- Newsletters
- Press releases
- Social media
Web Page Content – Visitors rarely land on a mortgage website by accident. When a prospective borrower clicks onto a mortgage website, he is generally seeking information about buying a house or refinancing his current home loan.
With content that references some of the topics mentioned above, a new website visitor may take some time to check out some useful tips. Ideally, the prospective borrower will bookmark the website for a future visit.
Ironically, many mortgage company websites are rarely updated. Therefore, when a prospective borrower returns to a previously visited website for more info, she is likely to go to other mortgage websites that consistently provide fresh web page content.
Blog Posts – While potential borrowers are unlikely to frequently check out a mortgage company’s “About Us” page or its “Services” page, a high number of repeat visits may be made to view helpful blog posts.
As an unbeatable method to stay connected with prospective borrowers, blogging is an excellent way to build a subscriber base that gets a notification when a new blog post is published.
When a mortgage company can retain a borrower’s attention by drawing them toward a branded mortgage website several times a month, a greater level of trust will exist to move the relationship forward. The probability is extremely high for a trusted mortgage lender to receive a phone call when the borrower is ready to apply for a home loan.
Videos – Since a large percentage of consumers love to watch visual content that enables them to follow along, live video presentations and recorded videos are used to cover a wide variety of topics.
In 2018, and beyond, video marketing is projected to become the preferred method for building an audience of raving fans. Viewers can easily subscribe to their favorite channels, and receive a notification when a new video is published.
Podcasts – As a digital audio file, subscribers can listen to recorded topics of interest. According to Search Engine Land, podcasts may be used to build credibility, authority and search engine rankings.
Newsletters – Monthly or quarterly newsletters may be used to provide a variety of details that readers might find useful.
Press Releases – a mortgage company can hire a copywriter to create informative press releases. While a press release is not a mortgage marketing method that improves SEO, the opportunity for social sharing, media attention and brand awareness makes this a viable way to get the word out about major announcements or upcoming events.
Social Media – Today’s mortgage marketing professionals are aware of the power of social media networking. It provides an excellent forum to educate, entertain and inform a community of followers about a variety of topics.
Many reciprocal benefits are realized via social media, as helpful tips and services may be received from a variety of followers. Social media networks, such as Facebook, Twitter, LinkedIn, Google+ and Pinterest are excellent platforms for mortgage firms.
Generate Free Mortgage Marketing Leads
Mortgage brokers and small mortgage companies often discover that lead generation is very expensive. Some of the largest mortgage companies in the country are spending millions of dollars each month toward paid advertising that makes it difficult for local mortgage firms to compete.
However, our promotional strategies are helping local originators generate free mortgage leads. Therefore, without a huge budget for pay-per-click leads, display ads, social media advertising, direct mailing costs or telemarketing campaigns, we help our clients dominate their markets for local Internet leads.
Our 7-Step Process for Content Marketing Success helps brokers and lenders obtain exclusive leads for purchase, refinance and for reverse mortgage loans.
Hire Copywriters for Call-to-Action Mortgage Marketing Strategies
While every company hopes that each website visitor will complete an online application for a mortgage loan, the reality is quite different.
A borrower might review three or more websites before selecting a mortgage company to work with.
Companies that provide an enormous amount of value will probably notice that a fair amount of repeat visitors have returned to their websites. Although, it’s actionable types of content that moves the prospect toward becoming a customer.
Mortgage brokers and sale managers can hire copywriters to create content marketing strategies that motivate website visitors to pick up the phone or to submit their contact information via a contact form.
Content Marketing Costs for a Mortgage Company
So, how much money should a mortgage company spend per month for content marketing? The actual answer will vary according to the number of loan originators that a company employs and the company’s average conversion-to-leads ratio.
Affordable content writing services for mortgage companies are worth their weight in gold — regardless of price.
Why? Because ranking on the first page of Google for highly desirable keywords will enable a mortgage company to get more Internet leads than companies that are shown on page two or beyond.
Cheap article writing services and content marketing services might charge $50 per article or $200 per month, while professional article writing services might charge $200 per search engine optimized article or $1,000 per month.
Like everything else, the supply and demand for high-quality content writing that generates website traffic and Internet leads will cost more than generic information that is quickly produced.
Here is why the costs for an exceptional content marketing system for mortgage companies is a no-brainer.
Using an average loan amount of $200,000, a mortgage company would gross $3,000 with a loan origination fee of one and a half points.
Mortgage companies with content marketing costs of $1,000 per month would recoup their costs with just one loan per quarter.
Ideally, a local mortgage company that generates daily Internet leads via digital marketing could easily close 4 or more loans per month to realize an ROI that is more than 10 times the cost of content creation and marketing services.
Increasing Brand Awareness for a Local Mortgage Company
In an age where consumers are using their smartphone and laptops to search for everything online, mortgage companies need to have a strong local presence to compete against larger lenders.
Consumers know that Google has displayed the websites with the most authoritative content at the top of their local search engine results pages.
Frequently appearing on the first page of Google, in social media and in press releases are excellent ways to build trust and brand recognition with local customers.
Mortgage companies can get the word out about a new office or recent developments by hiring experienced copywriters for increasing brand awareness.
Considerations
Storytelling that shares bite-sized chunks of information may be used to provide an endless amount value for readers who initially land on a website via a specific keyword search, such as “Copywriter PA” or “Copywriter Mortgage Content.”
We help mortgage companies that are eager to close more FHA, conventional, VA, USDA and reverse mortgage loans.
Contact Mobile Copywriter for mortgage website content that dominates local search engine results.