Mortgage Marketing GuideWhat Mortgage Marketing Really Is... Mortgage and loan officer marketing is a broad subject so I am going to break it down into separate articles, but we will begin with an overview of some of the common mortgage advertising and marketing formats and media. Here is a list of many common media used for mortgage broker marketing and lead generation...
There are many other mortgage marketing media that could be listed, but lets begin with these for now. Each media requires a multi day seminar to really delve deep into the strategies and techniques that are needed to dominate in the given media. But you don't have to dominate to generate leads and make a good living in the mortgage industry. You just have to follow the basics of direct response marketing. AND create a quality experience for your client. This way they will choose you as their financial resource and refer you to their friends (Don't take this for granted. It's the least understood and most underrated part of the mortgage broker marketing funnel...creating and maintaining a quality experience. More on that later). Before I describe what mortgage loan direct marketing is, lets first define mortgage marketing, because that will make my kind of marketing more understandable. What Marketing Is NOT: Branding your name and or company name by blasting your company and or your name over and over hoping that people will remember you when it comes time for to get a loan or refinance. This kind of mortgage broker marketing is also known as 'Awareness Marketing'. In other words, making people 'aware' of you. This kind of marketing does not work well. There is some truth in branding your name, but it's very expensive marketing, and it's also very risky. I teach instant results marketing: Direct Response Marketing. Also known as, Emotional Direct Response Marketing. What Marketing IS: There are several very good definitions of Marketing. But the one that fits the bill in my opinion is this, 'Marketing is salesmanship multiplied'. This definition was coined by the late, great Gary Harlbert. But some people confuse salesmanship with sleazy sales tactics that trick people into buying. I think of salesmanship as telling the truth in a compelling way. And ultimately resulting in a partnership. As I mentioned before, the list above of various marketing media is incomplete for loan officer marketing. After all, you are in the people business. You have to network and incorporate marketing to realtors and other related professionals that can forward leads to you. So when it comes to loan officer marketing and mortgage marketing tools, don't rely on just the most obvious media like direct mail and the web. Incorporate referral marketing both to your current clients and joint venture partners (who can provide referred leads to you). But I am getting ahead of myself here. In this article I just need to establish that effective marketing in it's stripped down, most basic form: 'salesmanship multiplied'. And by salesmanship, you are telling the truth in a compelling way. OK. That's quite a bit on mortgage loan marketing. Let's get into the nitty gritty details of how to get people interested in your services and make a sale using effective mortgage loan marketing ideas. Lets begin with direct mail: Marketing Letters. Related Articles: Coming Soon... Copyright Mortgage Leads Channel All Rights Reserved.
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