last Updated 8 May 2024

A Quick Guide to Digital Marketing for Mortgage Brokers

The Need for Digital Marketing as a Mortgage Broker

No, you’re not too busy for this

With the digital age upon us, you can't afford to ignore digital marketing. It’s easy to fall into the trap of thinking there’s no time for marketing, especially when dealing with clients. However, integrating digital strategies can make your business more efficient and attract a steady stream of leads.

Do marketing before you need new leads

The common misconception in the business world, especially among smaller enterprises or newcomers, is that marketing is a reactionary tool – something to turn to in times of slumps or slow business. However, this mindset can be detrimental to the longevity and consistency of your business.

Effective marketing isn't a switch you turn on when business is slow. It’s an ongoing effort that ensures a consistent flow of clients even in your busiest periods. 

Understanding the digital landscape for mortgage brokers

Know how your client behaves

With the wealth of information available online, the modern client is well-informed and does extensive research before making decisions. Your clients are researching online, comparing rates, and looking for reviews. Understanding their behaviour helps you craft targeted messages and position yourself as their best option.

Online Competition

 In today's digitally-driven business landscape, having an online presence isn't merely an advantage; it's a necessity. Almost every company, regardless of its size or industry, faces fierce competition online. Consumers have a vast array of choices at their fingertips, and companies must stand out to capture their attention.

One powerful tool in this digital battle for visibility and relevance is search engine optimisation. With SEO, you can improve your website’s visibility on search engines and stay ahead of competitors who are also vying for the top spot.

Related: SEO for Mortgage Brokers – The Complete Guide

Financial Adviser Email Marketing - A Quick Guide to Digital Marketing for Mortgage Brokers

The lower cost per lead on Facebook might be enticing, but the leads are often of lower quality for the financial sector. Facebook users are typically in a casual browsing mode, not necessarily in the mindset of making significant financial decisions. This discrepancy results in a lower conversion rate for leads generated from Facebook Ads, making it a less effective platform for mortgage brokers looking for ready-to-act clients.

Moreover, the volume approach required to convert Facebook leads into business demands significant time and resources. This effort to nurture leads can detract from focusing on more qualified prospects and delivering personalised advice, which is the cornerstone of their value proposition.

Digital marketing strategies for mortgage brokers:

1. Your website

Informative and Current Content

Your website often serves as the first point of contact between your brand and potential clients. Within the mortgage industry, where trust, expertise, and credibility play pivotal roles, the content on your website becomes a reflection of your brand's competence.

When your website consistently offers updated and valuable information on topics such as mortgage rates, industry changes, or home-buying tips, visitors will naturally turn to you as their primary resource. Over time, this trust can translate into business transactions.

Encourage client interaction with contact forms

The ease with which potential clients can reach out to a business is a defining factor in their decision-making process. Contact forms serve as a bridge, connecting visitors to your services with minimal effort on their part.

But it doesn't end at just providing a form—how you respond matters just as much. Swift and efficient response times after receiving an inquiry through a contact form can significantly boost a company's reputation.

It sends a clear message to potential clients: you value their interest and are readily available to cater to their needs. In an industry where several competitors offer similar services, this proactive approach can be the distinguishing factor, tipping the scales in your favour.

Financial Adviser Email Marketing - A Quick Guide to Digital Marketing for Mortgage Brokers

Create specific landing pages

Landing pages aren't just about aesthetics or layouts; they're about delivering a personalised experience. When a potential client clicks on an advertisement or a link tailored to first-time homebuyers, for instance, they expect content relevant to their unique journey and concerns.

By directing them to a landing page curated specifically for their needs, businesses not only meet but can exceed these expectations. This heightened relevance resonates more deeply with visitors, guiding them naturally towards taking the desired action—be it signing up for a newsletter, making an inquiry, or engaging with a service. 

Email marketing: Say something useful

In a world inundated with promotional emails, standing out requires more than flashy subject lines and attractive graphics—it demands genuine value. Effective email marketing, especially within fields like mortgage brokerage, is about forging connections through insightful content.

By sharing valuable tidbits such as mortgage tips, industry trends, or market analyses, you're not merely sending out another email; you're offering a helping hand, a beacon of expertise in a complex domain. These emails elevate your brand from being seen as just another service provider to a trusted guide, an expert that potential clients can rely upon.

Over time, this trust translates into more than just opened emails; it cultivates client loyalty, fosters positive brand perceptions, and enhances engagement. In essence, while the medium is digital, the impact is profoundly human.

Create content that answers client questions

Blogging

Mortgages, with their intricate details and industry-specific jargon, often present a daunting puzzle for many potential homeowners. They're searching for clarity and answers amidst a sea of information.

By crafting blog posts that address common mortgage queries, brokers can bridge the gap between industry complexity and client understanding. It's not just about sharing knowledge; it's about positioning oneself as a guide in a challenging journey.

Beyond assisting clients, these informative blogs play a dual role: they aid in search engine optimisation (SEO), making it easier for clients to find your services when they need them most. But, perhaps more importantly, they solidify your standing as an industry expert.

Related: 5 Reasons Why Content Marketing is Essential for Mortgage Brokers

E-Books

While blog posts and articles offer a snapshot of information, e-books represent a deep dive, enabling readers to immerse themselves in a subject thoroughly. For mortgage brokers, e-books present a golden opportunity.

Creating comprehensive e-books on topics such as the home-buying journey or the intricacies of mortgage rates allows brokers to provide unparalleled value to potential clients. Beyond the immediate value offered to readers, e-books have strategic benefits for brokers. By offering these resources in exchange for contact details, brokers can build a database of potential leads—individuals already demonstrating interest in the mortgage process.

Financial Adviser Email Marketing - A Quick Guide to Digital Marketing for Mortgage Brokers

Video Content

Videos are a powerful means to break down complex topics or offer client testimonials. Through these testimonials, potential clients get a genuine, unfiltered glimpse into the experiences of past clients, forging a sense of trust and relatability.

But the strength of videos doesn't stop there. Their shareable nature means they can easily traverse various social platforms, extending a broker's reach and tapping into new audiences. Furthermore, with search engines placing a premium on high-quality video content, there's also an SEO advantage.

Social proof: Build trust

Reviews

Many individuals, when considering a significant decision like taking out a mortgage, gravitate towards the experiences of others as a reference point. Positive feedback from previous clients offers an objective insight into a broker's competence and reliability.

Encouraging satisfied clients to leave reviews isn't merely about building a positive online image; it's about providing potential clients with genuine, firsthand accounts that can guide their choices.

Related: The Easy Way for Mortgage Brokers to Get More Online Reviews

Client testimonials and success stories

Human stories—where aspirations meet reality and dreams transform into homes—are what truly resonate with potential clients. Client testimonials and success stories offer more than just validation of a broker's services; they provide a narrative, a relatable journey that many homebuyers envision for themselves.

By sharing these stories, brokers offer a glimpse into the tangible impact of their work, from navigating intricate financial landscapes to helping clients secure the keys to their dream homes. While statistics might impress, it's the stories of triumph, perseverance, and success that truly build trust and foster connections.

Paid advertising: Boost your online visibility

PPC Ads

PPC ads operate on a simple yet effective model: you only pay when someone clicks on your advertisement. This ensures that your marketing budget is used efficiently, as costs are directly tied to user engagement.

Moreover, these ads provide an instantaneous boost in visibility, especially on prominent search engines like Google. Unlike organic SEO strategies, which can take time to yield results, PPC campaigns offer immediate exposure to those actively seeking mortgage services.

Precise targeting based on keywords, geographic locations, and even user behaviour,lkk,,,,, ensures that your ads are seen by the right people at the right time. Additionally, the performance of PPC ads is easily measurable. Detailed analytics provide insights into click-through rates, conversion rates, and the overall return on investment, enabling continuous optimisation.


Social media platforms

 Platforms like Facebook also offer targeted advertising, allowing you to reach specific demographics interested in mortgage services. Unlike traditional advertising, where messages are broadcasted in hopes of reaching the right audience, social media advertising operates on a foundation of precision.

For example, with Facebook's detailed user data, businesses can target specific age groups, geographical locations, interests, behaviours, and even life events. For mortgage brokers, this means having the capability to tailor ads to reach, for instance, individuals who've recently gotten engaged, those browsing real estate listings, or even individuals researching home loans.


Bonus tips

Stay adaptable. The digital landscape is ever-changing. Regularly updating your strategies keeps you ahead of the curve and resonates with the evolving behaviours of your potential clients.

And success doesn't always mean going at it alone. For individuals aiming to increase their digital marketing efforts, I’d love to offer my guidance and support. With tailored services that take into account the nuances of the mortgage sector, I specialise in turning digital channels into robust lead generation platforms.

As you embark or continue on your digital journey, remember the importance of staying updated, being adaptable, and considering partnerships that can amplify your online success.

About the author 

David Miles

As a digital marketing consultant, author and trainer, I specialise in helping businesses in the financial services sector use the internet to get more enquiries and increase profits.

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