Smart Mortgage Marketing

In my training guide on the mortgage web presence, I show you how to “think like a publisher” when it comes to online marketing.

This is a key concept in search engine optimization (SEO). If you take an active approach to your online publishing, you will surprise yourself with how much you can improve the search engine ranking (and traffic levels) of your mortgage website.

If you download the guide, you’ll have step-by-step instructions on all of this. But in the meantime, I can offer some tips on publishing your way to the top of the search engines.

1. Forget the notion of a static website. If you’re serious about your online mortgage marketing, you need to create new content on a regular basis. Sorry, but that’s the reality of it.

2. The easier your web-publishing system, the more likely you’ll be to keep it up. Hint … a mortgage blog is a great way to reduce the concept of web publishing to a fill-in-the-blanks level of simplicity.

3. Look beyond your website when publishing content. Sure, you want to create new articles and resources for your own website, and on a regular basis. But you also want to publish content on other websites. Not sure how to do this? Then get your copy of “The Mortgage Web Presence.” 

Do you have enough ‘T’ in your mortgage marketing? The ‘T’ in this article refers to trust, and when it comes to mortgage marketing you can never have enough of the big ‘T.”

We live in an age of skepticism, especially when it comes to financial services companies. It’s a truth you have to accept, because acceptance if the first step to overcoming this skepticism.

So how do you inject more trust into your mortgage marketing program? Well, the best way to earn trust going forward is to have a good track record behind you. This comes from good client relations, strict adherence to mortgage rules and requirements, etc.

But you can also earn trust through the way you behave online, specifically through the way you communicate online through your mortgage website or blog. In other words, to get the most out of your online mortgage marketing , you need to be perceived as trustworthy.

Here are some ways to encourage trust among your website visitors and readers:

1. Take ownership of your website. Who’s in charge of the site? Put that person’s picture in the “About” section. Remove the anonymity from your mortgage website … step up and take ownership.

2. Use customer testimonials wherever possible on your mortgage website. Try to get permission to use the person’s full name with the testimonial.

3. Provide a link to privacy policies, RESPA adherence statements and the like. Educate your visitors about the rules governing mortgage lenders, and explain how you go above and beyond to comply with these rules.

4. Create a mortgage education center. Nothing encourages trust like the sharing of quality information.

Even if you do everything else right in your mortgage marketing program, you’ll miss your full potential if you don’t encourage trust. So put some ‘T’ into your mortgage marketing!

Most mortgage brokers use more than one form of marketing. But all too often, these marketers think of their mortgage marketing channels individually. That is, they don’t fully consider how these various marketing channels can work together.

In a new article in the article section, you’ll learn how to think of your various marketing channels as the fingers of a hand — capable of accomplishing things on their own, but capable of much more when used together.

Read the new article here:
Integrate Your Mortgage Marketing Channels

A lot of mortgage professionals are waking up the business potential of the Internet. As a result, we have witnessed a huge increase in the number of mortgage websites in recent years.

Online mortgage marketing is coming into its own. But where do you begin? Which online marketing strategies should you employ? In truth, only you can answer these questions. Your online marketing success will be determined only through experimentation.

With that in mind, I have offered some ideas to get you started with online marketing. Specifically, this article provides five strategies you can use in concert with one another … in your quest to dominate the web.

Mortgage Marketing Online - 5 Ways to Dominate the Web

Though I usually follow a logical structure with the mortgage marketing blog, I thought today (being a Friday) I would “let loose” a bit.

In this blog post, I’m going to list as many online marketing ideas for mortgage brokers I can think up (at the moment anyway), based on my past marketing experience as well as forward speculation.

So here we go … ten online marketing ideas for mortgage brokers.

1. Use a keyword research tool to identify your top three search phrases, based on the number of people who search those phrases. Have a reputable SEO company help you increase your search engine ranking for those phrases (and similar ones).

2. Create an online Mortgage Q&A forum and pay somebody to help you moderate it and promote it. Can you imagine having your own “captive audience” of consumers seeking mortgage information?

3. Publish a mortgage blog about your particular niche or specialty. Check out the Mortgage Fraud Blog for a great example of this. Talk about search engine success … Google the phrase “mortgage fraud” and see where Rachel Dollar’s blog appears.

4. Create a “Reading Room” of high-quality mortgage articles and then offer them to real estate news websites, mortgage websites, your local news, and any other relevant online publication you can think of. Allow republication of the articles with the stipulation that they keep your author’s note with link to your website.

5. Take the articles you created in the last step and publish them through article directories like EzineArticles.com, and also place them with real estate niche websites like HomeBuyingInstitute.com.

6. Have news to share? Maybe a new loan package or qualification process? Announce it with optimized press releases through service like PRWeb.com or PRLeap.com.

7. Create a massive FAQ section of your website pertaining to the various aspects of mortgages you work with. Make every question link to a separate page with the answer in full. This will help you grow your website, keep people onsite longer, and boost your search engine visibility. Add to your FAQ library on a weekly basis.

8. Write an ebook on a certain aspect of mortgages, and promote it on your website, through press releases, etc. Offer the book for free, but require an email address so the book can be emailed to people. Make the book very specific to your target audience so only qualified prospects will request it.

9. Do you work with certain real estate agents on a regular basis? Why not cross-promote each other? The agent could recommend your services on his or her website, and you could recommend the real estate agent on your website.

10. If your mortgage website has (A) valuable online resources and (B) an effective form of lead generation in place, then drive traffic to the website through as many marketing channels as possible — SEO, direct mail, PR, online articles, online press releases, email signature block, etc.

So there you have them … ten online mortgage marketing ideas off the top of my head. My point with this post is to show you how many possibilities are out there for mortgage brokers with a little drive and imagination.

You have to keep trying new marketing ideas to find out what works best for you. Every marketing scenario is different. What works for a colleague of yours may not be as effective for you. So use your imagination. Blaze new marketing paths. No mortgage marketing idea is so absurd that you shouldn’t at least try it.

Good luck with your online mortgage marketing!

~Brandon