Smart Mortgage Marketing

Here’s a tip for marketing mortgage loans that will surprise you with its simplicity. But despite this simplicity, many mortgage companies overlook this online mortgage marketing strategy. 

I just finished watching a news program about the current mortgage foreclosure “crisis” in the United States. So then I went to my home office, fired up the Internet, and began doing researching search engine usage and key phrases.

The results were not surprising. There are a lot of people using search engines to research such topics / phrases as “mortgage foreclosure” … “avoiding foreclosure” … and similar phrases.

What does this have to do with marketing mortgage loans? Simple. If you expanded your mortgage website to include content on these popular topics, you would soon be able to capitalize on all of this Internet activity.

For example, let’s say your mortgage loan marketing program revolves around mortgage refi — a key service offered by your company. If you expanded your website to cover additional topics related to mortgage refinance, subprime mortgages, and other hot topics in the media right now, you could increase your website’s traffic levels, leads and inquiries.

Some of you are saying, “Well, of course I would do that.” But you would be surprised at how few mortgage companies address popular topics on their websites to increase web traffic. Many companies marketing mortgage loans have static websites that were written more than a year ago. How relevant could the content be on a website like that?

The key to marketing mortgage loans is to offer people the information and products they want. And the best way to know what they want is to follow the news!

In my guide to creating a mortgage company web presence, I’ve shown you how to “think like a publisher” in order to get better results from your mortgage marketing online.

To me, the notion of thinking like a publisher is a critical concept for modern Internet marketing. And by “modern” Internet marketing, I am referring to the highly competitive nature of online marketing in the modern age — an age when all mortgage companies are venturing online for marketing purposes.

By becoming an active web publisher, you can effectively separate yourself from most of your competitors online. This happens through increased search engine visibility, a broader online presence, and higher traffic levels to your mortgage company website.

If you download a copy of the guide, you will have a blueprint of this concept. In the meantime, here are three helpful tips to publishing your way to online marketing success.

1. Start Growing Your Mortgage Web Presence

If you are serious about Internet marketing for your mortgage company, then you need to build more than a small, static website. A marginal web presence used to be enough in the past, but not anymore … not with so many mortgage companies competing online. To be competitive (and visible) online these days, you need to grow your web presence consistently and effectively over time. Sorry, but that’s the reality of it.

2. Make Things Easy for Yourself

If you can come up with an easy-to-use publishing system for your online communications, you will be much more likely to stick with it over time. For example, a mortgage blog is a great way to reduce the concept of web publishing to a fill-in-the-blanks level of simplicity.

Publish Beyond Your Mortgage Website

For optimum online exposure, you will need to venture beyond your mortgage website when publishing content. Sure, you want to constantly expand your own website over time. But you should also publish content on other websites. Not sure how to do this? Then get your copy of “The Mortgage Web Presence.”

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About once a week, I receive a phone call from a potential client asking about my search engine optimization (SEO) services. At some point, the caller will say something like, “I need search engine optimization because my website does not generate leads.”

This is usually when I pause for a brief “lecture” on the difference between SEO and lead generation. The purpose of mortgage SEO is to generate web traffic. That’s it. If you were under the impression that mortgage SEO generated leads as well, then I’m sorry to disappoint you

Of course, this doesn’t mean that a good mortgage SEO program cannot help you generate leads. It can surely help you with the lead-generation cause, but only by providing you with traffic from which to generate those leads. In order to realize the full lead-producing potential of your mortgage website, you have to combine SEO with an effective lead-generation program.

If you increase the amount of traffic to a mortgage website with no lead-generation techniques in use, you will more traffic but still no leads. On the other hand, if you increase the amount of traffic to a mortgage website with effective lead generation, the increased traffic will directly correspond to increased leads and inquiries.

Mortgage SEO is a traffic generator. Mortgage lead generation is a lead generator. Though they work together, they are two separate things.

Related article off site: What SEO Can and Cannot Do