The Power of PR in Mortgage Marketing

by Brandon Cornett

Public relations (PR) can give mortgage professionals more exposure than traditional advertising, and for a fraction of the cost.

PR can also help you build your credibility due to its third-party nature. After all, what would you be more likely to believe … an advertisement, or an article in the newspaper?

For these reasons, PR should be a regular part of a mortgage marketing program. But many mortgage folks overlook the PR factor, or they simply don’t know how to incorporate it into their marketing. Here’s how:

How to incorporate PR into your mortgage marketing program:

1. Establish communications and develop relationships with your local media. Position yourself as their “go to” person for mortgage insight and expertise.

2. Is there a weekend real estate show in your area? Here in Austin, Texas, we have a Saturday television program called “Hot on Austin.” It’s all about homes for sale in the area, and they often have a segment about mortgage, financing, etc. Some episodes feature a local mortgage professional offering tips. What would that kind of exposure do for your business?

Seek out the producers and editors of your local programs. Pitch yourself as an expert on the local real estate scene, and mortgages in particular. Try to develop a working relationship with these key people. Be proactive — send them relevant news and articles from time to time.

3. Publish real estate and mortgage-related articles online to position yourself as an expert. Find out what key phrases your target audience is searching on the Internet, and then publish articles written around those phrases. Use article distribution websites to save time and increase your coverage. [This is one of the mortgage SEO services I provide, if you're interested in it.]

4. Conduct home buying seminars in your area. Maybe you could even partner with a real estate agent you know. If your seminar becomes popular, invite your local media to come and cover the event, or to do a segment on it for their nightly news. Explain to them how popular the seminar has become with local residents … that’s an angle that will get their attention. Send them a press release about your seminar. Get some quotes from satisfied attendees and put those into your release.

Public relations can strengthen your mortgage marketing program by adding credibility and targeted exposure. Best of all, it does these things for a fraction of the cost of traditional advertising. Sure, PR takes time and effort. But the lasting results are well worth the effort.