Marketing for Mortgage Brokers - What’s Your C.I.Q.?

Pop Quiz for Mortgage Brokers

Quick, name the two things that are most important to your average customer. Now name the two biggest fears or concerns they have about mortgage loans.

If you’re struggling with these, then you have a low C.I.Q., and this will negatively affect your mortgage marketing efforts. If, on the other hand, you can offer this insight without a moment’s hesitation, you have a high C.I.Q., and this will be of great use in your mortgage marketing.

What’s a C.I.Q.? It’s your customer IQ, or client IQ if you prefer. Basically, it refers to how much you know about your customers / clients. And it has everything to do with mortgage broker marketing.

Knowing what somebody wants, needs and fears is a necessary first step in marketing for mortgage brokers. Understanding this basic psychology will help you better serve your existing customers (referrals) and better attract new customers (leads).

For instance, if you knew the top three concerns most of your customers have about mortgage loans, you could build an information booklet around those concerns. If you were to then position this booklet effectively on your website or other mortgage marketing websites, it would likely generate lots of qualified leads (providing you have traffic to that marketing channel).

Mortgage marketing is part psychology. You have to understand what people want (and what they want to avoid), and then you have to incorporate those emotional motivators into your mortgage marketing strategy.