Building Mortgage Marketing Pillars for Loan Officers

When it comes to finding leads in the mortgage industry, there's no limit to the number of venues you can choose from. From free and paid systems to networking with influencers at events, there is a lot to explore. In fact, if you check your inbox, you'll probably find dozens of unsolicited emails that talk about how to get these leads.

And that's what so frustrating. Sure, you know that borrowers aren't going to flock to you and that you have to go out and find them. However, with so many options to choose from and so many different pieces of advice out there, it can be difficult to decide which strategy is best for you.

So how do you avoid becoming overwhelmed with all of these decisions? It's easy to let your indecisiveness paralyze you into doing absolutely nothing. What's worse, it could cause you to fall into the black hole of trying one strategy and gimmick after the next, never really knowing which one actually works because you never take the time to fully execute it. Not only does this cause a loss of time, but also a loss of energy and money. 

Building Mortgage Marketing Pillars

The good news is, you don't have to jump on every bandwagon that happens to come along nor do you have to attempt to learn everything all at once. Instead, you can take an approach that will have a long-term effect and focus all of your energy on the building pillars of marketing. Sure, it will take time, 90 days to be exact, but it requires that you stick to it. This time period will ensure that your strategy will be refined and well-tested.

At this point, you may be wondering, "Which pillar should I target first?" Well, the best way to make your decision is to consider which will cost you the least and offer the biggest return on the amount of time that you invest. There are a lot of online marketing options that many loan originators fail to take advantage of. Let's discuss a few that can make a huge difference in your business.

 Start a YouTube channel. Become an industry expert by starting your own Youtube channel. Come up with a name that grabs people's attention and use your keywords here and there. Focus on creating videos that allow you to showcase just how much you actually know about the industry.

 Create a blog. Become an influencer by starting your own blog. Publish a blog post weekly or every other week that discusses the latest news in the mortgage industry and the loan process. You could also talk about loan programs.

 Create an e-mail list. There is a good chance that you already have an e-mail list. Use this list of escrow officers, Realtors, insurance, agents, home inspectors, and clients to market your services. The more regularly you do this, the better.

 Take advantage of online reviews. One of the most underrated online features is reviews. It's important that every business owner has a Yelp or Google Business page. This way, you can ask your clients for reviews which will help yo build your brand and online reputation.

The best way to tackle this is to set aside a block of time daily or weekly in which you devote 100% of your focus and energy towards starting one of these projects. Not only do you need to get the projects up and running, but you should also figure out how you're going to execute them without wasting money or time. This is essential as you always need to follow a blueprint. Luckily, there are several sites online that can help you if you happen to have questions.

 Aside from getting started, the most important step is persistence and consistency. Don't stop building until your pillar is 100% complete. After one is done, set it up to work on autopilot and move on to the next one.

  Realtor Marketing Pillar

It doesn't matter what position you have in the mortgage industry, from seasoned professionals to beginners, a loan originator or your branch manager has probably recommended that you target realtors. And they were right. You see, even with all of the latest technology and online connectivity, you will find no better target audience than realtors. Why is this? Well, its because they can help you build your business. In fact, if you do your research, you will find that many are active on some of the most popular social media platforms. 

So it goes without saying that it is in your best interest to build relationships with these individuals. And the best part about this is that in the local market, this pillar is completely free. So get in touch with realtors through e-mails, cold calling, and open houses. Go out of your way to regularly attend a real estate events. In a sense, this particular pillar is very similar to blogging in that it requires the right message. Use what you have learned from all of the other pillars you have built and then pass on this valuable information to agents so that they can improve their marketing. This is great for building relationships.

Just keep in mind that real estate agents expect for their mortgage loan partners to respond to their texts, calls, and e-mails. So it's very important that you make communicating your leads a top priority. The great thing about this is that once Realtors find mortgage originators they enjoy working with, cost won't be a huge factor in your relationship, communication will. 

The Takeaway

If you implement these strategies efficiently, then pillar marketing can be the very thing that takes your mortgage marketing to the next level. The key is to choose something that you actually like doing and this will inevitably come across in your work. And the results will be better and faster. Multiple pillars give you the ability to see long-term growth, especially locally. Closing loans will be a piece of cake. Just make sure you stick with it.

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