Today we’ll be discussing one of my personal favorite topics: marketing. More specifically, mortgage marketing. Let’s be real, this is an industry that probably doesn’t have the best reputation or wins many awards in the marketing department. This all for probably good reason, with complicated products, a complicated process, and regulation that makes enticing customers extremely difficult. With all that said, we wanted to have an honest discussion around what lenders do well, where there are opportunities to improve, and a scorecard of the average marketing process today as a consumer. From digital to branding, we’ll try to cover it all, with a few jokes and insights along the way. No interview guest today, but rather a thrilling round table. Enjoy.
0:00
- Intro & Marketing Background
3:30
Mortgage & Digital Marketing
- the customer journey is multi-faceted and typically involves digital touchpoints
6:20
- figuring out where to focus your marketing efforts with minimal budget
8:30
- understand your target customer and figure out where the best place to reach them is. social? Ad spending? Direct mail?
10:00
- understand your marketing goals
- ensure marketing goals align to larger operational goals
10:30
- A/B testing for max efficiency and efficacy
- don’t reinvent the wheel: change one variable at a time and experiment incrementally
12:30
- small lenders vs big lenders: how to figure out your target audience
14:00
- market the way you’d want to be marketed to
- thinking about the customer journey from start to finish
17:15
- the changing customer journey in a digital age
- build trust and credibility long before the borrower even comes through the door
20:00
- digital ads: how you can stand out
23:00
- mortgage lenders and relationship-building
24:12
- dual marketing strategies? Marketing to borrowers + marketing to realtors
25:00
- mortgage websites and branding
- borrower’s jump from realtor website to mortgage lender’s website can be jarring
28:30
- in house marketing vs outsourced marketing
32:00
- where to get brand inspo
36:00
- common website mistakes
- articulating your unique value prop as a lender
43:00
- attracting referrals with your website
45:00
- less is more with websites. Elegance is simple
47:00
- branding psychology
48:15
- improving your marketing when your resources are limited
- making the most of freelancers and contract work
51:30
- importance of consistency in branding and marketing
53:00
- tapping into your inner ‘marketer’
56:44
- marketing as an individual loan officer; personal branding
1:03:00
- closing remarks & takeaways