By JC
Kiadii, Virtual Assistance & Internet
Marketing for Mortgage
Professionals
Part 1
of a 4-part series exploring innovative,
affordable mortgage lead generation tactics that work!
Mortgage professionals (especially independent brokers) are in somewhat
of a pickle.
- Increasingly stringent guidelines have
narrowed the field of
potential borrowers. - Seemingly
capricious stips make can make it difficult to get the clients you have
to closing. In days gone by, a
well organized mortgage professional could anticipate underwriting
conditions and prepare files accordingly. Nowadays, even the
most prepared originator is dealing with stips that seem to
come out of left field. - Fewer
closings mean a smaller mortgage marketing budget,
yet stopping your lead generation is the absolute
worst thing
you can do. Fact: The marketing you do today will determine your
closings 2-6 months from now. If you take a marketing hiatus,
it is going to take twice as long to get back on track.
With the mortgage market the way it is, it’s more important than ever
to make every marketing cent count.
In this 4-part series, I’ll share 4 of the over 30 (and counting)
innovative, effective and affordable mortgage lead generation tactics
in my arsenal.
Part 1 – You have to start with
a focus.
We’ve already established the fact that marketing funds are tight. This
is why it is critical that you have a focus for your mortgage
marketing, so that you are not pulled in many different directions,
wasting precious funds.
When I say focus and plan, people cringe. They think of hours spent
slogging over some voluminous marketing plan document document; nothing
could be further from the truth.
All I mean is that you, at a minimum, should know the type of business
(or client) that you are trying to attract.
The easiest way to determine
this is to think of your favorite client(s).
- How did they find you?
- What was their mortgage program (FHA,
VA, Conventional, etc)? - What was their market type (first-time
homebuyer, second property, investment, jumbo)? - What is their demographic profile
(2-income family, single female, recent college graduate)? - What did you like so much about
working with this client? - Where do they hang out (off and
online)?
Answering these
questions will help you focus on a particular niche.
Does focusing mean you will turn away other business?
Absolutely not! But without a
focus, you are doomed to run helter skelter in many directions.
I hope you continue to follow this series – Affordable, Effective
Mortgage Lead Generation.
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JC
Kiadii, Mortgage Virtual Assistance and
Internet Marketing
Services . 770-469-7385. Are
you reaching out to the 87% of
new buyers who start their search online?
Our team provides results-driven
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