Summary
This article offers five tips for creating impactful mortgage advertisements. Learn about understanding your audience, being concise, adhering to regulations, diversifying content, and highlighting client testimonials. By the end, you’ll know how to craft compelling ads that stand out in a competitive market.
If you are great at your job, customers will flock to your mortgage business, right? Not exactly. The mortgage market is more competitive than ever. You’ll need to advertise to stand out. Here are five mortgage ad tips to help you create high-impact mortgage ads that get you noticed.
Know Your Audience
Understanding your audience is crucial for creating effective mortgage ads, whether you’re using Facebook ads for mortgage leads, search advertising, or any other form of advertisement. Who are your potential clients? Some common targets include first-time homebuyers, people looking to refinance, and real estate investors.
Additionally, once you know who you are targeting, you can build a campaign strategy to connect with those individuals. Don’t limit yourself to one niche. Focus on a handful of client categories that best support your business goals.
Be Concise (and Direct)
Mortgage ads aren’t the place to explain complex lending topics. You want to address the audience’s pain point and position your business as the solution. Keep things short and sweet.
Highlight your strengths and seal the deal with a clear and direct call to action (CTA). Explain what you want your audience to do next. Don’t be pushy, but don’t tiptoe, either. If you want them to sign up for your newsletter, ask them to do so.
Creating engaging mortgage ads is a big win. But you’ve got to close them out with a CTA.
Adhere to Mortgage Ads Marketing Regulations
The mortgage industry is more tightly regulated than ever. That doesn’t mean you can’t run creative mortgage ads. You just have to be mindful of state and federal regulations.
Generally, you should be vague when discussing things like mortgage rates. The more specific you are, the greater the risk of overpromising or accidentally violating the Truth in Lending Act (TILA).
Suppose that you are targeting people interested in refinancing their homes. Instead of telling someone they might qualify for a 4.99% interest rate, say, “Find out if you qualify for a lower mortgage rate.”
Diversify Your Content
Don’t run all of your mortgage ads on one platform, no matter how much you like it. Instead, mix things up. Use a few different channels to create a well-rounded campaign. For example, try using:
- Email
- Instagram
- Facebook
- Google Ads
However, you don’t need to use every channel out there. Trying to be on every social media platform can get overwhelming. So, pick a few that your target audience uses the most and focus your efforts there.
By doing this, you can reach more people while keeping your advertising strategy simple and effective. Plus, you’ll be able to see which platforms work best for you and make your campaigns even better.
Highlight Client Testimonials and Reviews
Share the great job you’ve done for past clients. Also, incorporating reviews and testimonials into your ads can help build trust and showcase your expertise.
There are lots of great ways to add testimonials to your ads. You could insert a brief (5 to 10 second) snippet of a satisfied customer’s video review into your video ad.
Alternatively, you could paste a few written reviews into your still-frame ad content, like Facebook image ads. Highlighting customer ratings and using carousel ads to feature multiple testimonials are also excellent strategies to boost your ad’s performance.
Use a CRM to Follow-Up
Mortgage ads are designed to engage with consumers and collect contact information for lead nurturing. The question is, what are you going to do with that data once you’ve gathered it? Hopefully, you are using an awesome customer relationship management (CRM) system like BNTouch Mortgage CRM. If not, we’ve got you covered.
Demo BNTouch today and let our dynamic solution help you grow your mortgage business.
Key Takeaways
- Create Targeted Campaigns
Focus ads on specific client needs for higher relevance.
- Use Clear, Impactful Messaging
Capture attention quickly with concise and engaging copy.
- Ensure Compliance with Advertising Standards
Avoid legal issues by following regulations.
Commonly Asked Questions
- What should be the focus of mortgage ads?
Targeting specific client needs to make ads more relevant.
- Why is concise messaging important in ads?
To capture attention quickly and convey the value proposition effectively.
- What must mortgage professionals ensure in their ads?
Compliance with industry regulations and standards.
- How do targeted campaigns improve ad performance?
By connecting with the right audience for better conversion rates.
