How to Get Business as a Mortgage Loan Officer in 2022

by Tomi Pironti

As a mortgage loan officer in 2022, you understand the importance of relationships. That’s why you shouldn’t settle for marketing tactics that feel impersonal. The best way to get business as a mortgage broker is to cultivate meaningful connections. 

Here are 10 strategies that you can use to generate more business in 2022.

1. Be a Specialist, Not a Generalist

The real estate industry represents a broad range of needs, interests, and household structures. As a mortgage loan officer in 2022, you might be tempted to try to address every need that comes your way. But it’s hard to market yourself as a jack-of-all-trades. Instead, focus on one niche and demonstrate your ability to serve that specific market.

Need a place to start? Here are some questions that can help you find your niche:

  • Do I focus on a particular geographic area?
  • What type of real estate do I want to specialize in?
  • Are my loan programs suited for first-time buyers?
  • Do I offer specialty programs such as FHA loans or reverse mortgages?
  • Will my clients need refinancing options?

You don’t have to limit yourself to just one area of the real estate market, but narrowing in on a category can help you refine your marketing efforts, which can translate into more business.

2. Develop a Referral Network

One of the surest ways to find clients is through referrals. To do that, you’ll need to develop a network that can provide you with information about prospective clients. 

Your referral network might include other industry professionals, such as:

  • Accountants and CPA firms that buy and sell real estate
  • Appraisers
  • Real estate attorneys
  • Relocation specialists

But don’t neglect your own client network as you pursue new leads. You can follow up with past clients to see if their needs have changed. You can also ask them to leave an online review that can help you gain the interest of future clients.

3. Focus on Real Estate Agents

The majority of home buyers rely on real estate agents when purchasing a home. If your mortgage broker services focus on residential real estate, then it makes sense to market yourself to realtors.

This can be tricky. Starting with a sales pitch can spoil the relationship. Instead, try to build a relationship by connecting with them on a personal level.

You can make introductions through:

  • Social media
  • Email
  • Local trade shows
  • Open houses

Once you establish a relationship, it will be easier (and more natural) to discuss what a partnership could look like. Real estate agents may be able to provide referrals as well.

4. Create a Loan Officer Website

Mortgage Loan Officers in 2022, having a web presence isn’t a novelty—it’s an expectation. Start by building a website devoted to your services as a mortgage loan officer.

Your website should include information about your loan programs and tell your clients a little about yourself. Here’s a tip: use video to introduce yourself and tell your clients what they can expect.

Even if you already have a website, make sure it’s modern and optimized. 

Achieving optimization means:

  • Visitors can easily find your content
  • The site is clean, visually appealing, and looks great on any device
  • You provide direct calls to action that encourage visitors to take the next step

Web designers also emphasize “Search Engine Optimization” (SEO), which means that your site should use keyword phrases that help you reach the top results of common search engines. 

For example, using the phrase “mortgage broker near me” might help you catch visitors looking for that phrase.

5. Use Social Media

Social media is the new public square. Make your voice heard by maintaining a presence on the top social media channels.

Which channels should you focus on? Because you’re offering a professional service, your best options might be Facebook and LinkedIn. But younger generations may prefer the image-based environment of Instagram. Using this platform may help you reach first-time home buyers.

You can use social media in two ways. First, you can share information. 

Your social media profile allows you to:

  • Advertise your services
  • Promote upcoming events
  • Share relevant content

Second, you can use social media to build relationships. Ask engaging questions and listen to customer feedback. Reply to visitor comments to create a personal touch.

6. Create Compelling Content

Connect to your target market by sharing relevant content. Create a blog page as part of your website, and write regular posts that offer value to prospective customers. 

Topics might include:

  • Tips for new homeowners
  • Ways your credit score affects your mortgage
  • Home loan options for first-time buyers
  • How to increase the value of your home

Conclude each post with a call to action, such as prompting visitors to contact you for more information.

Practice SEO strategy. Use keywords in each post that will attract your target audience. For instance, if you focus on a particular geographic area, include the name of your state or city in your posts.

Use images to attract attention. Facebook posts with photos generate 37% more engagement than those without. Pictures grab attention and can help you stand out in your followers’ feeds.

7. Add Video to Your Marketing Strategy

Remember, as a mortgage broker, you’re all about relationships. Using video in your marketing materials helps your clients put a name to a face (literally).

A high-quality video might make a great introduction to the landing page of your website. But you can also create videos that offer tips or promotions. These videos work well on social media, and you can link to them in your email marketing campaigns.

8. Offer a “Lead Magnet”

Many people are wary of sharing their personal information online. But you can learn more about your clients by offering them something of value in exchange for some basic information. In marketing, this is known as a “lead magnet.”

Common magnets include:

  • An eBook (e.g., How to Buy Your First Home)
  • A discount on an upcoming webinar, conference, etc.
  • Access to premium content

Advertise this lead magnet in as many places as possible. Promote this item on your website, social media, and on every blog post. You can also include a link (or even a QR code) on your business cards. This way, when you hand out your card, you can remind the recipient that they can get a free book by scanning or visiting the link.

The information you gain can be integrated into your other marketing efforts. For instance, you can generate an email list to promote future events. You can also send a special email to new leads, introducing yourself and your services.

9. Host an Event

You can always meet potential clients and partners by hosting an event. You don’t have to create a major conference to offer something of value. Consider offering an educational seminar or a “Lunch and Learn” session.

Organize these events around your industry niche (see point #1). You might create an event aimed at first-time buyers or something aimed at those investing in commercial real estate. This ensures that you’ll connect with the relevant audience and have a better chance at converting attendees into clients.

If you’re not sure where to start, consider hosting a webinar. During the height of the COVID pandemic, many people grew accustomed to online forums. This makes them an ideal platform for meeting people face to face, especially since they won’t require rental space.

You can also participate in others’ events. For example, if there’s a convention or a trade show, it might help to show up and mingle. The connections you make could help you generate new partnerships among other industry professionals and may even result in some new leads.

10. Think Stories, Not Just Numbers

When you market your services, you may be tempted to simply share raw data. But most people are moved by a compelling story.

Start by thinking about the challenges and fears your clients face. 

These might include:

  • What are common barriers to homeownership?
  • What financial goals might prompt someone to refinance their home?
  • Will their credit score jeopardize their dreams of buying a home?

Once you surface these pain points, explain how a mortgage broker can help. Then discuss how your services connect to the needs of your customers, followed by what they can expect from the process.

You might ask former clients for permission to share their stories. Even if you change their names for privacy, you can explain how “Mr. and Mrs. Jones” was able to buy a home thanks to your professional guidance.

This personalization can help potential clients feel at ease about the process and know exactly how your services can assist them.

Use the Right Tools

BNTouch can help you with a variety of valuable tools. Enhance your business with such features as email marketing, customized video marketing, surveys, and more. 

Our mortgage customer relationship management (CRM) platform can help you build relationships and connect with more clients than ever before.

To learn more about how our services can enhance your business, request a demo today!

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Tomi Pironti
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