A Complete Guide for Lenders on How to Market Mortgage Loans

by Tomi Pironti

It’s no secret that the mortgage market is a competitive one. Yet surprisingly, many homebuyers are content to investigate only one mortgage lender. The right marketing strategy can ensure you stand out from the competition and showcase your unique value. Here are some tips for how to market mortgage loans.

Find Your Niche

Lenders often focus on a particular area of the real estate industry. For example, your business may specialize in the following:

  • Commercial real estate
  • First-time home buyers
  • Refinancing options

Highlighting your niche can better equip you to reach the associated customer base. Emphasizing this niche in your marketing materials can distinguish you from other lenders.

Modernize Your Website

You probably already have a company website. But when was the last time it was updated? You may want to “audit” your web content to ensure:

  • It features a clean design
  • It looks great on mobile devices
  • Users can navigate your site easily

You’ll also get more first-time visitors through search engine optimization (SEO) strategies. This means using keywords that help increase your online visibility. 

For example, when a user searches for “first-time home loans,” you want your website to rise to the top of the search engine results page. SEO can help you achieve more clicks.

Invest in Quality Content

Content is king. Many of your key customers are coming to you not only for the product itself but also for guidance along the journey. Creating quality content can help them learn more about the lending process. It can also showcase your expertise and build credibility and trust among your future clients.

Here’s a tip: use video marketing for a more direct, personal approach. If you have the right customer relationship management (CRM) platform, you may already have access to content creation tools that include video marketing.

Find the Right Marketing Channels

Where is your core market? What channels work best for reaching them? The answer to these questions may vary depending on where borrowers are in their customer journey.

This means that social media ads or Google Ads can be a great way to make an initial impression. But once you capture their info, email marketing can offer a more personal touch. Using the right channels at the right time can help you nurture strong relationships and become the preferred choice of lender.

Build a Local Network

There may be other real estate professionals in your area who want to learn how to market mortgage loans or other products. Networking with these professionals can help you learn from one another. Some realtors may be so impressed with your mortgage pipeline that they help pass on new leads.

In other cases, a local network can help you assemble local events and seminars that you can use to connect with your client base.

Get the Marketing Tools You Need

Learning how to market mortgage loans is a vital step in a larger journey. The BNTouch platform can help market your business and build strong client relationships.

Contact our team today to schedule a demo and learn how the right CRM platform can enhance your business.

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Tomi Pironti
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