What’s the Difference Between Inbound and Outbound Mortgage Marketing?

by Crystal Minter

Mortgage professionals need to advertise in innovative ways to compete in today’s online marketplace. With the rise of the digital era, users are consuming more niche content than ever. Because of this, the best approaches for driving engagement and conversions are changing.

When marketing your mortgage business, it is no longer enough to deliver advertisements that are made for just anyone. Targeted, personalized, and relevant marketing content will drive traffic to you. 

Finding the right audience for your marketing content is key. Online consumers have a huge number of options. Because of this, staying top of mind with high-quality prospects is more important than ever.

In this post, we will discuss two distinct approaches to online mortgage marketing. These are: inbound and outbound marketing.

Understanding Outbound Mortgage Marketing

“Outbound marketing” denotes a more traditional approach to marketing and sales. Sometimes this approach is referred to as “push” or “interruption” marketing. When we think of marketing, we usually imagine certain types of content that are designed to interrupt the activities of a potential customer to deliver our message.

A paradigm example of outbound marketing is the television commercial. The commercial interrupts the viewer’s program to push a product on them. Other common examples of outbound marketing include:

  • Cold calls
  • Direct mail (also known as “junk” mail)
  • Radio ad spots
  • Telemarketing

Mortgage professionals sometimes use outbound marketing approaches, as well.

Consider mass email alerts. These are aimed at luring in new borrowers. These email alerts are designed for a “general” audience. They are intended to have as broad a reach as possible. This is a classic example of a traditional outbound marketing approach.

Problems with the Outbound Approach

While outbound marketing strategies may be traditional, they do have some drawbacks. This is especially true in the context of the online marketplace. In this context, it is important to stay top of mind with clients and prospects. Meaningful interactions are crucial for achieving this end.

The biggest downside of outbound marketing is that the message needs to be incredibly general to appeal to a broad audience. Simply put, outbound marketing content is designed to appeal to everyone. Because it is so general, it often appeals to no one.

When relying on outbound marketing, potential customers may simply overlook your content. In the context of an online mortgage business, consumers may not even see outbound marketing content. This is due to the prevalence of digital adblockers.

Outbound marketing may be useful in some circumstances. But inbound mortgage marketing is becoming increasingly relevant.

Understanding Inbound Marketing

Inbound marketing for loan officers works to attract prospects to your business. Instead of distributing generalized content, this approach targets those most likely to convert.

Online marketing tools, like those available through BNTouch, allow loan officers to deliver content to high-quality prospects in a direct way. This approach significantly increases your company’s marketing ROI.

Do not waste time, money, and resources on consumers who have zero interest in what you have to offer. When you craft a targeted inbound marketing strategy using the BNTouch Mortgage CRM, you can increase conversions and grow your lead pipeline.

The Role of Content in Inbound Mortgage Marketing

To attract users to your mortgage company, provide them with useful content. Content is at the center of the inbound marketing philosophy. When you provide a potential borrower with helpful information, there are many advantages.

Providing worthwhile content:

  • Establishes your company as a trusted source for reliable information
  • Gives prospects something valuable even before they do business with you
  • Cultivates users’ trust in your brand and business
  • Increases the likelihood of return traffic to your company’s website
  • And much more

Offering usable content will ensure that prospects think of you when they consider becoming a borrower.

Many types of content can help to drive an inbound mortgage marketing campaign. Some of the most common types of inbound mortgage marketing content include:

  • Blog posts
  • Video content
  • White papers
  • eBooks
  • Mortgage infographics

These diverse tools can be customized to meet very specific goals. For example, custom videos can guide borrowers through different stages of the loan process.

 The BNTouch Mortgage CRM provides many tools for crafting inbound marketing content. You can build landing pages, blog posts, and automate video and email drip campaigns.

Contrary to the outbound approach, inbound marketing draws in high-quality prospects. This approach puts you in touch with those that are most likely to convert. BNTouch Mortgage CRM can help you target prospects, cultivate client relationships, and broaden your network.

Use BNTouch for Effective

Inbound Mortgage Marketing

 

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Crystal Minter
For over 20 years, Crystal Minter has been a noteworthy leader in the high-tech space. You may know her as the Marketing Program Manager at Artech LLC, working for the one of the world's largest chip makers in Hillsboro, Oregon. Crystal can also be credited with contributions to Minter Consulting Group, Jeppesen - A Boeing Company, and Willamette Dental. She holds a Bachelor of Arts in Communication and currently resides in Beaverton, Oregon.
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