Marketing by nature is talking about your product/service in the best possible way. But nowadays, with millennials coming to each market as main buyers, it has become much harder to tell your customers a sugar-coated story. Should you do it at all? We believe you shouldn’t.
Authenticity is a key word used more and more in the marketing industry these days. Let’s check out its meaning for mortgage professionals.
Be Yourself
You can hear it a lot nowadays, the main advice for every marketing professional is to be real. We even consider the word “real” being a little bit overused recently. For a mortgage professional it simply means to stay who you are. It’s a good idea to talk to your partners on your email blasts or on your MortgageCircles portal the same way you would do it in person. They are not buying “default” marketing messages anymore. So, they need to see a real person they can trust on their mortgage journey. Add some personal touch, tell them your story and emphasize your real benefits as a mortgage professional. Just ask yourself “why choose to cooperate with me/my team” and stick to your unique advantages on your communications plan. Your partners and borrowers are going to appreciate that.
Tell the Truth
It means being transparent for your clients. You are not just building a deal here, you are building a relationship. They need to know you better, so they can trust you and recommend you. There is nothing better and more effective for your mortgage business than a referral marketing. Just give them more; give them behind-the-scenes looks, and talk about what’s going on at your team/company. You can share your client’s’ success stories, as well as their typical concerns and frequently asked questions. Social media can be another great tool to tell your audience about your mortgage industry insights.
Talk Your Customers’ Language
Everybody is trying to sound less corporate now. But you know your partners and clients the best. If this works for them, feel free to be less formal too. The best way to hit this goal is to build your marketing conversation the same way you are normally building your business communications in person. Just imagine the typical conversation with your underwriter, or a real estate agent, or your borrower, and try to stick to the same tone of voice on your marketing communications. You can use it on your follow up templates and any other messages. If your audience is young, feel free to use easy and simple messages to make the loan process more friendly for them to understand.
Being authentic is a great way to give your mortgage business more speed, so start adding some fuel right now with BNTouch!
Please don’t hesitate to contact us should you have any questions or suggestions. Reach us via phone 888-971-1117 or via email info@bntouchmortgage.com
Thank you and let’s bntouch!