Mortgage Marketing Strategies to Work Smarter

by Chris Brown

Running out of mortgage marketing ideas? Need some new strategies to get noticed and regain your edge? The good news is that mortgage marketing doesn’t have to be overwhelming. With the right approach, you can make real progress, acquire fresh leads, and grow your business.

Here are 13 mortgage marketing tactics to help you work smarter: 

1. Leveraging AI for Smarter Mortgage Marketing

In 2025, Mortgage AI (artificial intelligence) will continue to play a pivotal role in mortgage marketing. By utilizing AI technologies, mortgage professionals can automate tasks, personalize content, and optimize marketing efforts like never before. Here’s how AI can elevate your mortgage marketing strategy:

AI can help mortgage brokers and loan officers prioritize leads more effectively. By analyzing past interactions, AI systems can score leads based on their likelihood of converting, allowing you to focus your energy on the most promising prospects. With BNTouch and similar platforms, AI can continuously refine its lead scoring model, providing more accurate insights over time.

Automated Content Creation

AI can also be used to create personalized, high-quality content at scale. Whether it’s blog posts, email campaigns, or even landing page copy, AI tools can generate content that is tailored to your audience’s needs and preferences. This saves you time and resources, while also ensuring that your marketing materials are dynamic and continually updated.

2. Start With a Smart CRM

A customer relationship management (CRM) platform is essential for loan officers and mortgage brokers. A powerful CRM is your best mortgage marketing ally, as it automates tedious work and saves you time. It helps you keep track of every lead and customize your messaging. 

With a CRM like BNTouch, you can segment your contacts. The platform makes it easy to set up automated campaigns for each contact segment. You can manage your entire pipeline in one user-friendly platform. That means less busywork and more time to focus on your clients.

Adopting a great CRM empowers you to implement the other mortgage marketing tactics on your list. You’ll have the time and tools to connect with clients across every channel. 

3. Lead With Educational Content 

Today’s customers do their homework. Around 90% of mortgage customers conduct research before speaking to a broker. Many of them focus on home loan deals and interest rates. 

With that in mind, you should make educational content the foundation of your mortgage marketing mix. Highlight unique lending products and programs designed to make home buying easier. 

For instance, if your lender offers a 3-2-1 buydown mortgage, make sure to highlight that product in your content. Explain how it works and summarize the pros and cons. 

It’s okay to steer your audience toward certain loan products and programs. However, you do need to be honest about potential cons. Transparency helps build trust from day one. 

4. Personalize Everything

Winning at mortgage marketing means addressing the unique needs of every client. Generic messaging won’t cut it. Borrowers want to feel like you know them and their needs. Use your CRM to personalize every touchpoint. 

You need a complete mortgage marketing funnel that guides your audience through every touchpoint. With BNTouch, personalization becomes easier than ever. You can target users based on loan type, timelines, and more. The result is mortgage marketing messages that feel tailor-made. 

When personalizing your messaging, consider what stage of the funnel each group is in. Individuals who are just getting to know you need educational content and gentle CTAs. People further along in the funnel will be more responsive to direct CTAs and some salesy language. Just don’t cross the line from direct to pushy. 

5. Use Video in Your Mortgage Marketing Strategy

No mortgage marketing mix is complete without great videos. Videos are a great way to connect with consumers on social media and on your website. Here are some video categories to add to your mortgage marketing strategy: 

  • Explainers
  • Market updates
  • Personalized thank you messages
  • Educational content

When creating videos, make sure that the content is on-brand and consistent. If you are diving into market stats and figures, make the content approachable. Don’t talk down to your audience, but keep the content simple enough for everyone. 

Put yourself in the shoes of a first-time buyer, and think of what questions you would have. Use this to guide your video creation process.

Make sure to use a consistent tone with each piece of content. If you market yourself as a fun, down-to-earth mortgage professional, use language that matches this image.  

6. Set Up Automated Drip Campaigns 

The best mortgage marketing strategies are automated. Through automation, you can perfect the timing of your messaging without spending hours manually prepping emails or sending content. Drip campaigns are a prime example. 

Drip campaigns keep you top of mind without constant effort. Use them to educate leads and nurture long-term prospects. You can also set up drip campaigns to reconnect with past clients. With BNTouch, you can set triggers so that emails or texts go out at exactly the right time. 

Remember, timing is key. You don’t want to overload your audience with daily messages. However, only sending one email a month may not work either. Think about what frequency works for each audience segment. 

mortgage marketing infographic

Supercharge your mortgage marketing with ready-to-use content tailored for brokers—

View Prebuilt Campaigns in marketing tools inside BNTouch CRM

 

 

7. Deliver Value, Then Ask for Referrals

Referral clients are some of the best customers to work with. They already trust you because a friend or family member recommended you. The best way to get referrals is to ask for them. However, you’ve got to ask at the right time. 

Wait until you’ve delivered value for your clients and then ask for referrals. You can even automate your referral requests with a tool like BNTouch. Set up triggered emails that ask for referrals several days to a week after a deal closes. That way, your customers are still riding high on the value you’ve provided. 

8. Use Landing Pages to Capture Leads

Most mortgage marketing efforts are designed to get people to your website. Specifically, mortgage marketing strategies direct people to your landing pages. The question is, what will people see when they get there? 

Use specific landing pages for each mortgage marketing campaign. Make sure the pages are user-friendly and engaging. Don’t be pushy, but be direct. If you want to capture lead contact information, create a simple form. Don’t ask for too much information at this stage, as it can add friction to the lead’s experience. 

9. Boosting With Social Media

Social media is one of the best mortgage marketing tools, bar none. Use it to share helpful content, go live to answer questions, or run targeted ads. Just don’t forget to link back to your other mortgage marketing content, such as your landing pages.

So which social media should you use for mortgage marketing? That depends on who you are trying to reach. You don’t have to use every platform out there. Focus on two or three that align with your audience. Facebook and Instagram are great choices because you can repost content from one to the other. Consider adding a third to the mix, such as TikTok. 

No matter which platforms you choose, be consistent. That’s the key to effective mortgage marketing. 

10. Lean Into Testimonials and Reviews

Mortgage marketing content can sometimes come off as salesy. On the other hand, testimonials and reviews can help consumers let down their guard. Encourage happy borrowers to leave reviews and showcase their testimonials on your website. You can also show off positive feedback on social media and your email mortgage marketing campaigns. 

11. Create a Mortgage Marketing Content Calendar

Consistency beats random bursts of mortgage marketing activity. Plan out your content in advance with a calendar. Try to have at least two to four weeks of content ready to go. That way, you won’t have gaps in your presence if you get too busy to create new content. 

BNTouch’s content tools let you store email templates, newsletters, and other content. You can also schedule email messages weeks or months in advance. 

Many social media platforms also allow you to schedule posts. Experiment with these tools and build a strong pipeline of content. 

12. Segment Your Audience

Not all borrowers have the same needs, so stop marketing to them like they do. First-time buyers, refi clients, and investors all need different messages. Use your CRM to tag and segment accordingly. 

Using different mortgage marketing messaging for each segment will expand your reach and deliver better results. However, you shouldn’t oversegment. Make sure that each group is large enough to justify the effort it takes to create a campaign. 

13. Follow Up Faster

Mortgage marketing is about speed and consistency. When a new lead comes in, you need to follow up fast. Otherwise, they may go looking for another mortgage professional to help. 

Use BNTouch to assign leads instantly. The platform can also send out a welcome message as soon as someone fills out a contact form or enters your pipeline. Providing leads with instant gratification buys you time to schedule follow-ups and reach out personally. 

14. Track and Adapt 

Mortgage marketing is not a set-it-and-forget-it project. Check your performance regularly to see what works and how you can get better. BNTouch offers real-time analytics that show you open rates, click-throughs, and more. Use these tools to continually improve your marketing strategy and meet the needs of your audience. 

 

Simplify Mortgage Marketing With BNTouch

Winning at mortgage marketing doesn’t require hours of tedious labor. What it does require is the right strategies and tools. Our list of mortgage marketing strategies will jumpstart your brand-building efforts. Now, all you need is the right CRM.

BNTouch fits the bill. Our user-friendly CRM platform was built for loan officers and mortgage brokers. Whether you work solo or have an entire team, BNTouch can help you market smarter. Our user-friendly tools allow you to start mortgage marketing right away. Set up automated campaigns, stay on-brand, and win more clients with our CRM.

Book a live demo today and win at mortgage marketing! 

 

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Chris Brown
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