Future-Proof Your Mortgage Marketing in 2025

by Chris Brown

Find More Articles

The 2025 Mortgage Landscape: What’s Changed and What’s Next

Mortgage marketing evolves fast. Some factors driving the change include digital tools and changing borrower expectations. Stricter regulations also play a role.

Let’s start with technology. Borrowers research online, compare rates, and expect instant answers. The mortgage marketing experience must adapt accordingly. This means providing consumers with accessible answers now.

The second major change involves trust. While trust has always been king in mortgage marketing, it’s becoming more valuable than ever.

Why the shift? According to HubSpot, 81% of consumers trust recommendations from friends and family more than advice they receive from businesses. If you can win over customers and encourage them to make referrals, you’ll be able to tap into this trend.

The third major change lies in competition. A surge of new LOs and brokers has flooded the market. High interest rates and reduced activity have magnified the effects of this trend.

What does that mean for you? In short, you’ve got to do more to stand out in the digital space. A modern mortgage marketing mix is the key. Here are a few approaches:

Use AI chatbots to guide website visits
Streamline document uploads with mobile apps
Simplify the application process
Let borrowers submit forms on the go
Make sure your social strategy is focused

A winning mortgage marketing strategy combines tech, trust, and the ability to meet borrowers where they are.

Beyond Demographics: Decoding the 2025 Borrower Mindset

In the past, mortgage marketing strategies divided audiences using simple metrics like:

Age
Income
Intent (e.g., new loan or refinance)

These metrics still matter. However, today’s borrowers want you to provide more than just offers. They want things like education, speed, and authenticity.

For example, first-time buyers want clear explanations of rates. Your mortgage marketing plan should break down concepts like rate buydowns and various loan options. Making first-timers feel empowered will help you win leads and stand out.

You can use this same tailored approach for other potential clients. For example, refinance clients want to know how much money they’ll save. They may also be interested in cash-out or HELOC options.

Segmenting audiences by interests and preferred communication channels will help you deliver content that resonates. That’s what mortgage marketing in 2025 is all about: connecting with your audience on a deeper level. LOs that succeed in this area will remain top of mind.

Intent Is the New Omnichannel

Omnichannel used to mean getting active on every medium your audience used. The problem is that more channels keep materializing. Make no mistake — you still need an omnichannel presence. What that looks like is simply changing for the better.

Showing up on every channel is a waste of time. Instead, focus on where the borrower’s intent lives. Are they searching Google for “best mortgage rates,” or are they looking for answers on Instagram Reels? Mortgage marketing is most successful when you target high-intent moments.

A CRM like BNTouch, which includes lead distribution, can help you capitalize on this trend. These platforms automatically assign leads to LOs based on source or intent signals.

Let’s say a prospect clicks on a Google ad for VA loans. A top CRM can route them to your in-house VA loan specialist. Its SMS automation can then send instant follow-ups.

Not sure where to start? Take some time to review your mortgage marketing mix.

Identify all the channels you’re currently using to determine which ones are producing consistent results and which ones are lagging. Could you ditch those underperforming channels and reach that audience elsewhere? If the answer is yes, it’s time to refocus your omnichannel mortgage marketing strategy.

AI-Powered Trust: Automation That Builds (Not Breaks) Relationships

Gaps in communication can undo all your hard work. AI transforms mortgage marketing and breaks this cycle. However, it must feel human. Borrowers want you to be efficient, but they also want a personal touch.

AI tools like chatbots and predictive analytics can qualify leads. They can also answer FAQs and suggest loan products. At the same time, over-automation risks alienating your clients.

Leading mortgage marketing tools like BNTouch strike an ideal balance. They analyze borrower data to recommend next steps, like sending a pre-approval reminder. Meanwhile, SMS and email automation deliver personalized messages. The goal is to close the gaps in communication and stop losing leads due to messaging delays.

Reaping the benefits of automation means investing in a modern CRM. You need a mortgage marketing CRM with a user-friendly interface and lots of customization features. The right platform will send engagement through the roof and help you build trust with prospective clients.

Funnels Are Out, Flywheels Are In

Mortgage marketing is transitioning from a funnel approach to the flywheel. Like actual flywheels, this mortgage marketing tactic is all about building momentum and keeping it going.

The traditional mortgage marketing funnel is linear — it ends when you close a deal. Flywheels create a cycle. They prioritize:

Reviews
Referrals
Retention
Repeat business

Happy clients refer friends and leave you positive reviews. They also return for refinances or future home purchases. Building momentum is one of the toughest parts for newer LOs. However, embracing the flywheel concept early can promote long-term growth.

Once again, the right platform makes all the difference. A mortgage marketing CRM can automate check-ins with past clients. You can set up automated messages like “How’s your home?” emails. These communications nurture referrals and repeat business.

BNTouch is also great for asking for reviews. You can send automated requests after closing and reminders about a week later. This approach is non-intrusive but capitalizes on the window when customers are happiest.

Over time, the flywheel mortgage marketing approach can supply you with a steady stream of leads. This model can keep your business going, even during slow periods. While other LOs are restarting their funnels, you’ll be welcoming repeat customers and referrals.

Zero-Click Marketing and Social Proof Loops

Mortgage marketing happens before a single click.

Zero-click marketing leverages social proof. It’s all about leaning into reviews, testimonials, and even viral Reels. These types of content build trust instantly. Borrowers see a five-star Google review or a LinkedIn post about your past work and feel confident without clicking an ad.

Curated social media content is essential. Top CRMs provide you with ready-to-post videos that you can share on IG and TikTok. Adding these to your mortgage marketing mix will promote trust and expand your reach. Pairing your clips with testimonials can level up your content even further.

Let’s face it — you aren’t always going to get a click. People are spending more time on social media, but most of them just keep scrolling until something catches their eye. Zero-click mortgage marketing takes advantage of this trend. You can make an impact on your audience, even if they don’t take action right then and there.

Navigating Compliance in a High-Automation World

Mortgage marketing is subject to strict rules. You must comply with regulations like RESPA and TILA. Automated campaigns can trigger violations if you’re not careful. For example, making unverified claims about rates can lead to fines.

Unfortunately, generic CRMs and marketing tools aren’t built for the mortgage industry. Using generalized tools leaves the door wide open for violations and fines. Even if you avoid monetary penalties, the mere allegation of wrongdoing can tarnish your reputation. You can’t afford any setbacks in today’s market.

Mortgage marketing tools simplify compliance. Using a CRM with pre-configured messages can give you the confidence to promote your business without worrying about compliance missteps. You can customize these templates while staying within legal bounds. With a modern CRM, it really is that easy.

Don’t let compliance fears hold you back. You need a new mortgage marketing strategy to thrive in 2025. The question is, which platform can support your transformation? The answer is BNTouch.