The Ultimate 2024 Guide to Marketing for Mortgage Loan Officers

by Chris Brown

Are you looking to capture leads and grow your business in 2024? If so, you’ll need the right marketing plan. The following tips on marketing for mortgage loan officers can set you on the right course and help you build strong customer relationships.

Before You Begin

Before you invest a single minute in developing a marketing plan, take some time to get organized. Here are a few preliminary tips to help you start off on the right foot.

mortgage lead smart goals

Set SMART Goals

First, set a clear goal for your marketing efforts. Business experts recommend that you set SMART goals. In other words, your goals should be:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound

For example, you might seek to capture 100 new first-time leads by August 2024. This is a specific, measurable goal. These sorts of aims can make it easier to track the performance of your marketing strategy and reevaluate as needed.

Other common goals might be to:

  • Nurture existing leads to promote engagement
  • Educate online visitors and social media followers on the loan process
  • Connect to more local buyers

You can measure these goals by reviewing website performance or the number of contacts you receive. The point is to define your goals clearly so you know exactly what success will look like.

Set a Budget

You don’t need to spend an arm or a leg on your marketing goals. The U.S. Small Business Administration recommends spending 7% to 8% of your gross revenue on your marketing plan. The good news is that many forms of marketing are free, and you can stretch your budget by using the right tools.

A customer relationship management (CRM) system, for example, can help you jump-start your marketing plan. The right mortgage CRM provides templates for blogs, social media, and more. That lets you do a lot more for less money and in less time.

Mortgage Marketing Niche

Find Your Niche

Face it: mortgage loan officers have strong competition. How can your practice stand out? One way is to carve out an industry niche. What do you offer that’s unique to your corner of the lending market? For example, do you:

  • Focus on first-time home buyers?
  • Specialize in commercial real estate?
  • Connect customers to refinancing options?

The more you can zero in on your industry niche, the more you’ll be able to tailor your messaging accordingly. Your niche will also determine your target market, which will impact your brand voice and even your choice of marketing channels.

Review Last Year’s Marketing Plan

Did you have a marketing plan last year? If so, now is a great time to review it. What’s working, and where are you falling short? The more data you have from previous years, the better you’ll be at developing a strategy for the year. Don’t be afraid to jettison ideas that just weren’t cutting it.

While you’re at it, look at the marketing plans of your local competitors. What are they doing to boost online engagement? The goal isn’t to steal ideas from the competition. But a competitive analysis will help you better understand how to reach your customer base.

Online Marketing for Mortgage Loan Officers

While the above tips lay a foundation, your next step should be to build the scaffolding of your marketing plan. Start by establishing your online presence. You can supplement your digital plan with in-person strategies. However, doing so will likely just drive traffic back to your website. Here are some tips for digital marketing for mortgage loan officers.

Loan officer marketing

Focus on Local SEO

Search engine optimization (SEO) is the art of fine-tuning your website so that it ranks higher in search engine results. For instance, putting in terms like “loan officers” or “loan programs” can help your content show up when web users search for those phrases.

But as a mortgage loan officer, you may want to focus on attracting local web traffic. With that in mind, make sure your keyword phrases have geographic search terms such as “loan officers in [city name]” or even “loan officers near me.” Doing so will ensure that you get more relevant hits on your website and generate more meaningful leads.

Content, Content, Content

Before your customers seek a loan, they start by seeking information. Share your knowledge through blog posts or video marketing content. Create relevant articles like:

  • “Tips for First-Time Home Buyers”
  • “What to Expect from the Mortgage Process”
  • “What is a Debt-to-Income Ratio?”

These topics will educate your customer base and provide you with something to share on social media.

Create Compelling CTAs

Every article you publish should direct readers to the “next steps.” This is known as a “call to action” (CTA). When used properly, you can use this as a way to capture customer data. For example, you might invite readers to contact you for more information or subscribe to your newsletter.

The point is to encourage them to stay engaged in the process. And if you can harvest their contact information, you’ll have additional leads to follow up with later on.

Lead magnet

Publish a Lead Magnet

It can be a challenge to capture customer data without offering them something. You may generate more traction by publishing a “lead magnet.” This can be a unique offer that you provide in exchange for the web visitor’s contact information.

A common lead magnet is an online e-book. For example, put together a “Guide to Lending for First-Time Buyers.” Then, advertise this product on your website and social media channels. Offering a relevant product will encourage visitors to take the next step and give you valuable customer data.

Stay Engaged on Social Media

Chances are good that you already have a social media page. But don’t just park content on your page and walk away. Stay active. Follow up with comments and questions on your social media channels. Doing this will do more than impact the person you’re interacting with. It will also show others that you’re actively engaged with your customer base.

If you’re finding it hard to juggle multiple social media channels, you might consider narrowing your focus to just one or two. Facebook is a good catch-all. But many millennials flock to sites like Instagram. Choose social media channels that align with your customer base. Then, focus on posting relevant content on a regular basis.

Customer Segmentation

One of the best tips for marketing for mortgage loan officers is customer segmentation. Think of your marketing approach as one big funnel. Your goal is to move customers from the outside of the funnel all the way down to committing to a loan program. Common categories might be:

  • Awareness Stage: Building awareness that your brand exists
  • Interest Stage: Helping customers understand the value you provide
  • Decision Stage: Persuading customers to make an actual decision
  • Action Stage: Assisting customers with their decision

Dividing your leads into segments will help you develop personalized marketing content. For instance, you can send introductory emails to first-time leads or send more informative emails to customers in the interest stage. The point is to help your customers progress toward a final commitment to your practice.

Leverage Reviews and Testimonials

Most consumers read reviews before committing to a product or a service. Make it easier to evaluate your business by publishing reviews from past clients. You can simply ask your clients to review your services before publishing these reviews on your website or social media channels.

A quality mortgage CRM can aid in this process. It will also enable you to filter out negative reviews and address concerns before the review eventually goes public.

Mortgage Loan Officer 2022 handing contract to a couple buying a house

In-Person Marketing for Mortgage Loan Officers

Digital marketing is ideal for a mass audience. But how do you reach your local market? The following tips for marketing for mortgage loan officers can help you build and nurture local leads.

Host an Event

Hosting an event can be a great way to connect with your local market. Consider an event like “Tips for Buying Your Next Home” or “Refinancing Options Made Simple.” When individuals register, you can drop their information into your lead pipeline to follow up later.

Partner With Other Professionals

There’s strength in numbers. Partnering with other real estate professionals will allow you to share leads. You can host an event together, or you can use the partner portal on your mortgage CRM. Your partners can drop leads directly into your pipeline thanks to this unique online feature.

Seek Out Referrals

Your past customers may be your best source for future leads. Follow up with your clients a month or even a year later. They may have family or friends looking for a loan. You can gain valuable, local leads by reconnecting with past satisfied clients.

The Value of a Mortgage CRM

Many of these tips on marketing for mortgage loan officers can be enhanced with a mortgage CRM. The BNTouch platform makes it easy to design web pages, publish blogs, and even send personalized videos. To see these features for yourself, contact BNTouch to schedule a demo.

To learn more or schedule a demo, contact BNTouch today.

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Chris Brown
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