Content Marketing for Mortgage Companies: Benefits, Strategies and More

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Content marketing can help mortgage companies attract new clients and improve their visibility online. It can also help you generate your own leads, organically, instead of relying on paid leads and referrals to sustain your business.

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Below, we’ve explained some of the content marketing strategies mortgage companies can use, along with the benefits it can bring.

How Mortgage Content Marketing Works

Mortgage content marketing involves the creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience. It’s a multistep process that can be tailored as needed based on your specific goals and in-house capabilities.

Here’s how it usually works:

  1. Identify your target audience: Start by identifying your target audience. Think about their financing-related needs, goals and pain points. You also want to know where they spend their time online, and how they use search engines to research mortgage loans.
  2. Develop a content strategy: Next, you’ll need to develop a clear strategy that outlines the types of content you’ll create and how you’ll distribute it. This might include blog posts, ebooks, YouTube videos, LinkedIn articles, and more.
  3. Create and publish content: Once you have a strategy in place, you’ll create and publish content on a regular basis. This might include writing blog posts, creating videos, or designing infographics. Consistency is key. Mortgage content marketing is a long-term strategy that builds on itself over time. It’s a marathon, not a sprint.
  4. Promote your content: To get the most out of your marketing efforts, you want to promote your mortgage content to the widest possible audience. You can share it on social media, email it to your newsletter subscribers, or promote it through paid advertising.
  5. Analyze and optimize: Finally, you’ll want to track and measure the success of your mortgage content marketing efforts. This allows you to make any necessary adjustments to your strategy, based on the results. You can analyze metrics such as website traffic, lead generation, and engagement, and use this information to adjust your strategy going forward.

The Benefits for Mortgage Companies

Content marketing can benefit mortgage companies in many ways. Here are some of the biggest benefits it can deliver.

  • Attract and retain customers: By creating high-quality, useful and informative content, you can attract and retain more customers. In this way, mortgage content marketing fuels your pipeline.
  • Improve search engine rankings: Content-related strategies like blogging can also help you improve your search engine rankings over time, giving potential customers more ways to to find you online.
  • Establish yourself as a thought leader: By creating content that demonstrates your expertise in the mortgage industry, you can position yourself (or your company) as a thought leader in your field. This builds trust and credibility with potential customers, referral partners, and others.
  • Generate leads: Publishing quality content on your mortgage website or social media channels can help you generate leads. The goal is to (A) educate and inform your audience and (B) encourage them to take a specific action, liking filling out a form or signing up for a newsletter.
  • Save money: Mortgage content marketing gives you a cost-effective way to reach potential customers. It allows you to reach a wider audience, without the high costs associated with traditional marketing methods.
  • Speak to specific groups: Content marketing can be tailored to specific audiences, like first-time home buyers, homeowners looking to refinance, etc. You can use it to address the specific needs and concerns of different types of borrowers, in order to generate more leads.
  • Differentiate your business: Finally, by creating unique and valuable content, you can differentiate your business from competitors and stand out in a crowded market.

Examples: 7 Proven Strategies Worth Exploring

Mortgage content marketing comes in many different forms. How do you decide which one to pursue? For starters, you want to choose a method that excites you, and one that you’re able to manage (with time, resources, etc.).

Here’s a list of content marketing strategies mortgage companies could use:

  • Blogging: You could create a blog on your website and publish informative posts geared toward your target audience. The benefit of this strategy is that there’s no limit to how many blog posts you can create. You could publish articles about the mortgage process, your local real estate market, home buying tips, etc.
  • Ebooks: You could create ebooks that provide in-depth information on specific topics. You could give them away for free, or use them as an incentive for people to sign up for something.
  • Videos: You could create educational videos that explain the mortgage process, market updates, forecasts, or offer other valuable information. You could optimize these videos and post them onto YouTube, and also on your mortgage company website.
  • Infographics: You could create infographics that visually explain complex mortgage-related concepts. These could be shared on social media, included in blog posts, newsletters, etc.
  • Social media: You could use social media platforms like Facebook, LinkedIn, and Twitter to share valuable content with potential clients — including everything mentioned above!

Our advice is to start with just one or two of these mortgage content marketing strategies. Try it our for a few months. You could then decide if you want to add onto your program, or pour your energy into the strategies that are working. You don’t want to take on too much at once.

Mortgage content marketing isn’t a “one-size-fits-all” situation. You can develop and customize your own strategies and methods, using the skills and resources available to you.

How We Can Help

You can’t pursue a content marketing campaign without content. That’s where it all begins. If you want people to reward you with their time and attention, you have to create original, useful and timely content on a regular basis.

And that’s where we come in. We specialize in creating original, high-quality content for mortgage companies in the U.S. We’ve been doing it for nearly 20 years and have it down to a science. So please contact us if you need help!

Brandon Cornett

Brandon Cornett is a real estate market analyst, blogger, and creator of the Home Buying Institute. He also provides blogging services for mortgage professionals across the U.S.