Mortgage content marketing became one of the biggest buzzwords in the lending industry right now. But it’s not really new. Web-savvy entrepreneurs and internet marketers have been using content marketing strategies for years, as long as the internet has been around. But the lending industry just seems to be warming up to it.
Mortgage content marketing can help lenders generate a steady stream of leads from home buyers and loan shoppers. But many lenders go about this strategy all wrong. They make fundamental mistakes early on that undermine their results down the road. Fortunately, such mistakes can be avoided.
Objective: In this article, I’ll explain (A) what mortgage content marketing is, and (B) how to go about it the right way. Please contact us if you have questions or want help with your marketing program.
What Is Mortgage Content Marketing?
Ask a dozen marketers how to define this term, and you’ll get a dozen different answers. Here’s my own definition of mortgage content marketing. It’s when you use various forms of content to generate leads from borrowers, in order to grow your business.
“Content” comes in many forms. But in this context, we are talking about information that is published online. This includes articles you publish on your website or blog, YouTube videos, infographics, press releases and more.
A mortgage marketer can use these and other types of content to increase awareness for his or her business, and to generate leads from consumers who are seeking a home loan.
Mortgage content marketing encompasses other forms of online promotion as well, including search engine optimization and social media. In fact, these strategies are often used simultaneously to reinforce one another. You’ll get better results when you use all of these techniques in concert.
5 Examples of Content-Based Mortgage Marketing
There are dozens of ways to use web-based content to promote your business and to generate leads. Here are some of the most common, and most effective, forms of mortgage content marketing for lenders.
1. Mortgage Blogging
We encourage all of our clients to blog on a regular basis. If you publish high-quality original content online with some kind of frequency, you will slowly but steadily increase your website traffic and lead generation volume.
This is a proven form of mortgage content marketing we’ve been using on our own websites for more than 13 years. We also offer it as a service to our clients. By publishing articles and tutorials in this fashion, you are giving internet researchers more ways to find you online. And mortgage shoppers spend a lot of time researching home loans online.
2. Article Marketing
This is one of the earliest forms of content marketing, and in my opinion it’s not well suited for most mortgage companies. But I wanted to include it in order to make this lesson more complete.
With this strategy, the marketer publishes a lot of articles onto other websites, with an author’s note that links back to their own site.
For example, a mortgage company might publish articles on how to qualify for a home loan, and then submit those articles to various websites, bloggers and other publishing outlets. The article would feature an “about the author” section at the end, with a link back to the company’s website. The end goal is to create multiple inbound “streams” of traffic, along with increased exposure.
While there is some benefit to this mortgage content marketing technique, it is not as effective as some of the other strategies on this list, such as blogging.
3. Video Marketing
YouTube gives mortgage companies access to an incredibly large audience, and with no cost whatsoever. Granted, it costs time and money to produce high-quality internet videos. But in many cases, the results of this marketing strategy far outweigh the costs involved.
Video production can be an effective mortgage content marketing strategy. But it requires more time, and a greater investment of resources, than some of the other “text-based” strategies like blogging.
One of the best ways for a mortgage company to practice video marketing is by creating a series of “how-to” videos relating to home loans. These videos could then be published through YouTube and other websites. Each video would mention the mortgage company’s name at the beginning and end, along with their website address.
Every time someone finds and watches the video on YouTube, they are also being exposed to the company’s brand, website address and products. Multiply that by thousands of views, and you have a viable content marketing strategy.
4. Press Releases and News Stories
News publishing is a highly effective, but under-utilized, form of mortgage content marketing. We have been using this strategy for many years, and have encouraged a handful of our clients to embrace it as well. With this marketing technique, the content comes in the form of a press release or news story relating to the housing or mortgage industry.
The idea is to share informative and useful news that relates to your company’s products or programs in some way. For example, a lender who specializes in FHA loans could publish a news release about current FHA qualification requirements. The last paragraph of the release would provide information about the mortgage company and a direct hyperlink back to its website.
The benefit of this mortgage content marketing strategy comes in the form of traffic and exposure. If the news releases are published through a highly visible channel, such as Google News, they will likely result in a surge of website visitors and inquiries.
This strategy can be repeated ad infinitum, using a variety of news stories. Mortgage rate changes, housing market reports, new government lending rules — all of these things can be used to fuel a news-based mortgage content marketing strategy.
5. Guides and e-Books
Mortgage lenders can also publish informative guides and distribute them through various channels. When done well, this can be a powerful content marketing technique for mortgage companies.
I once created a guide to “Getting a Home Loan in the New Economy” for a client. It was a 15-page e-booklet offered in PDF format. The “new” economy referred to the tighter lending standards that arose after the housing crisis.
We built a PR campaign around this short e-book, distributing it through press release websites, social media, and more. We also sent it to a select group of journalists and publishers, some of which ran stories about it. The end result was a prolonged “burst” of inquiries from prospective borrowers. It ended up generating hundreds of leads over a three-year period.
The out-of-pocket cost for my client (to have me write and publicize the booklet on their behalf) was somewhere around $1,500. This mortgage content marketing strategy can produce a big return on investment, when done properly.
Common Mistakes to Avoid
More than once, I’ve been approached by a mortgage broker or company seeking content marketing advice. The fundamentals were in place. But something was missing, and they couldn’t figure it out.
They set up a blog on the company website. They started publishing mortgage articles on a regular basis, spanning weeks or months. But it just wasn’t working. They couldn’t seem to increase their website traffic or lead-generation volume.
I’ve evaluated several companies who had this complaint, and the reason was the same in all cases. They were publishing reprint articles that also appeared on hundreds of other mortgage websites. Such articles are often sold in a “bundle” for a fixed fee.
The problem is that search engines will only include one version of a particular web page or article within their search results. So if a particular article has already been found and indexed by the search engines, it will not appear again.
If you want to succeed with blogging as a mortgage content marketing strategy, you have to create your own original content. You have to write your own material and publish it through your blog. This way, the search engines will see it as new content and display it accordingly. Over time, this can result in a significant increase in website traffic, exposure, and lead generation.
This is just one example of how lenders can go wrong with mortgage content marketing. If you make mistakes early on in the program, you’ll be disappointed with the results over the long term. You’ll also spend a lot of time and effort (and possibly money) on a marketing campaign that just doesn’t pan out. So it’s essential to get yourself pointed in the right direction from day one.
We offer mortgage content marketing services to our clients. In many cases, we handle the entire process for them. But we also provide consulting and training services for companies who want to handle it themselves (but need a little direction). We can create a roadmap for success, to help you avoid costly mistakes that will reduce the effectiveness of your content marketing program.
How Specialize in Content Marketing for Lenders
We have been involved with mortgage content marketing for many years, and on a very large scale. We know what works best, and what doesn’t work at all. We have a wealth of knowledge and experience in this area, not to mention quite a bit of data that provides additional insight.
We can help you use any of the strategies mentioned above — especially mortgage blogging, which is our specialty.
We can help you with the following:
- Designing and developing a new mortgage blog for your company
- Writing original content for your blog or website
- Writing press releases or news stories to increase your company’s visibility
- Growing your websites traffic and lead generation volume over time
- Reducing your dependency on third-party lead sources such as Realtor referrals.
Have questions about mortgage content marketing? Want to develop a strategy of your own? Send us an email today, or schedule a consultation call for one-on-one advice!