Mortgage Marketing for Specific Audience Segments (Like First-Time Buyers)

As a mortgage lender, you can grow your business by targeting specific audience segments with your content marketing efforts. Focusing on specific groups of borrowers allows you to create a more targeted and relevant marketing message. This in turn increases the chance for generating leads.

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In this article, we’ll look at some of the specific audiences that could be addressed through mortgage marketing, advertising, and messaging.

Mortgage Marketing Targeted to Specific Audiences

Here are a few tips for targeting specific audiences in your mortgage marketing efforts…

First-time home buyers

First-time home buyers often feel overwhelmed by the process of buying a home. So they might need extra guidance and support. You can create marketing materials and content that walks first-time buyers through the steps of the mortgage process. You could also offer resources such as educational webinars or home-buying guides to help them feel more confident in their decision. We can help you develop content that connects with this audience!

Refinancing homeowners

Borrowers who are looking to refinance their mortgages may be motivated by different factors. It might be the need for a lower interest rate or the desire to pay off their mortgage faster. Consider creating marketing materials that address these specific needs and highlight the benefits of refinancing. You could also offer tools such as mortgage calculators or rate-comparison tools to help refinancers make informed decisions.

Borrowers with bad credit

Borrowers with bad credit may feel like they have limited options when it comes to mortgage loans. If you want to reach this specific audience, you could create marketing materials that explain the options available to borrowers with bad credit. You might also offer resources such as credit-repair guides or tips for improving credit to help these borrowers improve their situation going forward.

Self-employed borrowers

Self-employed borrowers may have more complex financial situations and may need extra support when it comes to getting a mortgage. Consider creating marketing materials that address the specific needs and challenges of self-employed borrowers. Offer resources such as tax tips or advice on how to document income. Tailor your mortgage marketing efforts to this specific audience segment.

Military members and veterans

Military members and veterans may be eligible for special mortgage programs, such as VA loans. You could create marketing materials that highlight the benefits of these programs. Offer resources such as VA loan guides or information about how to qualify. The mortgage marketing strategy should match the borrower.

Seniors interested in reverse mortgages

Seniors may be interested in equity-based financing such as reverse mortgages, which allow them to tap into the equity in their home to generate income. Want to connect with this audience? Develop website content and marketing materials that focus on the benefits of reverse mortgages. You can also offer resources such as reverse mortgage calculators or guides to help seniors make informed decisions.

Investors who need flexible financing

Investors often seek mortgage options that allow them to finance the purchase of multiple properties, or to refinance an investment property. To reach them, you can create mortgage marketing materials and web content that explains the benefits of investor financing. For instance, private / hard money lenders could publish blog content relating to hard money loans, buying an investment property, etc.

Borrowers with non-traditional income sources

Borrowers with non-traditional income sources, such as freelance or gig work, may have trouble getting approved for a mortgage loan. Consider creating marketing materials or blog content that explain what options these borrowers have. This might include non-prime loans or alternative income verification programs. You could also provide resources and guides on the subject of non-traditional income.

What They All Have in Common

By targeting specific audiences with your mortgage marketing efforts, you can create more effective, relevant messaging. This kind of content will resonate with your audience and help you generate more leads. Remember to tailor your marketing strategy to the needs and motivations of your target audience. Consider offering resources and tools to help them make informed decisions.

Our Content Services Can Help!

Creating a plan for your mortgage marketing segments is great. Turning that plan into reality is a different story entirely. And that’s where we come in!

We can help you attract specific customer segments online, by publishing high-quality content that speaks directly to them.

Want to attract military folks who are seeking VA loans? We can brainstorm, write, and optimize a series of articles on that specific topic. Want to attract buyers who need jumbo financing for high-end homes? We can create a series of blog posts about local loan limits, high-end properties, jumbo loans, etc. You get the idea.

Regardless of who your audience is, we can help you attract them online with blogging, SEO, and content marketing. Check out our mortgage blogging page to learn more about our services, or send an email with your questions. We look forward to helping you.

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.

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