Mortgage Marketing Techniques
In a recessionary market when potential borrowers may be more timid about buying a home and when it is more difficult than ever to qualify for a loan, it is important to take effective steps to attract business. Direct marketing and networking campaigns are a way to generate business, both through past clients and through people who haven’t thought about obtaining a home loan
What are the most effective and pertinent marketing techniques? Which are the methods that can make a difference and increase clientele even amidst a serious recession? Even if you think you already know all the tricks, there is always something new to learn, or at least something that you know but haven’t implemented yet. Here are some possibilities to try:
Benefit from existing clientele: Besides your database of past clients, you have hopefully created a list of potential clients who have expressed some interest in your services or who could be interested under the right circumstances. Use these lists to generate new business by sending out post cards or flyers, or by having someone call the prospective client. Share with the prospect the benefits of obtaining a mortgage now and how you can help them.
Promotion though professionals: utilize your network to build your business and provide a needed benefit to your network’s clients. Attorneys, CPA’s, moving companies, etc., know people who may need a mortgage. You can either have your professional contact send out a marketing message on your behalf, or if permission is granted, you might contact the network’s clients directly. The existing relationship between your network professional and his clients can generate trust in you.
Sellers: by contacting sellers, you have the possibility of providing the mortgage for both the buyer and for the seller’s new home. Looking at free “For Sale by Owner” directories can give you the information you need to contact sellers and see if you can be of service to them.
Compelling message: the cornerstone of every marketing campaign is the communication of the right message. People who seek for a mortgage need to deal with several problems and issues related to their future purchase; brokers who can meet their borrowers’ needs and communicate their ability in a believable way are the one who expand their business even during difficult economy.
