Do This Every Day To Take Your Mortgage Marketing To A Whole New Level
First off, I just want to make something clear. This post is about something that you need to spend some time doing every day, to reap rewards for the rest of your career. When you'll start seeing the ROI for your time on this, I can't tell you. It depends on way too many factors. But you've got to have patience around this and balance it with a good short-term mortgage marketing strategy. If you're looking for ideas on how to generate business now, I created a video recently on the topic that you can watch here.
Alright, so assuming you have a good short-term marketing strategy in place and a steady flow of inbound leads, let's move on to the point of the article. Loan officers are beginning to see the writing on the wall when it comes to the direction of our industry. Technology and automation have many benefits, but inevitably as it does in many industries, implementation of those two concepts are going to leave a lot of Loan Officers without jobs. Those that stick around will either be at a call center leveraging another company's database and marketing efforts, or they'll be one of the fortunate few that saw the writing on the wall and put in the work to have their own database and marketing strategy moving forward.
(If you haven't already read it, I wrote a full article on the "War of Convergence", the idea that big mortgage and real estate companies are taking our industry and duking it out with one another. You should check it out.)
If you're going to succeed in the new age of mortgage marketing that is on its way if not already here, you're going to need to start doing things that other loan officers aren't willing to do. The beautiful thing about that is that there really aren't that many people in relation to the industry as a whole, that are implementing the practices that I'm referring to. Don't get me wrong, there are some out there and that number is growing. But the mortgage industry is a large and slow-moving animal that is leaving the door open for loan officers who want to stay relevant to put in the work now and reap the rewards later.
All of that being said, what can you do to take advantage of that open door? What can you do to make sure that when people are walking out of mortgage shops across the country with their desk packed in a box, you're sipping pina coladas working from wherever the hell you want, collecting your paychecks as planned?
The number one thing I want to stress here is consistency. The title of the article said that this was something you needed to do every day, and I meant it. The fact is that even the worst marketing plans and strategies in the world will work eventually if you're consistent enough with it. So before we go any further, I just wanted to make sure that was clear. This isn't something that you can implement in your business once a week and expect to see results. This is about positioning yourself as the go-to lender for consumers in your market, and for real estate agents alike.
Alright, enough chit-chat, let's get down to business.
You need to write. You need to write, and you need to write often. If you can't write, you need to hire someone who can or learn how to outsource. More on that in a minute, but just know that this strategy revolves around you putting out content and lots of it. Bear with me though, because I'm going to tell you how to make those efforts worth it. Here's my step-by-step plan (including the daily activity) on staying relevant as a Loan Officer for years to come.
1. Manage Your Database Religiously
This is such a key point here because NONE of what I talk about is going to be relevant for you if you don't have your shit together when it comes to managing your database. You should have a CRM that you log into every day. If you don't like the CRM your company provides you, and that's your excuse, then find one you like. Try every CRM you can find until you find one you're willing to use every day, and then stick with it. I don't recommend taking too much time doing this, at some point you just need to recognize if you're not wanting to use a CRM because you need to learn how to use one. And if that's the case, here's my advice: suck it up buttercup. Learn how to use your CRM and then start using it every day.
Every person you know should be in there. Yes, obviously that means closed deals, prospects, networking contacts, agents, etc. But I also am talking about your family, friends, neighbors, acquaintances, and pretty much anyone with a pulse and an email address. Your CRM should have different groups that you can use to categorize these people and you can develop your long-term strategies around your relationship with each category of people you have. The point here is that data is king in this new age of mortgage marketing, and you need to have sound practices for collecting, managing, and using that data.
2. Write a Blog Post Every Day
I know I'm going to lose some people here, but hear me out. I've been hearing entrepreneurs and gurus pushing content marketing for years now, and I never picked it up until the last 6 months or so. Read this article all the way to the end and you'll understand why I finally decided to execute, but in the meantime let's talk about getting it done.
Look, I know most of us have all tried to write a blog at some point. Maybe it wasn't a blog, maybe it was just putting out content on social media regularly. Either way, the point is I'm sure you're thinking something along the lines of "I tried to do that, and I couldn't come up with enough stuff to write about. How do you expect me to do that every single day?"
You ever hear of the TV show Seinfeld?
Of course, you have. The founder of ClickFunnels, Russell Brunson, has a book that he wrote called DotComSecrets. In this book, one of the things that he pushes more than anything is the value of an email list and keeping in touch with that email list religiously. The concept that he teaches that helped me the most when it came to my ability to write, is called the "Daily Seinfeld Sequence."
The idea here is that the show Seinfeld was one of the first of it's kind in that it was a show about a guy and his fairly normal life doing fairly normal things with fairly normal people. Yeah, there was comedy and quirkiness, but so do most people's daily lives if they stop to think about it. The point is that Seinfeld was one of the most successful TV series' in history, and it was because of the ability of the producers to portray daily life in a way that brought entertainment and life lessons to the general public.
This goes hand in hand with your blog posts. Obviously, not every post that you write should be about your dog, or your kids, or your hobbies. You've gotta add value. But the thing is people will be far more receptive to the value that you're offering, both in the frequency of consuming the content you put out and the ability to engrain those ideas in their mind, if you build a personal connection with your readers. So along with the valuable content that you put out, make sure that you're mixing in 2-3 days a week of just talking about what happened in your life yesterday or in the past, the lesson you learned from it, and a shameless plug asking for referrals or inviting your reader to book a call with you at the end of it... Sound familiar?
Where do you get the valuable content? That's easy. Mortgage companies have been writing blog posts for their SEO for years, so there are thousands of ideas out there. I recommend you keep it fresh and unique though, by simply taking note of the questions that you get asked by real estate agents and clients on a daily basis, and then writing about those. I guarantee you if you follow these methods, by the time you run out of things to write about you'll be able to start using the posts that you wrote at the beginning of the process and your database and following won't even know the difference.
3. Publish Your Blog Post Daily
This should go without saying, but I'm going to say it anyway. You've got to publish that blog post. There are about a hundred and one different ways to do this but to name a few:
- Business Website- many companies offer you a business website with a blog section in it. Talk to your manager and/or marketing department about posting in the blog daily, and figure out what the process behind that is. If you can get them to add a facebook or analytics tracking pixel to the posts, even better. But if not, no big deal, there are other ways to collect retargeting data. More on that in a bit.
- Personal website- Obviously if you have a personal website, you can just post your blog there. Make sure you have your pixels set up even if you don't have any intentions of running a retargeting campaign right now. Remember, in an age where data is king, even if you don't know how you're going to use it you should be collecting it. This method is definitely the preferred method since the methods I'm outlining here could really help your Search Engine Optimization for a personal website and get you some organic search traffic as a result.
- LinkedIn Pulse- Even if you aren't active on LinkedIn, they have a nice platform for you to be able to publish blogs on and link to them later. If you don't have a website, I recommend you post them here.
- Facebook- Facebook has a lot of benefits, but depending on how religious about executing on this strategy you are, I wouldn't recommend posting your blogs here. Facebook is riddled with distractions and ADD brains. You're going to have people's attention for a lot less time than you'd like if you're trying to pack a blog post a day into people's news feed. This plus Facebook will begin to penalize your other posts and their placement if your blog doesn't get enough engagement.
4. Leverage the Hell Out of That Content
Here is where it get's fun. You didn't think the blog was the end game, did you? No way, you've gotta make that blog post worth your time. Part of your daily routine should be to go through the following process:
- Send a daily email to your entire email list with a brief introduction to the blog with a more personal touch, inviting them to go read the rest with a link to the blog. You want to make sure you're giving them enough to entice them to read the blog, while not enough for them to feel like they've already read it through your email.
- Track them with Google Ad pixels and Facebook Ad pixels. If you're directing them to your personal page or your business page, you can have your webmaster help you with this. If you're not, however, and you're sending them to a LinkedIn article, you're going to want to use RocketLink. This platform allows you to shorten any link, while simultaneously embedding the tracking pixels that you preload on the platform. This means you can link to third-party blogs, your blogs, YouTube videos, or anything else for that matter and add them to a custom audience for you to run ads to moving forward. Even if you're not good at Facebook or search network lead generation, your company most likely has a marketing department that will at least boost their generic ads for you and for 3-5 bucks a day you can stay top of mind with all of the people that you don't know have been introduced to you already.
- Post that blog article across all of your social media channels. This one is pretty self-explanatory.
- Been wanting to start recording video content for your business, but have no idea where to start? Now you've got 5 topics a week that you can turn into videos that you post on YouTube in the form of 3-10 minute videos (depending on the topic and your style).
Tim Ferriss says it's easier to make 7 figures than it is to make 6 figures. Russell Brunson (among others) talk about blue ocean vs red ocean. Grant Cardone says to 10x your goal and chases the 10x target with 10x action. All of these people are saying the same thing though:
Any business is easier to THRIVE in than to SURVIVE in, as long as you're willing to put in the work that no one else won't. I can assure you, these won't be strategies that no one else is willing to implement for long. Those that start now and take CONTROL of their business, will thrive in the new age. Those that don't, rest assured, will be working in an order taker role making 50 bps within the next 5 years. So what's it going to be?
Thanks for reading, I'll see you all at the top!
P.S. If you don't already have a short-term marketing strategy in place to generate business NOW, and you want to start filling your database to feed your long-term strategies ASAP, then we need to talk. Get on my schedule, and let's talk about the best mortgage lead generation strategy in the game right now.