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that speak to consumers. Here are few
must-dos in all media.
1. Be compelling. Make consumers
think about how your product differs
from the company down the block.
Is it price? Quality? Level of service?
Focus your message on what consumers should know about your
business, whether it’s your track
record of offering stellar interest
rates or an unparalleled level of
2.;Make;a;connection.;You have what
they need and now you have to
prove to them why. Find a way to
make them feel that you understand
them so they’ll choose you and not
3.;Be;efficient.;Once you’ve identified
the tools you are planning to
use, don’t waste time and money
spreading the wrong content.
Make sure that your customers are
getting the appropriate message.
For example, younger Facebook
users aren’t likely to be in the market for a reverse mortgage.
4.;Make;a;lasting;impression. You want
customers to remember you the
next time they’re in the market for
your services. Be innovative to make
a lasting impression. Consumers
are drawn to visual advertising, so
your logo and any other graphics
should stand out.
• • •
As technology changes rapidly, it’s
important to keep up with what’s avail-
able. If you’re trying an advertising
outlet on for size, it’s a good idea to do
a bit of research to learn what works
and how to use it for the best results.
Companies should consider a multi-
pronged approach to online advertis-
ing to reach a varied audience. The
strategy that best suits your business
isn’t necessarily the same approach
that will reap success for the company
down the street. If your first effort
doesn’t work, try something different
until you have the right recipe for
success at a price you can afford. •
By Chip Poli
Founder and CEO
Poli Mortgage Group Inc.
Honing in on the Right Advertising Strategy
How to get the most bang for your buck in the internet age
As technology advances at a break-neck pace, mortgage pro- fessionals have ever-expanding
options to promote their businesses.
The question they should be asking: Are
they getting enough bang for their buck?
There’s no doubt that the face of
advertising is changing in the Internet
age. It’s crucial to get the most out of
your advertising dollars. Mortgage
professionals should be aware of what
works best to get potential clients’
eyes on their business at a reasonable
cost. Sometimes traditional advertising works; sometimes social media
and new technologies are less expensive and more effective. There is no
cookie-cutter approach. What works
for the business down the street might
not work for your business. Mortgage
professionals should pay attention to
all forms of advertising available, and
then closely analyze which is the best
for them. It takes some work, but it is
well worth it.
“Bang for the buck” translates into
added exposure for your business and
more contacts that lead to new business. That’s what defines a successful
return on your advertising investment.
For mortgage companies, that’s reaching more homebuyers and convincing
them that you have the right financing
solution for them. Is your advertising
budget gaining you brand awareness
and new customers? Are you seeing a
steady pipeline of demand from your
The good news in the Internet age is
that lower-cost online options are becoming a viable alternative to pricier
traditional advertising. Gone are the
days of elaborate and expensive Mad
Men–esque advertising campaigns.
Website traffic and social media
are replacing giant billboards and
flashy magazine spreads. Although
there’s still value in traditional advertising methods, many online options
are free or inexpensive. Because millions of consumers now look to the
Internet for solutions, online advertising allows your company to reach a
large audience at a lesser cost.
An added advantage to online
advertising is that it’s easy to track
return on investment. On many sites,
you can see how many hits your
ad is getting. Social media, particularly Facebook, tracks the number
of viewers and their relative interest
in your brand. This instant tracking
gives quicker feedback on a company’s advertising strategy than traditional TV or radio spots, signage or
If you’re advertising online, it is crucial
to set up a user-friendly website for
your business. Clients are searching
the Internet for information on your
services. Having an accessible website makes this easy for them. Customers will have a concrete destination to
“land,” using Google and other search
engines, or by clicking on a link to an
On the Web page, your clients should
be able to find all the relevant information about your business and industry.
When you have a website, it’s a simple
matter to update your home page with
promotions and developments, such as
new interest rates or industry information about the housing market. Plugging
in free tools, such as loan calculators, on
your website also gives customers a more
valuable and interactive experience.
Before advertising on an Internet site,
mortgage professionals first should
figure out how many people they want
to reach, and who they are. Is the goal
to find new customers or give former
and current clients new information?
Are you trying to reach a broad, unspecific group or a small, specific group
There are numerous options. Mobile
advertising is exploding. Potential customers are spending more and more
time searching the Internet on their
smartphones or other mobile devices.
The good news is that you won’t have
to seek multiple solutions to reach
these people. Facebook and other
networks include robust mobile advertising capabilities in their platforms.
When you have a professional Facebook page or a Twitter account, you
can get the word out quickly when new
developments crop up in your business. Maintaining these accounts is
the only cost to your business. Mortgage professionals also can tap the
viral nature of these large online communities, where connections can be
These are effective and low-cost
ways to establish a landing site for
ads. Other online tools for advertising
include e-mail marketing and blogging.
E-mail marketing involves compiling
and maintaining a client mailing list.
A business can send out any content
in the e-mail, including promotions,
news and tips. Blogging is another
excellent form of advertising. It po-
sitions the blogger as an expert in
the industry. Readers will look to you
as an expert, earning their trust as
While online advertising is on the rise,
it isn’t the only method to get the word
out. Another economical option is to
create partnerships with complementary businesses. By building business
relationships and networking, you can
increase your advertising reach.
Run cross-promotions with partner
organizations. Create cooperative
events. Do joint advertising. You’ll reap
the rewards for half the cost. Better
yet, arrange to refer business among
your networking partners. Referrals
don’t cost a dime and are a powerful
way to generate business. Customers
tend to choose a business when it
is referred by a person they already
trust. An example of this is a mortgage
professional partnering with real estate
agencies that meet with buyers who
need home financing.
Word of mouth is also a powerful and
inexpensive way to build your brand.
A good review from a customer is worth
its weight in gold. That’s why customer
service is critical in any industry. If your
customers are mostly local, you can
promote your business by offering
local sponsorships and making donations, such as backing a local sports
team or sponsoring an event. These
good deeds will show people that you
support the community. Customers are
looking for a trustworthy and invested
partner in the community. Remember
to keep business cards or informational
brochures on hand when you meet a
prospective client or attend events.
Once you’ve chosen your advertising
medium, it’s time to craft advertisements
Chip Poli is founder and CEO of Poli
Mortgage Group Inc., which has more than
100 staff members and writes more than
$1 billion in loans annually. This past
September, they launched The Poli
Mortgage Mobile App, which was developed
to improve communications, productivity
and efficiencies for borrowers, listing
agents, buyers’ agents, loan officers and
closing attorneys. To download the app, visit
your iPhone or GooglePlay store and search
for “Poli Mortgage.” Reach Poli at
“once you’ve identified the tools
you are planning to use, don’t waste time
and money spreading the wrong content.
make sure that your customers are
getting the appropriate message.”