For more articles
on digital advertising
View these articles and more at
“Going Digital: It’s Not Difficult,”
“See Marketing Through Different Lenses,”
“Combine Channels for Big Results,”
Lauren Walker is director of content at Adwerx, which offers
digital ads for mortgage professionals. She is a 20-year
veteran of direct marketing, working as a web designer for
companies and brands that range from the very large — such
as IBM, Showtime and Reader’s Digest — to the very small.
Reach Walker at email@example.com.
Digital Ads Pack a Punch
Incorporating online marketing into your promotion
strategy expands your reach
By Lauren Walker
A recent Nielsen Co. audience report shows that last year Americans spent nearly 11 hours a day, on average, consuming media via a digital device. That’s up from
about 10 hours in 2015.
And the much sought-after — and often misunderstood — market of millennials (individuals in their 20s
and early 30s) are the most connected generation yet,
consuming media across multiple digital platforms,
including mobile phones, tablets and laptop computers. Yet many loan originators follow a decades-old
blueprint to market their mortgage business: They use
postcards, newspaper ads, direct mail and billboards.
There’s no question that traditional print display-advertising tactics still have a role to play for mortgage
originators, but they should be part of a larger advertising strategy. Direct mail helps you reach specific
people in a specific area, while billboards and newspaper ads give you wide reach and exposure. Digital
ads, however, can do both for you.
Imagine a billboard that is only visible to drivers who
are looking to buy a new home or thinking about refinancing their existing home in order to fund improvements. Not only that, but this billboard only targets
people who live in your area. That would be one smart
billboard. In reality, that’s precisely what a digital ad is
capable of delivering.
Hyper-targeted, hyper-local digital ads combine the
reach of a newspaper ad with the targeting capabilities
of direct mail. These digital ads are targeted based on
people’s web-browsing behavior, allowing the advertiser to narrow down the audience viewing the ad to
those individuals who are most likely in the market
for a mortgage product or a new home. These ads are
local because the advertiser can define where the ads
will be displayed. This approach increases the odds of
displaying the right mortgage messaging to the best
potential borrowers at the right time in their lives.
Often when mortgage originators think of digital ads,
they think of them as a way to get webpage clicks.
And that’s a valid performance indicator. To measure
the success of a digital ad simply by the number of
clicks it gets, however, is to overlook the more intangible power of advertising.
Think about how you consume advertising messages in general. Would you remember a product after
the first time you saw an ad for it? Few people do. In
fact, consumers need to see an ad or product upward of
seven times to remember it. The power of advertising
isn’t just the ad itself. It’s also in the repetition of the
message — showing the ad again and again.
The more we see something, the more familiar it
becomes to us. And the more familiar something is, the
more we trust it. And the more we trust something, the
more confidence we have in using and relying on it.
You can build confidence in your mortgage business
in many different ways. You can be responsive. You
can execute the transaction smoothly. And you can be
consistent. These are the kind of tactics that earn you
the trust of your borrowers and your referral partners.
Digital ads that run consistently can help establish that
hard-earned trust, too.
Once you decide to make digital ads part of the overall
strategy you use to build your mortgage brand, there
are some ways to do it well. Following are some best
practices to consider.
The web is a noisy place, so make sure the images
you use in your advertising stand out, while still relating to you. Make images eye-catching with high-contrast colors. Consider using lifestyle imagery,
because studies show these tend to perform well.
Also be sure to add a text headline along with your
image, so your audience knows exactly how to think and
feel as well as what to do. This headline should not be
your name. The headline needs to be eye-catching text
that grabs people’s attention. In addition, include your
company logo, which will lend your ad credibility and
help build brand awareness. It is wise to test placement, but according to data from SwellPath, an online
marketing consulting company, logos work best when
placed in the upper or lower corners of the ad display.
Pay attention to color and what it means. For example, red is stimulating and encourages your audience
to act. Orange is known to increase oxygen supply to
the brain and stimulate mental activity. And blue has
a calming effect in consumers as well as varied other
connotations, including smoothness, tranquility and
Reach your audience
You must know your audience. Who are you trying to
reach? Make sure the images and messaging speak
to your target audience. If you don’t know who that
is, take the time to develop a “persona” of your ideal
customer. What does that person do for a living? What
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