Along with including an offer of
some sort, digital ads should convey a
sense of urgency. Time is an important
motivator. For real estate and financing, market conditions are fluid. You
can emphasize that without making
specific promises.
Details matter
Be sure to match your website landing
page to your ad. Your landing page
should look like your ad. Use the same
branding and color scheme. Maybe
even repeat the headline and offer, so
that people who clicked on your ad
know they are in the right place. And if
your ad promotes an offer, send them
directly to the page with the offer.
In addition, size your ad correctly.
There are definite banner-ad sizes that
tend to perform better, so focus on the
following digital-ad sizes: 300x250,
728x90 and 600x315.
Another smart move is to do some
testing of your ad. Try different images
and see which one people liked more.
Change up your offers and see which
one resonates most with your audience. The way you learn is to test.
Refresh your ad every quarter and
gather data on what works best for you.
n n n
The digital world isn’t going to stop
influencing the mortgage business.
Originators need to recognize that digital advertising can be a compelling
supplement to what they are already
doing to market their business.
With a holistically-planned strategy
that leverages online as well as offline
tactics, mortgage professionals can
easily reach more local customers than
ever before — wherever they go. n
does that individual need most? Then
write directly to that person.
Incorporate a clear call to action in
the ad as well. Don’t think of your ad as
a business card. Think of it as the start
of a conversation. Make sure the people
who click on your ad do exactly what
you want them to do by presenting
a call to action, or CTA. Keep your CTA
short and action oriented. Some great
examples are the following: “Down-
load now,” “Learn more” and “Contact
me.” Your ad can be effective and still
be compliant with rules governing the
industry.
Another important element of a
digital ad is the offer. This dovetails
with the CTA. Why should someone
click on your ad. What’s in it for them?
Will they get information? Will they
learn something? Even if you can’t
promise specific rates, you can deliver
something of value.
<< Digital continued from Page 62 “Originators need to recognize that digital
advertising can be a compelling supplement
to what they are already doing to market
their business.”
