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Scotsman Guide Residential Edition | ScotsmanGuide.com | July 2017 54
Quite frankly, everything you need to know to take on your biggest competitors can be summed up in four simple words: “effective online marketing strategy.” At this point,
you may be thinking, “Wow, that was a really big help,
everybody knows that.” It really is that simple, however. But simple does not
mean easy, and that’s why most mortgage professionals get it wrong.
Many of you may have previously tried some type of online marketing —
search engine optimization, pay-per-click marketing, building a new website, or social media — and didn’t get close to the results that you expected.
If that’s the case, it’s not the online marketing that didn’t work. It was, unfortunately, the marketing person or company you worked with that didn’t
work. It is important to keep an open mind because online marketing works
in the mortgage industry, and it works like crazy.
Stay front of mind
If your business is not front and center online in all the places potential
borrowers search to find a mortgage provider (Google, Yahoo, Bing, etc.),
you may not be in business much longer. The major players understand this
concept and are basically stealing clients every day from those that don’t.
Luckily, this doesn’t necessarily mean your biggest competitors are all
that good at online marketing. It just means they are better at it than you.
With just a little bit of research, however, you can know more than 95 percent of them.
You are probably aware of the most common types of online digital marketing, but before we go any further, let’s review them — because they all
have a place in your mortgage marketing.
n SEO (Search engine optimization). This is a strategy that allows your
company to be found on page one of Google in the organic search
n PPC (Pay-per-click marketing). This strategy allows your company to be
found on page one of Google through paid ads. You only incur a cost
when someone clicks on your ad.
n Social media. This is most commonly associated with Facebook and
Twitter but also encompasses other digital media. Most mortgage
companies never connect the dots on how to use social media to actually
get more clients.
n Paid directories. This is basically paying a well-known directory, such as
Angie’s List, Yelp, industry directories, etc., to get your company information listed on it.
Your online marketing hub
All of these online strategies are great, but none of them are going to work
— or at least work to their fullest potential — unless you get one critical
component exactly right. That component is your website.
You see, your website is the “hub” of everything you do. The success or
failure of every single online marketing strategy you employ will be determined by the quality of your website. Every one of the methods mentioned
earlier is designed to drive people to your website and entice them to take
whatever action you want them to take.
SEO or PPC strategies won’t work if people leave immediately after getting directed to your site. The same principal applies when you leverage
social media or buy a listing in a paid directory. If you can’t get people to do
what you want once they land on your website, there really is no reason to
spend any time or money to get them there in the first place.
When you get your website right, you can level the playing field against
your biggest competitors, including those with marketing budgets 10 to 50
times higher than yours. You will even start to dominate your market and
see amazing results.
To get the most out of online marketing, you need to successfully
maximize your site for conversions — meaning you get visitors to take the
action you want them to take after landing on your page. That action could
be filling out a prequalification, requesting more information, calling your
office and so on. Whatever the action, it allows you to capture visitor information so you can contact them later.