which can be low — will be easy at this point because
the work is already done.
Don’t forget to develop a marketing plan for your
online efforts and stick to it. Abandoning your plan
early will result in false traffic readings. Stay with it for
at least 90 days to see real results from your efforts.
Finally, make sure your marketing efforts are in compliance with your company’s guidelines. The last thing
you want is to get a phone call from a regulator stating you violated a marketing or advertising rule.
n n n
Building an online marketing presence can be very
profitable for those originators willing to put in the
time and effort. With all the free tools available online,
you can easily take advantage of social media to show
local consumers searching for mortgage lending prod-
ucts that you are the local expert who can assist them
with their big decision. n
fence sitters, they are good to add to your database so
you can continue to follow up with them, even if they
don’t take immediate action.
Two other great avenues for generating closings —
and not just leads — are social media and blogging.
You can take advantage of all the free sites available
today by creating videos to post on social media and
writing blog articles, and then creating a landing web
page where you offer free e-books or whitepapers that
are geared toward specific types of borrowers.
You can provide free information on how to purchase
a home with no money down, for example, or how to
save for a downpayment. You can list and describe first-time homebuyer programs or tips for cleaning up credit
reports. There are a ton of marketing ideas you can use
for free to generate qualified leads.
Consumers who are actively searching online for
lending services and information are more apt to be
serious prospects. Make your online presence known
with free sites such as You Tube, Yelp, Facebook business
page, Google Local, LinkedIn and blog sites. Blanket
your local social media market, so prospects searching
online can find you and do business with you.
To get started on creating your online presence, do
some research by typing in keywords to find ideas on
what to blog about and what videos to create. You
may notice that not many originators in your local
market are putting in any effort to write blogs or
post videos, which means you can own that space.
Next, find a spot for your blog articles. Free sites
where you can blog about your services in your local
market include Tumblr, Blogger.com, WordPress and
Squarespace. If you have a website already, there
should be options there for writing blogs. Writing a
blog is one of the best free methods to improve your
page-one search ranking.
Creating videos today is easy with smart phones.
Make a video about a new loan product your company offers, for example, and post it to your social
media sites. Make sure to add a call to action to the
video and the post. This will help drive traffic to
your targeted web page. Post the video on YouTube
and add key search terms when posting to increase
Once you are done with your first blog and video,
inform the people in your database and ask them to
comment, share and like to spread your reach. Many
social media sites offer the opportunity of promoting
your posts at a cost. If you wish to push your blog and
video efforts out to more people, setting a budget —
<< Social continued from Page 106 “Blanket your local social media market,
so prospects searching online can find
you and do business with you.”