Yanni Raz is CEO of HML Investments and has been a hard
money lender for more than 10 years. Raz was a real estate
broker for five years before he partnered with a group of
investors from California and began assisting real estate
investors in financing commercial and residential projects.
He writes about real estate financing for magazines, blogs
and other online news outlets. Reach Raz at (818) 308-4443
Through Digital Marketing
Successful online strategies require multiple touch points
By Yanni Raz
If you are good at what you do and your customers are satisfied, then you are bound to get plenty of referrals. Although word of mouth is a great way to get business, you need quality marketing to keep
a steady number of clients coming in.
The problem is that marketing can be expensive
and, even after you pour money into it, it won’t necessarily guarantee more clients will come your way as a
mortgage originator. Good digital marketing requires
more than just money. It requires experience, knowledge and a lot of patience.
Marketing online isn’t just about selling a product or
a service. It is about utilizing software and technology
to build relationships with potential customers. It is
important that you invest in quality digital marketing
because you can use it to not only get leads, but you
also can effectively turn those leads into customers.
Quality digital marketing includes the proper utilization of social media, search engine optimization (SEO),
and e-mail marketing to get the right leads and direct
the right kind of people to your business. When it comes
to marketing, quality is more important than quantity.
SEO, or search engine optimization, refers to the techniques and strategies used to increase the volume of
traffic to a website. When you use a search engine to
look something up, you probably click on one of the
You might go to page two or three of the search
results, but only if you are really desperate. Most
people click on results on the first page. This is why SEO
is so important. Your goal is to get your website to the
top of the results, and the way to do that is through the
proper utilization of SEO tools.
Compared to other strategies, SEO is cost-effective,
and it should be seen as the foundation of your online
presence. Even if you don’t see it as a priority, remember
that your competitors do. If there are two companies
selling virtually the same thing, search-engine users
are much more likely to go with the business that
appears higher up in the results.
Remember, SEO is not a one-time thing. It is something you should constantly work on and invest in.
Investing in long-term, organic SEO should be an important part of your marketing strategy.
Like it or not, potential customers are going to take
your social media presence, or lack thereof, into consideration before doing business with you. When people
see that you have hundreds or thousands of followers and plenty of likes, retweets, reactions, comments
and shares, they will be more likely to do business
This is called social proof, and it can make or break
your business. Although platforms such as Instagram,
Twitter, LinkedIn, and Google+ can be very beneficial, the trickiest and most profitable of all of them is
Facebook. It is tricky because the Facebook algorithm
is frequently changing.
An algorithm, in this case, is a self-contained
automated-reasoning process governed by a set of
logical assumptions, calculations and data-processing
rules. This means that there are actions programmed
into the Facebook platform that can be manipulated
into directing the right kind of traffic to your business.
When you invest in Facebook advertising, you can
decide on exactly how much money you want to
spend on any given day. The amount of leads you get,
however, depends entirely on your ability to use the
algorithm to your advantage.
Because Facebook allows you to select for the age
range, gender, interests and occupation of the groups
you want to target, you need to make sure that you
target the kind of people who may turn into leads and
then into customers. With the right marketer assisting
you with your Facebook account, you can spend
between $1 to $3 per lead, instead of $7 to $10.
The Facebook algorithm changes constantly,
however, and marketing techniques employed via
the platform are sometimes rendered useless with
each algorithm change. This is why you need to work
with a Facebook marketer who knows the platform
inside and out. It’s not something you can pick up in a
Using e-mail for marketing may seem a bit archaic, but
let’s face it: Most people have an e-mail address and
many check their inboxes frequently. This is why an
effective e-mail marketing strategy is important.
Before you start your e-mail marketing strategy, you
will need to collect e-mail addresses.
by Yanni Raz
View these articles and more at
“Underwriting Reverse Mortgages,”
“Regulations Bring Change to Hard Money Deals,”
“The Intersection of Hard Money and Section 32,”
“Go Beyond the Baseline,”
Continued on Page 78 >>