Nathan Rufty is a mortgage coach and trainer with Mortgage
Marketing Pros, a company that works with loan officers to
develop marketing plans that increase leads and closed loans.
Mortgage Marketing Pros was created by a producing loan
officer to teach mortgage professionals how to create their
own businesses without relying so much on one or two
streams that can dry up without warning. For more information, visit mortgagemarketingpros.com. Reach Rufty at
This Road Map Generates Leads
There are advantages and disadvantages to paid and unpaid marketing campaigns
By Nathan Rufty
There are an endless number of marketing avenues mortgage originators can explore to generate leads. Some are like highways filled with traffic and others potentially lead
to dead ends. Do you pay a toll to arrive at your destination faster or jump on a congested freeway with
everyone else and fight for position?
There are two kinds of marketing — paid and unpaid
— and it’s worth exploring the advantages and disadvantages of each.
Paying for marketing will drive traffic faster, but the
quantity will outpace the quality and originators should
strive for quality. Quantity surely will burn through
your marketing budget (budgets are necessary to keep
track of results) faster than you think. Unpaid marketing
campaigns take effort, know-how and time. But these
campaigns often can generate better quality leads.
When you pay for marketing, it generates a large num-
ber of leads and brands for your company on various
outlets such as social media sites, direct mail, print
media and real estate sites. Consider this a super-
highway that has a toll.
Mortgage originators can spend money on any
number of online sites, such as YouTube, Facebook,
Instagram, Google AdWords, Twitter, Pinterest, Bing
Ads, LinkedIn, Yelp, etc. Marketing on different social
media platforms will return different results; some will
work better than others. Two great places to start and
test your results are Facebook and Instagram. Another
one, Bing Ads, generally offers a lower cost per click
than Google Ad Words.
If you have a small budget, you can reach more
borrowers on social media than with print media.
You can narrow the filters to a targeted audience and
have those people request additional information.
Social media does not have a set contract — it’s cancel
anytime and pay as you go.
The disadvantage is that without a big budget, you
are going to be lost in the crowd. You will need to
spend more money to rise above all the noise. Often,
expect. This will truly be a numbers game, weeding
through the quantity of leads.
Direct mail may have a higher return on investment
than you think, even if the obituary for direct mail
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