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 and a master marketer 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 (909) 731-1218.
Choose the Marketing
Roads Less Traveled
Master a niche digital platform and you can become
a mortgage-originator star
By Nathan Rufty
Just like there are niche loan programs, there are niche marketing programs. Mortgage origi- nators should explore these underutilized or overlooked platforms, including YouTube,
LinkedIn, Google My Business and blogs.
The bigger mortgage companies already are in these
spaces promoting their mortgage products. Fewer independent mortgage originators are promoting their
services on these platforms. That’s an opportunity for
the ones who do it right.
Select a niche marketing platform that you enjoy
and feel comfortable working with. Not every originator will specialize in every marketing avenue. Do not
be the “jack of all trades, master of none” when it comes
to marketing. Pick a marketing niche and master the
platform before moving on to the next one.
Niche marketing can include creating informative
videos and posting them on You Tube, building a company page and showcasing it on LinkedIn, developing
and promoting your business with Google My Business,
or writing a blog to promote your product and services.
You Tube videos rank very well on search engines sites
such as Google, Yahoo and Bing. The first time you
record a video might be scary, but you’ll become more
and more comfortable creating videos the more you
master the niche.
A well-crafted video will promote you as the mortgage expert in your local market. Look up the term
“mortgage expert” in your city or your market in any
search engine and see what videos show up. If there is
no video, then create one.
Once a borrower searches that key term, your video
will appear. Guess what happens next? The borrower
will watch your video, learn about you and your services,
and then ask you to assist with their home-loan needs.
LinkedIn is a sleeping giant that many originators fail
to utilize to full effect. LinkedIn has a good amount of
page authority, which means it ranks high in search
engines. When creating a LinkedIn profile, complete
all sections, including adding a professional profile
picture. This is not a Facebook platform. LinkedIn is a
professional site and should be treated that way.
LinkedIn allows originators to create a company
page along with 10 showcase pages to promote 10
different loan programs. The company page needs to
be created before LinkedIn will allow you to create the
These showcase pages can feature a particular loan
program, such as “Federal Housing Administration
Purchase and Refinance Home Loans in Rancho
Cucamonga.” These pages will rank well on page ne of
Google. Imagine having all 10 of your showcase pages
ranking on that first search engine page.
Google My Business is an easy-to-use tool for mortgage companies to manage their online presence
across the Google search tool and maps. This platform hosts a free website where an originator can post
images, blogs, videos and reviews. Yes, it is all free.
Google “mortgage lender or broker Rancho Cucamonga” (or whatever your local city is) and see what
comes up. Three businesses should appear near the
top. Some may have reviews. If nothing shows up, what
are you waiting for? Do not delay in creating your page.
When you create your page, don’t do it partially.
Fill it out 100 percent. By completing all sections, you
will boost your chances of landing on the first page
making you an authority on the subject in the eyes of
Write a blog on a particular home-loan program, such
as buying a house with no money down in California,
and post that blog on your website. You also can post
the piece on a WordPress site or other free sites, including Tumblr, Wix, Weebly, Blogger or even the Google
My Business site.
Blogs at 2,000-plus words in length with images and
videos rank incredibly high on Google in your local
market. The problem many originators have is that
they write about generic topics, such as the state of the
housing marketing. How will that blog compete with
sites like The Wall Street Journal, Zillow, Realtor.com
and so on?
Originators should write titles with key search terms,
including the name of your local market. Keep the
material narrow — instead of addressing such a broad
topic that it will never be seen on Google’s page one.
You don’t want to compete with much bigger authoritative websites such as The New York Times,
Bloomberg, CNN and CNBC.
Too many mortgage professionals ignore these
platforms, leaving the door open for action-taking
originators to take advantage of these tools. Be that
originator who masters one, two or three niches.
Treat these niche marketing platforms as you would
a niche loan program. Learn the process and promote
the niche in your local market to increase your brand
and reach. Pick a marketing niche. If you start slow,
that is fine, at least you started. Complete the process,
and it will become easier and easier to promote your
services within that platform. n