2024 Mortgage Marketing Strategies for Loan Officers

2023 was not the year we’d hoped for in the mortgage industry. The good news is that it gave loan officers more time to focus on creating effective digital marketing strategies. As a result, we’re seeing some great content come from it.

As we enter another year with strapped marketing budgets and higher interest rates, you might be wondering where to focus your digital marketing strategy for the best returns. This is our specialty. Lucky for you, we’re sharing our loan officer marketing must-do’s for generating more business in 2024. 

We’ll start with some low-cost mortgage marketing strategies that anyone can do starting today.

Up-Level Your Video

We’ve been saying this for years now, and we’ll continue saying it until we’re blue in the face: Video is a must for mortgage marketing. 

Social media marketing on Instagram and Facebook Reels and YouTube Shorts are a bare minimum. These are the digital marketing channels you need to be posting on to reach new audiences. 

Don’t let the excuse of needing new camera equipment or a better setup stop you. All you need is a smartphone, so take it out and record a 60-second video for a first-time homebuyer right now. 

Here are some trends to keep in mind when making your videos.

Caption your content

AI-powered captions are all the rage in video. And editing tools like Submagic.co are a game-changer and can add a little bit of life to a talking-head video. No matter what you use, be sure to place captions on your video content to increase its engagement even when the sound is off. 

Make it vertical

Stats show that vertical videos generate higher engagement, more visibility, and longer watch times compared with those shot in a horizontal format. The reason is pretty simple: People usually hold their phones vertically and don’t want to flip them to view content.

Vertical video platforms include:

• Instagram and Facebook Reels
• TikTok
• YouTube Shorts

Go unscripted

Make your videos short, fun, and personable—and most importantly keep things natural. Viewers relate to unedited and unfiltered content that shows your personality and the value you offer to your audience.

Video marketing trends are constantly evolving. You should continue to create valuable content, share as much video as possible, and follow the trends. For more video tips, check out our article on How to Create Short-Form Video Content.

Create Videos for Cross-Channel Marketing

If you want to get even more out of your video content, think about repurposing it across multiple channels. You’re likely running several digital marketing campaigns that can all benefit from adding video. So when you’re planning your videos, think about content that can live in multiple places.

For example, adding a video to a text follow-up campaign from landing page opt-ins can be a great way to improve conversion rates. You could add the same video to an email as well. Or maybe you can use a video that you created about the loan process in an automated journey that goes out to buyers after they start working with you.

You can also create videos based on buyer personas and directly for your target audience. Again, the strategy would be to use them on more than just your social media channels. 

Expand Your Marketing and Communications Strategy

Expanding your marketing and communications strategy should be a top priority. This means moving outside your marketing comfort zone and trying new platforms, tools, and techniques to increase your exposure. Below are some new marketing ideas for loan officers to consider.

Automate the lead follow-up

We’re big fans of platforms like Bonzo that allow comprehensive lead follow-up via text, email marketing, and pre-recorded voicemails. This allows you to focus on your existing pipeline and let automation nurture your leads.

Having campaigns built out for referral partner follow-up, Facebook ads, Zillow leads, and clients that just purchased at a higher mortgage rate can help grow your business without growing your workload.

If you need help building out advanced automation and follow-up processes, our team can help. Click here to book a free call with us today to learn more about these services.

Explore a new social media platform

Reach more prospective leads or target a new audience you haven’t marketed to before by creating a presence on a new platform. For instance, you can market to Gen Zers approaching their first-time homebuyer years on TikTok. And LinkedIn is an excellent platform for growing your network of real estate agents and other referral partners.

Be a guest on livestream shows and podcasts

These stats speak to the booming popularity of podcasts. Like video, podcasts let the audience get a feel for who you are, which helps build their trust and can turn listeners into leads.

There are many podcasts that focus on homebuying, real estate investing, housing market news, and more. Podcast hosts are always looking for new guests to share their expertise. Do your research, create a niche talking point and pitch sheet, and get to work.

More Relatable Talk

The average person, especially a first-time homebuyer, does not understand mortgage and real estate lingo. So stop talking that way when you’re creating content.  Break down your messaging into relatable language so those without a finance degree can easily understand. 

Focus your efforts on building relationships and trust while also providing valuable content to your followers. This helps you make the most of your messaging.

Local Search Engine Optimization (SEO)

While Gen Zers may get their information on TikTok, many older generations still use online search when looking for products and services. This is why loan officers need to take command of the search engines to boost their SEO strategy in the areas where they do business.

The best first step is to build a Google Business Profile (GBP). Previously called Google My Business, a GBP can be used as a free mortgage marketing tool. It lets you control how your mortgage business appears on Google Search and Google Maps, gain credibility with customer reviews, and share your business information with your target audience.

Statistics show that 81% of consumers use Google to evaluate local businesses. And 93% of users say online reviews had an impact on their buying decisions.

Another way to capture local leads through SEO is to research which mortgage and real estate-related phrases people are searching for in your area. Use those to create blog posts and video content centered around those topics. 

You may not know about video SEO (VSEO), which is specifically designed to help videos rank on YouTube and other platforms. This is a huge opportunity for loan officers out there creating video content.

Fine-Tune Conversion Techniques

As avid mortgage marketers and lead-generation specialists, we know what it takes to convert customers. We also know what it takes to reach business goals by leveraging digital marketing as a primary vehicle. That’s why we’re constantly refining our process and analyzing data to ensure maximum conversion for our mortgage clients.

In the fast-paced world of social media, what you did last month may not work this month. Be willing to alter your content and strategy to get the best results. 

Remember: Getting a lead is one thing, but turning a lead into a paying client is another. When it comes to buying a home, a quick first response (within minutes of a lead coming in) is crucial. So is consistent and frequent follow-up by text and by phone.

Ready to Improve Your 2024 Mortgage Marketing?

Now it’s time to take these strategies and create a digital marketing plan for the new year, and luckily we’ve got you covered. Check out our blog with the key components of an effective digital marketing plan here.

If these mortgage marketing strategies sound intriguing but digital marketing strategy is not your jam, our team is here to help. Click here to book a free consultation with us today.