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Mortgage content marketing is an interesting ballgame. Since the average borrower will only need a few loans in their lifetime, this means a lender must consistently capture the attention of new borrowers.

The good news? The web is packed with confusing, boring, and forgettable content about mortgages. You are the expert, and you have a lot to offer to eager clients who want and need to learn how it all works.

Our mortgage content marketing playbook will help you generate high-quality, consistent leads every day, and teach you how to use your expertise to craft engaging content borrowers will flock to.

What is Content Marketing and Why Must Mortgage Lenders Run a Content Marketing Program?

Content marketing is a type of marketing focused on creating valuable and relevant content to attract your specific audience. 

Instead of directly pitching your services, you’re crafting useful, informative content that will solve customer problems and help build a relationship with you, the expert. This content drives prospective clients to your website and social media channels.

With content marketing, you’re not forcing relationships. Show you’re a professional, trusted source by offering potential clients high-quality information. This builds your credibility and naturally generates leads.

Your Website: Mortgage Content Marketing and Content Management Systems

Mortgage content marketing starts with a solid website. Every piece of content you create will lead back to this home base, which will include all your valuable blog content, product and contact information, videos, team members, loan applications, and more.

This website is an investment that’s essential to your business. Consider these valuable steps to starting or improving your content marketing pipeline.

  • Build your site on WordPress, a trusted content management system (CMS). 
  • Use professional-grade hosting, such as WPengine or Siteground, for security, support, and high speed.
  • Consider having it professionally managed outside of your secure operation IT environment.

Once you have a beautiful, secure website established, begin to work on the types of content you want to feature on your site. 

This content needs to be simple, informative, and easy to understand. Skip the industry jargon and focus on topics that are important to your audience and their lives. Remember, the goals are connection and building trust.

Key Topics Every Mortgage Lender Should Address on its Website

Brainstorm with your team the most common types of questions and concerns from clients, as well as what you and your team want people to know and understand coming into the process.

Here are some key topics to address first.

Loan Types and Programs

Using clear, concise language, explain the loan types and programs you offer and how they relate to your potential borrowers’ situations.

Common Home Buying Scenarios

Draw your audience in by explaining the types of homebuying scenarios they can relate to. Show them you can meet them at their unique level and support them in the ways they need.

Common Refinance Scenarios

Explain ideal refinance scenarios, including situations when it might be the right time for borrowers to consider refinancing. Always include a Call-to-Action (CTA) to connect with a trusted loan officer if the time is right.

The Mortgage Process

Create multiple types of content exploring the mortgage process, including videos, in-depth guides, quick guides, and checklists to reach different types of borrowers at different points of the process. 

You also should have content on the refinancing process. Borrowers often refinance years later, so even if the process is similar to their initial loan, they might need a refresher and explanation of the various options.

Mortgage Calculators

Include mortgage calculators and link to them throughout your content. These calculators help borrowers estimate everything from monthly payments to budgeting, insurance, taxes, and more informing them of your product through a helpful tool.

Mortgage Rates: Current Rates and Historic Trends

Demystify mortgage rates for your clients by explaining what they are, where they come from, how they’re used, and what factors affect them. Include historic trends to help borrowers compare and understand what a “good rate” means.

Essential Website Landing Pages

Your website landing pages are essential opportunities to succinctly explain and direct your audience to a specific CTA. Instead of linking everyone to your homepage, you should be linking them directly to a landing page that fits the purpose of your content.

Loan Program Landing Pages

These landing pages clearly direct borrowers to the appropriate loan program, where after learning more about the program they can then click to “Get Started” or “Apply Now.”

Branch Landing Pages

Branch landing pages direct clients to the right branch location for them. These include linked contact information and CTAs to begin the process with a specific branch.

Loan Officer Landing Pages

If borrowers search for your team member’s name, you want them to land on your website for more information. Loan officer landing pages can include a personal “About Us” explaining your goals and mission, and a listing of all team members with photos and contact options, as well as licensing information.

Mortgage Content Marketing Framework

The types of content mentioned so far make up the standing, informative framework of your website. But to continually generate leads, you must be dedicated to consistently crafting great content that keeps clients coming.

Pre-funnel Persona Content

Your pre-funnel persona content includes general personal finance topics that are relevant and timely. You’ll craft headlines that are meant to get clicks (Buzzfeed-style), and use social media and remarketing to gain brand impressions and awareness.

Sample headline formula: Number + Keyword + Promise

Example: 12 Foolproof Tips to Boost Your Credit Score

Top of the Funnel Research Content

Top-of-the-funnel content is meant to educate your audience and reach a wide range of customers. The focus is on pulling Google search results traffic from common homebuying and refinance questions and scenarios, using relevant keywords.

Mid-Funnel Product Content

With mid-funnel content, you’re drawing clients back with remarketing and email marketing. You are targeting the borrowers who are continuing their research and learning about other products.

Low Funnel Comparison Content

Low funnel content essentially is explaining why you offer the best solution to potential clients. This type of content includes testimonials and customer stories that can help seal the deal for those who are considering you but still are shopping. 

What is going to make them go with you instead? What makes you different?

Need help putting together your playbook?

Kaleidico has been in the mortgage market since 2000, so our team has the experience to help you craft a lead generation system that works. Ask us a question or tell us about your project today to learn more.

Marissa Beste
About Marissa Beste
Marissa Beste is a freelance writer with a background in journalism, technology, marketing, and horticulture. She has worked in print and digital media, ecommerce, and direct care, with roots in the greenhouse industry. Marissa digs into all types of content for Kaleidico with a focus on marketing and mortgages.

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