In 2024, mortgage professionals face a dual challenge:

• Capturing the attention of potential clients
• Distinguishing themselves from countless competitors

Traditional mortgage marketing ideas often aren’t enough to significantly impact this environment. This is where the power of innovative marketing comes into play.

The mortgage industry demands creativity and innovation: Consumers today are bombarded with information and choices, which require marketing strategies that resonate on a personal level.

This article addresses these challenges with 10 innovative mortgage marketing ideas for 2024.

Let’s get started.

1. Embrace digital storytelling

Storytelling brings your business to life by speaking directly to the needs and emotions of your audience.

It creates a memorable experience around your services, making it easier for potential clients to understand how a mortgage can help them achieve their own dreams of homeownership.

Tips for crafting compelling stories

Storytelling drives engagement and conversions.

Start crafting your story with the following tips:

• Focus on relatable themes, like the dream of homeownership, the journey to financial security, or overcoming obstacles to buy a first home
• Share success stories of individuals or families who have achieved their dream of homeownership through your services
• Simplify complex mortgage topics by breaking down the steps of obtaining a mortgage or the benefits of different mortgage products
• Enhance your stories with visuals like infographics, charts, and videos
• Use storytelling as an educational tool by providing valuable information that helps demystify the mortgage process

Distribute your story through videos, blog posts, podcasts, or other interactive content across your mortgage lending website and social media channels.

2. Leverage social media ads with geo-targeting

Geo-targeting involves delivering content or advertisements to a user based on their geographic location.

This can be as broad as a country or as specific as a city block.

Benefits of geo-targeting

• Increased relevance for your audience that addresses specific local needs, challenges, or opportunities
• Higher engagement rates
• Cost efficiency
• Better conversion rates

Best social media platforms for geo-targeting

• Facebook and Instagram: These platforms offer robust ad targeting options, including geographic targeting down to the zip code
• LinkedIn: While often more expensive, LinkedIn’s targeting capabilities are unparalleled for reaching professionals
• X (Twitter): X allows geo-targeting and can be used to engage users during relevant local events or discussions
• Snapchat: For a younger demographic, Snapchat offers geo-filters, which are creative overlays that users can apply to their snaps based on location
• TikTok: TikTok’s location-based targeting can help capture the attention of younger home buyers

3. Create interactive mortgage calculators

Mortgage calculators are an educational resource and engagement booster that make your services more accessible.

They empower your audience to make decisions that suit their unique situation by helping them estimate costs, down payments, and other financial aspects.

They can also be a lead generation tool if you require users to enter their email addresses for personalized results.

Compass Mortgage’s website features a mortgage payment calculator, refinance calculator, loan comparison calculator, and more.

4. Use video marketing

According to a Wyzowl survey:

• 90% of marketers say video marketing has given them a good ROI
• 90% say it has helped them increase brand awareness
• 89% of consumers want more videos from brands in 2024

Video marketing allows you to share your personality and connect more personally.

Types of video content for mortgage marketers

• Customer testimonials
• Day-in-the-life of a mortgage broker
• Educational videos
• Market updates
• Live Q&A sessions

If you want ideas for video content—including actual scripts—use AI to help you brainstorm and write drafts.

5. Host informative webinars

Webinars are an excellent tool for mortgage professionals to demonstrate their expertise, engage with potential clients in real time, and build authority in the industry.

You build trust and credibility with your audience by addressing complex issues, answering questions, and providing expert advice.

Best methods for promoting a webinar

• Send invitations to your email list (and reminders)
• Promote your webinar on all social media channels
• Create a registration landing page
• Offer incentives like free resources
• Record the webinar and share it afterward
• Use paid ads

Look to your audience’s biggest questions and pain points for topic ideas.

6. Develop a robust content marketing strategy

A robust content marketing strategy can boost SEO, enhance your online presence, and establish your authority in the industry.

A successful strategy involves the following key aspects:

• Consistency: Publish content regularly to keep your audience engaged and to maintain SEO rankings
• High quality: Accurate, informative, and well-written content is more likely to be shared and to attract and retain viewers
• Promote across channels: Use your social media platforms, email newsletters, and paid ads to promote your content and reach a broader audience
• Monitor (and adapt): Keep track of which types of content perform best and adapt your strategy accordingly

7. Partner with real estate agents

Cross-promotion with real estate agents results in:

• Expanded reach
• Higher credibility
• Shared resources
• Increased referrals

Consider co-hosting workshops, joint open houses, and social media cross-promotion to combine your efforts and reach a wider audience.

8. Implement email marketing campaigns

Email marketing remains one of the most effective mortgage marketing ideas for nurturing leads and maintaining client relationships.

Strong email content that converts contains the following elements:

• Personalization
• Strong subject lines
• Valuable content
• Clear CTAs
• Mobile optimization
• A/B testing to refine

9. Enhance online reviews and testimonials

Online reviews and testimonials can make or break you in the mortgage industry.

Positive reviews build trust, boost credibility, and improve online visibility.

How to get clients to leave reviews

• Ask at the right time
• Make it easy to leave reviews
• Leverage email
• Respond to all feedback—good and bad
• Display testimonials in your marketing content

10. Explore emerging technologies

Emerging technologies like artificial intelligence (AI) and blockchain are reshaping how mortgage professionals engage with clients, process applications, and manage transactions.

Mortgage professionals are using AI in the following ways:

• Chatbots and virtual assistants
• Personalized marketing
• Automated underwriting
• Predictive analytics

Mortgage professionals are leveraging blockchain for the following uses:

• Smart contracts
• Enhanced security and transparency
• Document management

These technologies streamline internal processes and enhance the overall customer experience.

Develop innovative mortgage marketing ideas with Kaleidico

Kaleidico has more than two decades of experience helping lenders thrive.

With our industry knowledge and a comprehensive range of proven digital marketing services, we provide an entire lead generation program to attract more qualified leads and grow your business.

Mortgage marketing ideas FAQs