What's in this article?

1. Set clear business objectives
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2. Understand your market
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3. Conduct a digital asset inventory
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4. Develop your audience and generate traffic
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5. Craft a positioning statement
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6. Choose the right channels
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7. Optimize your conversions
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8. Measure your performance
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Next steps on your mortgage marketing plan
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The perfect mortgage marketing plan is within reach.

This guide provides a detailed, step-by-step approach to building a strategy that enhances your online presence, maximizes lead generation ROI, and ensures long-term growth.

1. Set clear business objectives

Your business objectives will outline the roadmap for your mortgage marketing plan.

Objectives may include the following:

  • Defining measurable goals
  • Prioritizing digital transformation
  • Enhancing lead ROI
  • Future-proofing your business

Crafting precise objectives steers mortgage lenders toward targeted actions, ensuring efforts align with overarching business goals.

2. Understand your market

Mortgage loan officers, lenders, and brokers who thoroughly understand their market will be able to create a mortgage marketing plan that resonates with their audience.

This involves:

  • Identifying key drivers: Recognize what prompts your potential clients to seek mortgage solutions, whether it’s through online searches, referrals, or lead buying
  • Aligning with consumer behavior: Tailor your marketing strategies to meet the needs and preferences of your target market
  • Market analysis: Dive deep into the demographics, financial behaviors, and decision-making processes of your prospective clients

Analyzing your market will help you create targeted campaigns that speak directly to the needs of your audience, ensuring your marketing efforts are both efficient and effective.

3. Conduct a digital asset inventory

To create a robust mortgage marketing plan, you’ll need to take stock of your existing digital assets.

This process involves the following steps:

  1. Review your current digital platforms—including your website, customer relationship management (CRM) systems, and social media profiles—to understand their strengths and limitations
  2. Identify how each digital asset can be optimized or repurposed to support your new marketing strategy, such as refreshing website content or using CRM data for targeted campaigns
  3. Determine any gaps in your digital presence that need addressing to meet your marketing goals effectively

By thoroughly assessing your digital assets, you can strategically leverage existing resources to bolster your mortgage marketing efforts.

4. Develop your audience and generate traffic

This phase focuses on creating a pool of potential clients through strategic engagement and visibility online.

Targeted Google searches

Use search engine optimization (SEO) and Google Ads to capture interest from individuals actively seeking mortgage-related information.

Focus on keywords related to mortgage rates, loan types, and calculators to draw in a relevant audience.

Social media engagement

Platforms like LinkedIn, Facebook, and Instagram offer opportunities to connect with potential clients.

Share valuable content, mortgage tips, and market insights to establish your brand as a trusted authority.

Referral generation

Leverage existing relationships and satisfied customers to generate referrals, and encourage reviews and social sharing to widen your reach.

Content marketing

Develop and distribute informative content through blogs and videos.

Address common questions and concerns to guide potential clients through the mortgage process.

Leverage CRM data

Analyze data from your CRM to understand past successes and tailor your strategies to replicate those wins.

5. Craft a positioning statement

A positioning statement guides all marketing efforts by clearly defining who you are, who you serve, and how you differentiate from competitors.

Creating a compelling positioning statement for your mortgage business includes:

  • Identifying your target market, such as first-time homebuyers or those looking to refinance
  • Pinpointing the primary mortgage needs of your target market
  • Articulating what makes your service stand out
  • Providing a compelling reason for clients to choose you over the competition

A well-crafted positioning statement requires that all your marketing activities are aligned with your core mission, so your brand resonates with your target audience.

6. Choose the right channels

Choosing the right channels and tactics is pivotal for reaching and engaging your target audience effectively.

Prioritize these channels to capture potential clients actively searching for mortgage solutions.

Tailor your ads and content to address common search queries related to the home-buying process.

Social media advertising

Social media ads allow you to target specific demographics, interests, and behaviors.

Share engaging content that educates and informs, fostering trust and authority in the mortgage space.

Your website

Develop a robust content strategy that includes blogging about mortgage-related topics, creating explainer videos, and publishing customer testimonials.

This approach not only showcases your expertise but also answers the pressing questions of your prospects.

7. Optimize your conversions

Conversion optimization transforms potential leads into actionable inquiries.

This process is both an art and a science, focused on making your online presence not just visible, but compelling and interactive.

This phase involves:

  • Clear and compelling calls-to-action (CTAs) such as “Apply Now,” “Get a Quote,” or “Speak to an Expert”
  • Landing pages with easily accessible information and a clear path to conversion
  • Educational content that provides value and builds trust and authority
  • Testing and refining through A/B testing to see what works best

These components ensure your digital presence is strong enough to actively engage and convert potential clients.

8. Measure your performance

This final yet ongoing phase ensures that every effort aligns with your overarching business goals.

Here’s how to effectively monitor and adapt your strategy for maximum impact:

  • Leverage Google Analytics for insights into web traffic, user behavior, and conversion patterns
  • Monitor the volume of visitors to your website and where they come from
  • Keep a close eye on how many visitors are converting into leads by tracking form submissions, calls made from your website, and loan applications started
  • Evaluate the quality of leads by tracking how many convert into actual mortgage applications and closings
  • Use the data gathered to make informed adjustments to your marketing tactics

These key performance indicators will help you to ensure that your mortgage marketing efforts are effectively converting interest into tangible business results.

Next steps on your mortgage marketing plan

Kaleidico has generated mortgage leads through booms and busts since 2005.

For the cost of hiring one Marketing Director, Kaleidico offers an experienced turn-key marketing team that provides all of the services and expertise you need to generate exclusive leads.

Schedule a Discovery Session

Learn how to attract new leads and clients.

About Matthew Dotson
Matthew Dotson is a freelance writer experienced in blog, copy, and technical writing. He covers everything from marketing and digital advertising to technology and senior living. Previously, he worked for a Y Combinator tech startup in the Silicon Valley and traveled the country covering auto shows for Ford Motor Company. Matthew is also a multi-instrumentalist who composes, produces, and records original music. He enjoys photography, videography, fine art, and cinema.

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