A homebuyer’s journey to choosing a mortgage broker or lender can be divided into four main stages: awareness, consideration, decision, and retention.

This article focuses on the first stage of the homebuyer’s journey—the awareness stage.

In the awareness stage, potential homebuyers:

• Recognize their need for a mortgage but have limited knowledge about the mortgage process
• Are not yet ready to make decisions or commitments but are focused on gathering information that will help them move forward with confidence

By adjusting your mortgage marketing efforts to meet potential borrowers where they are at each stage, you can create stronger connections, build trust, and ultimately convert leads into loyal customers.

What is the buyer doing during the awareness stage?

Each stage of the homebuyer’s journey represents a different mindset and needs as they move closer to purchasing.

Let’s look at the specific activities buyers typically engage in during the awareness stage.

Searching for general information about mortgages

This stage is all about gaining a fundamental understanding, so buyers look for content that is easy to understand and provides a comprehensive overview.

They might ask questions like, “What is a mortgage?” or “How do mortgages work?” on search engines or their favorite social channels.

Exploring different types of mortgages

Their initial research will introduce them to the various types of mortgages available, such as:

• Fixed-rate mortgages
• Adjustable-rate mortgages (ARMs)
• FHA loans
• VA loans

They will try to gauge which mortgage type best aligns with their financial situation, plans, and risk tolerance.

Learning about current mortgage rates and trends

As buyers become aware of how mortgage rates affect their affordability and monthly payments, they will look for up-to-date information on rates and trends.

They also will keep an eye on broader market trends, such as:

• Housing market conditions
• Economic indicators
• Forecasts that could impact mortgage rates and the home buying process

Engaging with online content

To answer their questions and gather more information, buyers are consuming the following types of content:

• Blogs and articles: They’re reading blog posts and articles that cover various aspects of the mortgage process, including how-to guides and step-by-step processes
• Videos: Buyers are watching explanatory videos, webinars, and tutorials to get visual and detailed explanations
• Infographics: Homebuyers are attracted to infographics that simplify complex mortgage concepts in easy-to-digest overviews
• Social media: Buyers follow relevant pages on their favorite platforms, join groups, and participate in discussions to gather insights and ask questions

Using search engines and chatbots for preliminary questions

In addition to Google and other search engines, which remain the primary tools for initial research, buyers are increasingly leveraging AI chatbots.

Tools like ChatGPT, Google’s Gemini, and other AI-powered chatbots provide quick, on-demand answers to preliminary queries.

Homebuyers might ask questions like, “How do I qualify for a mortgage?” or “What documents do I need for a mortgage application?” to get immediate information.

Looking for recommendations

Buyers often seek advice and recommendations from friends, family, or colleagues who have recently completed the home-buying process.

What is your role in the awareness stage of the buyer’s journey?

As the broker or loan officer, your primary goal in the awareness stage is to establish a strong foundation of trust and credibility with potential homebuyers.

Buyers first encounter your brand at this stage and form opinions about your expertise and reliability.

To effectively fulfill your role during the awareness stage, focus on the following elements:

• Establish your brand as a trustworthy source of information: Consistently provide reliable information, be transparent about your offerings, and share positive feedback from previous clients
• Provide clear, accessible, and engaging content: Make sure your content is easy to understand and incorporate visual elements and interactive tools to engage and empower users
• Engage across platforms: Respond to all comments and messages across channels, join online forums and communities, and use email to create a direct link to leads
• Tailor your messages based on the market: Educate potential homebuyers on how interest rates impact their borrowing capacity and monthly payments, and discuss alternative loan options

These elements set the stage for deeper engagement and nurture a relationship that can lead to successful conversions in the later stages of the buyer’s journey.

Mortgage marketing strategies for the awareness stage

Now that you understand your role in the awareness stage let’s explore how you can create successful mortgage marketing campaigns for it.

• Content marketing: Write detailed blog posts for your website, record videos, and design infographics that cover fundamental topics and break down complex mortgage concepts
• Social media marketing: Build an active presence on the social platforms your target audience loves the most, such as Facebook, YouTube, or Instagram, and leverage targeted ads to reach a broader audience and promote content
• Email marketing: Create automated, segmented campaigns that are tailored to the specific needs of those in the awareness stage and provide the right information at the right time
• Valuable lead magnets: Create guides and ebooks, host webinars, and develop interactive tools that can be offered in exchange for email signups to build your contact list

Take advantage of automation and data analytics tools to streamline and improve your marketing efforts.

Understanding which content resonates most with your audience can help you refine your marketing strategies and better meet the needs of potential homebuyers in the awareness stage.

Frequently asked questions about marketing in the awareness phase

Kaleidico can help you market to homebuyers in the awareness stage

As a mortgage marketing agency, Kaleidico works as your turn-key marketing department.

Together, we’ll transform your website and digital marketing strategies to meet buyers at every stage of the journey.