Loan Officer Marketing: Blog Content Management

With constant pressure to find more efficient ways to acquire and process loans, it is important for mortgage lenders and marketers to optimize their marketing initiatives. One of the most powerful marketing strategies for increasing leads and ranking on Google search is content marketing.

In fact, recent mortgage statistics suggest that 92 percent of recent mortgage borrowers did online research before even speaking to a lender. Whether your potential leads are first-timers, or experienced homebuyers, they will be seeking insights and advice on how and where they can benefit the most when purchasing their home. With that in mind, creating informative blog articles related to the homebuying journey can greatly improve homebuyers’ perception of your brand and quality of services.   

Blog Content Creation: Organizing the Structure

Because search engines drive 40% or more of all total applications, it is key to begin with a firm grasp of the topic and structure of your blog article content. When brainstorming article ideas, keep homebuyers’ various needs and expectations in mind. Better yet, look at your customer base and develop “personas” that correspond to their needs, concerns, and homebuyer journeys. This will ensure that your blog posts are addressing your target market in a way that makes prospects feel like they are being spoken to directly. 

Your blog posts can address a variety of home buying topics, including general tips about how to prepare a house for sale or the ins and outs of the lending process. For best results, however, be sure to make your content specific to the audience you hope to attract. For instance: “5 Tips for Buying a Home in Charleston.” This will not only make your blog posts more relevant to your target customers, but also increase your chances of getting found via search engines.

Once a homebuyer has discovered the content they are looking for, they are more likely to browse the rest of your website for more useful information. By providing a superior mortgage website experience outside of your content, you’ll increase the chances of converting a reader into a lead—and, in turn, a client.

The value of mortgage blog content creation doesn’t stop when a loan officer closes a deal, either. Once you’ve secured a  customer, keep your brand top of mind by sharing blog content with tips for homeownership, refinancing, and other tips for current mortgage holders. You can also use your clients’ home buying journeys to create “success story” pieces that promote your brand among other potential homebuyers.

Whatever topics you choose, it’s crucial that your blog posts incorporate visual elements like a video that keep visitors interested. For example, consider creating a short video of an “info session” with you or one of your loan officers, answering some of the most commonly asked questions about mortgage and home buying topics.

Loan Officer Marketing: Additional Tactics to Maximize Online Presence

Finally, a steady stream of blog posts will not only greatly improve your website ranking and SEO performance on Google: it can also help with your social media presence. By staying consistently active on social media channels such as Twitter, Facebook, Instagram, and LinkedIn, you can keep your audience engaged and build a brand community. In addition, social media creates a platform for homebuyers to understand the value and quality of your services.

NestReady bridges the gaps between consumers, banks, and real estate professionals, enabling financial institutions to offer a personalized and seamless home search process. With NestReady, lenders can enhance their marketing, increase engagement and client loyalty, and achieve higher and faster conversions — all through their own digital environment. If this sounds interesting - we invite you to reach out to our team here. You can also follow us on Twitter or LinkedIn for product updates, industry news and more.


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