The mortgage lending industry is changing dramatically as companies search to stay competitive in the increasingly crowded and tech-focused marketplace. To keep up with these changes, lenders must adopt a holistic approach to their technology roadmap. In this blog, we explain what that means and why a holistic approach to mortgage marketing is essential if they want to remain ahead of the competition in today’s market.
What is Holistic Mortgage Marketing?
Holistic mortgage marketing is a new approach to connecting with borrowers and generating leads for lenders. It’s an integrated, multi-faceted approach that leverages digital channels, traditional media, content marketing, SEO optimization, and more.
Mortgage lenders can benefit significantly from a holistic approach to their marketing strategy.
Here are some of the key advantages:
1) Increased Reach & Engagement –
By spreading your message across multiple channels, you can reach more potential borrowers who may not be using one particular channel or form of communication as their primary source of information. Furthermore, by creating customized messages tailored to each channel, you can increase engagement by ensuring the content resonates better with each segment of borrowers.
2) Greater Return on Investment (ROI) –
Since there’s no need to rely solely on costly paid lead generation campaigns or expensive traditional advertising such as TV ads or newspaper print ads for a lender to reach borrowers effectively, they can realize more significant ROI due to leveraging all available resources in their arsenal at once – including SEO optimization techniques which help improve visibility without having pay extra for it while also augmenting other efforts such as email campaigns and social media presence.
3) Overcoming Competition –
As competition increases among mortgage lenders, it becomes imperative that they create comprehensive strategies that give them an edge over competitors, something only achievable through holistic mortgage marketing approaches which help build brand awareness and trust among target segments while leveraging the full power of online/digital channels plus offline/traditional ones at the same time.
4) Propel conversations forward –
With customers already researching various terms used throughout the loan application process before visiting a lender’s office, this presents unique opportunities for lenders in terms of engaging customers who might otherwise bypass them due to a lack of knowledge about basic industry terminology through providing useful educational material such as blog posts at strategic points in advance so that when a customer visits later he/she is well aware what type loan best suits his/her needs thus leading proper conversations toward mutually beneficial agreements faster!
Services Included In Organic & Paid Holistic Marketing.
Holistic marketing is a comprehensive marketing approach that considers all aspects of the business. It looks at the customer experience, from acquisition and loyalty to sales, service, and retention.
On the organic side of holistic marketing, services may include:
1) Content Marketing –
Developing good content that informs and engages potential customers is essential in any holistic marketing strategy. Content should be consistent with a company’s goals while addressing its target audience’s needs.
2) Social Media Marketing –
Social media platforms like Twitter, Facebook, Instagram, or Pinterest allow companies to interact directly with existing customers and reach out to potential ones. Companies can create posts about upcoming products or promotions and converse with their followers.
3) Search Engine Optimization (SEO) –
SEO helps boost website visibility on search engine results pages (SERPs). This includes optimizing content using keywords that are relevant to your industry or product offerings so it appears near the top of the SERP when users search for specific terms.
4) Email Marketing –
Email campaigns allow companies to reach existing or potential customers individually by delivering customized messages directly into their inboxes. They are perfect for launching new products/services or announcing upcoming deals/promotions!
Moving onto the paid side of holistic marketing services include:
1) Pay-Per-Click Advertising (PPC) –
PPC advertisements allow you to pay for visitors directed from specific sources such as Google Ads or Bing Ads based on various factors, including targeted keyword phrases, budget limits, and more
2) Display Advertising –
This form of online advertising involves placing banner ads on third-party websites to feature your own brand’s message prominently across other publishers’ sites
3 ) Remarketing–
Remarketing is a type of display advertisement that targets previous site visitors who have already interacted with your brand by showing them personalized banner ads related to what they viewed during their last visit
4 ) Retargeting –
Similar in concept but different than remarketing ads, retargeted advertisements target those who have been actively searching online for specific keywords related to your product offering after leaving large marketplaces such as Amazon & eBay
Why Is Holistic Marketing Essential For Mortgage Marketing?
Holistic marketing is an essential and invaluable tool for businesses today. It is defined as an approach to business that focuses on the entire customer experience, from initial contact to post-purchase follow-up. This approach allows companies to better understand their customers’ needs and develop strategies that meet them.
Regarding mortgage marketing, holistic marketing has become integral due to its many benefits. By taking a holistic view of the entire process, companies can use multiple channels and approaches to engage with potential buyers at all stages of their journey – from generating interest through digital advertising and content creation through closing and beyond.
By leveraging each stage of a customer’s experience, mortgage marketers can pinpoint opportunities for improvement at both individual touchpoints and across longer timelines like loan periods or servicing requests. Additionally, this comprehensive approach eliminates silos between teams within your organization which risks creating barriers between departments that could lead you astray in connecting with target audiences.
For example, combining data about web visits along with user preferences gleaned from customer service interactions can help marketers create more personalized offers that move prospects further down the funnel toward becoming clients who see value not just in cost savings but also in quality services provided by your company — something that typically isn’t achievable using only traditional methods alone (i..e., print ads or cold-calling).
Organic Holistic Mortgage Marketing
Holistic mortgage marketing is a comprehensive approach to ensuring a successful mortgage loan campaign. This type of marketing aims to provide sound advice and support throughout the entire process, considering all aspects, such as website design, video production, and SEO optimization.
- Website Design:
Organic holistic mortgage marketing involves optimizing websites to improve visibility on major search engines like Google and Bing. This includes making sure that organic keywords relevant to the mortgage loan product are present throughout the website copy; making sure that H1/H2 tags are optimized for customer understanding; ensuring URLs contain specific words related to the product; adding meta descriptions with targeted vital phrases; regularly monitoring keyword rankings with analytics tools; employing microdata like schema markup for increased user understanding; using rich media (images & videos) where appropriate to break up text-heavy blog articles — which can also help capture customer attention via social media outlets — and finally utilizing link building techniques across other high-quality websites which will further improve search engine rankings.
- Video Production:
Video production is also integral to holistic mortgage marketing. Video content allows us to reach potential customers through YouTube and other mediums like Facebook. It provides an opportunity to share information addressing common mortgage questions and showcase success stories from existing clients or partners. Being featured in these videos adds credibility when establishing trust among potential borrowers looking for good advisors who understand their needs precisely and have their best interest at hand when offering guidance regarding their financial decision-making strategy.
- SEO Optimization:
Last yet important comes SEO optimization, which happens across all types of campaigns, whether it be articles written directly or even picked up via syndication sites (think Huffington Post.) Here we look at how our copywriting efforts need fine tuning so keywords end up used correctly without any scatter shooting taking place plus, additional optimizations may come into play if syndicated articles lacking necessary code/markup must receive adjustment based on what’s already set forth externally meaning no double effort should put placed upon yourself!
Paid Holistic Mortgage Marketing
The world of mortgage marketing has come a long way, with many available options to suit the needs of lenders and brokers. For those looking to get the most bang for their buck when bringing in clients through digital advertising initiatives, there are a few critical platforms in paid holistic mortgage marketing to consider.
- Facebook Ads:
One of the best options today is Facebook Ads, which allows you to target potential customers based on their interests, age group, and other demographic information. Utilizing this platform ensures that your ads will be seen by qualified leads who have already expressed an interest in mortgages or related services.
Moreover, creating campaigns on Facebook Ads is easy due to its intuitive setup wizard and allows you complete control over your budgeting and monitoring results in real-time. Many leading mortgage companies have found success with this platform in driving organic leads at cost-effective rates compared to traditional advertising methods.
- Google Ads:
Google Ads has also emerged as a powerful option for mortgage marketers looking for more targeted ad placements online, such as web searches and mobile applications relevant to consumers interested in home financing options. Having certified professionals create an effective campaign on Google AdWords can help you ensure that each dollar spent brings back maximum returns from potential customer acquisition — making this platform one of the best choices available today among professional marketers aiming for measurable results — not just impressions or clicks!
- Social Media Marketing:
Social media marketing through networks like LinkedIn can be another great choice if crafted correctly; since people are flocking here for both business-to-business (B2B) communications and lead generation efforts specifically geared towards mortgages and related topics – optimizing messages shared across these mediums can yield fruitful results over time depending upon budgets allocated towards social media outreach strategies!
In conclusion, selecting any single or combination out of these three premier platforms when it comes to paid holistic mortgage marketing could bring impressive rewards with carefully planned campaigns run by experienced experts within the industry – setting yourself apart from the competition using proper account management tactics focused around achieving desired ROI metrics day after day!
The possibilities are endless when you partner with GateHouse Agency. We’d love for you to begin your journey with us today. Our team of passionate digital marketing professionals can help you reach a new level in your mortgage marketing process, allowing you to become far more efficient and drive more business. We are confident that our holistic approach is the right one for mortgage marketers everywhere, so don’t hesitate to contact us today! We look forward to working with you at GateHouse Agency and showing you what we can do.