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Marketing 101 for real estate loan officers. This lesson gives real estate professionals marketing advisement on social media, direct mail, and email marketing.
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Marketing 101: Growing Your Business
How Cobalt loan officers can implement inexpensive
and efficient marketing tactics to generate new customers.
Growing Your Business
Company Introduction
Bop Design is a full-service marketing communications agency that understands the challenges of a small business. We provide the following services:
• Advice on allocating your marketing dollars, focusing on high-quality initiatives that maximize ROI and increase visibility
• Strategic, consistent design that connects with your clients, communicates your unique value proposition, and builds brand loyalty
• Professional, effective marketing communications that fit within your budget
• Services include branding, logo design, web design, SEO, and SEM
Growing Your Business
Lead Generation- Loan Officer
• Limited Budget– Usually between 2% and 10% of revenue– When starting out, should be closer to 10%– $10,000 for $100,000 annual revenue
• How do you allocate limited funds?– Efficiency– Effectiveness
• Tactics discussed today– Social Media– Direct Mail– Email Marketing
Growing Your Business
Social Media Marketing- Loan Officer
• Various platforms to educate and provide solutions• Conversational way• Treats each customer or prospect uniquely• Potential clients– See you doing what you say you do– More inclined to purchase services
• Drives traffic to website• Serves a lead generation tool
Growing Your Business
Facebook- Loan Officer
• Most used social media platform in the world• Large segment of customers• Must balance reach and target– Broad enough to capture many segments– Targeted enough to only appeal to ideal customers
• Primary Strategy– Establish you as a thought leader in the market– Maintaining a one-on-one personal relationship with clients– Stay top of mind
Growing Your Business
Facebook Tactics
• Featured Client– Once a week, select a client and feature their success story– Photo of them with their home, mortgage signing, etc.– Post their story- what happened? why they needed you? Happy ending.– “Helping real people like me.”
• Post a Question– Utilizing Wall or Discussion application– Thought leader by answering questions– Jump-start by planting questions
• Information dissemination– “Content curator”– Current news on interest rates, real
estate investing, etc.
Growing Your Business
LinkedIn- Loan Officer
• Prospective clients will verify legitimacy by checking different sites
• “Facebook for Professionals”
• Helps build credibility
• More B2B leads than B2C
• Reinforces your overall brand
Growing Your Business
LinkedIn Tactics
• Company Profile– Detailed, complete company profile– Legitimacy purposes– Connections to website and all employees
• Groups– Join and participate in group discussions– Short Sale and Loan Modification Group– Home Buying Education– National Loan Modification Group
• Trying to educate and provide solutions
Growing Your Business
Other Platforms
• Zillow.com– Advice section can be utilized as a social network– People ask questions on home buying, interest rates, etc.– Mortgage>Refinance, Mortgage>FHA Loans,
Mortgage>Mortgage Types
• SlideShare– Post any presentations or webinars– Helps with SEO– Thought leadership
Growing Your Business
Direct Mail Marketing- Loan Officer
• Direct mail can be ineffective by itself• If target is narrowly defined, and strategy is follow up function or
supporting existing dialogue, can be important component• Needs to be part of an integrated marketing strategy• Audience needs to be targeted!! Or you’re just crossing fingers• As with email, follow up with a call• List is extremely important- many vendors out there and many ways to
narrow the list to ideal customers
Growing Your Business
Email Marketing- Loan Officer
• Email and phone call = Best “one-two” punch for lead generation• Less expensive than direct mail• Trackable– Who opened?– Who clicked through?– Who unsubscribed?
• Lead Generation and Nurturing Tactic• Quality list is critical once again• Must be part of an integrated marketing strategy
Growing Your Business
Growing Your Business
• Select 3-4 tactics to start
• Must complement each other
• Constant ROI Analysis
• Any questions?
