To drive commercial mortgage leads, brokers need borrowers to trust them. A great way to establish your credibility and experience is through content marketing, a form of marketing that doesn’t directly promote your brand, but rather relies on providing helpful
information to build the relationship between you and a potential customer. This content will drive borrowers to your social media channels and your website, and can help lead to a more robust pipeline.

Here’s how to create valuable content for commercial mortgage brokers:

Utilize industry news.

As a commercial mortgage broker, borrowers are relying on you to understand the industry. Sharing helpful news articles is a great way to establish the fact that you know the business. You can also write blogs or film videos in which you discuss and comment on industry news and how it will affect borrowers.

Create evergreen content.

Using up-to- the-minute industry news is great for content marketing, but you should also work on creating content that won’t get stale. How-to blogs or videos about applying for commercial mortgages, or pieces about what to expect throughout the lending process, are great topics that stay relevant.

Focus on your audience.

When creating content, think about your ideal borrowers. What information do they need to make a decision? What are the common questions they have? Let the answers to these questions determine your content.

Keep it simple.

Avoid too much industry jargon, and when you have to use it, explain it clearly. You’re the commercial mortgage expert; it’s your job to make the topic easy to understand.

Helpful content on your website and social media channels will attract borrowers and enhance your credibility. It lets borrowers know that you have the experience and knowledge to get their deal done. Using the above tips to create content will allow you to build on that trust, draw more leads, close more loans, and earn more.

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