Marketing your skills and services as a commercial mortgage broker is crucial component of success in this industry. Good marketing is a tool to explain your value to potential borrowers and to educate your clients, and when it’s done correctly, you can expect more interest in your business and new leads. Below is advice to help you create the best possible marketing content for your commercial mortgage brokering business.
Understand your audience
When you begin marketing your services as a commercial mortgage broker, there are two questions you need to ask:
“Who is my audience?”
If you’re in the non-conforming commercial niche, your audience will consist of small business owners and property investors who cannot obtain bank financing. This is a broad categorization, and while it’s likely to be enough for some marketing pieces, it’s also important to tailor your messaging as needed. Are you working within a specific region or community? Are you targeting owners with certain property types? These are important factors to consider, and an understanding of who your audience is will allow you to ask the next important question.
“Where is my audience?”
If you want your marketing to reach your intended audience, you need to know where they spend their time and how they consume content. If you’re trying to reach business owners in older, more traditional demographics, you might want to consider print media or television and radio ads. In terms of social media, these individuals are more likely to be browsing Facebook and LinkedIn. If your audience skews younger, they’ll likely still be on Facebook and LinkedIn, but you should also investigate platforms like Twitter, YouTube, and Instagram.
Create a schedule for yourself
It’s important to be consistent in your marketing efforts to see results. Set aside time each week to work on your marketing pieces. Give yourself deadlines. Develop a schedule for your emails and social media posts and stick to it. Once you have a routine in place, it will become easier to handle your various campaigns.
Develop understandable, evergreen content
As you create your marketing pieces, it’s crucial to make sure they’re easy-to-understand. Remember that most of your clients will not be financial professionals. Avoid industry jargon and keep your explanations simple and concise. It’s also a good idea to develop evergreen content, or content that will be applicable to your clients overtime, in addition to the occasional topical piece. The financial news of today might not impact potential borrowers a year from now, but there will always be borrowers who need to know how to write a credit explanation.
Use clear calls-to-action
An important piece of a marketing or promotional campaign is the call-to-action, or CTA. A call-to-action is designed to induce an immediate response to a marketing piece. Whether you want your readers to call today, click a link to read a blog you’ve written or watch a video you’ve filmed, or submit a mortgage scenario, make sure you state it clearly in the piece.
Ask for help when you need it
Developing your marketing can be challenging, so remember to ask for assistance when necessary. This can range from your company hiring a dedicated marketing professional or a consulting firm, or simply asking individuals you know outside of the commercial mortgage industry to look at your content and give you some feedback. Remember that you do not have to tackle every marketing channel at once; it’s OK to start small and expand your efforts over time.