Mortgage marketing 5 leading brokers on how to close more business in 2021 (and beyond)

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Mortgage Marketing 5 Leading Brokers On How To
Close More Business In 2021 (And Beyond)

• Mortgage marketing is changing minute by minute
  and the pressure for brokers is on. Check out
  these key predictions from leading mortgage
  experts so you can generate and convert more
  leads now and in the future.
• The mortgage business was never a cake walk.
  Brokers, loan officers and team leaders have
  always had to constantly find new ways to market
  and reinvent themselves in an often volatile and
  highly competitive environment.

But with recent demographic shifts and technology
disruption, even the most tried-and-tested
mortgage marketing simply wont cut it
anymore.  This game is zero-sum. If your
mortgage marketing ideas are not up-to-date, you
may quickly find yourself struggling to keep your
business afloat.
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• The good news is, there is a wealth of successful
  mortgage professionals who are able to keep
  themselves at the front of the pack, no matter
  whats happening in the market. For these
  standout brokers, flexible tactics coupled with a
  consistent, systematic approach to marketing
  their mortgage business is what allows them to
  prosper no matter what.
• We reached out to some of the mortgage industrys
  top producers and experts to learn about the
  marketing strategies and tactics that can help
  you create a more resilient marketing plan for
  your mortgage business.
• Table of Contents
• 5 Mortgage Marketing Ideas Straight from the Pros
• Mortgage Marketing Idea 1 Boost Your Online
  Presence with Neel Dhingra
• Mortgage Marketing Idea 2 Stand Out with an
  Attention-Grabbing Message with Christine
  Beckwith
• Mortgage Marketing Idea 3 Stop Selling to Your
  Sphere of Influence with Dale Vermillion
• Mortgage Marketing Idea 4 Teach Others While
  Creating More Demand with Brian Sacks
• Mortgage Marketing Idea 5 Stop Selling and
  Start Serving with Sean Herrero

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5 Mortgage Marketing Ideas Straight from the Pros
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Mortgage Marketing Idea 1 Boost Your Online
Presence with Neel Dhingra
If you don't exist online, you are losing
opportunities and credibility.  Neel Dhingra,
mortgage banker and branch manager at All Western
Mortgage Even though Neel and his multi-state
team have been in the top-tier in Nevada and Cali
for at least a decade, he still managed to
quadruple his success (and net income!) in just
one year from 2018 to 2019and for Neel and the
team at All Western Mortgage, there are no signs
of stopping.
Image Source LinkedIn
With guests like Gary Vaynerchuk and Jerry West,
Neels YouTube channel is growing by the second.
For rainmakers like Neel, putting yourself out
there is no longer about gaining a competitive
edge. Its fast becoming a minimum requirement
for success in mortgage marketing. And with 90.4
of millenials and 77.5 of Gen X active social
media users, theres plenty of data to back that
up.
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I've gained significant market share in my
market through content marketing, says Neel,
And the overall pie did not grow. This means the
additional business came at a competitors
expense. So, yes. Online content is a
requirement. But that doesn't mean you need to
rush to create branded social media profiles on
every major platform. For experts like Neel, its
less about being everywhere all the time and more
about the strength of the content you put out
there. Heres Neel on how to make sure your
content works for you and not against you When
thinking of what type of content to post online,
regardless of the platform, you need to ask
yourself "What would someone get from watching
or reading this piece of content?" If your
content marketing is helping others, then it will
work, Neel continues, If the goal is solely to
get yourself more business or make more sales, it
won't work. It really is that simple. Neels
YouTube channel includes dozens of interviews
with star guests from Tom Ferry to Ryan Serhant.
Mortgage Marketing Idea 2 Stand Out with an
Attention-Grabbing Message with Christine Beckwith
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There needs to truly be a standout message to
penetrate the masses. Or, a completely different
marketing direction.  Christine Beckwith,
President, CCO Master Coach at 20/20 Vision for
Success For experts like Christine Beckwith,
truly stellar mortgage marketing starts with
awarenessand before you do anything else, you
really need to wrap your head around just how
saturated the mortgage market has
become.  Because best practices quickly become
the worst practices when everyone is doing the
same thing over and over. 
Christine, an award-winning author, consultant,
and an industry veteran with almost two decades
of experience at top executive roles in the
finance mortgage industry, believes now is a
great time for every business who is brave enough
to try new things. And when it comes to marketing
her business, this is one mortgage expert whos
not afraid to color outside the lines. She and
her team have been having a ton of fun with their
new lifestyle content on social media. Christine
isnt afraid to be herself on social media. The
20/20 Vision for Success social channels are
awesomely curated with relevant business and
personal success tips as well some friendly
content thats just, well fun.
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We had one post with a cute up-close pic of  cow
with its head cocked sideways, the tag line said
Holy Cow, we have found the true path to
Success, says Christine, And one with a bee
pollinating this enormous sunflower and said
Sometime the job can BEE overwhelming! People
are really loving these ads. Christine takes
comfort in the fact that theres no such thing as
a magic formula for marketing your mortgage
business. These days, shes all about innovating
on the fly. With so many homeowners working
from home a good old-fashioned mailer may hit the
target far harder than it would have two months
ago, and be far more sentimental and meaningful,
explains Christine.  We had begun doing this
here at 20/20 VSC last year, and every 90 days
our business partners and our clients receive
something of value at home. We attach a note card
with a cute tag line and an ask to share on
social media. Its a great way to take a
multi-channel approach to the classic mortgage
mailer. Marketers have to learn to stand on
their heads and clap their feet. If you cant
keep the audience's attention, then that is the
first obstacle that will defeat you.
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Mortgage Marketing Idea 3 Stop Selling to Your
Sphere of Influence with Dale Vermillion
Be relational, not transactional. Dale
Vermillion, mortgage expert, author and founder
of Mortgage Champions Having trained more than
1,000,000 loan originators over the last 23
years, Dale Vermillion is positive of one
thing  Now more than ever, mortgage pros will
find it extremely rewarding to reach out to their
sphere of influence.  Organic is best, shares
Dale, a renowned mortgage expert, author, and
founder of Mortgage Champions, the national
best-in-class training program for mortgage
professionals and organizations. Applying for a
loan is stressful enough for your customers, but
doing it amidst a global crisis? That adds a
whole new layer of overwhelm.
Long story short Mortgage customers want to do
business with someone they know.  No matter how
you market (direct mail, media, internet, social,
ads, etc.), the best is always mining past
customers and turndowns and building repeat and
referral business, both through your customers,
connections and third-party sources (Realtors,
builders, etc.), says Dale.
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Long story short Mortgage customers want to do
business with someone they know.  No matter how
you market (direct mail, media, internet, social,
ads, etc.), the best is always mining past
customers and turndowns and building repeat and
referral business, both through your customers,
connections and third-party sources (Realtors,
builders, etc.), says Dale. In other words
Dont sell.  Investigate and educate,
explains Dale. Know your audience and focus on
education that helps them where they are at.
Dont try to sell them on you or your services.
Focus on connection and compassion in
communication.
Mortgage Marketing Idea 4 Teach Others While
Creating More Demand with Brian Sacks
Your job is to create more demand for your
services than you could possibly have time
for. Brian Sacks, nationally-renowned mortgage
expert and Mortgage Loan Originator, Homebridge
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Most loan originators believe that its their
job to originate loan. It's not, shares Brian
Sacks, a nationally-renowned mortgage expert with
over 5,325 mortgage transactions under his
belt.Your job is to create more demand for your
services than you could possibly have time
for. With decades of authoring courses for the
Mortgage Bankers Association of America, not to
mention several dozens of high-profile media
appearances on ABC, NBS, and CBS under his belt,
Brian is not only a master of mortgage lending,
hes also a master of mortgage marketing. Even
after 35 years in the industry, Brian still finds
new ways to push his marketing even further.
Most loan officers suffer from fear rather than
prosperous thinking, he shares. By simply
staying focused on generating demand (not deals),
Brian closed 38 loans last month, his most
successful month to date, and he did it amidst a
global public health crisis. For example, every
mortgage professional knows about the immense
value of partnerships with Realtors. Yet, many
still struggle to attract enough business from
their referral partners. The typical loan
officer does things backwards. They ask real
estate agents Please give me a loan, Ill do a
great job for you! Brian doesnt play that
game. When people chase you, you have an
advantage, he explains.
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The top-producing broker regularly teaches
seminars, webinars and other courses to help real
estate agents keep up with trends in the
marketand boost his business in the
process. Give agents value to help them grow a
business, Brian explains, The title company I
did webinars for exposed me to a whole list of
contacts I didnt knowand vice versa. We got to
meet each others people. Brian uses a simple
three-step process to help his coaching members
replicate his success in mortgage
marketing  Pick a niche. Become an expert. And
let everyone know about it. People are asking
me Should I use social media? Yes! Should I
use email or mail? Yes! Use both. These are not
mutually exclusive, he points out. When it comes
to demand generation, its less of the means and
more about taking consistent action to market
your mortgage business. You can learn more about
Brians unique approach to demand creation in his
Top Originator Formula Facebook group.
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Mortgage Marketing Idea 5 Stop Selling and
Start Serving with Sean Herrero
Stop selling and start serving. Sean Herrero,
loan expert, branch manager SVP of Mortgage
Lending I would rather have someone explain to
me how I can buy a home with less money down
since I lost money in the markets during COVID
19, than have someone market to me that they are
a top producer for 20 years, shares Sean
Herrero, branch manager and SVP of Mortgage
Lending in Danville, California. Ironically, Sean
IS a top producer. In his third year as a
full-time loan officer, he closed 75M and today
he is on track to close 100M in 2021.  But you
wouldnt know that from his marketing campaigns.
You have to start off with understanding the
difference between marketing, branding, and
selling, says Sean, These are thought to be the
same thing, when they are entirely different.
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Heres how he sees it People want to work with
people they can relate to. Market in a way that
you are solving peoples problems, not marketing
yourself in a braggadocious way. We are not
sales people as mortgage advisors. Put people
before yourself, Sean adds. Hes got a point.
With changes in the market the rule, not the
exception, the only constant in your prospects
life is the value you do (or dont) deliver to
them. Rates are a commodity, so what are we
selling? We are advisors. Give data and analysis
to help people make educated decisions, Sean
continues. For him, its simple. If you want to
generate and convert more leads for your mortgage
business you need to Stop selling and start
serving. Once youre clear on that, Sean sees
flexibility to be one of the key advantages in
todays market Be nimble. What was working
yesterday may not work today. Analyze your
business, the market, and the current needs of
the people you serve and be willing and able to
turn on a dime. And whatever you do, keep moving
forward. Article Source- Mortgage Marketing 5
Leading Brokers On How To Close More Business In
2021 (And Beyond)