©2015 wsi. all rights reserved. - digital marketing for
TRANSCRIPT
©2015 WSI. All rights reserved.
● Digital Marketing Challenges Facing
Loan Originators
● 5 Step Blueprint For Success
● Action Plan
● About the Author
TABLE OF
CONTENTS
● Compliance Concerns – most “official”
guidance is about what NOT do do
● Information Overload – wading through
emails full of “tips” on digital marketing is
overwhelming
● Time – Top loan originators are most
productive when working with clients and
can’t afford to waste time on non-
productive activities
Why is digital marketing
so complicated for loan
originators?
Don’t worry!
Here’s a proven 5 step
blueprint for success
created JUST for mortgage
loan originators!
1. Focus on business development,
not lead generation
2. Identify your target clients & referral partners
3. Master 6 digital marketing tools
4. Create the right mix of content
5. Be consistent
5 Steps to Success with Digital Marketing:
STEP 1:
Make business development your focus,
NOT immediate lead generation
What??? Are We Crazy?
Maybe
Remember, people don’t want to be “sold” something
with digital marketing and social media. Use digital
marketing to build your pipeline and you’ll never have
to worry about lead generation again.
Build Your Pipeline
Develop Your Personal Network & Be Visible
When They’re Ready for a Loan
Borrowers often go years without needing a mortgage.
Make it your goal to provide them with a reason to
stay in touch and refer you to their network.
How Do You Do This?
• Comment & interact as often as possible
• Keep your message personal – don’t always focus
on mortgage lending
• Look for “trigger” sales events – moving, changing
schools, changing jobs, etc.
Build Your Pipeline
Business Partner Development
Many realtors, builders, CPAs and bankers are
working hard to gain traction with digital marketing.
Are you ingoring their efforts or embracing them?
Opportunities to find & enhance referral partner
relationships with digital marketing include:
• Comment & interact with their digital efforts
• Look for trigger events such as changing
companies, upcoming events, etc.
• Follow up in person on digital activities
STEP 2:
Identify your target clients & referral partners
Why does this matter?
Being specific about who you are trying to reach
with your digital marketing efforts will help you
refine your strategy and measure results.
Challenge:
ANYONE can potentially be a borrower, so
who are you targeting with digital
marketing?
Tip:
Narrow down your buyer personas to the 3-4
most common types that are important to your
business. Also don’t forget about developing
your referral partners!
Suggestions to Consider:
● Specific types of borrowers – What types
of buyers are you best with? Government,
conventional, first time homebuyers,
refinance, etc.?
● Referral Partners – Do you rely on realtors,
builders, bankers, CPAs or other types of
referral partners?
Everything Revolves Around Personas!
● Strategy for reaching them
● Tools you choose
● Content you create
● Offers you make
● Measures of success
STEP 3:
Learn to master these 6 key tools:
• Personally branded website
• Blog
• Email marketing
• ActiveRain
Personally Branded Website
A critical tool for long term branding
What Are the Benefits?
Your website should be the “hub” of your digital marketing
activities. Use digital and social media tools to create interest,
and send people to your website where you can turn them into
customers.
Long term, a personally branded website builds YOUR brand.
Personal Blog
Your Primary Outlet for New Content
What Are the Benefits?
Everything you do goes on your blog first – whether it’s a new
program announcement, educational content or a testimonial
for a fast closing.
Your blog layout should include at least 3 calls to action:
• Contact Me (email & phone)
• Apply Now
• Sign Up for Our Newsletter
Email Marketing
Go Beyond the Annual Check-in
What Are the Benefits?
Cost effective and easy – email marketing is a great tool to
deliver personalized content to the right audience.
Tips for better email marketing:
• Send content specifically tailored to your buyer personas
• Make it personal with more fun & personal interest content
Your Biggest Social Audience
What Are the Benefits?
Facebook is the 800 pound gorilla of social media. Your goal
here is to build your personal network while occaisionally
reminding everyone that you are in the mortgage business.
Facebook tips:
• Promote content on your personal page
• Branches – Utilize a Fan/Business Page
• Use “Boost” for extra visibility
Your Key to Referral Partner Development
What Are the Benefits?
LinkedIn is a great place to develop relationships with referral
partners such as realtors, builders, CPAs and bankers.
Tips for maximizing LinkedIn:
• Look for “trigger” sales opportunities
• Post your blog content as LinkedIn Posts
• Participate in targeted group discussions
ActiveRain/Trulia
Lead Generation & Referral Partner
Development – All in One Place!
What Are the Benefits?
ActiveRain offers you the ability to share your content, interact
with referral partners and reach potential borowers directly.
What can you do on ActiveRain?
• Answer borrower questions
• Interact with referral partners
• Co-market with realtors
STEP 4:
Find the right mix of content
In order to build a pipeline using digital
marketing, you must publish content that your
audience finds both valuable and interesting.
How to create this type of content:• Write at least 1 blog post a month
• Repost content from trusted industry sites
• Include at least 1 personal post a week
STEP 5:
Be Consistent
Why does this matter?
Like with exercise, digital marketing gets easier
and yields better results when you do it
regularly.
Productivity Tips:• Plan your activities on a quarterly basis (topics, etc.)
• Organize your social profiles using a management tool
• Block out 30 minutes daily
● Develop your buyer profiles
● Organize your digital tools
● Create a content plan
● Schedule your time wisely
HERE’S YOUR ACTION PLAN!
Andre’ Savoie – Digital Marketing Consultant
“I speak 2 languages: digital marketing & real estate!”
● Real Estate Experience: 15 Years Retail & Wholesale
Mortgage Origination
● Digital Marketing Experience; 9 years with WSI as a Top
15 producer in our global network of 1,000 offices
● MBA – Loyola Univeristy
About the Author
WHO IS WSI?
AWARD WINNING
SOLUTIONS
GLOBAL
NETWORK OF
AGENCIES
RESULTS-
ORIENTED
METHODOLOGY
20 SUCCESSFUL YEARS IN
DELIVERING DIGITAL
SOLUTIONS
How Can We Help You?
Contact us today for a
free assessment of
how digital marketing
can help YOU close
more loans.
Andre’ Savoie
WSI New Orleans
Email: [email protected]
Website: www.MyWSIConsultant.com
Office: (866) 345-8279
Mobile: (504) 669-3207