Multi-million dollar clients, massive deals, the appeal is clear. High-net-worth clients can help you take your mortgage brokerage to the next level. But if you want to play the game, you have to know the rules.
First and foremost, perception is key. Clients with huge purchasing power will usually suss you out within the first five minutes of the conversation. And, as the saying goes, you never get a second chance to make a first impression.
The key to working with affluent clients is to elevate your personal brand. Your brand is what you offer. Your services and connections, your customer service, your logo or symbols, your ethics and mission, all of these aspects of your business work together to form your brand. It’s your professional image.
Mortgage broker marketing is all about getting your brand established. As you get your brand established, it creates trust. It becomes associated in the customer’s mind with a certain level of satisfaction, credibility, and quality. With a crowded and competitive marketplace, this is priceless. It’s your brand that makes you stand out from your competitors.
Here are seven steps to elevate your brand:
1. Know your market
Your brand will appeal to some people and not others. And the same can be said of your service. What you want is to align the brand with what you offer. When you consciously choose to work with high-dollar clients and luxury home owners, you define your demographic and differentiate yourself from other mortgage brokers. Over time, clients will recognise your unique specialisations and recommend you to others for your professionalism, credibility, and quality.
2. What’s your UPS?
A UPS is a Unique Positioning Statement. It tells your client who you are and how you’re in a position to help them. The UPS can be something as simple as “I specialise in working with high-net clients.” This packages and positions you so that a potential customer immediately knows what you have to offer. Make sure that you keep this position consistent throughout all channels of your mortgage broker marketing. The goal of your UPS is to show people that you can meet their specific needs better than anyone else in the business. It’s the core that your build your business around.
3. Get certified
Most luxury homeowners and affluent clients are successful business people. They understand the value of training and education. This is something that these clients will expect from those they work with, and they will recommend you to others on the basis of your higher level of expertise. Make sure that you’re certified with the appropriate credentials authority and a member of the leading industry association.
4. Go all out on the printing
You don’t want to cheap out on your business card. Not if you actually intend to hand it to a client. Regardless of your other mortgage broker marketing strategies, success at this level means showing up with a professional appearance and competent demeanour. A shoddy business card says cheapskate. On the other hand, quality materials and design shows that you care about your business, that you are successful and can be trusted to handle the client’s business.
5. The Elevator Pitch
We’ve all heard of the elevator pitch. It’s basically a 30 seconds or less summary of who you are and what you do. This is essential when you work with powerful individuals who can choose any broker they want. Show up for business and get to the point. And remember your brand. Leave the customer with a solid impression focused on what you want them to remember about you.
6. Dress the part
Show up ready to impress. Shorts and flip flops might work at the beach, but when you meet with a client, it’s important to let them know you take their business seriously. First impressions are subtle, but they go a long way. Make sure that your attire is of good quality and in good order, and you leave the customer feeling that you are on top of your game.
7. Be confident!
You’ve seen people who weren’t confident before. You can recognise it in how they move, how they hold themselves, the tone of their voice. It’s a whole impression that comes across, and it shapes how you interact with them. Just the same, when someone is confident, you can feel it. It inspires trust. After all the practical bits are said and done, the most important thing is to project confidence. And that means you have to feel it. You may be dealing with high profile clients, but don’t be intimidated. They want what you have to offer, so walk tall, shake firm, and meet their eyes like a professional who can deliver on their promises.
If you’d like to know more about building your brand or to find out how to boost your marketing strategy, feel free to contact us. At Reputation by Design, we know the game. We want to help you take your business to the next level.
Are you trying to build your mortgage broker brand?
Branding is one of the most important aspects of sales, whether you’re a mum & dad shop or a major mortgage broker. Basically, you want your customer to know that they count, that you’re reliable and can do a good job. You want your customers to know what your brand has to offer compared to your competitors. Before your website, Facebook page, or any other aspects of your mortgage broker marketing strategies can take effect, you need to have a solid brand identity.
Your brand is your company’s image in the mind of customers. Most of the leads that come your way do so because of the brand you’ve built, both in person with your customers and through your digital outreach. There are some universal truths in how to make your branding successful, but there’s a couple more specific to mortgage brokers. So with this in mind, let’s have a look at three traits essential for any successful mortgage broker brand:
1. The customer comes first!
You’ve heard this before, and you’ll probably hear it again. Mortgage brokers work with people. No matter how good of a job you do, you need to make sure that you have a good relationship with these people. Keep customer satisfaction levels high, and you’re more likely to get referrals and return customers.
It’s as simple as that in principle. This is even more important for a mortgage broker, however. No matter how you’ll manage your broker marketing, your brand is personal. The client has to trust you. You become known for your skills, experience, and connections, for how you can help the client with their specific issue. Look for the best solution for your customer, rather than for the best commission. If you make it clear that your focus is the client rather than your own wallet, you’ll get more than enough business to make up for it.
2. Make sure your brand showcases your experience.
Experience has value. If you’ve dealt with a similar situation before, you’ll deal with it even better then next time. People know that, and that’s why they respect experience. Ample industry experience means better rates, better connections, and getting the loan you need right then. Even if you’re just starting out, try to showcase previous projects, customer interactions, and successes. Collect testimonials and ask for referrals. Get the word out there about what you’ve done for your previous customers, and you legitimise your brand and build trust. Here is where proper social media management can work wonders for you.
3. Show your market knowledge.
No matter what field you’re in, it continues to grow and change. Make sure that you are up to date in the mortgage broker field. After all, this is the kind of specialised knowledge that brings people to mortgage lenders to begin with. Most people don’t have the knowledge or financial leverage to find the best lenders and negotiate the best terms. Potential customers are after those lenders that can demonstrate their knowledge of the field.
One great way to do this is with blogging. You can write articles on the current state of the market and post them on your website and social media channels. This brings in more brand recognition and helps to establish your brand as an authority in the field.
If you’d like to know more about how you can strengthen your brand and generate more leads, feel free to contact us. At Reputation by Design, we specialise in marketing for mortgage brokers, and we know how to take your company to the top.
Digital marketing is one of the most important ways to reach your customers and get your products or services out there. If you’ve been in business a while then many of the key methods will be familiar to you. At the same time, there’s always room for improvement and refinement. With that in mind, here’s a brief overview of the key channels to any successful digital marketing strategy:
1. SEO
If you have a website for your product, then you’ve heard a bit about search engine optimisation, but it might still be a bit mystifying. Basically, SEO is the process of optimising your website so that it shows up in searches related to your product or service. Since the internet is the #1 way for people to research new purchases, good SEO is essential for the success of your business.
SEO is oriented around keywords. Search algorithms look into your website to determine how relevant your site is for certain key words and phrases. You really need a keyword plan for the terms that your target audience is likely to enter in a search. For best results, you’ll want to include local terms in addition to product or service relevant terms. Then on-page, off-page, and technical elements are refined to reflect these terms.
Despite its importance, less than half of all companies invest in SEO. It’s a long-term strategy and won’t get you instant results, but if you want success in the long run, your ROI will surprise you. The best way to go about it is to find experienced digital marketing consultants to review your site and optimise it for best results.
2. Paid Ads and Search Engine Marketing
SEO is great for organic search results. But there are other elements that can make your site even more visible. One of those methods is paid advertisement. When you run a search, do you notice those ads that come up at the top of the page? It costs money, but by purchasing advertisement for key search terms, you can make sure your site is the first thing that someone sees in their results.
Paid ads or pay-per-click advertising (PPC) can be channeled through search engines, like Google, as well as through social media channels like Facebook, Pinterest, Twitter, and LinkedIn. Ad campaigns can focus on certain terms, retarget previous customers, and increase your outreach in a number of other ways. Each channel is a little different and you’ll burn through quite a bit of money without much of a return if you don’t plan your campaign effectively. To get the most out of your PPC campaign, make sure to work with a social media management agency that’s familiar with the channels you use most.
3. Social Media Marketing
So we’ve mentioned ads on social media, but that’s just the beginning. Social media is one of the best ways to develop strong relationships with your customers, to show them that you value them as people and want to hear what they have to say. It’s also an ideal channel for building your brand and reaching new customers.
Social media marketing involves more than just putting up a post. It’s important to know the best times to post on each service and to respond to your customers when they send messages. Plus, each platform offers analytics to help you learn which posts are most effective. To top it off, most social media channels now allow you to sell your products or services directly, providing a whole new sales channel.
4. Content Marketing
It’s old knowledge that content is king. Even though it’s an oldie, it’s still a goodies. Content marketing is basically the practice of providing content to your audience in order to generate leads or sales. This can be any type of content. Blogs and articles are standard, but you can also use posts or stories on social media channels, YouTube videos, infographics, Tweets, e-books, and white-papers.
To get the best results, you’ll want to combine content marketing with other social media communications. Make the language simple, and educate your customers before you sell. Make sure that the information that you provide is valuable to them. Content creation is a specialised niche, so it’s best to get someone who knows the field well and can speak to your audience. A professional online marketing company will make sure that you have regular content uploaded to your site or social media channel, keywords friendly and targeted to your customers.
5. Email Marketing
These days, email has become an essential part of how we communicate. When you market through email, you nurture leads and develop stronger bonds with existing customers. It’s important to make it personal, and, to get best results, include beautiful images and clickable links. Email campaigns are also ideal for creating sales funnels and keeping customers aware of your brand. Think newsletters, deals, and news relevant to the field.
6. Conversational chatbots
The previous five marketing channels are the classics, but as technology continues to evolve, there are more channels available to you. One of the up and coming trends is the use of conversational chatbots. With the development of machine learning and artificial intelligence, chatbots are smarter than ever. They let you increase engagement with your customers, even when you can’t be online to monitor the site in person. Conversational chatbots are great as recommendation engines, to nurture leads, and to offer customer support.
7. Marketing through Influencers
With the increased importance of social media, influencers are difficult to ignore. These people with significant social media followings can showcase your brand or service. They add a personal touch and bring in more trust and legitimacy to your brand. They are so important for marketing that influencers with huge followings are being paid top dollar by big companies to showcase their products.
However, the key in the current market is to use micro-influencers. Social media engagement can top out after you reach a certain number of followers, and huge influencers can offer so many recommendations that they lose connection with their audience. Instead of looking for an influencer with 100,000 followers, keep an eye out for micro-influencers with more than 1000 followers. If you find someone that connects with your target audience, you can massively increase engagement while still getting a reasonable price for their services. Plus, the micro-influencer trend is still a new thing, so you can jump on top of it before the market is flooded.
If you’d like to know more about real estate marketing or you’re looking to make your social media marketing more effective, feel free to contact us. At Reputation by Design, we specialise in digital marketing for financial services and real estate companies, and we can help you take your business to the next level.
Digital marketing strategies are changing dramatically, and it can be a full time job just to keep up with it all. In our last post, we explored some of the biggest trends transforming the face of social media in the coming year. However, that just scratches the surface. Here are five more massive shifts to incorporate in your digital marketing in 2020 to help you get ahead of the curve.
New Social Media Channels
If your social media marketing strategy is still focused on the traditional platforms – think Facebook and Twitter, no worries. These channels still net huge engagement, now and for some time to come. But they are beginning to plateau. The current trend is shifting towards alternative and niche social media platforms, especially for the younger demographic. Getting your foot in the door for these secondary channels is even more important as shoppable posts hit the mainstream. The shift is still in the early stages, but they are showing impressive growth already. So, the best time to build your presence is now.
Instagram is already taking precedence over Facebook for younger audiences, and there are a few other platforms that are becoming equally important. To expand your social media presence, consider platforms such as Reddit, Medium, Pinterest, and Snapchat. This is great news if you have a niche product or service, as these mediums are specialised platforms idea for reaching specific target audiences. To make the most of this trend now, connect with your social media management agency to plan your ideal marketing strategy.
Programmatic Advertising
A well-planned online ad campaign has loads of factors. Where to place the ad, how much to bid, keywords and negative keywords to factor in… all of these matter, and that’s just the beginning. You also want to keep track of performance, adjust your bidding strategies by season and as the market develops, and target ads for specific customers.
Short story? This is more than just a full-time job. It’s a job for AI and machine-learning algorithms. And the good news is that a wide variety of tools are now available to help you optimise your campaign and keep it optimised in a shifting market. To name just a couple, SmartyAds and Adobe Marketing Cloud can help you to adjust bidding, personalise advertisement, track performance, and make adjustments automatically. This frees you up to spend time on the running the business and gives you better results than trying to crunch the numbers yourself.
Featured Snippets
Featured snippets are the results that show up in a box at the top of the page of an organic search. The goal is to answer the user’s question right away and without having to sift through loads of search results. The key here is that search engines are evolving, and the goal is to make the search more user friendly. That means if your site is optimised for featured snippets, there’s a much better chance that it’ll show up higher in the search ranking, hopefully even snagging some of that priceless first-page real estate.
One of the best ways to do this is to make sure your site offers valuable high-quality content that your audience is interested in. Think about the questions that they are likely to have, and then craft your content around clear, well-structured answers that get to the point and then let you expand into the details. By optimising all content for featured snippets, you’re writing for the audience and boosting your search ranking at the same time.
Vlogging
Video content has become huge for engaging customers and building interest. Plus, there are loads of platforms that make it easy to record and post for your audience. In addition to YouTube, think Snapchat and Instagram Stories. So it’s no surprise that vlogs, or video blogs, are becoming an important element of a successful online marketing strategy. They help you to create a personal connection with your target audience, and boost engagement through your social media channels. Vlogs also allow you to stream exclusive content, giving your customers access to material they can’t find anywhere else, like live-streaming events or interviews. This is a great way to add value to your brand.
Keep with the Tone of the Times
Let’s face it. Time stops for no one. Generation Z, those born at the turn of the millennium, are now 18, 19 and 20 and becoming consumers in their own right. And, as the years go on, they’ll become a larger part of the target demographic. That means that your content has to be shaped around a new set of values and terminology.
Some key notes to keep in mind are authenticity, privacy, diversity, and humour. The younger generation values honest, direct communication without an excess of agenda-laden promotion. In an era where identity theft has become commonplace, privacy is more important every day, so respecting personal information is essential. Diversity is an aspect of the modern era. If you don’t address this, you alienate a large portion of your target audience. Finally, to connect best, keep it light and a bit quirky.
Although new tools and tech are changing how things are done, the core of really good marketing is and has always been integrity. It’s about meeting a need and helping people to get what they want. 2020 brings in a stronger emphasis on the human side of your brand and your business, building relationships and connecting with the people who want what you have to offer. The key is to use the tools available to make that happen.
If you missed our earlier post on 2020 digital marketing trends, click here to learn more, and feel free to contact us to learn how to tailor your marketing strategies for the new year.
There’s no doubt about it. Even in the hectic pace of the modern era, the online world changes faster than pretty much anything else. What worked last year for digital marketing might be obsolete already. And, when your business depends on a solid digital marketing strategy, it’s important to keep up with current shifts. If you can take it a step further and get ahead of the game, you get a huge edge over your competitors.
This is truer now than ever before. Some of the recent trends are still building momentum. Chatbots are now more responsive and convincing than ever before. They are a great way to engage with your customers while saving heaps on personnel and man hours. Voice search is becoming more important each year, with digital assistants like Siri and Alexa becoming commonplace. This shifts how keywords are used as well. SEO now has to focus on more natural, conversational long tail keywords to optimise voice search results. Finally, video marketing is becoming both easier and more essential, offering you a great way to pass along loads of information to your customers in a way that they are comfortable receiving it.
That’s not all, though. The arrival of 2020 brings with it an explosion of new technology and a massive shift in how we engage with online commerce. Here are a few of the most important trends in digital marketing to keep in mind for the coming year:
Shoppable Posts
One of the key challenges to omnichannel commerce has been getting customers from your social media page your website. This is becoming a thing of the past. Shoppable posts now allow customers to buy directly without ever having to leave the site. On some channels – like Facebook – shoppable posts have been around for a while. However, now all the major social media sites offer ways to sell to your audience and it’s gaining a rapid following. It makes sense, after all. Most people use social media to research purchases before they make up their minds, so it’s an easy step from a decision to a conversion. And if this sounds complicated, no worries. An experienced, high quality social media management agency can easily transform your social presence into a new sales channel.
Direct Messaging (DMs)
Personalisation is a key to a strong digital marketing strategy, and one of the best ways to personalise in the social media context is with the DM, the direct message. DMs can be sent to customers through private messages on Instagram, and Twitter, or through messaging apps like Facebook Messenger, Viber, or WhatsApp. They are great for creating a stronger relationships, taking sales orders, addressing complaints, or passing along deals and discounts, all within a convenient medium that the customer is already comfortable with. The key is to encourage the customer to message you first, giving your username and offering great deals or coupon codes.
Micro Influencers
Influencer marketing isn’t a new thing. Social media is powerful and it’s woven into the fabric of modern living. Social media influence is valuable. It’s a great way to reach new customers, to get more legitimacy and boost brand awareness. A few years back, it was enough to just send a free sample to someone with a huge social media following in the hopes that they would review it. These days, though, you’ll find yourself in competition with global corporations if you want to be reviewed by major influencers.
The biggest influencers are overloaded with sponsorship offers and often become out of touch with their followers. It’s both cheaper and more effective to look for medium- and small-sized influencers who connect with the right kind of audience for your product. These micro influencers offer more targeted presentation and better engagement, giving you a much better bang for your buck.
High-Quality, Gorgeous Interactive Emails
Email is still a robust form of marketing with a huge ROI. At the same time, plain text newsletters and other emails aren’t getting the same traction as they used to. The new trend is to include high-quality images and stylised clickable buttons. The idea is to put as much thought and design savvy into the email as you would into a page on your website. The more beautiful and interactive you make your emails, the more it will stand out from the crowd and boost customer engagement.
Sentiment Analysis
One of the most important aspects of marketing is to understand what your customers want. And this means listening. Sentiment analysis lets you analyse the reactions of your customers to your product or service. Social media is an excellent medium for reviews, surveys, and consumer feedback. But this is just the beginning. Customer feedback is rarely as straightforward as a simple yes or no. There are usually aspects of a product or service that a customer will appreciate, and others that could use refinement. With modern data collection processes and algorithms, sentiment analysis tools can review all available customer responses to help you refine both your products and digital marketing strategy. Premium social media management services can help you to incorporate sentiment analysis into your marketing strategy and dramatically boost your ROI.
These are just a few of the trends that are transforming the face of digital marketing. If you want to know more, click here to read Top Trends for Digital Marketing in 2020 – Part 2, or feel free to contact us and learn how your company can corner the market in the coming year.
We all know that no matter what niche you’re in, the success of your business depends on marketing. It’s how you reach your customers, how you get the word out so that people can take advantage of your product or service. And, whether you’re a mortgage broker offering home loans or setting up a clothing line, there are some simple steps to take to make your marketing successful. You have to do some research and get clear on the plan of action. Set the goals, establish an outline, and consider the ROI of each element.
Here are the five key elements to any marketing strategy:
1. Define your demographic.
In order to market effectively, the first step is to know who will want your product or service. Know your audience. This will save you money, as you can direct your campaign to the people most likely to become customers. Set up a profile of your ideal customer. Consider their gender, age range, education level, interests, location, all of the details that have a bearing on them becoming a customer. The clearer you are about your audience, the more effective your marketing campaign will be. This translates to better ROI, more conversions, and a higher success rate.
2. Find out what your customers care about and make it a priority.
What would motivate a person to buy your product or service? Whatever you offer, it’s the solution to some problem. If you know how to address the problem and offer your business as a solution, then you know what your customers need to hear. And this is about more than just selling. The way to make yourself stand out from the competition is to understand your customers’ needs. Then you can provide a solution that your competitors don’t, setting your marketing apart.
3. Make yourself a resource.
How much do you enjoy getting a sales pitch? If you said not very much, you’re not alone. To build a strong relationship between your business and your customer, become a resource for them. Keep up with the best and latest information in your field, and make that info available to your customers. Think about what they want or need to know, and focus on that in your newsletters, blogs, and other communications. This legitimises you and makes your business the go to for details about the industry.
4. Post your reviews.
People trust you more when they know that other customers have been satisfied and had a good experience with your product or service. This is why personal recommendations are so important. The good thing is that online reviews are just as good as word of mouth. You must request testimonials from your clients, and make them visible to others. This is where and online marketing agency can come in handy. They’ll make sure your company is listed in Google My Business and anywhere else potential customers might look. This has the added benefit of increasing your search ranking as well, bringing more traffic to your site.
5. Make yourself accessible online.
The easier it is for people to find your site online, the more traffic and conversions you’ll get. This translates directly to more success and higher profits. It’s also key to responding to the reviews that come from your customers, which shows genuine care and improves customer relations. The best way to do this is with social media marketing management, SEO, and PPC. A good online marketing agency will help you to find the right strategy for your business, helping you to reach your target demographic and get the most bang for your buck.
If you want to know more about online marketing, or you’d like help finding the right strategy for your business, feel free to contact us. At Reputation by Design, we’re dedicated to helping you bring your business to the top.
Getting your name out there as a mortgage broker may not seem like something that requires a load of strategy. But that couldn’t be further from the truth. This is a highly competitive industry, and anything you can do to get an edge is essential to your success. The best mortgage broker marketing strategies will boost loyalty and get your clients engaged while reducing your workload. It’s the classic case of working smarter rather than harder.
So, here are a few of the most important tips to make the most of your time and effort:
1. Social media management
Social media is one of the most important ways to connect with others. This applies to clients just as much as it does to friends and family. Skip out on social media, and you lose loads of opportunities to connect with potential clients.
Social media is great for showcasing your knowledge, beginning a dialogue, and for just fishing for leads. You have the opportunity to answer questions and engage with clients, plus, it allows you to build brand awareness and make connections with other businesses in the community. Since this can be a complicated process, it’s more than worth it to contract a company to handle the blogs, posts, and client dialogues while you deal with the existing leads.
2. The best marketing consultant will make sure you stand out from your competitors.
Regardless of your field, it’s important to call positive attention to your business. Asking each client for referrals is one great way to make this happen. Word of mouth is powerful. It builds trust and helps to legitimise your brand. Another great way to do this is with online surveys. These help you to hone in on what your target audience needs and wants so you can tailor your presentation to them. Getting customer feedback – both good and bad – is important as well. It allows you to improve your service with each client.
3. Track your online leads
Traffic doesn’t automatically lead to conversions. But it does give you opportunities for leads. When you track those leads and store client information, you can respond to them the way they’re most likely to hear. Get some details. Look at where the leads came from, what records they click on, and gather other pertinent details so that you can build up a profile. This does a few things for you. You find out what parts of your site are most successful, allowing you to optimise the whole site to follow that success. Plus, it lets you respond to each client precisely and in detail. This is especially effective if you pick up their phone number and email address for follow ups.
4. Invest in Live Chat
Once you have a visitor to your site, you have someone interested in your offering. But that interest has an expiration date. Leave it too long, and they might just look somewhere else. So, it’s best to begin the conversation as soon as possible. That’s what live chat is all about. It lets you engage the customer immediately, making the most of your site traffic. Make sure the live chat is available right from the beginning. This shows that you care about your clients and that you’re ready to answer any questions that come up.
5. Personalize!
No one wants to be just a number. When you send out emails, make sure to personalise them. Use the client’s name. Include details about the listing they explored on your site. Base your suggestions on their needs and preferences. This is one of the most important elements for boosting engagement and building loyalty. Since you don’t want to spend all your time creating personal emails for each client, it helps to have an automisation or marketing service to take out the hassle.
If you’d like to know more about how to maximise your marketing strategy, feel free to contact us. At Reputation by Design, we’ve got your back. We know how to make the most of your online presence and dramatically boost your leads. When you’re ready to take your real estate or mortgage broker business to the next level, give us a call.
What is the most important thing to making a recognisable product or service? If you said branding, you’re right. Establish your brand effectively and customers will trust you. It brings greater attention and loyalty to your business. This is just as important for mortgage broker marketing as for any other niche. And, regardless of the field you’re in, there are some essential steps to creating a successful brand. Let’s take a look at each step:
1. Identify the attributes of your brand
You want to make the attributes relatable. This helps your customers relate with your brand on a personal and emotional level. Consider the quality of your products, what kind of support you provide, your values, and your organisational culture. These are the qualities that shape the identity of your brand. Research what your customers want and value. Make sure to reflect this in your mission statement and all of your communications. This builds your identity and increases brand recognition.
2. Design a logo that reflects your brand
Your logo is an essential aspect of your brand. Once you’re clear about your attributes and values, you’ll want to create a distinct visual that embodies the brand. The logo can help to firmly fix your brand in the mind of a customer, so the key is to make it recognisable. A unique font and colour with a design that appeals emotionally to your target audience. Resist the urge to make it too complicated or clever. You don’t need a work of art, just a symbol that carries the feel you want your brand to convey.
3. Make sure your site offers great user experience
Your website is your online business card, or storefront. It’s the medium that lets you get your product or services out there. Designing the website is, in some ways, a lot like creating the logo. You want all of the aesthetics of the site to reflect your values and the feel of your brand. It’s also important that the site be clean, clear and feature your logo strategically. On the technical side, it’s essential that customers have a great experience when they visit your site. Make it user friendly and easy to navigate, and make sure that you have fast loading speeds. The better their site experience, the more time customers will spend on your site and the easier it will be to make sales or generate leads.
4. Make sure your site is optimised for mobile
This is one of the most important elements of online marketing. Almost 59% of users across the world accessed the internet through their smartphones in 2018, and that continues to increase. This means that mobile optimisation is essential for building a successful brand. Make sure that your site is mobile friendly, and, if you want to take it to the next level, you can create a user-friendly app to improve customer access.
5. Offer valuable content
An essential aspect of creating a successful brand is building a relationship. This is all about communication, about creating content and connecting with your audience. Make sure to provide engaging, unique content. The key is to offer information that your customers want. This positions you as a resource and helps to boost your site traffic. Then use a content marketing strategy to get the most out of your content creation. Use a combination of channels and mediums like videos, blog posts, infographics, and social media posts to boost customer engagement, and make sure your content answers questions or offers information that is valuable to your audience.
6. SEO!
SEO (Search Engine Optimisation) is one of the most essential elements of any brand and marketing effort. Optimising your site means it will show up when people search for things related to your company. The key is to build your site around certain keywords that are relevant to your products or services, as well as analysis of the competitors and other factors. The better your SEO, the higher your site will be in the search rankings, boosting traffic and conversions.
7. Showcase your brand on social media
Social media has become an essential part of the online experience. Most shoppers will explore social media before making new purchases or establishing a new relationship with a business. This is an excellent way to post reviews and testimonials, increasing the legitimacy of your brand and helping to build trust. Plus, if you engage with your clients regularly, you also build stronger relationships. Since this is such an important channel, it’s best to connect with a social media management agency to establish a solid strategy.
These are a few tips that will lead you in the right direction for creating a successful brand. To take it further, you have to tailor your approach to your particular niche and audience. If you have questions about brand building or online marketing strategy, feel free to contact us. At Reputation by Design, we’re dedicated to helping you reach your customers and position your brand effectively.
No matter what industry you’re in, SEO is essential for getting your brand out there, bringing in new traffic and delivering conversions. But SEO is a game that changes so rapidly it can be hard to keep up with it. If you work with an on-to-it online marketing company, they’ll let you know that Google makes around 3200 changes to its algorithms each year. That means if you want to have the best SEO imaginable, you have to keep up with around 9 algorithm changes every day. Put simply, digital marketing strategy is a full-time job.
But here’s some good news. You’ve no doubt heard of the 80/20 rule. 80% of your effectiveness or results comes from 20% of your effort. And, in this case, a good bit of that 20% effort can come from shifting your approach to content. Once upon a time, it was enough to pack your site with “good” content, loaded with keywords. Now though, the current algorithms are created to help defend the searcher from inaccurate information. So the key acronym you need to keep in mind is E.A.T.
So, what does E.A.T mean? It’s simple: Expertise, Authority, and Trustworthiness. Google wants to make sure that your audience is getting solid advice, whether it’s financial, medical, or whatever industry you’re involved with. So, for real estate or mortgage brokerage, you want to make sure that you offer helpful, accurate information that gives your demographic information they can work with. Most of Google’s attention has been focused on health and finance to date, but over the coming year, this focus will extend throughout all online industries. So, the best approach is to start now, making sure that your content is solid, valuable, and accurate.
How can we apply this principle when working with mortgage broker marketing strategies?
Here’s the thing. You can’t fake substance. If you want to bring expertise and authority into your content, there are a few essential ways to making that happen:
1. Include guest posts on your site
Regardless of your industry, there are some experts out there. These are people who know the field and who have something valuable to say about it. What’s more, they are publicly recognised as experts. Including guest posts helps to increase your brand recognition and link their legitimacy to your own. So, have a look at people who know their stuff, and, when it applies, present their posts on your site. If you’re keeping up with changes in the industry, then you’re already doing half the homework. Find a post you want to share, and you save yourself some effort while increasing both visibility and trustworthiness.
2. Make presentations and speeches at conferences
This will only work for some industries. But, if the venues are available, make it happen. This massively boosts your visibility and positions you as an expert in your industry. You can also offer expert advice to professional organisations and businesses, like giving tips to real estate agents, accountants and lawyers. If you’re just getting started, get out there and offer your talks to as many as you can. Each time you get an acceptance, your reputation grows.
3. Awards and other public recognition
This can come in a wide range of different forms. Digital marketing consultants will tell you that testimonials are one way, and social media marketing is another ideal channel. Get feedback from happy clients and customers. And, once you’ve got it, present it on your site. If your industry offers awards and you manage to snag one, make sure your clients know. And, if you have to apply for these awards to make them work, do so shamelessly and with determination. Each one you get adds vital legitimacy to your product or service.
If you’d like to know more about mortgage broker marketing or digital marketing strategies, feel free to contact us. At Reputation by Design, we’re dedicated to helping you get your brand and your business out there.
OK, so you have your site up. You’re reaching out, and people can see you. Visibility is great, but that’s only the first step. The key is to move from being seen to making sales. To make that happen, you need to reach out and connect with your audience.
Let’s break it down a bit further. You can play the same game 99% of your competitors are playing, give them the same lines, and basically go fishing for the odd lead, if you want to. Tell them that you’re trustworthy, that you will find them the house that they want, or get them the best deal on a mortgage. All that’s great. But you’re still working off the old playbook, giving the scripted spiel. And, as any mortgage broker marketing strategist worth their salt will tell you, that’ll leave you lost in the plethora of other mortgage brokers saying the same thing.
So, how do you position yourself as a unique brand? How do you reach out to your customer so that they actually hear you? You want to make your product or service stand out, and for the right reason, if you want to leverage your outreach into conversions.
The key? Go local. Tune in to the people in your area. You have to know your demographic. You won’t get this from every real estate marketing consultant, but the real key to getting your brand out there ahead of your competitors is to learn what the local people really want, what their pain points are, and how you can help them solve their problem. Maybe it’s about trading up in a buyer’s market, or uncovering the best interest rates for a new home purchase. No matter the situation, you can offer information to help your ideal client get what they need. Make it specific, and make it real. This is how you help your target audience.
This requires a shift in perspective. Your business is a relationship. And your advertising is a form of communication. For communication to really land, you have to be able to create rapport. Know who you’re talking to. Know what they want, and speak their language. When you have an agenda, and, let’s be honest, a business is an agenda, you want to leverage that communication into a call to action. So, learn what your audience wants, and help them to get it in a way that really works for them.
This is where so many people fall short in sales and advertising. It’s not a one-way street. Yes, you have something to offer, and you want them to buy it. But you want a happy customer, one that’s likely to recommend their friends and family, give great referrals, and load your site with satisfied testimonials. That’s the difference between a flash in the pan business and one that stands the test of time.
To put it simply, the best mortgage broker marketing strategy is to be real with your clients. To really care about them and help them get what they want. What they need. In the best way for them, and in a way that they will be happy with for years to come.
This is the core of real sales. The art of the salesman. It’s not about the one-off. It’s about creating real relationships. Establishing trust in a way that builds, year after year and with each satisfied customer. So, listen. Learn. Know the market and how you can best help your clients. That’s all there is to it.
If you want to know more about the current market, or you want to revolutionise your mortgage broker marketing strategy, feel free to contact us. At Reputation by Design, we’re here to help you take your business to the top, now and for years to come.
Reputation by Design is a boutique marketing agency whose purpose is to proactively design and grow your reputation.
We do this through our marketing services, with specialties in award submission writing and organic social media management. Free up your time and lean on our expert marketing consultants and award submission writers to promote your brand. We are professional, efficient and reliable – and award-winning!
