Become a Source for Better Mortgage Marketing

Wearing hot pink dress shoes and green socks everyday will differentiate you from your competitors, but it probably won't win you any new customers. A better solution is to reach out to your customers in a way that makes their lives easier.

The mortgage marketing idea

Of the many mortgage marketing tools, materials, and software programs out there, few will drive sales unless they help you engage your prospect on a personal level. This marketing idea, therefore, requires you to put yourself in the mindset of a prospect who's considering relocating to your city. Before a move, a person needs to acquire information about neighborhoods, schools, the local economy, property values, shopping centers, restaurants, and much more about the new locale. Consider setting up a website, independent of your company site, that essentially provides this information in a simple, straightforward format.

Here are a few tips to get you started:

• Domain name. The domain name should be a relevant phrase containing the name of your city or region. There are various tools available online to help you determine what the important search phrases would be, including Overture's Keyword Selection Tool.
• Be subtle. Your strategy is to use the site to build trust by demonstrating an understanding of your prospects' needs. The focus of the site, therefore, should provide service-oriented information. Direct reference to your mortgage services should be subtle. Consider the site as an enhancement to your overall service-a customer service tool that supports all your other marketing ideas and strategies.
• Selective information. Take care to use your space wisely when marketing online. Information overload, or articles that are too lengthy, will scare people away. Spend time thinking about the types of questions that a new person to your area would have. Then post compelling answers.

No matter what, avoid wearing pink shoes and green socks unless it's absolutely necessary. Your customers will appreciate it almost as much as they appreciate your new website.