002: Mortgage Marketing Madness

0:00

Intro & Marketing Background

3:30

Mortgage & Digital Marketing

the customer journey is multi-faceted and typically involves digital touchpoints

6:20

figuring out where to focus your marketing efforts with minimal budget

8:30

understand your target customer and figure out where the best place to reach them is. social? Ad spending? Direct mail?

10:00

understand your marketing goals

ensure marketing goals align to larger operational goals

10:30

A/B testing for max efficiency and efficacy

don’t reinvent the wheel: change one variable at a time and experiment incrementally

12:30

small lenders vs big lenders: how to figure out your target audience

14:00

market the way you’d want to be marketed to

thinking about the customer journey from start to finish

17:15

the changing customer journey in a digital age

build trust and credibility long before the borrower even comes through the door

20:00

digital ads: how you can stand out

23:00

mortgage lenders and relationship-building

24:12

dual marketing strategies? Marketing to borrowers + marketing to realtors

25:00

mortgage websites and branding

borrower’s jump from realtor website to mortgage lender’s website can be jarring

28:30

in house marketing vs outsourced marketing

32:00

where to get brand inspo

36:00

common website mistakes

articulating your unique value prop as a lender

43:00

attracting referrals with your website

45:00

less is more with websites. Elegance is simple

47:00

branding psychology

48:15

improving your marketing when your resources are limited

making the most of freelancers and contract work

51:30

importance of consistency in branding and marketing

53:00

tapping into your inner ‘marketer’

56:44

marketing as an individual loan officer; personal branding

1:03:00

closing remarks & takeaways