Digital Marketing is the online stuff that mortgage lenders and mortgage technology companies utilize to find their audience to sell them something. Digital marketing is a complex, noisy, acronym-filled pain in the ass unless you have proper guidance and understanding of how it meets the business objective and drives a return on investment.
Where does a company invest money online to see the best return on investment? What channels should they use? How much should they spend? Arbitrarily practicing digital marketing is a bit like pissing in the wind. Maybe a mud on the wall analogy is better. There is a way to methodically develop a digital marketing strategy to maximize a budget, drive sales, and scale the business. We do that.
We build enterprise-level websites. Tons of variables are considered, from brand development, and business functionality, to user experience and engagement. A business website is significant and needs attention. It will likely be your customer’s first impression of your business. If you believe first impressions are essential, your website should mirror what your audience wants to see. If it doesn’t, we can fix it.
Social Media is the black hole of marketing for the mortgage industry. ROI is negative in every way imaginable. However, social media has never been more critical to mortgage professionals and technology companies. It isn’t about brand or direct sales but about relevancy and a massive part of the modern-day buyer journey. Social media is the cool kid outfit you had to have in high school to fit in.
You have to pay to play in the digital marketing arena. No getting around it. It will drive leads, awareness, and ultimately sales. It is one of the most underutilized media in the mortgage space in both technology and retail mortgage. There is an unusually massive opportunity to leverage paid arbitrage to grab market share and showcase the value proposition that sets you apart from the rest. It may feel like shooting craps, but it works.
Leads suck, says every mortgage retail loan officer on the planet. They very well may, but dozens of services provide high-quality lead gen to help supplement or grow your business. Spending and tracking the KPIs to optimize these opportunities in parallel to assisting professionals to understand how they should engage with these inquiries is the key to a successful lead gen campaign in technology and lending.
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