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For mortgage brokers, social media marketing is a brilliant way to be heard within your local community and to generate new leads. It doesn’t need to be complicated, nor does it need to be a burden. Facebook activity can be an easy way to market your business without investing a fortune, making it ideal for small to medium business owners. So, how do Australia’s top mortgage brokers win clients on social media?
I actually came across a few stats the other day which confirmed 79% of Australians are now on social media and over 1/3 of people check social media at least 5 times a day. Crazy isn’t it! We live on our devices day and night and yet there are businesses out there who aren’t securing the opportunities to be in front of their customers.
These days, with the help of Facebook marketing, you can gently remind people who have visited your website, people, you met at that recent networking event, and even future customers who are searching for your competitors. There really are endless opportunities. Plus, the best part is you can track your results and leads in real-time, no more guessing if the campaign is working or not! I know how much we all love the sound of that.
So, if you’re a Mortgage Broker considering social media marketing you may be thinking “How can I market my Mortgage Broker business on Facebook?” and “What sort of content should a Mortgage Broker be posting on Facebook?”. Well, the most effective way for mortgage broker’s to win clients on social media is by having a foundation in place to start with. I’ve outlined the basic steps below to help you get started.
Create a marketing strategy
It doesn’t need to be rocket science, just make a start. Write down your goals and how you plan to achieve them. I always recommend the marketing strategy any Mortgage Broker should start with is:
Position yourself as the expert in your local community
Find a niche. E.g. First Home Buyers, Refinancing, Renovators, Investors
Be active consistently!
By starting your strategy with these three points it will help set the foundation to your overall goal.
Define your audience
Once you have these three points in place, start narrowing down your audience to:
Gender
Age
Location
Interest
Occupation
The more you understand who your audience is, the more specific your targeting can be. You will then be able to focus every piece of content you produce around this ideal audience, in turn making it more relatable for them and making your content more engaging.
Create Content Pillars
From here create your content pillars. These may change depending on your ultimate goal, however, it’s important to have this in place from the start so you don’t produce content that is irrelevant for your followers. Don’t be afraid to change it as your business grows. You should be consistently developing this part of your strategy. As a starting point you can use the below content pillars:
Educational
Local Community focussed
Inspirational
Sales/ Business orientated
So a few tips to take away and implement into your Mortgage Broker business are:
Don’t miss out on the opportunity of marketing straight to your customers (without the price tag)
Create a strategy. Define what your goals are and how you plan to achieve them.
Define your target audience. Understand who they are, what they’re interested in, and where they are located.
Create a content strategy. Understand what you’re posting and whom you’re posting it for. Be educational, community focussed, inspirational, and don’t forget to add something in their about you/ your business.
If you do find yourself wanting to venture into this space but you no clue where to start or you have no time spare, then don’t forget Social Direct can help you. We specialize in social media for mortgage brokers and we’re experts at:
Creating social media posts that are designed to educate and engage the type of audience you want as well as cater for your existing customers.
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5 major challenges facing mortgage brokers in 2021HomeNews
by Mike Wood
The broking industry one of permanent change, but brokers have proven themselves adept at getting ahead of the curve. With Australia’s property boom showing no signs of slowing down, there has never been a better time to work in this industry, if you’re willing to work at it.
Working in mortgage broking goes a lot further than just setting yourself up and getting going. It’s a technical job, with challenges that constantly need to be faced and goalposts that continually change. Adaptation is the name of the game. With that in mind, here are the 5 major challenges facing mortgage brokers in 2021.
Long turnaround times by the lenders
Long turnaround times are the bane of mortgage brokers lives. In a property market as hot as it is now, the difference of a few days between submitting a loan application and getting that loan approved can be difference between buying a new home for a client and going back to square one.
With that in mind, knowing how to deal with loan turnaround times, and how to inform your clients about the worst case scenarios, is one of the most important parts of the job. As a middleman, it is your duty to get the best deal possible for your client, and often that means letting them know how slow things can go. Keeping their chins up, and managing their expectations while they wait for their loan are vital.
The ever-evolving industry
Mortgage brokers proved during the pandemic that they are better than most at adapting. In such an ever-changing industry, the agile broker can get a leap on the sometimes cumbersome big banks by being an early adopter: during COVID, that was proved by the speed at which brokers took up online activities and worked around the physical limitations of the lockdowns to get the best results for their clients.
Now, in a post-COVID-19 world in Australia, they are reaping the benefits. Market share has never been higher, and that comes at a time when property prices are also skyrocketing, which means that brokers have never been busier, never written more loans and never made so much money as right now. That comes through adaptation to the new world.
Chasing all the paperwork
Paperwork has always been an issue for brokers: making sure that a client is across all their documentation ahead of time can be one of the hardest parts of the job, especially when fear of missing out is at a peak during the property boom.
For successful outcomes, however, brokers need to know that they have all their ducks in a row before they start applying. Sitting down with clients, presenting them with their options and educating them about the politics of the possible in this fevered environment are the only way that brokers can ensure that they manage expectations and keep their clients on side.
Meeting the changing demands of the clients
Clients are forever changing, too. As the world goes through such a massive change, that filters down to all levels of society. The news media is filled with stories about the property boom in Australia, which induces large feelings of Fear of Missing Out in the general public regarding their properties and their homes. While it might seem like the best possible time to sell a home, it is commensurately not a brilliant time to buy one, as prices are so high.
It is vital that brokers, who are bound by Best Interest Duty, inform their clients about the financial situation they are in and place that information in the context of the economy at large. Are they small business people, or sole traders? Are insurance companies likely to be of assistance should anything bad happen? What loan option is best for them? As their broker, it is your job to be on top of everything and to guide your client through what, for them, is probably the once in a decade event of selling and buying a house.
Uncertainty of the landscape due to pandemic
While we have entered the post-COVID-19 phase in Australia, the upheaval of 2020 is far from over. Many mortgage brokers will be speaking to clients with small businesses, which have taken a huge hit in the last year and are still very much in recovery mode, while others will deal with insurance businesses that are still counting the cost of the hit to the economy.
On the health care side, we are still seeing the pandemic play out. Long covid, and how that plays out in primary care over time, is one of the big challenges facing insurance brokers and others who deal with the risk assessment side of the industry. Again, this brings expectation management to the fore: let your clients know that, while the house price boom is ongoing, we are far from out of the woods yet. Inform them of the worst case scenario of their situation – at least until the rest of the world is back on its feet again.
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